Measuring host sincerity: scale development and validation

Taheri, Babak; Gannon, Martin Joseph; Cordina, Renzo; Lochrie, Sean

Abstract

Purpose
The purpose of this study was to develop and validate a scale for host sincerity.

Design/methodology/approach
The ten-item host sincerity scale was developed by following a multi-stage scale development procedure (Delphi technique, qualitative interviews and surveys).

Findings
The findings reveal that host sincerity is a second-order construct with two underlying dimensions: “sincere social interaction” and “sincere emotional response”. By incorporating host sincerity into the consumer-based model of authenticity, the findings established significant relationships among all constructs, confirming the predictive validity of the host sincerity construct.

Research limitations/implications
Data were gathered from visitors to troglodyte heritage sites (Kandovan and Cappadocia). Future studies should test the newly formed sincerity scale at other cultural destinations to further explore the generalisability of the scale. Further, data were gathered from tourists. Future studies should consider host sincerity from a host perspective.

Practical implications
Cultural destination managers and local hosts can use this instrument as a supplementary tool to evaluate how sincere their hospitality offering appears to tourists.

Originality/value
This paper develops a host sincerity scale to explore the importance of sincere host–guest interactions and tourists’ emotional response to these interactions. It extends the consumer-based model of authenticity by drawing further attention to the importance and impact of host sincerity in stimulating memorable tourism experiences.

Citation

Taheri, B., Gannon, M. J., Cordina, R., & Lochrie, S. (2018). Measuring host sincerity: scale development and validation. International Journal of Contemporary Hospitality Management, 30(8), 2752-2772. https://doi.org/10.1108/ijchm-08-2017-0535

• Journal Article Type: Article
• Acceptance Date: Mar 11, 2018
• Publication Date: Aug 13, 2018
• Deposit Date: Jan 17, 2019
• Publicly Available Date: Jan 18, 2019
• Journal: International Journal of Contemporary Hospitality Management
• Print ISSN: 0959-6119
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 30
• Issue: 8
• Pages: 2752-2772
• DOI: https://doi.org/10.1108/ijchm-08-2017-0535
• Keywords: Scale development, Scale validation, Cultural consumption,
• Public URL: http://researchrepository.napier.ac.uk/Output/1488191
• Contract Date: Jan 18, 2019