Table 4.

The discriminant validity results.

Factors	1	2	3	4	5	6
1-Attitude	0.805 *
2-Subjective Norms	0.480	0.867 *
3-Perceived Behavioural Control	0.056	0.528	0.776 *
4-Intention to Buy	0.168	0.668	0.683	0.738 *
5-Intention to Visit	0.798	0.375	0.413	0.396	0.850 *
6-Intention to Recommend	0.767	0.664	0.335	0.445	0.555	0.825 *

* Note: the values on bold represent the square root of average variance extracted (AVEs).