Destination Satisfaction Scale

What it measures

Measures overall tourist satisfaction with a visited destination. Destination satisfaction is the key outcome variable in tourism research, integrating experiences across accommodation, attractions, food, transport, and service quality into a holistic evaluation. Predicts revisit intention and WOM more strongly than individual service quality components.

Response format

Likert (1–7, strongly dissatisfied to strongly satisfied)

Scale items

• Overall, how satisfied were you with [destination]?
• The destination met my expectations.
• I am satisfied with my decision to visit [destination].
• Compared to other destinations, [destination] is excellent.
• I got what I came here for.
• Overall, visiting [destination] was a satisfying experience.

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

Usage notes & scoring

Score = mean. Higher = greater satisfaction. Satisfaction is moderated by pre-trip expectations — destinations with modest images but excellent experiences generate higher satisfaction than destinations with high expectations that deliver good but not exceptional experiences.

Recommended companion scales

Citation

Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260–269.

Keywords