Scaling and Attitude Measurement in Travel and Hospitality Research Research Methodologies CHAPTER 11

Introduction A primary reason for measuring attitudes is to gain an understanding of the reasons why people behave the way they do. A primary reason for measuring attitudes is to gain an understanding of the reasons why people behave the way they do. To illustrate, attitude measurement has been used to: To illustrate, attitude measurement has been used to: –Shed useful light on the attitudes of tourists toward national parks as vacation destinations –Identify the perceptions held by potential visitors various tourist- recreation regions –Provide a better understanding of the major vacation orientations that different households assume –Determine potential visitors’ perceptions of a country and its regions

Attitudes Definition: an enduring predisposition towards a particular object or place constitute the affective component of an attitude Definition: an enduring predisposition towards a particular object or place constitute the affective component of an attitude Components of an attitude: Components of an attitude: –Cognitive – consists of the individual’s beliefs and knowledge about a particular object, or the manner in which the object is perceived –Affective – an individual’s feeling of like or dislike for a particular object or place –Behavioral – reflects the action taken or the expressed intent to act with respect to a particular object or place

Characteristics of Attitude Their level of specificity. They can range from being very general or global in nature to being very specific to a particular object, place, or event. Their level of specificity. They can range from being very general or global in nature to being very specific to a particular object, place, or event. How closely the attitudes are linked to a person’s underlying value system How closely the attitudes are linked to a person’s underlying value system The intensity of the attitude, or how strongly the individual feels The intensity of the attitude, or how strongly the individual feels

The Attitude-Behavior Relationship Attitudes are generally good predictors of behavior, but there are factors that exist that can affect the strength of this relationship and they are as follows: Attitudes are generally good predictors of behavior, but there are factors that exist that can affect the strength of this relationship and they are as follows: –The degree of correspondence in the measures of attitude and behavior entities –The extent to which behavior is influenced by situational factors –The importance an individual places on complying with the norms established by relevant others –The relevance or importance of an attitude –The manner in which an attitude is formed –The degree of confidence associated with an attitude

Properties of Scale Measurement is the assignment of numerals to objects, according to some specified rule Measurement is the assignment of numerals to objects, according to some specified rule The numerals represent a specific kind of scale, and care is required in determining which scale properties are applicable The numerals represent a specific kind of scale, and care is required in determining which scale properties are applicable The four major properties of scales are: The four major properties of scales are: –Nominal – numbers are used to classify objects, people, or characteristics –Ordinal – requires objects in one category to be described in relation to those in another category –Interval – when the distances between any two numbers on the scale are of known size –Ratio – scales that have a zero point as their origin

Attitude Measurement Scales Thurstone Scale – also referred to as the “equal- appearing interval scale”, is designed to obtain a score that will identify a person’s position on a scale reflecting a particular attitude Thurstone Scale – also referred to as the “equal- appearing interval scale”, is designed to obtain a score that will identify a person’s position on a scale reflecting a particular attitude Likert Scale – also referred to as the “summated ratings,” requires respondents to indicate a degree of agreement or disagreement with a set of statements concerning a particular attitude objective Likert Scale – also referred to as the “summated ratings,” requires respondents to indicate a degree of agreement or disagreement with a set of statements concerning a particular attitude objective Semantic Differential – consists of a set of bipolar adjectives that can be used to measure respondents attitudes towards organizations, brands, stores, etc. Semantic Differential – consists of a set of bipolar adjectives that can be used to measure respondents attitudes towards organizations, brands, stores, etc.

Choosing a Scale In deciding on a particular scale, a number of criteria must be considered: In deciding on a particular scale, a number of criteria must be considered: –The properties of the scale –The number of items/statements to be used in the scale –The importance of reliability and validity –The method of interviewing There are also some technical considerations: There are also some technical considerations: –Including the extent of category description, treatment of respondent uncertainty or ignorance, balance of favorable and unfavorable categories, and whether comparison judgment id required

Constructing a Scale There are three basic approaches to constructing a scale: There are three basic approaches to constructing a scale: –Select a scale that has been previously developed and tested by others –Develop a scale by either modifying an existing scale or introducing a new set of items –Develop a new scale that is valid It involves eight steps: It involves eight steps: –Specify domain of construct- Collect Data –Generate sample of items- Asses reliability –Collect data- Asses validity –Purify measureDevelop norms

Alternative Approaches to Attitude Measurement Multidimensional Scaling – where individuals are asked to rate alternatives on the basis of perceived similarity to one another Multidimensional Scaling – where individuals are asked to rate alternatives on the basis of perceived similarity to one another Constant-Sum Scale – which asks respondents to allocate a fixed number of points to each characteristic in proportion to their relative importance Constant-Sum Scale – which asks respondents to allocate a fixed number of points to each characteristic in proportion to their relative importance Conjoint Analysis – is an indirect approach to assessing attribute importance. It offers a means for addressing limitations. The technique involves the trade-off of alternatives having characteristics that are varied in systematic ways Conjoint Analysis – is an indirect approach to assessing attribute importance. It offers a means for addressing limitations. The technique involves the trade-off of alternatives having characteristics that are varied in systematic ways

Attitude Research and Tourism Management The following illustrate how attitude research can lead to more effective marketing: The following illustrate how attitude research can lead to more effective marketing: –Identifying consumer benefits –Establishing segments and target selection –Designing marketing strategies –Implementing the marketing mix

Conclusion An important aspect of understanding and predicting human behavior is the study of attitudes, that is, the knowledge, feelings, and behavioral components individuals have with respect to some object or activity An important aspect of understanding and predicting human behavior is the study of attitudes, that is, the knowledge, feelings, and behavioral components individuals have with respect to some object or activity The attitude measurement in the travel and tourism area has offered and continues to offer considerable potential The attitude measurement in the travel and tourism area has offered and continues to offer considerable potential