Representation Matters: Measuring Black Travelers’ Legitimacy Judgments of DMOs

Legitimacy is a critical piece of the social contract organizations have with consumers; enabling them to operate within a given environment. Legitimacy is granted from a wide range of evaluators, but only a small number of studies explore factors that influence the judgments of consumers. This study recognizes the importance of individual judgments by developing a valid and reliable scale which measures how Black travelers evaluate the legitimacy of destination marketing organizations (DMOs). A three-factor solution including relational, cognitive, and pragmatic dimensions of legitimacy was established. The findings extend legitimacy theory by measuring relational legitimacy which considers how organizations affirm one’s identity. Results demonstrate the value of representation in marketing, employees, and tourism products/services. Recommendations from the Black Traveler DMO Legitimacy Scale suggests tourism offices can increase legitimacy by building partnerships with Black owned businesses, ensuring authenticity in marketing, and revisiting strategic plans related to employee recruitment and retention.