Path coefficients-mean, p-values
| Hypothesis | Original sample (O) | p values | Decision |
|---|---|---|---|
| NC × SDBA → VI = H11a | 0.001 | 0.986 | Rejected |
| NC × SDBA → WTPP = H11b | 0.073 | 0.228 | Rejected |
| NC × SDBI → VI = H11c | 0.041 | 0.527 | Rejected |
| NC × SDBI → WTPP = H11d | −0.101 | 0.105 | Rejected |
| PI × SDBA → VI = H12a | 0.009 | 0.895 | Rejected |
| PI × SDBA → WTPP = H12b | −0.072 | 0.255 | Rejected |
| PI × SDBI → VI = H12c | 0.019 | 0.757 | Rejected |
| PI × SDBI → WTPP = H12d | 0.172 | 0.004 | Accepted |
| Hypothesis | Original sample (O) | Decision | |
|---|---|---|---|
| NC × SDBA → VI = | 0.001 | 0.986 | Rejected |
| NC × SDBA → WTPP = | 0.073 | 0.228 | Rejected |
| NC × SDBI → VI = | 0.041 | 0.527 | Rejected |
| NC × SDBI → WTPP = | −0.101 | 0.105 | Rejected |
| PI × SDBA → VI = | 0.009 | 0.895 | Rejected |
| PI × SDBA → WTPP = | −0.072 | 0.255 | Rejected |
| PI × SDBI → VI = | 0.019 | 0.757 | Rejected |
| PI × SDBI → WTPP = | 0.172 | 0.004 | Accepted |
Note(s): NC: Nature Connectedness; PI: Personal Innovativeness; SDBA: Sustainable Destination Brand Authenticity; SDBI: Sustainable Destination Brand Image; VI: Visit Intention; WTPP: Willingness to pay a premium price for a sustainable destination