Measuring host sincerity: scale development and validation

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.