Destination Personality: Effects on Satisfaction, Identification, Word-of
Destination Personality: Effects on Satisfaction, Identification, Word-of
Destination Personality: Effects on Satisfaction, Identification, Word-of
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Table 1: Exploratory factor analysis for destinati<strong>on</strong> pers<strong>on</strong>ality a<br />
<str<strong>on</strong>g>Destinati<strong>on</strong></str<strong>on</strong>g><br />
pers<strong>on</strong>ality traits<br />
Factor 1<br />
Excitement<br />
Factor 2<br />
Sophisticati<strong>on</strong><br />
Factor 3<br />
Activeness<br />
10<br />
Factor 4<br />
Dependability<br />
Factor 5<br />
Philoxenia<br />
Factor 6<br />
Ruggedness<br />
Charming .712 .179 .112 .197 .282 -.016<br />
Original .702 .131 .210 .335 .029 .102<br />
Imaginative .701 .203 .162 .152 .200 .173<br />
Exciting .694 .203 .356 .056 .174 .195<br />
Unique .608 .295 .275 .117 .141 .150<br />
Spirited .603 .182 .296 .090 .157 .213<br />
Upper-class .081 .852 .055 .120 .022 .068<br />
Glamorous .243 .837 .115 -.004 .092 .052<br />
Elegant .318 .779 -.009 .168 .059 .076<br />
Sophisticated .180 .700 .179 .248 .114 .079<br />
Trendy .075 .670 .420 .005 .150 .083<br />
Energetic .332 .135 .782 .188 .256 .159<br />
Active .276 .124 .776 .207 .191 .147<br />
Dynamic .331 .227 .659 .172 .086 .237<br />
Lively .413 .180 .601 .100 .369 .144<br />
Reliable .286 .163 .151 .734 .105 -.059<br />
Resp<strong>on</strong>sible .012 .213 .327 .696 .102 .260<br />
Stable .023 .319 .254 .670 .029 .141<br />
Sincere .426 .031 -.005 .640 .234 .173<br />
H<strong>on</strong>est .298 -.125 -.073 .637 .326 .193<br />
Funny .100 .109 .253 .093 .803 .040<br />
Warm .291 .086 .099 .220 .722 .072<br />
Cheerful .421 .181 .263 .211 .661 .018<br />
Tough .119 .088 .104 .135 -.011 .864<br />
Rugged .172 -.022 .104 .113 .149 .758<br />
Bold .164 .299 .306 .139 -.021 .679<br />
Eigenvalues 10.43 2.34 1.74 1.59 1.19 .94<br />
% <strong>of</strong> Variance 40.11 9.00 6.71 6.13 4.57 3.60<br />
KMO = .92, Bartlett’s test: χ 2 (325) = 7899.82, p < .01<br />
a Varimax rotati<strong>on</strong> c<strong>on</strong>verging in 7 iterati<strong>on</strong>s
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