Examining a hierarchical model of Australia’s destination image

Abstract

This study presents a hierarchical model of a country’s destination image (DI). The model is empirically tested in the context of Australia as a tourism destination. Data were collected from 600 residents in four countries representing Australia’s main market segments for inbound visitors – China, the United Kingdom, the United States and South Korea. Partial least squares structural equation modelling confirmed that DI is best operationalized as a second-order factor model, which is formed by six first-order factors (destination attributes) of natural and well-known attractions, variety of tourist services and culture, quality of general tourist atmosphere, entertainment and recreation, general environment and accessibility. More specifically, the cross-sectional standardized regression/loadings demonstrate that ‘natural and well-known attractions’ as well as ‘accessibility’ had the largest effects on overall image formation. The attribute of ‘general environment’, on the other hand, had lowest effect on the country’s DI. Thus, the findings from this study advance existing knowledge on DI formation. Through a greater understanding of how DI is formed, the findings are of benefit to both tourism researchers and destination managers. New insights into how DI is formed among Australia’s key inbound markets present opportunities for new and effective marketing strategies.