Development and validation of a multidimensional sustainable hospitality and tourism consumption value (SHTCV) scale

Customers’ interest in sustainable hospitality and tourism products is increasing; however, a comprehensive scale to evaluate the value customers derive from their consumption is lacking. Therefore, this study aimed to develop a new, validated scale to assess sustainable hospitality and tourism consumption value (SHTCV). Through a rigorous six stages of scale development, health value, quality and price value, emotional value, epistemic value, environmental value, and social value were found to be components of SHTCV. The reliability and validity of the SHTCV scale were ascertained. Additionally, the scale was able to predict related factors including subjective well-being, green brand innovativeness, and green ambassador behavioral intention. This study expands the consumption value theory to the hospitality and tourism field, and offers practitioners ways to create value for customers.