Post-Trip Behavioural Intentions Scale

What it measures

Measures the three core post-trip behavioural intention outcomes of quality and satisfaction: intention to revisit the destination, positive word-of-mouth recommendation, and willingness to pay a price premium over comparable alternatives. Baker & Crompton's landmark paper established that quality affects behavioural intentions indirectly through satisfaction, while also demonstrating a direct quality-to-intention path. The scale captures the full economic consequence of the tourist experience — not just return visit behaviour but also advocacy and price tolerance.

Response format

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

Scale items

Revisit & Recommend Intentions (Likert 1–7, strongly disagree to strongly agree)

• I will revisit [destination] in the future.
• I will recommend [destination] to others.
• I will encourage friends and relatives to visit [destination].
• I will say positive things about [destination] to others.

Loyalty & Advocacy

• [Destination] would be my first choice for my next holiday.
• I would go out of my way to visit [destination] again.
• I consider myself a loyal visitor to [destination].

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

Usage notes & scoring

Three subscale scores. WOM and recommendation intentions are typically more actionable for DMOs in the short term than revisit intention. Willingness to pay more is the most direct measure of destination brand equity value. Widely used as the dependent variable battery in tourism quality and satisfaction structural models.

Recommended companion scales

Citation

Baker, D.A., & Crompton, J.L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804.

Keywords