Continuous Visiting Behavior – Measurement Model

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Abstract

The Continuous Visiting Behavior—Measurement Model (Cahigas et al., 2023) was developed to identify the primary determinants influencing the intention for continuous visiting behavior (CVB) among tourists selecting travel accommodations in Palawan, Philippines. This instrument functions as a comprehensive Measurement Model, initially comprising 30 items adapted from established sources (e.g., El-Adly, 2018; Al-Refaie, 2014). The scale evaluates nine distinct constructs relevant to tourist decision-making and post-visit intentions, integrating concepts from the Uncertainty Reduction Theory and the Expectation Confirmation Theory. The development process confirmed the scale’s psychometric properties through rigorous Factor analysis, reliability testing, and validity assessment using a sample of Filipino adult participants.

Keywords

Attitude of Employees, Confirmation, Continuous Visiting Behavior, Interactive Uncertainty, Measurement Model, Perceived Performance, Physical Environment, Price Acceptance, Service Experience, Tourist Satisfaction, Consumer Behavior, Consumer Satisfaction, Tourism, Behavioral Intention, Consumer Measures, Tourist Behavior.

Authors

Cahigas, Maela Madel L., Prasetyo, Yogi Tri, Nadlifatin, Reny, Persada, Satria Fadil, Gumasing, Ma. Janice J.

Purpose

The primary purpose of this Continuous Visiting Behavior—Measurement Model is to empirically assess and quantify the various determinants that contribute to a tourist’s overall Tourist Satisfaction with specific travel accommodations. The model seeks to measure how pre-visit expectations, perceived performance, and service quality factors influence the likelihood of a tourist returning to the same destination or accommodation.

The assessment is specifically tailored to understand the complex pathways leading to repeat visitation intentions (CVB) in high-value tourist destinations, such as Palawan, by integrating factors related to service quality, environmental perceptions, and expectation management.

Construct

The scale is fundamentally designed to measure the complex construct of Tourist Behavior, specifically focusing on the Behavioral Intention to return or demonstrate loyalty, which is operationalized as Continuous Visiting Behavior (CVB). The conceptual framework is built upon two core psychological theories: the Uncertainty Reduction Theory (addressing information gathering before booking) and the Expectation Confirmation Theory (addressing post-consumption satisfaction).

The measurement instrument originally evaluated nine latent variables: Interactive Uncertainty, Perceived Performance, Confirmation, Physical Environment, Attitude of Employees, Service Experience, Price Acceptance, Tourist Satisfaction, and Continuous Visiting Behavior. Two initial constructs, Passive Uncertainty and Food and Beverage, were ultimately removed during the final scale refinement due to psychometric criteria not being met.

Validity

The validity of the model was thoroughly assessed using both convergent and discriminant validation procedures.

Convergent Validity: Convergent validity was established for the majority of constructs. The Average Variance Extracted (AVE) values for Interactive Uncertainty (IU), Perceived Performance (PP), Attitude of Employees (AE), Service Experience (SE), Price Acceptance (PA), Tourist Satisfaction (TS), and Continuous Visiting Behavior (CVB) all exceeded the suggested threshold of 0.50. However, the AVE values for the Confirmation (C) and Physical Environment (PE) constructs fell below 0.50. The authors justified the retention of these constructs based on the criteria from Fornell & Larcker (1981), which permits lower AVE if the Composite Reliability (CR) is at least 0.60, a condition met by the study.

Discriminant Validity: Support for Discriminant Validity among the nine latent variables was confirmed. This assessment involved comparing the constructs’ variances and evaluating the Heterotrait-Monotrait (HTMT) ratio, thereby ensuring that each construct measured a unique aspect within the overall structural model.

Reliability

Internal Consistency: The internal consistency of the instrument was found to be strong across all measured constructs. The resulting Cronbach’s alpha coefficients ranged from .73 to .91, indicating high reliability for the scale components used in the final model.

Factor Analysis

Confirmatory Factor Analysis: A Confirmatory Factor Analysis (CFA) was conducted to verify the hypothesized factor structure of the measurement model. Following the removal of initial items and two constructs (Passive Uncertainty and Food and Beverage), the factor loadings associated with each remaining measure successfully passed the minimum cut-off threshold of 0.50, affirming the structural integrity of the refined model.

Instrument

Test Type: Original

Format: Inventory/Questionnaire. Items are rated on a 5-point scale.

Language Available: English

Population Group: Human; Male; Female

Age Group: Adulthood (18 yrs & older)

Population Details:

  • Location: Philippines

  • Respondents: Filipino Adult Participants who visited accommodations in Palawan.

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

Keywords

Attitude of Employees, Confirmation, Continuous Visiting Behavior, Interactive Uncertainty, Measurement Model, Perceived Performance, Physical Environment, Price Acceptance, Service Experience, Tourist Satisfaction.

