Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 185

THE STRUCTURAL RELATIONSHIPS OF DESTINATION IMAGE, AWARENESS, UNIQUENESS AND DESTINATION LOYALTY IN THE PASSIVE URBAN ECOTOURISM DESTINATION 2. This destination is unique in comparison to other cities. 3. This destination stands out from other cities. 1.045 .046 22.770*** .862 1.019 .042 24.161*** .863 4. This destination is distinct from that of other cities. .982 .045 21.605*** .835 .069 14.345*** .092 14.984*** .761 .746 .852 .995 25.079*** .913 .902 Overall Satisfaction 1. Natural scenery and atmosphere 2. Tourist facilities (Tourist Information etc.) 3. Friendly and helpful local people 1.000 .991 1.381 Destination Loyalty 1. Revisit intention 2. Recommend intention 1.000 .995 .895 .621 .903 .824 ²/df = 2.839(295.304 /104) RMR = .110 / RMSEA = .062 / GFI = .929 / AGFI = .896 / PGFI = .632 / NFI = .948 / RFI = .933 / CFI = .966 ***p<0.01 5.3. Estimated Structural Model For the analysis to test Structural Model and its hypotheses, all-participants data and that of First Visitor and Repeat Visitor, respectively, were used. The analy- sis using all-participants data was designed to test hypotheses set in this study, and the analysis on First Visitor and Repeat Visitor of more than twice of Nabari, respectively, aimed to examine any difference between the groups in structural relationship with Theoretical Urban Ecotourism Model and thereby find implica- tions on the two groups. Goodness of fit indices of Theoretical Urban Ecotourism Model are as in

. Goodness of fit indices for all-participants data are χ²/df = 2.300(731.511/318), RMR = 0.119, RMSEA = 0.037, GFI = 0.918, AGFI = 0.882, PGFI = 0.636, NFI = 0.937, RFI = 0.919, and CFI = 0.963, respectively. The analysis on First Visitor and Repeat Visitor groups reveals that First Visitor groups had χ²/df = 2.227(236.057/106), RMR = 0.124, RMSEA = 0.068, GFI = 0.907, AGFI = 0.866, PGFI = 0.628, NFI = 0.929, RFI = 0.908, and CFI = 0.959, respectively, and Repeat Visitor had χ²/df = 2.047(216.981/106), RMR = 0.117, RMSEA = 0.007, GFI = 0.895, AGFI = 0.849, PGFI = 0.620, NFI = 0.917, RFI = 0.893, and CFI = 0.955, respectively. Overall goodness of fit indices were found to fall short of sufficient goodness of fit in terms of RMR and AGFI to some degree, while other goodness of fit indices met accept- able levels. return to the content page 185