RESEARCH FINDINGS
Canonical correlation analysis (CCA) was employed to test the extent to which the constructs of quality of
vacation experience and perceived destination competitiveness are related, and to capture the common variance
between the two. Before the canonical correlation analysis test is carried out, factor analysis was employed first to
identify the underlying dimensions of the two major concepts: tourism experience and perceived destination
competitiveness. The main purpose of the factor analysis is to reduce the number of items and delineate the factor
structures so that more concise and robust canonical correlation analysis could be conducted between the constructs
of quality of tourism experience and perceived destination competitiveness.
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