Table 4.
Formative measurement model evaluation.
| Construct: Destination marketing visibility |
Convergent validity | Mean | Std Dev | Outer weights | Std. Err | p Value | Outer VIF |
|---|---|---|---|---|---|---|---|
| i. I found that Macao's official DMO social media accounts were very active on various platforms (e.g., WeChat, Weibo, Xiaohongshu). | 0.750 | 3.46 | 0.95 | .202 | .148 | .085 | 1.235 |
| ii. I found that travel information related to Macao had been placed in the ad columns of social media websites several times. | 3.92 | 0.78 | .412 | .177 | .010 | 1.778 | |
| iii. I found that several web celebrities I followed had shared their travel experience at Macao and/or endorsed Macao as a good tourism destination. | 4.06 | 0.66 | .585 | .150 | .000 | 1.636 |