Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 181

THE STRUCTURAL RELATIONSHIPS OF DESTINATION IMAGE, AWARENESS, UNIQUENESS AND DESTINATION LOYALTY IN THE PASSIVE URBAN ECOTOURISM DESTINATION tors are hikers who come here to see the fall leaves from November through December, and common tourism courses are one-day visit to cultural and histor- ical sites in the city following an around 2-hour tour of forests and waterfalls. Most of them come from nearby large cities Osaka and Nagoya, and families and indi- viduals often visit over the weekend. Since it has been chosen as a ecotourism des- tination by the Japanese government and received government supports under a development plan, Nabari City is highly likely to become a place to boost eco- tourism in nearby urban areas. Currently, there are diverse experience programs and education programs, and policy tasks to raise local brand image in place or under development. 4.3. Sample and Data Analysis For empirical analysis, seven sessions of face-to-face survey were carried out for about two months from November to December in 2014 at major tourist attrac- tions of Nabari, Mie Prefecture, Japan (The Akame 48 waterfalls, Kaochi valleys, Shorenji Lake). The survey took a method of face-to-face questionnaire survey directly administered by business majors of Kinki University to visitors to the city. A total of 500 copies of the questionnaire were distributed, and 490 copies were collected, of which 480 copies were used for analysis. Three analysis methods such as exploratory factor analysis (EFA), confirma- tory factor analysis (CFA), and SEM (structure equation analysis) were used to pro- duce empirical results on the structural relationship of Passive Urban Ecotourism Model, which is the objective of this study. For the analyses, SPSS 22.0 for Windows and AMOS 22.0 program were employed. 5. Empirical Result The respondents to the survey are characterized in general as summarized in Table 1. In terms of gender, males were 199 (41.5%) and females were 281 (58.5%), and in terms of age, those in their 10s to 20s were 123 (25.6%) and those in their 30s to 40s were 110 (22.9%) in order. Most of travel parties were friends, 127 peo- ple (26.5%), followed by husband and wife, 116 people (24.2%), and couple, 68 people (14.2%) in order. In terms of stay time, most of the respondents, 437 (91.0%), chose one day trip, and when it came to past experience, first-time visit accounted for 268 respondents (55.8%) and repeat visit for 212 (44.2%), respectively. In terms return to the content page 181