The reliability and convergent validity
| Constructs/variables | Standard loadings | Mean | Cronbach's alpha | Composite reliability | AVE |
|---|---|---|---|---|---|
| Eco-destination image | 0.812 | 0.818 | 0.55 | ||
| Naturally beautiful landscape | 0.884 | 3.99 | |||
| Appealing destination | 0.665 | 3.79 | |||
| Look of an undisturbed area | 0.626 | 3.94 | |||
| Look of an unpolluted area | 0.721 | 4.23 | |||
| Self-development | 0.891 | 0.823 | 0.61 | ||
| Develop my personal interests | 0.722 | 3.46 | |||
| Develop my skills and capabilities | 0.794 | 3.62 | |||
| Gain a sense of self-confidence | 0.820 | 3.38 | |||
| Knowledge-seeking | 0.797 | 0.788 | 0.56 | ||
| Explore new places | 0.707 | 3.73 | |||
| Experience different cultures | 0.679 | 3.84 | |||
| Experience different lifestyles | 0.722 | 4.01 | |||
| Learn new things | 0.661 | 3.68 | |||
| Socialising | 0.853 | 0.858 | 0.54 | ||
| Share a familiar place with others | 0.660 | 2.84 | |||
| Inspire community consciousness | 0.773 | 3.04 | |||
| Meet people with similar interests | 0.797 | 2.93 | |||
| Spend time with family and relatives | 0.689 | 2.93 | |||
| Spend time with friends | 0.777 | 2.92 | |||
| Escape | 0.743 | 0.758 | 0.61 | ||
| Escape from the routine of life | 0.774 | 3.47 | |||
| Relieve the pressure of life | 0.789 | 3.56 | |||
| Want to ease the feeling of loneliness | 0.732 | 3.38 | |||
| Excitement | 0.743 | 0.771 | 0.53 | ||
| Do exciting things | 0.777 | 3.64 | |||
| Find thrills and excitement | 0.730 | 3.25 | |||
| Have fun, be entertained | 0.674 | 3.36 | |||
| Intention to visit ecotourism destination | 0.883 | 0.884 | 0.66 | ||
| Visit a naturally beautiful location in the near future | 0.821 | 3.75 | |||
| Visit an undisturbed area in the near future | 0.861 | 3.76 | |||
| Consider ecotourism tour in the near future | 0.777 | 3.98 | |||
| Take ecotourism tour in the near future | 0.777 | 3.85 |
| Constructs/variables | Standard loadings | Mean | Cronbach's alpha | Composite reliability | AVE |
|---|---|---|---|---|---|
| 0.812 | 0.818 | 0.55 | |||
| Naturally beautiful landscape | 0.884 | 3.99 | |||
| Appealing destination | 0.665 | 3.79 | |||
| Look of an undisturbed area | 0.626 | 3.94 | |||
| Look of an unpolluted area | 0.721 | 4.23 | |||
| 0.891 | 0.823 | 0.61 | |||
| Develop my personal interests | 0.722 | 3.46 | |||
| Develop my skills and capabilities | 0.794 | 3.62 | |||
| Gain a sense of self-confidence | 0.820 | 3.38 | |||
| 0.797 | 0.788 | 0.56 | |||
| Explore new places | 0.707 | 3.73 | |||
| Experience different cultures | 0.679 | 3.84 | |||
| Experience different lifestyles | 0.722 | 4.01 | |||
| Learn new things | 0.661 | 3.68 | |||
| 0.853 | 0.858 | 0.54 | |||
| Share a familiar place with others | 0.660 | 2.84 | |||
| Inspire community consciousness | 0.773 | 3.04 | |||
| Meet people with similar interests | 0.797 | 2.93 | |||
| Spend time with family and relatives | 0.689 | 2.93 | |||
| Spend time with friends | 0.777 | 2.92 | |||
| 0.743 | 0.758 | 0.61 | |||
| Escape from the routine of life | 0.774 | 3.47 | |||
| Relieve the pressure of life | 0.789 | 3.56 | |||
| Want to ease the feeling of loneliness | 0.732 | 3.38 | |||
| 0.743 | 0.771 | 0.53 | |||
| Do exciting things | 0.777 | 3.64 | |||
| Find thrills and excitement | 0.730 | 3.25 | |||
| Have fun, be entertained | 0.674 | 3.36 | |||
| 0.883 | 0.884 | 0.66 | |||
| Visit a naturally beautiful location in the near future | 0.821 | 3.75 | |||
| Visit an undisturbed area in the near future | 0.861 | 3.76 | |||
| Consider ecotourism tour in the near future | 0.777 | 3.98 | |||
| Take ecotourism tour in the near future | 0.777 | 3.85 |
Note(s): AVE = average variance extracted (>0.5), composite reliability >0.5. Chi-square/df = 2.184, CFI = 0.933, TLI = 0.925, IFI = 0.932 and RMSEA = 0.052
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