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Adapting and Validating Scale of Customer Engagement in Online
Travel Communities

Peter J. Mkumbo1 , Dandison C. Ukpabi2* and Heikki Karjaluoto3

        
1Department of Parks, Recreation and Tourism Management, Clemson University, USA. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2Marketing Department at University of Jyväskylä, Finland. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
3Marketing Department at University of Jyväskylä, Finland. E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
*Corresponding author
   
Abstract
  
Increasing attention towards customer engagement has caused its measurement to remain a highly debated issue among scholars. This study adapts and validates measurement scales for customer engagement in Online Travel Communities. It builds on previous studies on scale development for customer engagement. Data were collected from 450 members of Online Travel Communities in eight countries: Australia, Canada, Hong Kong (Chinese territory), New Zealand, Singapore, South Africa, the United Kingdom and the United States of America. The process of adapting and validating the scale involved exploratory factor analysis, testing for differential item functioning, examination of item response theory, confirmatory factor analysis, testing for invariance and criterion validity. The results found that three dimensions (affection, absorption, and interaction) suitably and adequately measure customer engagement in Online Travel Communities.
 
Keywords: Customer engagement; Online Travel Communities; Psychometric scale development and validation
 
CitationMkumbo, P., C., Ukpabi, D. and Karjaluoto, H. (2020). Adapting and Validating Scale of Customer
Engagement in Online Travel Communities. European Journal of Tourism Research 25, 2501
  
 
European Journal of Тourism Research