Developing and validating a scale to measure perceived cultural atmosphere in historic districts

Nurturing cultural atmosphere and making such atmosphere perceivable are critical for revitalizing historic districts and attracting tourists. However, lacking understanding of and measurement tools for cultural atmosphere impedes both research and managerial practices. To fill the gaps, the present study adopted a mixed-method approach developing a scale of perceived cultural atmosphere in the context of a historic district, Yongqing Fang. Using UGC content and 30 interview data, the qualitative part served for initial item generation. Through two questionnaire surveys with 513 participants, the quantitative part completed scale refinement and validation. A 13-item, four-dimension structure was suggested, including architectural setting, interior decoration, traditional activity, and shared affects. Theoretically, the present study improves the understanding of cultural atmosphere and provides a measurement tool for future studies. Pragmatically, destination managers may apply the scale in cultivating and maintaining a sense of culturalness in historic districts or other heritage sites.