Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 187

THE STRUCTURAL RELATIONSHIPS OF DESTINATION IMAGE, AWARENESS, UNIQUENESS AND DESTINATION LOYALTY IN THE PASSIVE URBAN ECOTOURISM DESTINATION Table 5. Theoretical Passive Urban Ecotourism Model: Regression weight estimates and hypothesis testing result Input data Variables All partici- Overall Satisfaction pants Overall Satisfaction Overall Satisfaction (N=480) Destination Loyalty First Visitor Overall Satisfaction Overall Satisfaction Overall Satisfaction (N=268) Destination Loyalty Repeat Visitor Overall Satisfaction Overall Satisfaction Overall Satisfaction (N=212) Destination Loyalty ⇽ Destination Image ⇽ Destination Awareness ⇽ Destination Uniqueness ⇽ Overall Satisfaction ⇽ Destination Image ⇽ Destination Awareness ⇽ Destination Uniqueness ⇽ Overall Satisfaction ⇽ Destination Image ⇽ Destination Awareness ⇽ Destination Uniqueness ⇽ Overall Satisfaction Estimate S.E. C.R.(t) Testing result Supported Supported .384 .122 .035 11.016*** .062 1.976** .057 .050 1.136 1.106 .078 14.147*** .338 .122 .047 7.142*** .086 1.416 .130 .070 1.863* .104 10.204*** Supported Not sup- ported Supported Supported .402 .210 .050 8.109*** .092 2.279** Supported Supported -.045 .066 -0.680 1.225 .122 10.078*** Not supported Supported Not supported Supported 1.062 ***p<0.01 / ** p<0.05 / *p<0.1 5.4. Cross-tap analysis All participants in this study were divided into First Visitor group and Repeat Visitor group, and a cross-tap analysis were carried out to test any difference in the charac ѕɥѥ́ѡݼɽ̰ݥѠѡɕձ́յɥ镐Q%)Ʌٕ䰁ѥمѥɅѥ̰ѥѡݼɽ)͡ݕхѥѥͥЀAͽ> Ȱ@ĤɕɕՕ)%ѡ͔ЁYͥѽȁɽɕѼٕٔɅ̴ٕ)ɥѥݥѠɕՕ䁥=ѡȰAɕɔ8ఀܸ䔤ݡ)IЁYͥѽȁɽ͡ݕѡЁɕՕ䁥ѥ镹́5Aɕɔ)Ѽݡ9ɤ 䁉̀8ذؔ)QɅٕ䁥ѡЁYͥѽȁɽ݅́չѼɥ̀8ظĔ)!͉ݥ8԰и̔ 8䰀̔ɑȰݡɕ́)ѡIЁYͥѽȁɽɥ̀8ܰظ䔤!͉ݥ8İиĔ)Qȁɽ8ذܸɑȁ͕݅́ѕȁɅٕ丁%Ё́ѕݽȴ)ѡѡЁѡȁɅٕ݅́ ȁЁYͥѽȁQȁɽ)IЁYͥѽȰɕѥٕ)%ѕɵ́ѥمѥЁ́хЁѡЁЁYͥѽȁɽɅ9̴)ȁȁ饹8԰̔аݡ݅́ɕѥٕ䁡ȁѡIЁY̴)ɕɸѼѡѕЁ(