The Likert-type scale is widely used to measure destination image but is ill-suited for relative comparisons across items or groups because of its methodological characteristics. As a forced-choice method, best–worst scaling (BWS) compels respondents to select both the most and least preferred items, thereby overcoming this limitation. This study assesses the effectiveness of BWS by measuring cognitive image using case 1 BWS and comparing the results with those obtained from a Likert-type scale. An analysis of domestic tourists’ cognitive image of Hakodate City, Japan, suggests that BWS identifies differences more clearly than the Likert-type scale at both the item and group levels. These results indicate that, in the context examined here, BWS is more suitable than the Likert-type scale for relative comparisons of destination image. The findings contribute methodologically to the measurement of destination image and provide practical implications for prioritizing efforts to sustain and enhance destination image.
Masaki Toyama (Wed,) studied this question.