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| THE ANALYSIS OF STRUCTURE OF PLACE ATTACHMENT IN TOURISM DESTINATION BASED ON THE CONFIRMATORY FACTOR ANALYSIS METHOD: A CASE STUDY OF MT. BAIYU IN GUANGZHOU |
| HUANG Xiang1,2, YANG Wen-cai1 |
1. Shenzhen Tourism College, Jinan University, Shenzhen 518053, China;
2. National Academy of Economic Strategy, Chinese Academy of Social Science, Beijing 100836, China |
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Abstract In the earlier period, we adopted the method of VEP(the Visitor Employed Picture)and constructed the model of structure of place attachment in tourism destination(published in the other journal). Based on this, we selected those tourists who have been to Mt. Baiyun for over 2 times as the targets of the research. Prior to the formal investigation, we accumulated 50 samples as pre-investigation, and the value of Cronbach's alpha has reached above 0.8, showing that the reliability of this survey is relatively higher. The paper applied the confirmatory factor analysis method of Structural Equation Modeling(SEM) to verify the structure of place attachment in tourism destination. W selected x2 /df、GFI、AGFI、PGFI、RMR as well as RMSEA to evaluate the degree of fitness between the primary model and the data. Result showed that the structure of place attachment in tourism destination fits the data well. Among them, first of all, the quotient of the effect of environmental landscape dimension on the place attachment is 0.88, in other words, the stronger tourists' sense towards the environment-landscape dimension, the more smoothly the place attachment will be formed. Secondly, the quotient of the effect of leisure dimension on place attachment is 0.91, that is, the tourists' stronger sense towards leisure dimension, the more smoothly the place attachment will be formed. Thirdly, the quotient of the effect of human-social dimension on the place attachment is 0.82, which is to say, the stronger tourists' sense towards social-human dimension, the more smoothly the place attachment will be formed. Lastly, the quotient of the effect of the facility-service on the place attachment is 0.66, which means that the stronger tourists' sense towards facility-service, the more smoothly the place attachment will be formed.
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Received: 08 September 2013
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2014, Vol. 29 
