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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Behavioral Intention Toward the Advertised Travel Destination

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.