Suzana Marković – University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, 51410 Opatija, Croatia
Sanja Raspor Janković – Polytechnic of Rijeka, Trpimirova 2/V, 51000 Rijeka, Croatia
Keywords: Digital experience
dimensions;
Scale development;
Experience measurement;
Rural heritage tourism
Abstract: 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 conceptualize, create, and validate a digital experience scale. Conceptualization is based on key digital experience dimensions extracted from the literature review. The developed digital experience scale consists of seven dimensions: expectation confirmation, perceived enjoyment/entertainment, engagement, perceived ease of use, education, escapism, and aesthetics. The scale was tested in a small heritage site located in a rural tourist destination in Croatia. The results show adequate reliability and validity of the measurement scale, implying 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 rural heritage sites.
9th International Scientific ERAZ Conference – ERAZ 2023 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, hybrid – online, virtually and in person, Prague, Czech Republic, June 1, 2023
ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia
ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)
ERAZ Conference 2023 Conference Proceedings: ISBN 978-86-80194-72-1, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.2023
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
Suggested citation
Marković, S., & Raspor Janković, S. (2023). Digital Experience Scale Development: An Application in Rural Heritage Tourism. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 9. Conference Proceedings (pp. 357-365). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/ERAZ.2023.357
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Additional reading
Emilova, I. (2023). Socio-cultural dimensions of urban tourism in the context of an experience economy. In Collection of scientific reports from the VI International Scientific and Practical Conference “Sociocultural Codes of Modern Development” – Plovdiv, 2023.
National Strategy for Sustainable Tourism Development in the Republic of Bulgaria 2014-2030 and Action Plan 2017-2020 – November 2019.