เปรียบเทียบวิธี

	Destination Image Scale	แบบวัดแรงจูงใจในการเดินทาง
สาขาวิชา	การจัดการการท่องเที่ยว	การจัดการการท่องเที่ยว
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1991	1979
ผู้ริเริ่ม	Echtner, C. M., & Ritchie, J. R. B.	Crompton, J. L.; Iso-Ahola, S. E.
ประเภท	Self-report questionnaire / Semantic differential scale	Self-report questionnaire
แหล่งต้นตำรับ	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.
ชื่อเรียกอื่น	DIS, Destination Perception Scale	TMS, Tourism Motivation Scale
ที่เกี่ยวข้อง	5	5
สรุป	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.