Purpose The purpose of this paper is to develop the scale of destination image (SDI) to assess destination image affecting the consumption associated with tourism. Design/methodology/approach The scale was developed through four steps: review of literature, formulation of a preliminary scale, confirmatory factor analysis (CFA), and examination of predictive validity by a structural equation modeling (SEM) analysis. The preliminary scale consisted of 32 items. Employing a systematic sampling method, a total of 199 research participants responded to a mail survey. Findings In the CFA with maximum likelihood estimation, four factors with 18 pertinent items are retained. This four‐factor model displays good fit to the data, preliminary construct validity, and high reliability. The SEM analysis reveals that the SDI is found to be positively predictive of tourism behavioral intentions. Originality/value This paper develops an original multi‐dimensional 18‐item scale measuring destination image from the perspective of tourists, which can provide academicians and practitioners with a reliable and valid analytical tool to assess destination image.
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