Table 2.
Confirmatory factor analysis.
| Measurement items | Loadings | CR | AVE |
|---|---|---|---|
| Authenticity | 0.86 | 0.67 | |
| The story is authentic | 0.78 | ||
| The story seems able to occur in the real world | 0.85 | ||
| There is an abundance of facts so the story is authentic | 0.82 | ||
| Conciseness | 0.61 | 0.34 | |
| The story is short | 0.59 | ||
| The story is unity and coherence | 0.63 | ||
| Reading the story does not take me a lot of time | 0.53 | ||
| Reversal | 0.74 | 0.55 | |
| There is a climax in the destination story | 0.74 | ||
| The character in the destination story encounters obstacles | 0.67 | ||
| The obstacles are overcome at the end of the destination story | 0.52 | ||
| Narrative Understanding | 0.80 | 0.57 | |
| It was easy to make sense of what was going on in the story of the destination | 0.85 | ||
| My understanding of the characters was clear in the story of the destination | 0.82 | ||
| It was easy to recognise the thread of the story in the destination | 0.79 | ||
| Attentional Focus | 0.78 | 0.55 | |
| While reading the story of the destination, I found myself thinking about the destination | 0.81 | ||
| I am thinking only about the destination in the story | 0.80 | ||
| It was easy to keep my mind on the story of the destination | 0.59 | ||
| Emotional Engagement | 0.79 | 0.56 | |
| The destination story affected me emotionally | 0.59 | ||
| During my reading activity, when the main character succeeded, I felt happy and when they suffered in some way, I felt sad | 0.81 | ||
| I felt sorry for some of the characters in the destination story | 0.82 | ||
| Narrative Presence | 0.77 | 0.53 | |
| During my reading activity, my body was in the room, but my mind was inside the world created by the destination story | 0.80 | ||
| The destination story created a new world, and then the world suddenly disappeared when I finished my reading activity | 0.73 | ||
| At times my reading activity, the story world was closer to me than the real world | 0.65 | ||
| Cognitive Image Normal | 0.85 | 0.45 | |
| Accessibility | 0.58 | ||
| Variety & quality of accommodation | 0.64 | ||
| Cultural diversity | 0.69 | ||
| Cultural & historical attraction | 0.66 | ||
| General level of service | 0.70 | ||
| Exoticness | 0.74 | ||
| Reputation | 0.68 | ||
| Cognitive Image Covid | 0.94 | 0.78 | |
| Health protocol policy | 0.77 | ||
| Health infrastructure | 0.87 | ||
| Standard hygiene and cleanliness | 0.90 | ||
| Affective Image | 0.90 | 0.58 | |
| Risky-save | 0.83 | ||
| Anxious – Relaxed | 0.87 | ||
| Worried – Assured | 0.86 | ||
| Fearful – Fearless | 0.70 | ||
| Bored - Excited | 0.59 | ||
| Behavioural Intention | 0.87 | 0.69 | |
| I intend to stay with this destination for the next few years | 0.86 | ||
| I expect to do more business with this destination in the next few years | 0.86 | ||
| I would strongly recommend this destination to others | 0.76 |