Tourist Innovation in Air Travel

This essay explores the recent phenomenon associated with tourists' adaptability to new services driven by technologies and proposes the concept of tourist innovation as the theoretical underpinnings describing tourists' adaptability to novel services. To glean the underlying concept of tourist innovation, a series of in-depth personal interviews are deployed. An online survey containing 40 indicators representing the innovation dimensions is distributed that gathers 524 useable responses from air travelers. In the data analysis, a parsimonious model derived from a confirmatory factor analysis validates a four-dimensional solution: (1) novelty seeking, (2) vigilance, (3) hedonic experience seeking, and (4) social distinctiveness. This scale is explained by 10-item tourist innovation measurement, wherein the validity of the resultant scale is achieved.