Perceived Value Scale for Tourism
The Perceived Value Scale for Tourism (PVST) measures visitors' judgments of whether tourism experiences deliver fair value—balancing perceived benefits (quality of experience, emotional satisfaction, novelty) against perceived costs (monetary price, time investment, effort). Rooted in Zeithaml's value perception theory (1988) and extended by Petrick (2002) to leisure contexts, the PVST operationalizes value as multidimensional (not price alone), capturing emotional and relative components alongside financial fairness. Value perception is a critical satisfaction driver and predictor of repeat visitation and word-of-mouth, particularly for experiences with high upfront investment and uncertain return.
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- Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. · DOI 10.1177/002224298805200302
- Williams, M. R., & Attaway, J. S. (2001). Exploring salespersons' customer orientation as a mediator of organizational culture's influence on buyer-seller relationships. Journal of Personal Selling and Sales Management, 16(4), 33-52. · URL
- Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134. · DOI 10.1080/00222216.2002.11949965
- Sanchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409. · DOI 10.1016/j.tourman.2004.11.007
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