Behavior-Cognition-Affect-Behavioral Intention Model Questionnaire

Abstract

The Behavior-Cognition-Affect-Behavioral Intention (BCABI) Model (Cao, Xie, & Qu, 2023) is a 17-item measurement model developed within the context of a study aiming to establish a logical chain linking past behavior, cognition, emotion, and future behavioral intention. This model was conceptualized under a stage-by-stage process of tourists’ experience co-creation, drawing upon the service-dominant logic of value co-creation theory (Vargo & Lusch, 2016) and the self-consistency principle of attitude theory (Albarracin & Wyer, 2000; Harmon-Jones, Armstrong, & Olson, 2018). Specifically, the BCABI model seeks to assess how tourists’ pre-trip behavior influences future behavioral intention (i.e., post-trip destination loyalty) through the intermediate processes of satisfaction with the co-creation experience and place attachment (encompassing place identity and place dependence) that occur during the trip. The items integrated into the model were adapted from existing research (e.g., Lee, 2013; Zhang et al., 2019; Yuksel et al., 2010; Sun et al., 2013). To ensure cross-cultural applicability, all items underwent a translation-back translation procedure into Mandarin Chinese (Brislin, 1970). Following rigorous pilot testing and expert review, the model was administered to two distinct samples of Chinese tourists, and its psychometric properties were subsequently reported.

Keywords

Affect; Behavior-Cognition-Affect-Behavioral Intention Model; Co-Creation Experience; Cognition; Destination Loyalty; Past Behavior; Place Attachment; Place Dependence; Place Identity; Pre-Trip Involvement; Satisfaction with the Co-Creation of Experience; Tourism

Authors

Cao, Limei; Xie, Dengming; Qu, Ying

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Purpose

This measurement model is designed to investigate how tourists’ pre-trip involvement influences post-trip destination loyalty. This influence is mediated by satisfaction with the co-creation experience and the development of place attachment (including place identity and place dependence) that occur during the tourist’s trip.

Validity

Test Validity: The validity of the BCABI model was assessed using established criteria from the literature (Hair, Ringle, & Sarstedt, 2011; Henseler, Ringle, & Sarstedt, 2015). Key indicators examined included factor loading, composite reliability, average variance extracted (AVE), the Fornell-Larcker Criterion, and the Heterotrait-Monotrait Ratio (HTMT). The results provided strong evidence supporting the model’s validity. Factor loadings for individual items ranged from 0.773 to 0.913, all exceeding the threshold of 0.70. Composite reliability values ranged from 0.860 to 0.946, surpassing the 0.70 criterion. AVE values ranged from 0.672 to 0.813, all above the 0.50 threshold. Discriminant validity was confirmed as the square root of each construct’s AVE was higher than its correlation with any other construct (Fornell-Larcker Criterion). Additionally, the HTMT values were consistently below 0.900, satisfying the recommended threshold of <0.85 (though the text states <0.900, it’s still considered acceptable).

Content Validity (Pilot Testing): During the pilot testing phase, nine experts evaluated the content validity of the items. For the pre-trip involvement variable, the item content validity index ranged from 0.889 to 1.000. These results strongly indicate that the items accurately matched the definition of pre-trip involvement, as per Polit, Beck, and Owen (2007).

Reliability

Internal Consistency: The internal consistency of the measurement model was supported by the findings. In the first sample, Cronbach’s alpha values for the various constructs ranged from 0.755 to 0.923, and composite reliability values ranged from 0.860 to 0.946, all indicating good reliability. In the second sample, Cronbach’s alpha values ranged from 0.682 to 0.882. Although some values in the second sample were slightly lower, they are still considered acceptable according to Nunnally & Bernstein (1994).

Factor Analysis

Exploratory Factor Analysis (EFA): An EFA was conducted specifically on the 4-item Pre-trip involvement measurement during the pilot testing phase. The analysis revealed a single underlying factor that accounted for 82.45% of the total variance, suggesting a strong unidimensional structure for this specific construct.

Confirmatory Factor Analysis (CFA): Following the EFA, a CFA was performed to further validate the single-factor model for the four-item pre-trip involvement measure. The CFA results indicated an excellent model fit, with the following fit indices: 𝜒² (2) = 2.743 (p > 0.01), SRMR = 0.009, RMSEA = 0.053, CFI = 0.998, and TLI = 0.995. These values all fall within acceptable ranges, providing strong support for the hypothesized single-factor structure of pre-trip involvement.

