Digital Experience Scale Development: An Application in Rural Heritage Tourism
2023
Marković, Suzana | Raspor Janković, Sanja
By using qualitative and quantitative research approaches, this study aims to develop a measurement scale for evaluating digital experience in the context of heritage tourism. The three-step procedure was used to con ceptualize, create, and validate a digital experience scale. Conceptualization is based on key digital experience dimensions extracted from the literature re view. The developed digital experience scale consists of seven dimensions: ex pectation confirmation, perceived enjoyment/entertainment, engagement, perceived ease of use, education, escapism, and aesthetics. The scale was test ed in a small heritage site located in a rural tourist destination in Croatia. The results show adequate reliability and validity of the measurement scale, im plying its applicability in future research on the digital experience of heritage visitors. Therefore, this study extends the experience measurement literature and adds to the knowledge of digital technology implementation in small ru ral heritage sites.
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Editeur Association of Economists and Managers of the Balkans, Belgrade, Serbia
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