Measurement model evaluation
| Constructs | Item | Definition | Mean | SD | Loading | Cronbach’s α | CR | AVE |
|---|---|---|---|---|---|---|---|---|
| Attitude | AT1 | Visiting Penang Hill is very good | 5.3485 | 1.19386 | 0.936 | 0.922 | 0.951 | 0.865 |
| AT2 | Visiting Penang Hill is very pleasant | 5.4606 | 1.02845 | 0.940 | ||||
| AT3 | Visiting Penang Hill is enjoyable | 5.4606 | 1.07470 | 0.915 | ||||
| Subjective norm | SN1 | People who are important for me think I should visit Penang Hill | 4.1606 | 1.54614 | 0.919 | 0.932 | 0.950 | 0.827 |
| SN2 | People who are important to me would support my decision to visit Penang Hill | 4.1545 | 1.61219 | 0.920 | ||||
| SN3 | People who are important to me would understand the importance of visiting Penang Hill | 4.1121 | 1.53268 | 0.926 | ||||
| SN4 | People important to me recommend visiting Penang Hill | 4.6879 | 1.42369 | 0.870 | ||||
| Perceived behavioural control | PBC1 | I feel I would have enough time to visit Penang Hill again | 5.1939 | 0.99785 | 0.852 | 0.886 | 0.928 | 0.81 |
| PBC2 | I feel I would have money to visit Penang Hill again | 5.2576 | 1.13938 | 0.922 | ||||
| PBC3 | I feel there would be nothing that prevents me from visiting Penang Hill again | 5.2667 | 1.10061 | 0.924 | ||||
| Perceived value | PV1 | Considering the money I spent, it is worth visiting Penang Hill | 5.1970 | 1.23795 | 0.774 | 0.893 | 0.927 | 0.761 |
| PV2 | Considering the time I spent, it is worth visiting Penang Hill | 5.2576 | 1.08752 | 0.897 | ||||
| PV3 | Considering the effort, I made, it is worth visiting Penang Hill | 5.4697 | 1.10566 | 0.939 | ||||
| PV4 | The overall value of visiting Penang Hill is high | 5.5758 | 1.04111 | |||||
| Perceived risk | PR1 | I would worry about physical danger or injury if I took a trip to Penang Hill | 3.5970 | 1.54310 | 0.846 | 0.930 | 0.949 | 0.823 |
| PR2 | I would worry that taking a trip to Penang Hill will not provide value for my money | 3.4879 | 1.41899 | 0.913 | ||||
| PR3 | I would worry about travelling service quality/equipment problems if I took a trip to Penang Hill | 3.5818 | 1.47964 | 0.949 | ||||
| PR4 | I would worry about disappointment with the travel experience to Penang Hill | 3.7485 | 1.60936 | 0.917 | ||||
| Destination image | DI1 | Penang Hill is safe and secure | 5.4303 | 1.03861 | 0.723 | 0.790 | 0.856 | 0.544 |
| D12 | Penang Hill offers exciting and interesting places to visit | 5.4970 | 1.07824 | 0.803 | ||||
| D13 | Penang Hill has beautiful scenery and natural attractions | 5.9515 | 0.87384 | 0.739 | ||||
| D14 | Penang Hill has a pleasant climate | 5.9030 | 1.14443 | 0.692 | ||||
| D15 | Penang Hill offers good value for money | 5.4485 | 1.23478 | 0.719 | ||||
| Perceived service quality | PSQ1 | The basic amenities provided by Penang Hill were sufficient | 5.0576 | 1.16419 | 0.896 | 0.875 | 0.923 | 0.801 |
| PSQ2 | Service provided as promised | 5.0030 | 1.25114 | 0.935 | ||||
| PSQ3 | Employees of Penang Hill will always be willing to help customers | 5.2697 | 1.13121 | 0.851 | ||||
| Satisfaction | SAT1 | I really enjoyed visiting Penang Hill | 5.6242 | 1.10182 | 0.861 | 0.920 | 0.943 | 0.806 |
| SAT2 | I am satisfied with my decision to visit Penang Hill | 5.7485 | 1.22055 | 0.914 | ||||
| SAT3 | This experience is exactly what I need | 5.8212 | 1.10875 | 0.919 | ||||
| SAT4 | This was a pleasant visit | 5.7576 | 1.05561 | 0.891 | ||||
| Revisit intention | RI1 | I would like to revisit Penang Hill in the near future | 5.7091 | 1.15917 | 0.836 | 0.924 | 0.943 | 0.767 |
| RI2 | If had to decide again I would choose Penang Hill again | 5.7061 | 1.10880 | 0.918 | ||||
| RI3 | I would come back to Penang Hill in the future | 5.7424 | 1.14205 | 0.886 | ||||
| RI4 | I would more frequently visit Penang Hill | 5.4636 | 1.31402 | 0.880 | ||||
| RI5 | Penang Hill would be my first choice over other destinations | 5.5333 | 1.37954 | 0.885 |
| Constructs | Item | Definition | Mean | SD | Loading | Cronbach’s | CR | AVE |
