مقایسهٔ روش‌ها

	مقیاس تصویر مقصد	مقیاس انگیزه سفر
حوزه	مدیریت گردشگری	مدیریت گردشگری
خانواده	Process / pipeline	Process / pipeline
سال پیدایش	1991	1979
پدیدآور	Echtner, C. M., & Ritchie, J. R. B.	Crompton, J. L.; Iso-Ahola, S. E.
نوع	Self-report questionnaire / Semantic differential scale	Self-report questionnaire
منبع بنیادین	Baloglu, S., & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15.	Plog, S. C. (1974). Why destination areas rise and fall in popularity. The Cornell Hotel and Restaurant Administration Quarterly, 14(4), 55-58.
نام‌های دیگر	DIS, Destination Perception Scale	TMS, Tourism Motivation Scale
مرتبط	5	5
خلاصه	The Destination Image Scale (DIS) measures how potential or actual visitors perceive and emotionally evaluate a tourism destination. Developed by Echtner & Ritchie (1991) and extended by Baloglu & Brinberg (1997), it captures both rational beliefs about destination attributes (attractions, climate, value, safety) and affective emotional responses (excitement, pleasantness, arousal). Destination image is a primary driver of visitation intention and repeat patronage, making the DIS essential for destination marketing strategy and competitive positioning.	The Travel Motivation Scale (TMS) measures the underlying reasons and psychological drivers that prompt individuals to take vacations and choose specific destinations. Developed by Crompton (1979) and Iso-Ahola (1982), and theoretically grounded in push–pull motivation theory, the TMS operationalizes intrinsic motivations (escape from routine, self-discovery, social connection) and destination-specific attractions (beaches, cultural sites, activities). Understanding travel motivation is central to destination positioning, experience design, and visitor segmentation, as different motivational profiles require different marketing messages and service configurations.