Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 186

CINEMA, DESTINATION IMAGE & PLACE BRANDING Table 4. Goodness of fit indices for Theoretical Passive Urban Ecotourism Model χ² df ²/df All participants (N=480) 731.511 318 2.300 .119 .037 .918 .882 .636 .937 .919 .963 First Visitor (N=268) 236.057 106 2.227 .124 .068 .907 .866 .628 .929 .908 .959 Repeat Visitor (N=212) 216.981 106 2.047 .117 .007 .895 .849 .620 .917 .893 .955 Model RMR RMSEA GFI AGFI PGFI NFI RFI CFI Results of testing the hypotheses proposed by Theoretical Passive Urban Eco- tourism Model are as in

. In the analysis of all-participants data, both destination image (β=0.384, P<0.01) and destination awareness (β=0.122, p<0.05) appeared to have a statisti- cally significant structural relationship with overall satisfaction, leading H1 and H2 to be supported. However, the structural relationship of destination uniqueness and overall satisfaction was not found to be statistically significant, causing H3 not to be supported. Structural relationship between overall satisfaction and destina- tion loyalty, H4, was found to be extremely high (β=1.106, P<0.01), as reported in existing literatures. On the contrary, First Visitor and Repeat Visitor groups generated some degree of differences in the analysis. In the case of First Visitor, destination image (β=0.338, P<0.01) and destination uniqueness (β=0.130, P<0.1) had a statistically significant structural relationship with overall satisfaction, while in Repeat Visitor group, destination image (β=0.402, P<0.01) and destination awareness (β=0.210, p<0.05) showed a statistically significant structural relationship with overall satis- faction. Structural relationship with overall satisfaction and destination loyalty was statistically significant in both groups (β=1.062, β=1.225, P<0.01). Consequently, when it came to destination uniqueness, the effect on overall satisfaction turned out not to be statistically significant in this study, contrary to the expectation that in ecotourism destination, uniqueness would serve as an important dimension. 186 return to the content page