Towards a valid and reliable measure of visitor satisfaction

Abstract

This article presents an empirical study into the development of a multi-item visitor satisfaction scale. The article reviews existing measures from consumer behaviour and tourism research and highlights an absence in the inclusion of emotional and dissonance related items. A research question is specified and a methodology discussed identifying the stages in the development of this scale. Results support a need for a better understanding of emotion and dissonance within visitor satisfaction measures and consequently in the development of tourism destination marketing strategies.