Fairness scale development in the tourism domain

초록

This research aims to develop a socially acceptable scale to measure fairness (SAS-Fairness scale) in the context of tourism. It is because fairness is an essential element to accomplish sustainability in diverse domain. To develop the fairness scale, we reviewed a wide range of fairness-related studies in multiple areas to discern the subtle nuances of fairness and referred to scale development studies/guidelines to develop sophisticated statements. After an in-depth review of previous studies, a total of 61 items under 5 sub-dimensions (i.e., cooperation, altruism, virtue, trust, and communication and embrace) of fairness were initially formulated, and 7 to 10 items were created and assigned to each main theme. To test the validity and consistency of the developed statements, we distributed 330 questionnaires to Korean university students (excluding 10 of 330 in the final sample due to insincere or missing responses). For the data analysis, this research carried out exploratory factor analysis and frequency analysis. As a theoretical contribution, we provide segmented sub-dimensions of fairness, which in turn enhance the current body of knowledge on fairness. As a practical implication, the study results will enable tourism administrators and researchers to accurately measure fairness, in turn facilitating future empirical studies.

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