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.

Representative items

• Having seen this advertisement, I would be interested in going on ____.
• Having seen this advertisement, I am willing to search for more information about a ____.

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.