Destination Loyalty Scale

What it measures

Measures tourist loyalty to a destination across revisit intention and positive WOM dimensions. Destination loyalty is the primary strategic objective for destination management organisations — loyal tourists spend more, stay longer, and become unpaid brand ambassadors.

Response format

Likert (1–5, strongly disagree to strongly agree)

Scale items

Revisit Intention (Likert 1–7, strongly disagree to strongly agree)

• I will come back to [destination] in the future.
• I intend to revisit [destination].
• I am likely to return to [destination] again.
• [Destination] is my first choice for future holidays.

Recommendation Intention

• I will recommend [destination] to others.
• I will say positive things about [destination] to others.
• I will encourage my friends and relatives to visit [destination].
• I will spread positive word of mouth about [destination].

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

Usage notes & scoring

Two subscale scores. WOM and revisit intention are related but distinct — tourists may recommend a destination they visited once but not personally revisit (e.g., once-in-a-lifetime destinations).

Recommended companion scales

Citation

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45–56.

Keywords