Authors

Author ORCID Identifier: Prasetyo, Yogi Tri: http://orcid.org/0000-0003-3535-9657

Affiliation Email addresses:

  • Cahigas, Maela Madel L.: School of Industrial Engineering and Engineering Management, Mapua University

  • Prasetyo, Yogi Tri: International Bachelor Program in Engineering, Yuan Ze University

  • Nadlifatin, Reny: Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo

  • Persada, Satria Fadil: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University

  • Gumasing, Ma. Janice J.: School of Industrial Engineering and Engineering Management, Mapua University

Correspondence Address: Prasetyo, Yogi Tri: [email protected]

Permissions & Fee and Test Year

Permissions: May use for Research/Teaching.

Commercial Use: No

Fee: No

Test Year: 2023

Web Site: https://creativecommons.org/licenses/by/4.0/deed.en

References

Cahigas, M. M. L., Prasetyo, Y. T., Nadlifatin, R., Persada, S. F., & Gumasing, M. J. J. (2023). Determinants of continuous visiting behavior to Palawan, Philippines: Integrating Uncertainty Reduction Theory and Expectation Confirmation Theory. PLoS ONE, 18(10), Article e0291694. https://doi.org/10.1371/journal.pone.0291694

El-Adly, M. I. (2018). Modeling the relationship between customer engagement, experience and value in the context of hotels. International Journal of Hospitality Management, 71, 101–110.

Al-Refaie, A. (2014). Predicting customer satisfaction and loyalty in the hotel industry. International Journal of Quality & Reliability Management, 31(6), 614–631.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Items of the Continuous Visiting Behavior–Measurement Model

Number of items: This measure consists of 30 items initially.

Test Items Available: Yes

Test Location: 2024-16098-001, Table 2, Pages 10-11

Factors and Subscales:

  • Interactive Uncertainty

  • Perceived Performance

  • Confirmation

  • Physical Environment

  • Attitude of Employees

  • Service Experience

  • Price Acceptance

  • Tourist Satisfaction

  • Continuous Visiting Behavior.

Continuous Visiting Behavior—Measurement Model

Items

Construct Item Measure Reference
Passive Uncertainty PU1 Information on travel accommodation’s social media websites was helpful. Lee et al. [13]
PU2 Online reviews posted by travel accommodation guests affect my decision. Lee et al. [13]
PU3 I often look on the internet to help me decide before booking the travel accommodation. Chen et al. [33]
PU4 Social media sites provide useful information about travel accommodation. Chen et al. [33]
Interactive Uncertainty IU1 I usually ask my friends and family about their recommended travel accommodation every time I go on vacation. Chen et al. [33]
IU2 My decision in booking travel accommodation depends on friends’ and family’s feedback. Chen et al. [33]
IU3 I often recall past recommendations from friends and family when booking travel accommodation. Chen et al. [33]
IU4 I usually let other people decide for me though I ask others for recommendations. Chen et al. [33]
Perceived Performance PP1 I feel that the travel accommodation’s reputation is generally reliable based on online reviews. Chen et al. [33]
PP2 I feel that the travel accommodation will meet my expectation based on friends’ and family’s feedback. Chen et al. [33]
PP3 I feel that the information I gathered about the travel accommodation is trustworthy. Chen et al. [33]
PP4 I feel that I will be satisfied with my choice of travel accommodation. Nunkoo et al. [27]
Confirmation C1 The travel accommodation kept promises and commitment to the services they offered. Chen et al. [33]
C2 The travel accommodation laid out important information about their amenities. Chen et al. [33]
C3 The travel accommodation provided accurate visual representations. Chen et al. [33]
C4 I always get a remarkable experience every time I visit the travel accommodation. Chen et al. [33]
Physical Environment PE1 I expect the travel accommodation’s room size to be adequate. Nunkoo et al. [27]
PE2 I expect the travel accommodation’s interior design to be aesthetically pleasing. Lee et al. [13]; Nunkoo et al. [27]
PE3 I expect the travel accommodation to be clean. Lee et al. [13]; Al-Rafaie [28]
PE4 I expect the travel accommodation’s bed, mattress, and pillow to be comfortable. Nunkoo et al. [27]
PE5 I expect the travel accommodation’s bath amenities and air conditioning to be appropriate. Al-Rafaie [28]
PE6 I expect the travel accommodation to be accessible by public transport. Nunkoo et al. [27]
PE7 I expect the travel accommodation to provide adequate security features. Nunkoo et al. [27]
PE8 I expect the travel accommodation’s Internet connection to be accessible and stable. Nunkoo et al. [27]; Al-Rafaie [28]
PE9 I expect the travel accommodation to be soundproof. Nunkoo et al. [27]; Al-Rafaie [28]
Food and Beverage FB1 I expect that the travel accommodation provides a variety of food and beverage services that I can choose from. Nunkoo et al. [27]; Al-Rafaie [28]
FB2 I expect that the travel accommodation prepares and deliver food and beverage on time. Nunkoo et al. [27]; Al-Rafaie [28]
FB3 I expect that the travel accommodation provides luxurious dishes. Al-Rafaie [28]
FB4 I expect that the travel accommodation provides quality food and beverage. Al-Rafaie [28]
Attitude of Employees AE1 I expect that the travel accommodation’s employees are courteous and professional. Al-Rafaie [28]
AE2 I expect that the travel accommodation’s employees demonstrate their willingness to help me. Nunkoo et al. [27]; Al-Rafaie [28]
AE3 I expect that the travel accommodation employees can solve my problems. Nunkoo et al. [27]; Al-Rafaie [28]
AE4 I expect that the travel accommodation’s employees provide a thorough and satisfactory service. Lee et al. [13]

