Time Constraints Scale in Overseas Tours: A Case from South Korea

This study develops and validates Time Constraints Scale (TCS) within South Korean market. Based on focus group interviews, a survey instrument for TCS that measures an individual's propensity in time constraints in overseas holidays has been developed. The validation process of the TCS includes statistical tests of principal component analysis and confirmatory factor analysis (CFA). TCS was further tested through its measurement model and its convergent and discriminant validity, identifying three major factors in understanding Korean tourists. The main traits in the developed TCS of the current study underscore the Confucian heritage and high-context cultural base of the South Korean market. This cultural base subsequently leads to market implications for other East Asian tourist markets such as Chinese, Japanese, and Vietnamese, among others. Theoretical and industry implications of the TCS are elaborated and direction for future research is provided.