Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 184

CINEMA, DESTINATION IMAGE & PLACE BRANDING dependent variables and destination image, awareness, and uniqueness as inde- pendent variables of this study and confirmatory measurement model. As a result of CFA, standard factor loading of measurement variables by meas- urement dimension was all found to be 0.6 or over, confirming construct validity. Moreover, AVE (average variance extracted) results show that Destination Image(0.760), Destination Awareness (0.550), Destination Uniqueness (0.724), Overall Satisfaction (0.621), and Destination Loyalty(0.824) exceed the reference 0.5, confirming convergent validity. In addition, construct reliability was Destina- tion Image (0.926), Destination Awareness (0.830), Destination Uniqueness (0.913), Overall Satisfaction (0.895), and Destination Loyalty(0.903), respectively, all of which exceeds the reference 0.7, indicating high reliability, or internal consistency. Values of overall goodness of fit of measurement model of CFA are χ²/df = 2.839 (295.304/104, p<0.01), RMR = 0.110, RMSEA = 0.062, GFI = 0.929, AGFI = 0.896, PGFI = 0.632, NFI = 0.948, RFI = 0.933, and CFI = 0.966, respectively. In com- parison with criteria for goodness of fit, it is found that the values fall short of goodness of fit generally acceptable at RMR (<0.05) and AGFI (>0.9) to some degree. They are also found to have overall significant level of goodness of fit in terms of other criteria for goodness of fit such as RMSEA, GFI, PGFI, NFI, RFI, and CFI. Thus, overall goodness of fit of measurement model appears to be acceptable. Table 3. Result of confirmatory factor analysis (CFA) Factor/item Destination Image 1. Scenic mountain and valleys 2. Breathtaking scenery and natural attractions 3. Picturesque parks/lakes/rivers 4. Unspoiled wilderness and fascinating wildlife Destination Awareness 1. This destination has a good name & reputation 2. This destination is very famous 3. The characteristics of this destination come to my mind quickly 4. When I am thinking about tour, this destination comes to my mind immediately Destination Uniqueness 1. This destination is different from other cities. 184 Factor S. E loading t-value Std. Factor CR loading 1.000 .844 035 24.321*** 845 761 1.129 1.072 038 29.580*** 040 26.529*** 971 897 1.000 .926 .760 .830 .550 .913 .724 .664 1.103 1.170 .073 15.108*** .087 13.436*** .714 .829 1.053 .086 12.279*** .751 1.000 AVE .843 return to the content page