Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Table 2. 
Canonical loadings for quality of vacation experience and destination competitiveness sub-scales 
Variates 
1 2 3 
Quality of Vacation Experience
Pre-trip planning experience 
-.207 
-.341 
.275 
En-route experience
-.258 
-.676 
.626 
Onsite instrumental experience 
-.366 
1.232 
.230 
Onsite expressive experience
-.318 
-.198 
-.612 
After-trip 
reflection 
-.163 -.213 -.719 
Destination Competitiveness 
Destination Management and Marketing
-.302 
-.487 
.347 
Accessibility and Information Availability 
-.452 
-.586 
.819 
Tourism Attributes 
-.283 
1.401 
.137 
Price and Value 
-.125 
-.288 
-.339 
Environment 
-.113 -.196 -.737 
The overall results of the CCA and the specific three significant canonical variates revealed that the five 
variables (i.e., the sub-scales in this study) of quality of tourism experience are, in general, directly related to the 
sub-scales of perceived destination competitiveness. This outcome further established the duality of the existing 
relationship between the two major constructs. However, it needs to be pointed out that canonical weights need to be 
interpreted with considerable caution due to the limitations of the computational procedure of canonical weights 
(Hair et al., 1998).