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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

vacation

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

Four items are used to measure the probability that a person who has seen a vacation spot in an advertisement will engage in certain positive behaviors with respect to it.

The scale is composed of three, nine-point Likert-type statements that measure the degree to which a person agrees that the information communicated in an ad he/she has been exposed to corresponds with an experience the person has in mind.

The scale is composed of four, nine-point Likert-type statements that measure the degree to which a person agrees that the visual elements of an advertisement contain informative details relevant to the consumption of a particular good or service.

The scale is composed of three, nine-point Likert-type statements that measure the extent of a person's plans to engage in activities related to traveling to a specific vacation destination.