Exploring the cumulative structure of cognitive and affective destination image

Destination image significantly influences the competitiveness and attractiveness of tourism destinations. Extensive research has explored and confirmed the multifaceted nature and multidimensionality of destination image; however, there are still some areas that need more attention. This research aims to fill a gap in destination image literature by exploring the existence of cumulative scales in tourists’ evaluations of destination image attributes, by employing Mokken Scale Analysis (MSA). Furthermore, the study examines whether a single cumulative overall image scale or multiple scales aligning with the cognitive and affective dimensions of the image exist. Findings reveal the existence of four cumulative scales congruent with the cognitive-affective model, and one cumulative scale combining both cognitive and affective attributes. These results contribute to a deeper understanding of how tourists perceive and evaluate destination image attributes within a cumulative structure, thereby enhancing destination marketing strategies and differentiation efforts. Conclusions also outline new avenues for future research.