Development and validation of a scale for measuring city image
by Alok Acharya; Zillur Rahman
International Journal of Business Excellence (IJBEX), Vol. 25, No. 3, 2021

Abstract: This paper seeks to advance a valid and reliable scale for measuring the city image of Jaipur (India) from the perspective of foreign tourists especially travelled for leisure purpose. This instrument was designed in two stages. The first stage included a comprehensive literature review and qualitative interviews with academics and city administrators. The second stage involved a survey of 271 international tourists and use of quantitative techniques (i.e., EFA, CFA and SEM). The predictive validity of the proposed scale with respect to tourists' satisfaction was also analysed using SEM and it positively predicted satisfaction. The proposed scale comprised three cognitive and one affective factor with 13 items. This is a first study to propose a scale of city image in Indian context and also makes a distinctive effort to develop a scale especially focussed on foreign leisure tourists. Thus contributes significantly to existing literature.

Online publication date: Mon, 06-Dec-2021

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