A FUN-SCALE for Understanding the Hedonic Value of a Product: The Destination Context

Keywords

Experiential marketing, hedonic consumption, scale development, destination, fun, exploratory factor analysis, confirmatory factor analysis

Abstract

"Fun" is one of the most frequently referenced sensory and hedonic phenomena in many different contexts of life, which merits scientific attention especially when consumer behavior is investigated with an experiential view of consumption. However, scientific definition and measurement of "fun" is virtually non-existent in literature. Thus, this study aims to develop a scale of fun with structural (underlying dimensions) and psychometric (reliability and validity) properties to assess the hedonic value of a destination as a product. Several stages of content analysis, data collection, exploratory factor analysis and confirmatory factor analysis for scale purification resulted in a FUN-SCALE with 12 items assembling into four factors that were named social vigor, psychological zest, emotional spark, and flow.

Publication Date

5-28-2015

Original Citation

Tasci, Asli D.A., Ko, Yong Jae (2015). A FUN-SCALE for Understanding the Hedonic Value of a Product: The Destination Context. Journal of Travel and Tourism Marketing, 33(2), 162-183

Number of Pages

162-183

Document Type

Paper

Language

English

Source Title

Journal of Travel and Tourism Marketing

Volume

33

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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