Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Dimension of Destination Image 
Dimensions, factors, or attributes of destination image have been studied widely various researchers. 
Echtner and Ritchie (1993) developed the comprehensive, multi-dimensional, multi-component model of the 
destination image, which consists of Attribute-holistic, Functional-psychological, and Unique-common 
characteristics. Mackay and Fesenmaier (1997) defined four categories of destination image as Activity, Familiarity, 
Holiday, and Atmosphere. Kim (1998) suggested that the destination image consists of six dimensions namely:
Seasonal and cultural, Clean and peaceful environment, Quality of accommodations and relaxing facilities, Family-
oriented amenities and safety, Accessibility and reputation, Entertainment and recreational opportunities. Baloglu 
and McCleary (1999) suggested that tourists’ destination images are formed from three factors, Quality of 
experience, Attractions, and Value/environment as Perceptual/Cognitive items. Tapachai and Waryszak (2000) 
defined beneficial image as Functional value, Social value, Emotional value, Epistemic value, and Conditional 
value. According to recent studies, Lee, Lee, and Lee (2005) categorized image as Attraction, Comfort, Value for 
money, and Exotic atmosphere. In Chen and Tsai (2006)’s study, destination image consists of Destination brand, 
Entertainment, Nature and culture, and Sun and sand. Castro et al. (2007) proposed that destination image is made 
up of Development of the destination, Popularity of the destination, End of the destination, Attractiveness of the 
destination, and Tourist aspect of the destination.
Thus, this article examines the relationship between Jeju Island’s destination and its tourist’s perceived 
image primarily based on fourteen items of Baloglu and McCleary (1999)’s study. However, on its own, the Baloglu 
and McCleary (1999)’s scale alone was found insufficient so two items based on Milman and Pizam (1995)’s study 
were added. Dimensions of destination image in Baloglu and McCleary (1999)’s study are more appropriate in Jeju 
Island than other studies because many previous studies regarding destination image (Hallab & Kim, 2005; Leisen, 
2001; Lee et al., 2005) have relied on Baloglu and McCleary (1999)’s study. Baloglu and McCleary (1999) 
suggested that the dimension of destination image consists of three factors; 
Quality of Experience
(Standard Hygiene 
and Cleanliness, Quality of Infrastructure, Personal Safety, Good Nightlife and Entertainment, Suitable 
Accommodations, Appealing Local Food (Cuisine), Great Beaches/Water Sports, Interesting and Friendly People), 
Attractions
(Interesting Cultural Attractions, Interesting Historical Attractions, Beautiful Scenery/Natural 
Attractions), and 
Value/Environment
(Good Value for Money, Unpolluted/Unspoiled Environment, Good Climate). 
Milman and Pizam (1995) also proposed three factors; 
Product
(Good value for money, Dominated by Disney 
attractions, Similarity between Florida and other sunny states, Only suitable for families with children, Reasonable 
attraction prices), 
Environment
(Plenty of shopping bargains, Rural area, Small airport, Monotonous scenery, Hot 
weather year-round Limited number of hotels, Lack of information about the destination, Unsafe), and 
Behavior 
(Hospitable local residents).