The study was conducted using an explanatory research design
which advances and tests hypotheses to confirm causal relationships.
The hypotheses were tested based on the data collected by a self administered
questionnaire which was mailed to respondents.
Each respondent was asked to answer the same set of questions for all four
countries.
These countries were used to test the model for validity and also
to allow for image comparison among them
The survey instrument consisted of four sections:
questions relating to the image construct and measurement of the respondents'
overall image and affective and perceptual/cognitive evaluations of
destinations;
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