관광 상품 소비와 관련된 감성 척도의 개발

Development of an Emotion Scale relating to the Consumption of Tourism Products

This study attempted to develop a scale to measure the emotion related to the tourism product consumption by a systematic procedure. The scale development was proceeded through four stages. Initially, 125 emotional descriptors were collected by the unstructured survey method. At the second stage, those unfamiliar to consumers being excluded, 49 descriptors remained for further analyses. At the third stage, factor analysis and multidimensional scaling were used to identify the dimensional structure of emotion. The results showed the existence of eight positive dimensions and five negative elements. At the fourth stage, the scale was assessed for its reliability and explanatory power. Our TCES (Tourism Product Consumption Emotion Scale) showed the high levels of reliability. In addition, TCES provided a rich description in explaining the relationship between the cognitive evaluation of tourism product and the tourist's emotional response. It was concluded that TCES can be utilized for the further progress of theories related to tourism consumption behaviors, and provide useful practical implications in this area.