Table 2 Outer model results Dimensions...

Table 2

Outer model results

Dimensions	Items	Outer loadings	t	CR	AVE	Cronbach’s alpha
	My cultural tour experience in Cappadocia
Quality value	has an acceptable standard of quality	0.879	52.834	0.889	0.728	0.814
	is outstanding quality	0.882	54.822
	is very reliable	0.795	26.077
Emotional Value	makes me feel good	0.839	39.924	0.939	0.755	0.919
	gives me pleasure	0.878	51.923
	gives me a sense of joy	0.902	64.450
	makes me feel delighted	0.891	68.704
	gives me happiness	0.834	29.738
Monetary value	is reasonably priced	0.909	76.052	0.954	0.807	0.940
	is economical	0.878	54.242
	is fairly priced	0.926	74.027
	is a good product for the price	0.935	108.922
	is worth the money	0.839	35.724
Social Value	has good reputation	0.754	21.401	0.874	0.542	0.837
	are taken by many people that I know	0.633	13.947
	improved the way I am perceived by others	0.816	24.191
	People who take that type of Cultural tour experience in Cappadocia obtain social approval	0.795	18.991
	would give me social approval	0.802	20.811
Satisfaction	The visit to Cappadocia exceeded my expectations	0.850	45.131	0.916	0.785	0.862
	I am pleased with my decision to visit Cappadocia	0.905	54.772
	My holiday in Cappadocia satisfied me	0.902	55.359
Recommendation	I would tell positive things about Cappadocia to other people	0.932	75.707	0.962	0.893	0.940
	I would encourage my friends and relatives to come Cappadocia	0.961	100.677
	I would recommend Cappadocia to those who are planning a holiday	0.941	67.891
Revisit intention	I would like to revisit Cappadocia in the near future	0.910	92.719	0.940	0.840	0.904
	I would visit Cappadocia more frequently	0.943	123.670
	Cappadocia would be my first choice over other destinations	0.895	79.364
Tour Guide Competence	This tour guide has the knowledge of the destination’s culture	0.816	30.777	0.942	0.643	0.930
	This tour guide has the knowledge of tourist attractions	0.844	35.229
	This tour guide has the knowledge of local people’s lifestyle	0.785	31.856
	This tour guide has the knowledge of the destination’s history	0.850	36.718
	This tour guide is good at interpersonal communication	0.789	23.933
	This tour guide is able to cooperate with other service staff (e.g., driver)	0.809	29.862
	This tour guide had good communication and presentation skill	0.800	28.669
	The tour guide speaks clear language	0.788	29.347
	The tour’s guide pronunciation is clear	0.727	24.074

Dimensions	Items	Outer loadings	t	CR	AVE	Cronbach’s alpha
	My cultural tour experience in Cappadocia
Quality value	has an acceptable standard of quality	0.879	52.834	0.889	0.728	0.814
	is outstanding quality	0.882	54.822
	is very reliable	0.795	26.077
Emotional Value	makes me feel good	0.839	39.924	0.939	0.755	0.919
	gives me pleasure	0.878	51.923
	gives me a sense of joy	0.902	64.450
	makes me feel delighted	0.891	68.704
	gives me happiness	0.834	29.738
Monetary value	is reasonably priced	0.909	76.052	0.954	0.807	0.940
	is economical	0.878	54.242
	is fairly priced	0.926	74.027
	is a good product for the price	0.935	108.922
	is worth the money	0.839	35.724
Social Value	has good reputation	0.754	21.401	0.874	0.542	0.837
	are taken by many people that I know	0.633	13.947
	improved the way I am perceived by others	0.816	24.191
	People who take that type of Cultural tour experience in Cappadocia obtain social approval	0.795	18.991
	would give me social approval	0.802	20.811
Satisfaction	The visit to Cappadocia exceeded my expectations	0.850	45.131	0.916	0.785	0.862
	I am pleased with my decision to visit Cappadocia	0.905	54.772
	My holiday in Cappadocia satisfied me	0.902	55.359
Recommendation	I would tell positive things about Cappadocia to other people	0.932	75.707	0.962	0.893	0.940
	I would encourage my friends and relatives to come Cappadocia	0.961	100.677
	I would recommend Cappadocia to those who are planning a holiday	0.941	67.891
Revisit intention	I would like to revisit Cappadocia in the near future	0.910	92.719	0.940	0.840	0.904
	I would visit Cappadocia more frequently	0.943	123.670
	Cappadocia would be my first choice over other destinations	0.895	79.364
Tour Guide Competence	This tour guide has the knowledge of the destination’s culture	0.816	30.777	0.942	0.643	0.930
	This tour guide has the knowledge of tourist attractions	0.844	35.229
	This tour guide has the knowledge of local people’s lifestyle	0.785	31.856
	This tour guide has the knowledge of the destination’s history	0.850	36.718
	This tour guide is good at interpersonal communication	0.789	23.933
	This tour guide is able to cooperate with other service staff (e.g., driver)	0.809	29.862
	This tour guide had good communication and presentation skill	0.800	28.669
	The tour guide speaks clear language	0.788	29.347
	The tour’s guide pronunciation is clear	0.727	24.074

Source(s): Table by authors

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