Developing and validating a multidimensional quality scale for mega-events

The concept of quality is central to research on consumer behavior and marketing. Despite the well-recognized importance of quality in the hospitality literature, little research is designed to explore quality in the event literature, particularly in the area of quality scale development. Besides, prior research lacks a rigid psychometric test in developing and validating scales. The current study aims to develop and validate multidimensional measures for assessing the quality attributes of mega-event Expo with a rigorous method. The testing of validity, reliability, and method biases establishes the validity and reliability of the quality scales of the Expo. The resulting scales include 40 items with a 10-factor structure. Researchers can integrate the validated measures of this study into other concepts in marketing/consumer behavior to examine the unexplored aspect of event visitor behavior. Theoretical and practical implications are discussed.