Digital Experience Scale Development: An Application in Rural Heritage Tourism
Digital Experience Scale Development: An Application in Rural Heritage Tourism

Author(s): Suzana Marković, Sanja Raspor Janković
Subject(s): Tourism, ICT Information and Communications Technologies
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Digital experience dimensions; Scale development; Experience measurement; Rural heritage tourism
Summary/Abstract: By using qualitative and quantitative research approaches, this study aims to develop a measurement scale for evaluating digital experience in the context of heritage tourism. The three-step procedure was used to conceptualize, create, and validate a digital experience scale. Conceptualization is based on key digital experience dimensions extracted from the literature review. The developed digital experience scale consists of seven dimensions: expectation confirmation, perceived enjoyment/entertainment, engagement, perceived ease of use, education, escapism, and aesthetics. The scale was tested in a small heritage site located in a rural tourist destination in Croatia. The results show adequate reliability and validity of the measurement scale, implying its applicability in future research on the digital experience of heritage visitors. Therefore, this study extends the experience measurement literature and adds to the knowledge of digital technology implementation in small rural heritage sites.

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