Table 5 Estimated standardized coefficients.
From: Unique attributes of official endorsers in destination marketing
Hypothesized relationship | Unstd | S.E | C.R | P | Std | Results |
|---|---|---|---|---|---|---|
H1: The sense of authority → Official identification | 0.402 | 0.096 | 4.185 | *** | 0.324 | Accept |
H2: Attractiveness → Official identification | 0.214 | 0.083 | 2.583 | ** | 0.227 | Accept |
H3: Trustworthiness → Official identification | 0.311 | 0.072 | 4.339 | *** | 0.348 | Accept |
H4: Expertise → Official identification | 0.228 | 0.063 | 3.642 | *** | 0.229 | Accept |
H5: Official identification → tourism attitude | 0.721 | 0.087 | 8.303 | *** | 0.724 | Accept |
