NATURE-BASED DESTINATION IMAGE: AN EMPIRICALLY VALIDATED MULTIDIMENSIONAL MEASUREMENT MODEL IN THE BRAZILIAN AMAZON DESTINATION.

Chaves, Paula Cristina Pereira Rodrigues; Anjos, Francisco Antônio dos; Kuhn, Vitor Roslindo

doi:10.14210/tva.v26.19227

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Artigo Científico • Tur., Visão e Ação 26 • Jan-Dec 2024 • https://doi.org/10.14210/tva.v26.19227 copy

NATURE-BASED DESTINATION IMAGE: AN EMPIRICALLY VALIDATED MULTIDIMENSIONAL MEASUREMENT MODEL IN THE BRAZILIAN AMAZON DESTINATION.

IMAGEM DE DESTINO BASEADA NA NATUREZA: UM MODELO DE MEDIÇÃO MULTIDIMENSIONAL VALIDADO EMPIRICAMENTE NO DESTINO AMAZÔNIA BRASILEIRA.

IMÁGENES DE DESTINOS BASADAS EN LA NATURALEZA: UN MODELO DE MEDICIÓN MULTIDIMENSIONAL VALIDADO EMPÍRICAMENTE EN EL DESTINO AMAZÓNICO BRASILEÑO

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract:

This paper aimed to empirically validate a multidimensional measurement model for the Nature-Based Tourism Destination Image - NBDI, including the cognitive, affective, and conative components, present in the construct of variables tested by Chaves and Anjos, (2022). The validation of the NBDI measurement model relied on a non-probability quota-based sample consisting of 592 international tourists who visited the Legal Amazon destination. The results pointed out that the NBDI can be measured by a three-dimensional construct of 3rd Order, where the image components presented a positive influence in the formation of the overall image, being the affective component of greater influence, followed by the cognitive and conative, presenting convergent and discriminant validity. The study contributes to the theoretical discussions about NBDI, offering a multidimensional scale with reliable psychometric property and validated with 57 variables, scarce subjects in the scientific literature, as well as, in the marketing strategies of public and private institutions.

Keywords:
Destination Image; Nature-Based Destination; Image Measurement; Psychometric Models; Recommendation: Revisiting; WOM/eWOM

COGNITIVE COMPONENT
Item	Factor	Standardized Load	S.E.	Load / S.E.	CR	AVE
Factor 01 - Infrastructure
Cog52	Safe food service	0,874*	0,012	72,83	CR	AVE	0,951	0,708
Cog49	Great online information for purchasing tourist services	0,863*	0,012	71,92
Cog48	Great tourist information and signage system	0,850*	0,012	70,83
Cog45	Great housing units (hotels, resorts)	0,843*	0,013	64,85
Cog44	Complies with sanitary and health protocols	0,838*	0,013	64,46
Cog42	Clean infrastructure	0,832*	0,012	69,33
Cog43	Safe and reliable infrastructure	0,828*	0,014	59,14
Cog41	Great infrastructure	0,800*	0,015	53,33
Factor 02 - Cultural Environment
Cog39	Beautiful local handicrafts	0,875*	0,010	87,50	0,939	0,718
Cog35	Beautiful cultural diversity	0,861*	0,012	71,75
Cog40	Unique local craftsmanship	0,851*	0,012	70,92
Cog36	Beautiful cultural attractions	0,846*	0,012	70,50
Cog37	Unique cultural history	0,833*	0,013	64,08
Cog38	Wonderful local cuisine	0,817*	0,013	62,85
Factor 03 - Tourist Activities
Cog33	Great hiking activities	0,862*	0,011	78,36	0,904	0,701
Cog34	Great interaction activities with the local culture	0,855*	0,011	77,73
Cog28	Great adventure activities	0,839*	0,012	69,92
Cog32	Great boat tour activities	0,837*	0,012	69,75
Cog29	Great wildlife and exotic animal watching activities	0,834*	0,013	64,15
Cog30	Great bird watching activities	0,830*	0,012	69,17
Cog26	Great outdoor activities	0,825*	0,016	51,56
Cog31	Great regional fish fishing activities	0,816*	0,013	62,77
Factor 04 - Beauty of the Natural Environment
Cog24	Beautiful Sunrise	0,860*	0,012	71,67	0,940	0,692
Cog25	Beautiful sunset	0,851*	0,012	70,92
Cog15	Nice variety of birds	0,843*	0,013	64,85
Cog16	Nice variety of fish	0,842*	0,012	70,17
Cog14	Beautiful variety of wild animals	0,817*	0,014	58,36
Cog13	Beautiful unique fauna	0,812*	0,016	50,75
Cog03	Beautiful natural attractions	0,795*	0,016	49,69
Factor 05 - Education and Protection
Cog17	Good educational and fauna protection initiatives	0,862*	0,013	66,31	0,897	0,686
Cog12	Good Educational and Nature Protection Initiatives	0,834*	0,013	64,15
Cog02	Good educational and nature protection initiatives	0,828*	0,013	63,69
Cog01	Beautiful protected areas	0,787*	0,018	43,72

