Measuring Involvement in Tourism Research

For a given construct, like involvement, do different approaches to measurement make a difference? This was a question CSMRE faculty affiliate Jim Petrick and colleagues recently examined. Specifically, they studied two measures of involvement — a one-dimension measure and a three-dimension measure — and whether they predicted satisfaction and loyalty differently. Results showed the more complex instrument was better to use. Specifically, the authors noted: “The dimension of attraction had the highest predictability for both satisfaction and loyalty, followed by social identity for satisfaction and social identity and social for loyalty. Hence, with limited resources, is suggested that these dimensions be used.”

Choo, H., Petrick, J. F., & Park, D. B. (2021). Predictive validity of unidimensional and multidimensional measures of involvement in the tourism research. Current Issues in Tourism. https://doi.org/10.1080/13683500.2021.1944993