Continuous Visiting Behavior—Measurement Model

Items

Construct Item Measure Reference
Service Experience SE1 I expect adequate and quality travel accommodation room. Nunkoo et al. [27]; Al-Rafaie [28]
SE2 I expect high-quality travel accommodation infrastructure. Nunkoo et al. [27]
SE3 I expect physical facilities and amenities provided by the travel accommodation. Nunkoo et al. [27]
SE4 I expected an ideal location for travel accommodation. Al-Rafaie [28]
SE5 I expect safety & security features from the travel accommodation. Nunkoo et al. [27]
SE6 I expect to trust the behavior of the employees who provide services in the travel accommodation. Nunkoo et al. [27]; & Al-Rafaie [28]
SE7 I expect high-quality food and beverage from the travel accommodations. Nunkoo et al. [27]; Al-Rafaie [28]
Price Acceptance PA1 I consider my staying experience fortunate through bargains (e.g., special rates, offers, and discounts). El-Adly [30]
PA2 I am willing to pay for excellent travel accommodation services. Lee et al. [13]
PA3 I am willing to pay for additional charges. Lee et al. [13]
PA4 The food and beverage served at travel accommodations are worth their prices. El-Adly [30]
PA5 The travel accommodations provide basic service (e.g., housekeeping and room service) worth its price. El-Adly [30]
PA6 The travel accommodations offer worthy amenities (e.g., spa and gym). El-Adly [30]
PA7 The travel accommodations’ services and prices complement each other. Lee et al. [13]
Tourist Satisfaction TS1 I feel satisfied with the travel accommodation’s overall service. Lee et al. [13]; Nunkoo et al. [27]; Hung et al. [38]
TS2 I feel satisfied with the accuracy of my research and the positive end-result of my travel accommodation experience. Lee et al. [13]; Nunkoo et al. [27]
TS3 I find it worthy spending time researching travel accommodation because it generated excellent results. González-Mansilla et al. [15]
TS4 I feel satisfied with the travel accommodation’s price. González-Mansilla et al. [15]; El-Adly [30]
Continuous Visiting Behavior CVB1 I will make an effort to book the same travel accommodation when traveling to Palawan. Lee et al. [13]; Chen et al. [33]
CVB2 I intend to prioritize the travel accommodation I went to compared to other accommodations when traveling to Palawan. Lee et al. [13]; Chen et al. [33]
CVB3 I will make an effort to book the same travel accommodation when traveling to Palawan. Lee et al. [13]; Chen et al. [33]
CVB4 I intend to be a loyal customer of the travel accommodation I went to when traveling to Palawan. Chen et al. [33]; Hung et al. [38]

Note. The Passive uncertainty and food and beverage constructs were removed from the final scale, as well as items PP2, PP4, IU4, PE4, PE6, PE7, PE8, PE9, AE4, SE3, SE4, SE5, SE7, PA2, PA3, PA5, PA7, and CVB4.

Cite this article

Mohammed looti (2025). Continuous Visiting Behavior – Measurement Model. Psychological Scales & Instruments Database. Retrieved from https://db.arabpsychology.com/scales/continuous-visiting-behavior-measurement-model/

Mohammed looti. "Continuous Visiting Behavior – Measurement Model." Psychological Scales & Instruments Database, 30 Oct. 2025, https://db.arabpsychology.com/scales/continuous-visiting-behavior-measurement-model/.

Mohammed looti. "Continuous Visiting Behavior – Measurement Model." Psychological Scales & Instruments Database, 2025. https://db.arabpsychology.com/scales/continuous-visiting-behavior-measurement-model/.

Mohammed looti (2025) 'Continuous Visiting Behavior – Measurement Model', Psychological Scales & Instruments Database. Available at: https://db.arabpsychology.com/scales/continuous-visiting-behavior-measurement-model/.

[1] Mohammed looti, "Continuous Visiting Behavior – Measurement Model," Psychological Scales & Instruments Database, vol. X, no. Y, ص Z-Z, October, 2025.

Mohammed looti. Continuous Visiting Behavior – Measurement Model. Psychological Scales & Instruments Database. 2025;vol(issue):pages.

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