Proposing a Political Image Scale (PISCALE)

Purpose Politics permeates nearly every facet of human life, yet its role in tourism and hospitality research has been overlooked. While destination and country image are well-established constructs in tourism literature, political image has not been defined, measured or empirically tested as a distinct concept. This study addresses this significant gap by conceptualizing political image as a measurable construct within destination studies. The research aims to develop and validate a comprehensive measurement scale for political image and demonstrate its distinctiveness from existing image constructs in tourism research. Design/methodology/approach This study employs a rigorous five-step mixed-methods research design to develop and validate the Political Image Scale (PISCALE). The multi-item scale was created through systematic procedures and tested in the context of two politically divergent US states, providing contrasting environments for validation. The mixed-methods approach combines qualitative and quantitative techniques to ensure comprehensive construct development and psychometric validation. This methodological framework allows for robust testing of the scale’s reliability, validity and distinctiveness from related constructs such as destination image and country image. Findings The research reveals a conservative-liberal dichotomy underlying destination political image, establishing it as a measurable construct. Empirical testing demonstrates that political image is distinct from both country image and destination image, confirming its status as a separate construct worthy of scholarly attention. The validated PISCALE provides reliable measurement of political image perceptions across different destinations. The findings confirm that political dimensions of destinations can be systematically assessed and that these perceptions follow recognizable patterns along ideological lines. The scale successfully captures political image nuances in contexts with differing political orientations. Originality/value This study’s originality lies in introduction and initial empirical validation of political image as a measurable construct in tourism and hospitality research, thereby advancing theory and opening a new stream of scholarly inquiry. It provides both theoretical contributions through construct conceptualization and practical value via the PISCALE tool for scholars and destination managers. While the conceptual framework of political image may hold broader relevance across global settings, the empirical validation presented here is confined to the USA, using Florida and California as ideologically divergent cases for initial scale development. The study introduces a framework applicable across global destinations, industries and stakeholder groups to enable future research to explore the political dimension of place image and its influences on destination perceptions and tourism behavior.