A study on scale development and validation of Anthropomorphism in contactless Tourism Services: Perspectives From Erasmus and Kant

This study identified the anthropomorphism factors of contactless tourism services based on Erasmus and Kant's perspectives of free will. Based on Churchill's (1979) seven steps of scale development, this study developed a scale for the factors influencing the anthropomorphism of contactless tourism services, as perceived users. The initial measurement items from the Delphi study were revised and enhanced based on feedback from a group of experts, and a total of 400 questionnaires were collected through the survey. Six questionnaires were excluded due to unreliability, and 394 questionnaires were analyzed statistically using SPSS/AMOS 23. As a result of the analysis, five factors (accessibility, personalization, responsiveness, safety, and usability) and 22 measures were proposed for the personification of contactless tourism services.