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

Factor analysis and Reliability analysis
An exploratory factor analysis was carried out and total variance explained 67.895(68%). The varimax-
rotated factor pattern implies the first factor “
Environment
” (7 items, a=0.904), second factor “
Attractions
” (5 items, 
a=0.685), third factor “
Value for Money
” (2 items, a=0.916), and fourth factor “
Climate
” (2 items, a=0.785). The 
first factor “
Environment
” consists of ‘Great beaches/water sports’, ‘Suitable accommodations’, ‘Personal 
safety/Security’, ‘Appealing local food(Cuisine)’, ‘Unpolluted/unspoiled environment’, ‘Quality of infrastructure’, 
and ‘Standard hygiene and cleanliness’. The second factor “
Attractions
” is comprised of ‘Interesting historical 
attractions’, ‘Good nightlife and entertainment’, ‘Beautiful scenery/natural attractions’, ‘Interesting cultural 
attractions’, and ‘Interesting and friendly people’, the third factor “
Value for Money
” includes ‘Good value (money) 
for traveling’, and ‘Reasonable attraction prices’, and the fourth factor “
Climate
” is made up of ‘Good climate’, and 
‘Hot and warm weather’. A reliability test was used to purify the measurement scale for each construct. The 
Cronbach’s coefficient alpha of the four components is above .6, which was acceptable for the study (Nunnally, 
1988), ranging from .685 to .904 (see Table 1).