Measuring the tourism destination image: a survey based on the Item response theory

Potential Tourism in Brazil is recognized by some segments. Yet it is known to represent little in the international scenario. The purpose of this study is to construct and validate a Tourism Destination Image Scale for comparison between real tourists and potential tourists, as well as the literature review of the destination image concept. For this study, an electronic site in four different languages was used, with e-mails being written and sent in the same four languages. 658 from 66 different countries responded. The sample was made up of females (58.7%), singles (53.9%), with an average age of 33.2 (SD=11.5) years. More than 80% had completed a bachelor's degree, the majority travelled to international locations (90.8%), but few travelled to Brazil (26.8%). Factor analysis, Item Response Theory and Group Differences were conducted. The results validated the Destination Image Scale. Five factors were found in this study: 1. Specific scenario, 2. Local culture, 3. Luxury and comfort, 4. Infra-structure and security, and 5. Recreation and entertainment. The second aim was achieved. The comparison between potential and real tourists shows differences in two factors. Applications and impacts were suggested in the work.