A scale to measure residents perceptions of destination social responsibility

Abstract

Notwithstanding the importance of social responsibility initiatives at the level of the firm, there is limited, but growing, research focused on destination social responsibility (DSR). DSR is a multidimensional construct that currently lacks a specific measurement scale. This paper heeds recent calls to develop a DSR measurement scale. Following a thorough literature review, in-depth interviews were conducted to identify items descriptive of DSR. Consensus regarding DSR dimensions and indicators were reached through an expert panel. Scale items were next purified using a sample of residents. An additional study of residents from a different tourist destination were surveyed to further validate the measurement instrument, demonstrate generalizability, and appraise nomological validity. The scale development procedures yielded a 20-item scale representing five-dimensions. The development of a resident-focused DSR measurement instrument should spur additional study on DSR and provide a tool to assist destination administrators to better understand resident perspectives and behaviors, providing better information on which to base strategic decisions. This scale can also assist destination managers and marketers to assess their overall DSR as well as their performance on specific domains and associated attributes. As such, the DSR scale is also useful in pinpointing deficiencies in DSR engagement and/or communication efforts.