Measuring consumer perception of CSR in tourism industry: Scale development and validation

The purpose of this study is to develop a new scale to measure consumer perception of corporate social responsibility (CSR) activities in the tourism industry. A qualitative research has been carried out to generate a pool of items. Based on the scale development procedure suggested by Churchill (1979), various reliability and validity tests have been carried out to confirm scale structure. Results show the three dimensional 18 item scale for measuring consumer perception of CSR activities in the tourism industry. This study contributes to literature by offering a comprehensive framework based on a sustainable development approach for measuring consumer perception of CSR activities.