Developing a Scale to Measure Destination-Country Image

Extended Abstract
Introduction: Destination branding involves creating a unique identity that differentiates a destination from others, thereby attracting visitors and fostering economic development. Effective branding can lead to substantial brand equity, positively impacting consumer perception, awareness, and loyalty, which in turn is associated with increased tourism spending and revenue. Effective branding fosters positive perceptions and emotional connections among tourists, as research indicates that the destination brand experience has a significant impact on brand credibility, satisfaction, and loyalty. With some of the region’s most attractive cultural resources, Iran ranks 73rd in the overall ranking of the World Travel and Tourism Development Index 2024, while its neighbor, the United Arab Emirates, ranks 18th on the list despite having less appeal. Based on this report, it is evident that Iran, despite possessing numerous and diverse historical, cultural, and natural attractions, has not achieved a ranking commensurate with its potential in terms of tourist attraction and tourism revenue. Therefore, this study aims to develop a scale for creating a country image for tourism managers and destination managers, enabling them to direct their activities within a specific framework and foster a positive image of Iran, ultimately establishing a relationship with tourists.
Methodology: To collect data in the qualitative stage, two methods of library and field studies (semi-structured interviews) were used. The statistical population of the study was the experts present in the tourism industry. Using a judgmental sampling approach and the snowball method, up to theoretical saturation, 14 managers and experts in the tourism industry were selected as a sample of research experts in this field and participated in semi-structured, face-to-face interviews. The interviews were conducted between February 2024 and May 2024, with an average duration of 30 minutes each. Thematic analysis was used to analyze the data. In the coding process, the data were analyzed, and important concepts were identified. After the dimensions of the country's tourism image scale were identified based on the opinions of experts and a thematic analysis of their conversations, exploratory factor analysis (EFA) was conducted to validate these dimensions. This was followed by confirmatory factor analysis (CFA) to confirm the dimensions. To collect the opinions of a statistical sample, which included both domestic and international tourists, a two-page questionnaire was designed, distributed, and collected upon completion. The questionnaire included explanations about the study, general information questions, and 25 Likert-scale questions regarding the components of the country's tourism image (based on expert opinions). Simple random sampling was used for data collection. A total of 360 questionnaires were distributed, and 331 valid questionnaires were ultimately analyzed.
Discussion and Results: The image of a country's destination is a crucial factor that shapes tourists' perceptions of a country's tourism quality and has a significant impact on tourists' intentions to visit. After collecting the data, thematic analysis was employed to analyze it, and the codes were subsequently conceptualized into seven components. These seven components were natural attractions, cultural potential, technological leadership, economic factors, political image, social image, and health image. The results indicate that the image of health and hygiene had the most significant impact on the country's tourism image. This could be related to the shift in people's views on health and hygiene following the COVID-19 pandemic. After that, the natural image of the country is followed by a path coefficient of 0.820, indicating the importance of natural and visual attractions for tourists. These attractions are sometimes considered a symbol of the country. The following ranking is based on cultural image, with a factor loading of 0.818, followed by social image, with a factor loading of 0.817; political image, with a factor loading of 0.794; technological image, with a factor loading of 0.753; and finally, economic image, with a factor loading of 0.609.
Conclusion: Health image had the highest factor loading among the dimensions related to the country’s tourism image. This could be related to the changing views of people towards health and hygiene after the COVID-19 pandemic, where effective responses to such health crises significantly affect how a country is perceived globally. Natural image ranks second among the country’s tourism image components. Unique landscapes, ecosystems, and natural wonders, as symbols of the country’s environmental richness and conservation efforts, create a strong and distinctive image of the country in the minds of potential tourists. Cultural image, with a factor loading of 0.818, ranks third among the country’s tourism image components. Cultural potentials, including historical monuments and cultural heritage, customs and traditions, festivals, and special events, are highly effective in creating a distinctive tourism image of a country due to their uniqueness. Countries rich in this perspective by simultaneously advancing reputable branding, have been able to occupy positions 1 to 9 in the overall ranking of the World Travel and Tourism Development Index in 2024 (World Economic Forum Magazine). The next rank among the components is social potential. A country with better social potential exhibits a sincere and interactive society that benefits from social security and psychological security, fostering a sense of hospitality, comfort, calm atmosphere, and complete security that attracts travelers. Political image, with a factor load of 0.794, is ranked fifth among the components. Countries with stable, peaceful political environments, positive international relations, and no tension in the global political arena are perceived as more attractive and safer destinations. Technological leadership ranks sixth among the components related to the country's tourism image. Tourists perceive destination countries that are technologically advanced as having higher economic development, better comfort, and a distinct identity, making them more attractive. No study has been conducted to date to confirm that technological leadership is one of the dimensions of the country's tourism image. In light of this, identifying the technological leadership component as one of the dimensions of the tourism image is a key innovation of this research. Economic image, with a factor loading of 0.609, ranks seventh among the components. A strong economy indicates higher living standards, greater security, improved infrastructure, and better services, and is a key reason to attract foreign investors; in this regard, a strong economy enhances a country's tourism image.