Table 4

Reliability and validity results

Construct and measurement itemsFactor loadingsCRAVESVCronbach alpha
Attraction (ATR) 0.8970.6850.4320.907
The celebrity activity is very important to me0.87    
The celebrity activity offers me relaxation when pressures build up0.86    
Participating in celebrity activity is one of the most satisfying things I do0.79    
I really enjoy celebrity activity0.78    
Self-expression (SE) 0.8610.6110.3200.877
Participating in celebrity activity says a lot about whom I am0.88    
You can tell a lot a person by seeing them participating in celebrity activity0.87    
When I am participating in celebrity activity I can really be myself0.76    
When I am participating in celebrity activity others see me the way they want to see me0.68    
Centrality (C) 0.8920.6750.4320.890
I find a lot of my life is organized around the celebrity0.80    
The celebrity activity has a central role in my life0.91    
I enjoy discussing celebrity activity with my friends0.78    
I find a lot of my life is organized around the celebrity activity0.78    
Attitude (AT) 0.9300.7690.0440.927
Your attitude towards tourist destinations and attractions in Tanzania is good-Bad0.85    
Your attitude towards tourist destinations and attractions in Tanzania like-dislike0.93    
Your attitude towards tourist destinations and attractions in Tanzania is pleasant-unpleasant0.92    
Your attitude towards tourist destinations and attractions in Tanzania is favourable-unfavourable0.81    
Travel intention (TI) 0.8350.6290.0520.832
I intent to visit tourist attractions in the next 12 moths0.81    
I want to visit tourist attractions in the country0.84    
It is likely that I will visit tourist attractions in the future0.72    

Note(s): CR: composite reliability, AVE: average variance explained, SV: shared variance

Source(s): Developed by researcher (2022)

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