Better destination image data through lower cognitive load measures (2014–2017)
Destination image affects destination choice. As such it is critical to developing valid theories of tourism
consumer behaviour and effective destination marketing plans. Yet, current image measures suffer from low
test-retest reliability and evasion bias due to cognitive overload experienced by survey respondents. Using
Cognitive Load Theory we will develop Lower Cognitive Load Destination Image Measures (LoLoad DIMs)
and compare their performance with conventional measures using test-retest reliability, predictive validity,
user-friendliness and cognitive load. If they perform better, LoLoad DIMs will contribute to increasing the
validity of consumer behaviour theories and the effectiveness of destination marketing plans.