Tour Conductor Playfulness: Conceptualizing and Scale Development

Abstract

The purpose of this study is to conceptualize a construct of Tour Conductor Playfulness (TCP) and establish a set of reliable and valid measures for TCP. The construct of TCP introduces a new concept in tourism research, while also extending the application of playfulness theory. TCP also can help businesses train employees and serve as a tool for human resource management. Study 1 produced initial items through in-depth interviews and content analysis, and study 2 conducted two sample collections. First, an exploratory factor analysis was performed by investigating 253 tour conductors, and four factors were identified: playful guiding, enthusiastic guiding, creative guiding, and engaged guiding. Second, this scale was validated with a new sample of 396 tour conductors. We verified the reliability of the TCP scale through confirmatory factor analysis, convergent validity, and discriminant validity to finally obtain 23 items. Implications and suggestions for future research are provided.