This article describes an exploratory study that tests the consistency
of two response formats. They are both originally based on the semant
ic differential scale and have been widely used in the tourism literat
ure to generate measures of perceptions regarding destinations. The re
sults indicate that while the two response formats are reliable, there
is evidence to suggest that they are not equivalent. This brings into
question the comparability of research findings utilizing different d
ata collection forms and indicates a need for more fundamental work on
validity and measurement in tourism research.