The scale captures a person's stated likelihood of traveling to a specific foreign country as a tourist, a straightforward and adaptable measure of travel intention.
7-point scale (1=very low, 7=very high)
Full scale items shown. Always cite the original source when using this scale in research.
Kwak et al. (2020) described the scale as 'adopted' from Ng et al. (2007), though that article doesn't actually contain a multi-item travel-likelihood scale — it's more accurate to treat this as created by Kwak and colleagues, inspired by related measures and issues raised in that source. Used across four studies. Reliability was strong in three of four studies (α = .91, .95, .92 in Studies 1a, 1b, and 2), but fell below the conventional .80 threshold in Study 3 (α = .76) — worth checking which version/context you're drawing on if reliability is a concern for your use case. Validity wasn't discussed. Item wording requires naming the specific destination country in each blank.
Kwak, Hyokjin, Marina Puzakova, Joseph F. Rocereto, and Takeshi Moriguchi (2020), "When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism," Journal of Advertising, 49 (5), 508-524.
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