Harman’s One-Factor Test: To address the potential for common method bias, Harman’s one-factor test (without rotation) was performed as described by Podsakoff & Organ (1986). A principal component factor analysis was conducted on all combined factors. The analysis revealed that the largest (first) factor accounted for 47.794% of the variance, which is below the 50% threshold. This finding suggests that common method bias was not a significant concern in the study.

Instrument: BCABI Model

Test Type: Inventory/Questionnaire

Format: The items of the BCABI model can be rated using either a 5-point or a 7-point Likert-type scale. The response options range from “strongly disagree” to “strongly agree.”

Language Available: Chinese (Mandarin). The original items were translated into Mandarin Chinese using a translation-back translation procedure.

Population Group: Human (Male and Female)

Age Group: The instrument is suitable for a broad age range, including Adolescence (13-17 yrs), Adulthood (18 yrs & older), Young Adulthood (18-29 yrs), Thirties (30-39 yrs), and Middle Age (40-64 yrs).

Population Details: The study participants were tourists located in China.

Test Methodology: The methodology employed for validating and analyzing the BCABI model included:

• Test Validity

• Discriminant Validity

• Test Reliability

• Internal Consistency

• Factor Analysis

• Confirmatory Factor Analysis

• Exploratory Factor Analysis

• Principal Component Analysis

Keywords

Affect; Behavior-Cognition-Affect-Behavioral Intention Model; Co-Creation Experience; Cognition; Destination Loyalty; Past Behavior; Place Attachment; Place Dependence; Place Identity; Pre-Trip Involvement; Satisfaction with the Co-Creation of Experience; Tourism

Authors

Cao, Limei

• Affiliation: Sun Yat-sen University, School of Business

• Email address: [email protected]

Xie, Dengming

• Author ORCID Identifier: orcid.org/0000-0003-3489-9504

• Affiliation: Macau University of Science and Technology, Faculty of Hospitality and Tourism Management

• Email address: [email protected]

• Correspondence Address: Macau University of Science and Technology, Faculty of Hospitality and Tourism Management, Macau, Taipa, China, 999078, [email protected]

Qu, Ying

• Affiliation: Zhejiang Gongshang University, School of Tourism and Urban-rural Planning

• Email address: [email protected]

Permissions & Fee and Test Year

Permissions: The BCABI Model may be used for research and teaching purposes.

Commercial Use: No data is Available

Fee: No fee is required for its use.

Test Year: 2023

References

Cao, L., Xie, D., & Qu, Y. (2023). A process perspective on experience co-creation: How pre-trip involvement prompts destination loyalty. Tourism Management, 96, 1–12. doi.org/10.1016/j.tourman.2022.104711

Items of the BCABI Model

The BCABI Model comprises 17 items. The specific items are available in the source reference: Cao, L., Xie, D., & Qu, Y. (2023). A process perspective on experience co-creation: How pre-trip involvement prompts destination loyalty. Tourism Management, 96, 1–12. The items can be found in Table 2, Page 7 of this publication.

Constructs: The 17 items are distributed across the following constructs and subscales:

• Pre-trip involvement

• Satisfaction with the co-creation of experience

• Place attachment

  • Place identity

  • Place dependence

• Destination loyalty

Behavior-Cognition-Affect-Behavioral Intention Model

Pre-trip involvement

• INV1: I enjoy making a do-it-yourself travel planning.

• INV2: I take my time and energy to make travel planning.

• INV3: I conduct thorough research before going on a trip.

• INV4: I arrange a trip of my own like planning a gift to myself.

Satisfaction with the co-creation of experience

• SCoCE1: I felt comfortable interacting with residents during the destination.

• SCoCE2: My visit to the destination allows me to effectively interact with residents.

• SCoCE3: I felt comfortable interacting with other tourists during the destination.

• SCoCE4: My visit to the destination allows me to effectively interact with other tourists.

Place identity

• PI1: Visiting this place says a lot about who I am.

• PI2: I feel strong sense of belonging to this place.

• PI3: I can really be myself at this place.

Place dependence

• PD1: This place is the best place for what I like to do.

• PD2: When it comes to the topic of travel, I picture this place.

• PD3: No other place can compare to this place.

Destination loyalty

• DL1: I will recommend this destination to others.

• DL2: I am more likely to take another vacation to this place among these destinations of the same type.

• DL3: I will revisit this destination.

Note: Items may be rated using either a 5- or 7-point Likert-type scale ranging from “strongly disagree” to “strongly agree.”