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Creating a creative atmosphere (CA) is the core value of creative tourism. The purpose of this study is conceptualize a construct of CA in “creative tourism destinations,” as well as to establish a set of reliable and valid measurement tools. In Study 1, we generated initial items through in-depth interviews and content analysis. In Study 2, we collected the first sample and investigated scale factor structure through exploratory factor analysis to obtain five factors: novel atmosphere, joyful atmosphere, artistic atmosphere, hedonic atmosphere, and distinctive atmosphere. A second sample was collected in Study 3 to verify the reliability of the CA scale with confirmatory factor analysis, convergent validity, and discriminant validity. This process netted 23 items. A major contribution of this study is to develop a multidimensional scale for CA consisting of the five factors—novel atmosphere, pleasurable atmosphere, artistic atmosphere, hedonic atmosphere, and distinctive atmosphere. The results of this study can be applied as a reference measurement tool for designing creative tourism at tourist destinations.

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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.

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