Universidade do Vale do Itajaí Quinta Avenida, 1100, bloco 7, CEP: 88337-300, Balneário Camboriú, SC - Brasil, Tel.: (47)3261-1315 - Balneário Camboriú - SC - Brazil
E-mail: revistaturismo@univali.br

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[1] Editor de Seção: Guilherme O.M. da Silva Flores

AFFECTIVE COMPONENT
	Variable	Standardized Load	S.E.	Load / S.E.	CR	AVE
Affe01	Outstanding / Beautiful	0,881*	0,011	80,09	0,959	0,699
Affe02	Adventurous / Challenging	0,858*	0,012	71,50
Affe05	Surprising	0,855*	0,012	71,25
Affe09	Relaxing	0,848*	0,013	65,23
Affe08	Charming	0,842*	0,013	64,77
Affe06	Fascinating	0,838*	0,013	64,46
Affe07	Inspiring	0,830*	0,015	55,33
Affe03	Exciting	0,825*	0,014	58,93
Affe10	Spiritual (feeling of peace/fulfillment)	0,820*	0,014	58,57
Affe04	Mysterious	0,758*	0,017	44,59

CONATIVE COMPONENT
	Variable	Standardized Load	S.E.	Load / S.E.	CR	AVE
Cona01	The Amazon has always seemed to me to be a suitable vacation option	0,860*	0,012	71,67	0,927	0,679
Cona04	I have always considered that the Amazon could contribute to my environmental and cultural knowledge	0,838*	0,013	64,46
Cona05	The Amazon could contribute to my development as a person	0,835*	0,014	59,64
Cona06	The Amazon represents the best reward and the best gift I could offer myself	0,824*	0,013	63,38
Cona03	I always imagined that the Amazon could change my relationship with the environment	0,816*	0,015	54,40
Cona08	The cost of the trip did not interfere with my desire to get to know the Amazon	0,768*	0,017	45,18

FACTOR	Infra.	A. Cult.	At. Tur.	Bel.	Ed. Pro.	Cog.	Afet.	Con.
Infrastructure	0,841	-	-	-	-	-	-	-
Cultural Environment	0,857	0,833	-	-	-	-	-	-
Tourist Activities	0,853	0,979	0,838	-	-	-	-	-
Beautiful Natural Environment	0,820	0,942	0,937	0,838	-	-	-	-
Education and Protection	0,814	0,934	0,930	0,894	0,832	-	-	-
Cognitive	0,864	0,992	0,987	0,949	0,942	0,945	-	-
Affective	0,817	0,938	0,934	0,898	0,891	0,946	0,836	-
Conative	0,816	0,937	0,933	0,897	0,890	0,945	0,927	0,824

COGNITIVE COMPONENT - 2nd Order Measurement Model
Factor	Standardized Load	S.E.	Load / S.E.	CR	AVE
Infrastructure	0,859*	0,022	39,05	0,976	0,892
Cultural Environment	0,979*	0,008	122,38
Tourist Activities	0,986*	0,006	164,33
Beautiful Natural Environment	0,958*	0,011	87,09
Education and Protection	0,935*	0,014	66,79
GENERAL IMAGE - 3rd Order Measurement Model
Factor	Standardized Load	S.E.	Load / S.E.	CR	AVE
Cognitive	0,969*	0,011	88,09	0,977	0,935
Affective	0,976*	0,012	81,33
Conative	0,955*	0,012	79,58

CONSTRUCT	Cognitive	Affective	Conative	Overall image
Cognitive	0,945	-	-	-
Affective	0,945	0,838	-	-
Conative	0,926	0,933	0,818	-
Overall image	0,969	0,976	0,955	0,967