TESTING AN INTERNATIONAL TOURIST ROLE TYPOLOGY

Two decades ago, Cohen proposed a typology of international tourist roles across a novelty-familiarity continuum. His widely cited typology has subsequently been conceptually refined, but has never empirically substantiated. This study developed a reliable and valid attitudinal scale for testing Cohen's typology. Three purposive samples were used in a comprehensive item testing and verification process, and another sample helped confirm the dimensionality of the scale. The final 20-item, three dimensional instrument is both reliable and valid. The International Tourist Role Scale (ITR) was effective for operationalizing Cohen's typology and may help extend his ground - breaking conceptual work.