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.

Representative items

• I will definitely come back to this destination in the future. (Revisit)
• I am willing to visit this destination again. (Revisit)
• I would recommend this destination to my friends and relatives. (WOM)
• I will say positive things about this destination to other people. (WOM)

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.