Scale Development Proposal of Kitschiness of a Tourism Place

Keywords: Kitsch Tourism, Kitchiness of a Tourism Place, Vicarious Satisfaction, Scale Development
Abstract Type: Poster Abstract

Abstract

Acknowledging that kitschization of place is an inevitable social phenomenon in today’s tourism, this study aims to conceptualize the kitschiness of a tourism place and to propose a process of developing the measurable scale of this proposed concept. Kitsch tourism place has its symbolic value, aesthetic and exotic images which give vicarious satisfaction, regardless of the authenticity of the place. The kitschiness of a tourism place captures how the place fulfills people’s desire to get away from hyperactive reality to feel maximized escapism by traveling. This study advances the dimensions of kitschiness of a tourism experience – vicarious satisfaction, distinction, aesthetic emotional consumption, and play-oriented tourism through signs and images – suggested by Yoo (2022), among others, and explores how the kitschiness can be applied to the context of tourism places. This study proposes that the kitschiness of a tourism place consists of eight dimensions: aesthetics, ostentation, vicarious satisfaction, exoticism, familiarity, escapism, nostalgia, and play. Based on such dimensionality, this study follows the scale development process suggested by DeVellis to develop a scale for tourist attractions. This study is especially timely during the post-pandemic era when various social media are prevalent.