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ABSTRACT
“Fun” is one of the most frequently referenced sensory and hedonic phenomena in many different contexts of life, which merits scientific attention especially when consumer behavior is investigated with an experiential view of consumption. However, scientific definition and measurement of “fun” is virtually non-existent in literature. Thus, this study aims to develop a scale of fun with structural (underlying dimensions) and psychometric (reliability and validity) properties to assess the hedonic value of a destination as a product. Several stages of content analysis, data collection, exploratory factor analysis and confirmatory factor analysis for scale purification resulted in a FUN-SCALE with 12 items assembling into four factors that were named social vigor, psychological zest, emotional spark, and flow.
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Notes on contributors
Asli D.A. Tasci
Asli D.A. Tasci is Assistant Professor, Department of Tourism, Events and Attractions, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA (E-mail: [email protected]).
Yong Jae Ko
Yong Jae Ko is Associate Professor, Department of Tourism, Recreation and Sport Management, University of Florida, 300 Florida Gym, Orlando, FL 32512, USA (E-mail: [email protected]).