Towards challenging the use of the NPS in practice as a measure of visitor satisfaction

Clifford Lewis, David Donnelly

Research output: Book chapter/Published conference paperConference paperpeer-review


The Net Promotor Score (NPS) is used as a Key Performance Indicator in industry. As part of NPS, respondents are asked how likely they are to recommend (brand x) to others, and are provided with an 11-point scale ranging from 0 = not at all likely to 10 = very likely. Responses are classified into promoters (9-10), passives (7-8), and detractors (0-6). The score is calculated by reducing the percentage of detractors from promoters. Based on data collected in a longitudinal tourism project this paper questions it application - especially with Millennial visitors. The findings provide qualitative evidence the NPS is an inaccurate measure of loyalty and satisfaction, as those who score an 8 and would be classified as a 'passive' have a strong favourable attitude towards the destination. This is particularly the case for Millennial visitors. Accordingly, the use of the NPS needs to be reconsidered with that segment.
Original languageEnglish
Title of host publicationCAUTHE 2019 
Subtitle of host publicationSustainability of Tourism, Hospitality & Events in a Disruptive Digital Age: Proceedings of the 29th Annual Conference
Place of PublicationCairns, Qld
PublisherCentral Queensland University Australia
Number of pages4
ISBN (Print)9780994514141
Publication statusPublished - 11 Feb 2019
EventCAUTHE 2019: 29th CAUTHE conference - Pullman Cairns International, Cairns, Australia
Duration: 11 Feb 201914 Feb 2019 (conference program) (Host location conference website)


ConferenceCAUTHE 2019
Abbreviated titleSustainability of Tourism, Hospitality and Events in a Disruptive Digital Age
OtherCAUTHE’s 2019 theme ‘Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age’ explores how the industry can implement change sustainably in the digital era to ensure social, cultural, economic and natural environments continue to benefit. The first stream of the conference is dedicated to exploring innovative approaches and the strategic thinking needed to adapt and implement processes and practices in order to achieve such sustainability within the digital expansion around tourism. Building upon this stream, we invite delegates to examine specific facets of this challenge through demand side, supply side and research and theory development.
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