Celebrity Involvement and Film Tourist Loyalty–Model Questionnaire

Abstract

The Celebrity Involvement and Film Tourist Loyalty–Model (Zhou et al., 2023) was developed to investigate the impact of celebrity involvement on tourist loyalty, with destination image and place attachment acting as mediators. This measurement model aims to assess how fans of celebrities might develop more positive perceptions of a film tourism destination if they perceive involvement with a specific actor or influencer as a crucial part of their leisure activities. The questionnaire items were adapted from previous research (e.g., Yen & Teng, 2015; Yen & Croy, 2016; Kyle et al., 2004) using the Stimulus-Organism-Response (S-O-R) theory (Mehrabian & Russell, 1974) in conjunction with fandom. Initially designed in English, the questionnaires were translated into Chinese and then back-translated by four native Chinese-speaking researchers studying in English-speaking countries. The resulting measure was administered to a sample of tourists in China, and the study reported results concerning factor structure, reliability, and validity.

Keywords

Attraction; Celebrity Involvement; Centrality; Destination Image; Place Attachment; Self-Expression; Tourist Loyalty

Authors

Zhou, Bin; Xiong, Qihao; Li, Ping; Liu, Siyi; Wang, Ling-en; Ryan, Chris

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Purpose

The purpose of this measurement model is to assess the notion that fans of celebrities may form more favorable perceptions of a film tourism destination if they perceive involvement with a given actor or influencer as a key part of their leisure activities.

Validity

The Celebrity Involvement and Film Tourist Loyalty–Model demonstrated both convergent and discriminant validity. The factor loading for each item ranged from 0.626 to 0.778, meeting the standard requirement of being greater than 0.6. While the Average Variance Extracted (AVE) for destination image (0.477) was slightly below 0.5, the AVEs for all other variables exceeded 0.5. According to Fornell and Larcker (1981), if the AVE is less than 0.5 but the Composite Reliability (CR) is higher than 0.6, the convergent validity of the construct is still considered adequate. This criterion was met, confirming the convergent validity among destination image, celebrity involvement (attraction, centrality, self-expression), place attachment, and tourist loyalty (Suhartanto et al., 2020). The six-factor model also successfully passed the chi-squared test with a significance level of 0.001, indicating that the original model possessed discriminant validity.

Reliability

The internal consistency of the Celebrity Involvement and Film Tourist Loyalty–Model was assessed using both Cronbach’s alpha and Composite Reliability (CR) values. Both measures were reported to be above 0.7 across all constructs, indicating good internal consistency.

Factor Analysis

Common Method Bias: Harman’s single factor test was employed to examine common method variance (CMV) in the data analysis. The results (<50%) indicated the absence of a common trait, both overall and specifically when testing tourist loyalty (Cote & Buckley, 1987; Podsakoff & Organ, 1986). It is noted that the value of total variance interpretation varies with different disciplines and survey concept types, with the mean total variance interpretation of the attitude measurement method being 40.7%.

Confirmatory Factor Analysis (CFA): The CFA results for the Celebrity Involvement and Film Tourist Loyalty–Model indicated a good model fit. The reported fit indices were: RMR = 0.036, SRMR = 0.033, GFI = 0.888, AGFI = 0.872, NFI = 0.904, RFI = 0.896, TLI = 0.965, CFI = 0.968, IFI = 0.968, PGFI = 0.776, PCFI = 0.893, and χ²/df = 1.448. Except for GFI, RFI, and AGFI, which were slightly lower than the standard of 0.9, all other fitness indexes were greater than 0.9. Moreover, the χ²/df ratio was less than the standard value of 3. These results are considered indicative of good model fit (Hair et al., 2010).

Instrument

Test Type: Original Inventory/Questionnaire

Format: Items are rated using a five-point scale.

Language Available: English

Population Group: Human; Male; Female

Age Group: Adolescence (13-17 yrs); Adulthood (18 yrs & older); Young Adulthood (18-29 yrs); Thirties (30-39 yrs); Middle Age (40-64 yrs)

Population Details: Location: China; Respondents: Tourists Aged 16-59+ Years

Test Methodology: Test Validity; Convergent Validity; Discriminant Validity; Test Reliability; Internal Consistency; Factor Analysis; Confirmatory Factor Analysis; Measurement Model

Keywords

Celebrities; Consumer Attitudes; Consumer Behavior; Loyalty; Social Influences; Tourism; Self-Expression; Consumer Measures

Authors

Zhou, Bin

• Affiliation: Donghai Academy of Ningbo University Marine Economic Research Center

• Email address: [email protected]

• Correspondence Address: No data is Available

Xiong, Qihao

• Affiliation: Ningbo University Department of Tourism

• Email address: [email protected]

• Correspondence Address: No data is Available

Li, Ping

• Affiliation: Hainan University Hainan University – Arizona State University Joint International Tourism College

• Email address: [email protected]

• Correspondence Address: No data is Available

Liu, Siyi

• Affiliation: Ningbo University Department of Tourism

• Email address: [email protected]

• Correspondence Address: No data is Available

Wang, Ling-en

• Affiliation: Institute of Geographic Sciences and Natural Resources, CAS

• Email address: [email protected]

• Correspondence Address: [email protected]

Ryan, Chris

• Affiliation: University of Waikato China-New Zealand Tourism Research Unit

• Email address: [email protected]

• Correspondence Address: No data is Available

Permissions & Fee and Test Year

• Permissions: May use for Research/Teaching

• Commercial: No

• Fee: No

• Test Year: 2023

References

Zhou, B., Xiong, Q., Li, P., Liu, S., Wang, L.-e., & Ryan, C. (2023). Celebrity involvement and film tourist loyalty: Destination image and place attachment as mediators. Journal of Hospitality and Tourism Management, 54, 32–41. https://doi.org/10.1016/j.jhtm.2022.11.004

Items of the Celebrity Involvement and Film Tourist Loyalty–Model

The Celebrity Involvement and Film Tourist Loyalty–Model is a 40-item measure. The constructs measured include: Destination image; Celebrity involvement (Attraction; Centrality; Self-expression); Place attachment; and Tourist loyalty. The items are available in the source reference: 2023-55170-004, Table 2, Page 37.

Celebrity Involvement and Film Tourist Loyalty – Model

Note. A five-point scale is used with 1 representing “strongly disagree”, 3 “neither agree nor disagree” and 5 representing “strongly agree”.