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Measuring host sincerity: scale development and validation

Babak Taheri (Heriot-Watt University, Edinburgh, UK)
Martin Joseph Gannon (Strathclyde Business School, University of Strathclyde, Glasgow, UK)
Renzo Cordina (School of Business, University of Dundee, Dundee, UK)
Sean Lochrie (School of Social Sciences, Heriot-Watt University, Edinburgh, UK)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 8 August 2018

Issue publication date: 16 October 2018

Abstract

Purpose

The purpose of this study was to develop and validate a scale for host sincerity.

Design/methodology/approach

The ten-item host sincerity scale was developed by following a multi-stage scale development procedure (Delphi technique, qualitative interviews and surveys).

Findings

The findings reveal that host sincerity is a second-order construct with two underlying dimensions: “sincere social interaction” and “sincere emotional response”. By incorporating host sincerity into the consumer-based model of authenticity, the findings established significant relationships among all constructs, confirming the predictive validity of the host sincerity construct.

Research limitations/implications

Data were gathered from visitors to troglodyte heritage sites (Kandovan and Cappadocia). Future studies should test the newly formed sincerity scale at other cultural destinations to further explore the generalisability of the scale. Further, data were gathered from tourists. Future studies should consider host sincerity from a host perspective.

Practical implications

Cultural destination managers and local hosts can use this instrument as a supplementary tool to evaluate how sincere their hospitality offering appears to tourists.

Originality/value

This paper develops a host sincerity scale to explore the importance of sincere host–guest interactions and tourists’ emotional response to these interactions. It extends the consumer-based model of authenticity by drawing further attention to the importance and impact of host sincerity in stimulating memorable tourism experiences.

Keywords

Citation

Taheri, B., Gannon, M.J., Cordina, R. and Lochrie, S. (2018), "Measuring host sincerity: scale development and validation", International Journal of Contemporary Hospitality Management, Vol. 30 No. 8, pp. 2752-2772. https://doi.org/10.1108/IJCHM-08-2017-0535

Publisher

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Emerald Publishing Limited

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