Creative Atmosphere Scale

Abstract

The Creative Atmosphere Scale (CA Scale), developed by Cheng & Chen in 2023, is a 23-item questionnaire designed to measure the creative atmosphere within the context of creative tourism. The development process began with extensive in-depth interviews and content analysis, generating an initial pool of 324 items. These items were then summarized into eight categories: novelty, uniqueness, aesthetics, relevance, pleasure, feeling, hedonism, and authenticity. These categories were subsequently classified into four dimensions (products, environment, activities, and people) based on a literature review. This process resulted in 36 initial items for the CA scale. Through an assessment of content validity and relevance, item wording was refined, and items were added or removed, leading to a refined set of 31 items. Data was collected from adult participants visiting three different creative tourism destinations in Taiwan. Item and factor analyses subsequently supported a 5-factor structure, resulting in the final 23-item scale. Comprehensive results regarding the scale’s reliability and validity have been reported. The Creative Atmosphere Scale serves as a multidimensional measure for creative atmosphere in the field of tourism and leisure, providing managers with a tool to objectively understand how tourists perceive and experience creative atmosphere in practical settings.

Keywords

Artistic Atmosphere; Composite Reliability; Creative Tourism; Cross-Validation; Distinctive Atmosphere; Hedonic Atmosphere; Joyful Atmosphere; Novel Atmosphere; Squared Multiple Correlation; Travel Environments

Authors

Cheng, Tien-Ming; Chen, Mei-Tsun

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Purpose

The Creative Atmosphere Scale is a multidimensional measure designed to assess the creative atmosphere specifically within the field of tourism and leisure. It serves as a practical tool for managers to objectively understand how tourists experience the creative atmosphere in real-world settings, aiding in the enhancement and optimization of tourist experiences.

Validity

Convergent Validity: The Average Variance Extracted (AVE) for the five factors within the CA scale ranged from 0.65 to 0.86, indicating strong convergent validity.

Discriminant Validity: The lowest value of the square root of the AVE for each construct of the CA scale was 0.78, while the largest correlation coefficient among any two constructs was 0.72. These results confirm adequate discriminant validity, indicating that the constructs are distinct from each other.

Criterion-Related Validity: Revisiting willingness was used to assess the criterion-related validity of the CA scale. Pearson correlation analysis showed that the correlation coefficients between the overall CA construct and its five individual factors ranged from 0.532 to 0.707, all demonstrating statistical significance (p < .001). This indicates a strong relationship between the creative atmosphere and tourists’ willingness to revisit a destination.

Cross-Validation: Five nested models exhibited an acceptable fit with the collected data. The p-values of Δχ2 for all models exceeded 0.05, suggesting that measurement weights, measurement intercepts, structural covariances, and measurement residuals were consistent across different groups within the scale. This demonstrates the scale’s property of measurement invariance.

Reliability

Composite Reliability: The Composite Reliability (CR) values for the five factors of the CA scale ranged from 0.80 to 0.89, indicating good internal consistency and reliability for each factor.

Squared Multiple Correlation (SMC): The SMC values for all measurement items exceeded established standards (Bagozzi & Baumgartner, 1994), signifying that the scale items possess strong explanatory power.

Factor Analysis

Item Analysis: Initially, eight items with total correlations below 0.3 were identified as insufficiently related to the overall scale, based on Churchill (1979), and were subsequently removed. The remaining 23 items were found to be sufficiently correlated and non-collinear.

Exploratory Factor Analysis (EFA): A principal component analysis with varimax rotation (Gable & Wolf, 1993) was conducted. The EFA results indicated a total explanatory variation of 61.82%. Five factors with eigenvalues greater than 1 were extracted.

Confirmatory Factor Analysis (CFA): A maximum likelihood method of Confirmatory Factor Analysis (CFA) was performed to verify the proposed factor structure of the CA scale. The factor loadings, Squared Multiple Correlation (SMC), Composite Reliability (CR), and Average Variance Extracted (AVE) results all conformed to established standard values. Specifically, the factor loadings of the items within the measurement model were all within a significant range of 0.58 to 0.85.

Instrument: Creative Atmosphere Scale

Test Type: Original
Format: Items are rated on a 7-point Likert scale, with scores ranging from 1 to 7. A score of “1” represents “strong disagreement,” and a score of “7” represents “strong agreement.”
Language Available: No data is Available
Population Group: Human; Male; Female
Age Group: Adulthood (18 years and older); Young Adulthood (18-29 years); Thirties (30-39 years); Middle Age (40-64 years)
Population Details: Respondents were adults located in Taiwan.
Test Methodology: Test Validity; Construct Validity; Content Validity; Convergent Validity; Criterion Validity; Discriminant Validity; Test Reliability; Internal Consistency; Factor Analysis; Confirmatory Factor Analysis; Exploratory Factor Analysis; Measurement Invariance

Keywords

Consumer Attitudes; Creativity; Environment; Stimulus Novelty; Tourism; Consumer Measures; Tourist Behavior

Authors

Author ORCID Identifier: No data is Available

Affiliation:

• Cheng, Tien-Ming: National Chiayi University

• Chen, Mei-Tsun: Shu-Te University

Email addresses:

• Cheng, Tien-Ming: [email protected]

• Chen, Mei-Tsun: [email protected]

Correspondence Address: Cheng, Tien-Ming: [email protected]

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author
Fee: No
Test Year: 2023

References

Cheng, T.-M., & Chen, M.-T. (2023). Creative atmosphere in creative tourism destinations: Conceptualizing and scale development. Journal of Hospitality & Tourism Research, 47(3), 590–615. https://doi.org/10.1177/10963480211012459

Items of the Creative Atmosphere Scale

No data is Available