The Development of Measurement Scale for Entertainment Tourism Experience: A Case Study in Macau.

Abstract

Tourism and entertainment industry is an important component in the world’s service sector. Entertainment tourism is receiving more attention, not only from practitioners, but also from academics. This study develops a scale to measure entertainment tourism experience in Macau from the consumers’ perspective. Entertainment tourism in this study is operationalized by Learning, Enjoyment, Escape, Refreshment, Novelty, Involvement, and Local culture. After examining the reliability of the measurement scale, this study applies factor analysis and multidimensional scaling to establish survey instrument. The reliability and validity of the scale are confirmed through the first and the second order confirmatory factor analysis. This study provides theoretical and practical implications and recommendations to entertainment stakeholders, including entertainment suppliers and government, to promote entertainment tourism practices in Macau.