방법 비교

	관광 지각 가치 척도	목적지 이미지 척도
분야	관광경영	관광경영
계열	Process / pipeline	Process / pipeline
기원 연도	1988	1991
창시자	Zeithaml, V. A.; Petrick, J. F.	Echtner, C. M., & Ritchie, J. R. B.
유형	Self-report questionnaire	Self-report questionnaire / Semantic differential scale
원전	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.	Baloglu, S., & Brinberg, D. (1997). Affective images of tourism destinations. Journal of Travel Research, 35(4), 11-15.
별칭	PVST, Tourism Perceived Value	DIS, Destination Perception Scale
관련	5	5
요약	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.	The Destination Image Scale (DIS) measures how potential or actual visitors perceive and emotionally evaluate a tourism destination. Developed by Echtner & Ritchie (1991) and extended by Baloglu & Brinberg (1997), it captures both rational beliefs about destination attributes (attractions, climate, value, safety) and affective emotional responses (excitement, pleasantness, arousal). Destination image is a primary driver of visitation intention and repeat patronage, making the DIS essential for destination marketing strategy and competitive positioning.