|---|---|---|---|---|---|---|---|---|
| Attitude | AT1 | Visiting Penang Hill is very good | 5.3485 | 1.19386 | 0.936 | 0.922 | 0.951 | 0.865 |
| AT2 | Visiting Penang Hill is very pleasant | 5.4606 | 1.02845 | 0.940 | ||||
| AT3 | Visiting Penang Hill is enjoyable | 5.4606 | 1.07470 | 0.915 | ||||
| Subjective norm | SN1 | People who are important for me think I should visit Penang Hill | 4.1606 | 1.54614 | 0.919 | 0.932 | 0.950 | 0.827 |
| SN2 | People who are important to me would support my decision to visit Penang Hill | 4.1545 | 1.61219 | 0.920 | ||||
| SN3 | People who are important to me would understand the importance of visiting Penang Hill | 4.1121 | 1.53268 | 0.926 | ||||
| SN4 | People important to me recommend visiting Penang Hill | 4.6879 | 1.42369 | 0.870 | ||||
| Perceived behavioural control | PBC1 | I feel I would have enough time to visit Penang Hill again | 5.1939 | 0.99785 | 0.852 | 0.886 | 0.928 | 0.81 |
| PBC2 | I feel I would have money to visit Penang Hill again | 5.2576 | 1.13938 | 0.922 | ||||
| PBC3 | I feel there would be nothing that prevents me from visiting Penang Hill again | 5.2667 | 1.10061 | 0.924 | ||||
| Perceived value | PV1 | Considering the money I spent, it is worth visiting Penang Hill | 5.1970 | 1.23795 | 0.774 | 0.893 | 0.927 | 0.761 |
| PV2 | Considering the time I spent, it is worth visiting Penang Hill | 5.2576 | 1.08752 | 0.897 | ||||
| PV3 | Considering the effort, I made, it is worth visiting Penang Hill | 5.4697 | 1.10566 | 0.939 | ||||
| PV4 | The overall value of visiting Penang Hill is high | 5.5758 | 1.04111 | |||||
| Perceived risk | PR1 | I would worry about physical danger or injury if I took a trip to Penang Hill | 3.5970 | 1.54310 | 0.846 | 0.930 | 0.949 | 0.823 |
| PR2 | I would worry that taking a trip to Penang Hill will not provide value for my money | 3.4879 | 1.41899 | 0.913 | ||||
| PR3 | I would worry about travelling service quality/equipment problems if I took a trip to Penang Hill | 3.5818 | 1.47964 | 0.949 | ||||
| PR4 | I would worry about disappointment with the travel experience to Penang Hill | 3.7485 | 1.60936 | 0.917 | ||||
| Destination image | DI1 | Penang Hill is safe and secure | 5.4303 | 1.03861 | 0.723 | 0.790 | 0.856 | 0.544 |
| D12 | Penang Hill offers exciting and interesting places to visit | 5.4970 | 1.07824 | 0.803 | ||||
| D13 | Penang Hill has beautiful scenery and natural attractions | 5.9515 | 0.87384 | 0.739 | ||||
| D14 | Penang Hill has a pleasant climate | 5.9030 | 1.14443 | 0.692 | ||||
| D15 | Penang Hill offers good value for money | 5.4485 | 1.23478 | 0.719 | ||||
| Perceived service quality | PSQ1 | The basic amenities provided by Penang Hill were sufficient | 5.0576 | 1.16419 | 0.896 | 0.875 | 0.923 | 0.801 |
| PSQ2 | Service provided as promised | 5.0030 | 1.25114 | 0.935 | ||||
| PSQ3 | Employees of Penang Hill will always be willing to help customers | 5.2697 | 1.13121 | 0.851 | ||||
| Satisfaction | SAT1 | I really enjoyed visiting Penang Hill | 5.6242 | 1.10182 | 0.861 | 0.920 | 0.943 | 0.806 |
| SAT2 | I am satisfied with my decision to visit Penang Hill | 5.7485 | 1.22055 | 0.914 | ||||
| SAT3 | This experience is exactly what I need | 5.8212 | 1.10875 | 0.919 | ||||
| SAT4 | This was a pleasant visit | 5.7576 | 1.05561 | 0.891 | ||||
| Revisit intention | RI1 | I would like to revisit Penang Hill in the near future | 5.7091 | 1.15917 | 0.836 | 0.924 | 0.943 | 0.767 |
| RI2 | If had to decide again I would choose Penang Hill again | 5.7061 | 1.10880 | 0.918 | ||||
| RI3 | I would come back to Penang Hill in the future | 5.7424 | 1.14205 | 0.886 | ||||
| RI4 | I would more frequently visit Penang Hill | 5.4636 | 1.31402 | 0.880 | ||||
| RI5 | Penang Hill would be my first choice over other destinations | 5.5333 | 1.37954 | 0.885 |
Notes:
CR: composite reliability; AVE: average variance extracted
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