CONTENT VALIDITY OF RESEARCH INSTRUMENTS: ASSESSING DOMESTIC ECOTOURISM IN PROTECTED AREAS

Abstract

The assessment of content validity is a critical and complex step in the instrument development process, frequently used to measure complex constructs in social science research. Nevertheless, there is scarce documentation in the field of tourism and hospitality on how content validity should be analysed. This study aimed to present the assessment of content validity of an instrument developed to assess domestic ecotourism in protected areas. A 54-items survey was designed based on previous literature. Content validity assessment was conducted by recruiting a panel of experts to evaluate the instrument’s elements and rate them based on their relevance to provide a content validity index for each item.