Place/ Destination/ Tourism brand experience

Name:
Age:
Phone number:
Email:
Which geographical location you belong to (N/E/W/S)--

All options (Strongly agree, agree, neutral, disagree, strongly disagree)

-Likert scale

Brand awareness (decision making)

1. I choose the destination/service because I like its promotion
(advertisements)
Options
Reference: Brand Experience: What Is It? How Is It Measured? Does It
Affect Loyalty?

2. I checkout the reviews/ WOM before selecting a destination/ service

Options
Reference: Understanding Customer Experience Throughout the
Customer Journey

3. I feel the brand identity (logo, name, slogan, signage, ambassadors,

portal) plays a deciding factor in selecting a destination/ service
Reference: Brand Experience: What Is It? How Is It Measured? Does It
Affect Loyalty?

Destination Brand Experience (Satisfaction)

Reference: Destination Brand Experience and its relationship with
Tourists Satisfaction and Intention to Recommend: A Conceptual Model

4. I found the location (scenic beauty) of my destination

appealing(sensory)
Options

5. I found the service was budget friendly (monetary)

Options
 6. My experience of stay (hotel/accommodation) was as per my
expectation
Options

7. I was satisfied with service provider’s quick responses

Options

8. I liked the cuisines offered by that destination

Options

9. I was satisfied with the transport service I used

Options

10. I liked the local culture/ heritage of that destination

Options

11. I enjoyed the events/activities carried out at the time of my tourism

experience
Options

After experience (Loyalty) – mostly covers intention to revisit and WOM

Reference: Brand Experience: What Is It? How Is It Measured? Does It
Affect Loyalty?
Reference: Destination brand experience, satisfaction, and word of mouth:
Evidence from chiang khan, loei province
Reference: Destination Brand Experience and its relationship with
Tourists Satisfaction and Intention to Recommend: A Conceptual Model

12.I would like to revisit the destination/ choose the same services
Options

13. I would prefer the same services again even if other options provide
better offers. (emotional)
Options

14.I am willing to recommend the tourism services I have used to other

people
 Options

15. I actively write positive feedbacks and give good ratings for the
service I have used
Options
Reference: Understanding Customer Experience Throughout the
Customer Journey

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Brand experience- (destination/ service experience)

-- Rate the attributes depending on your best experience: (1- highest, 6-lowest)
1. Location
2. Budget
3. Cuisines
4. Service experience
5. Culture
6. Events/ Activities
-- Rate the attributes depending on your worst experience: (1- highest, 6-lowest)
1. Location
2. Budget
3. Cuisines
4. Service experience
5. Culture
6. Events/ Activities)

Pre-purchase stage

1. Convenience of travel (selecting package tour over independent tour) is more important
over budget for me
2. Budget is a pre-requisite for me while making travel decisions

3. I choose to travel because it gives me a sense of liberation

4. I would carefully assess the monetary value of different options and select the ones that represent
the best deal in choosing destinations, travel modes, and places for shopping

5. I choose destinations that provide opportunities for

a. education
b. novelty (e.g., representing a different culture)

c. relaxation (e.g., boasting beautiful natural sceneries)

6. My family members have a significant influence on my travel decisions

Purchase stage
1. I engage in casual interactions with stranger fellow travellers

Post-purchase stage
1. I share my travel experience with friends on social media

2. Conformity and family orientation were more relevant in influencing travel preferences (i.e. when
you come back from a trip and people ask you if you visited a place X and if you indeed visited that
place then you feel satisfied)