Ad Motivated Travel Interest

What it measures

A five-item scale measuring the interest and information-seeking motivation a consumer experiences toward a specific travel destination after being exposed to a destination advertisement. Items tap desire to visit, attraction to the idea of taking the trip, and willingness to actively seek further information about the destination. Items contain a blank to be filled with the name of the destination or trip type. The scale captures an ad-induced motivational response — distinct from general destination attitude — making it appropriate for tourism advertising effectiveness research.

Response format

7-point Likert

Scale items

• Having seen this advertisement, I would be interested in going on __________.
• Having seen this advertisement, I like the idea of taking a __________.
• Having seen this advertisement, I would like to gain more knowledge about a __________.
• Having seen this advertisement, I want to know more about __________.
• Having seen this advertisement, I am willing to search for more information about a __________.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the destination or trip type relevant to the study (e.g., 'a trip to Turkey', 'an adventure holiday'). Single alpha: α = .89 — Can et al. (2020). VALIDITY: EFA confirmed items loaded on a single factor. Scale draws conceptually on prior destination attitude and travel intention measures but was assembled by the authors for this specific advertising-motivated interest context.

Citation

Can, Ali Selcuk, Yuksel Ekinci, C. Michael Hall, and Devrim Zeren (2020). On the relationship between self-congruence, cultural identification, and destination travel intention. Journal of Travel Research, 59(3), 524–536.

Keywords