Celebrity Involvement and Film Tourist Loyalty–Model Questionnaire

Abstract

The Celebrity Involvement and Film Tourist Loyalty–Model (Zhou et al., 2023) is a comprehensive measurement tool designed to analyze the psychological mechanisms linking fan involvement with specific actors or influencers to loyalty toward a film tourism destination. The core hypothesis examined is that a fan’s perception of involvement with a celebrity, viewed as a crucial aspect of their leisure activities, positively influences their overall destination perceptions and subsequent loyalty. The model posits that factors such as destination image and place attachment act as crucial mediating variables in this relationship.

The instrument’s theoretical foundation is rooted in the Stimulus-Organism-Response (S-O-R) theory, applied within the context of celebrity fandom and film tourism consumption. The questionnaire items were adapted from established previous research scales. The development process included rigorous cross-cultural validation, involving initial design in English followed by translation into Chinese and subsequent back-translation by a team of four native Chinese-speaking researchers. The measure was empirically tested on a sample of tourists in China, with the study providing detailed evidence supporting the model’s factor structure, reliability, and validity.

Keywords

Attraction, Celebrity Involvement, Centrality, Destination Image, Place Attachment, Self-Expression, Tourist Loyalty, Consumer Attitudes, Consumer Behavior, Social Influences, Tourism, Consumer Measures.

Authors

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

Purpose

The primary purpose of this measurement model is to quantitatively assess the psychological impact of celebrity fandom on tourism behavior. Specifically, it seeks to validate the structural relationship where a tourist’s perceived involvement with an actor or influencer—defined as a key part of their leisure activities—leads to the formation of more favorable perceptions toward the associated film tourism destination.

This model provides a theoretical framework for understanding how parasocial relationships and intense fandom translate into tangible economic and behavioral outcomes, such as increased Tourist Loyalty and positive Destination Image formation in the context of film-induced tourism.

Construct

The Celebrity Involvement and Film Tourist Loyalty–Model measures a comprehensive system of six key psychological and behavioral constructs. The model is structured around measuring how Celebrity Involvement influences Tourist Loyalty, mediated by cognitive and affective responses.

The constructs measured are: Destination Image; Celebrity Involvement (operationalized through three distinct sub-factors: Attraction, Centrality, and Self-expression); Place Attachment; and the ultimate behavioral outcome, Tourist Loyalty. The instrument is a 40-item scale designed to capture the nuances of these constructs within the highly specific context of film tourism, particularly focusing on the tourist experience at Hengdian World Studios.

Validity

The scale demonstrated strong empirical evidence for both Convergent Validity and Discriminant Validity across its six-factor structure. Convergent Validity was supported by factor loadings ranging from 0.626 to 0.778, which successfully exceeded the recommended standard of 0.6.

Although the Average Variance Extracted (AVE) for the Destination Image construct (0.477) was slightly below the conventional 0.5 threshold, the Composite Reliability (CR) for this variable was greater than 0.6. Consistent with the criteria established by Fornell and Larcker (1981), this confirmed the overall convergent validity of the construct set, which included destination image, the three dimensions of celebrity involvement, place attachment, and tourist loyalty. Furthermore, the overall six-factor measurement model successfully passed the chi-squared test with a significance level of 0.001, providing robust evidence for the model’s Discriminant Validity, confirming that the constructs measure distinct concepts.

Reliability

The internal consistency of the Celebrity Involvement and Film Tourist Loyalty–Model was rigorously assessed using two standard metrics: Cronbach’s alpha and Composite Reliability (CR) values. Both measures were reported to be consistently above the generally accepted threshold of 0.7 across all six measured constructs.

These high values for Cronbach’s alpha and CR indicate strong internal consistency, confirming that the items within each factor reliably measure the same underlying dimension of the construct (e.g., Attraction, Place Attachment, Tourist Loyalty).

Factor Analysis

Factor analysis procedures included the assessment of common method bias and a subsequent Confirmatory Factor Analysis (CFA). Harman’s single factor test was employed to assess common method variance (CMV). The results indicated that the total variance interpreted by a single factor was below 50%, suggesting that a single common trait did not dominate the measurements, thereby confirming the absence of significant CMV in the data (Cote & Buckley, 1987; Podsakoff & Organ, 1986).

The Confirmatory Factor Analysis (CFA) demonstrated a good fit for the Celebrity Involvement and Film Tourist Loyalty–Model. Key fit indices reported were: RMR = 0.036, SRMR = 0.033, TLI = 0.965, CFI = 0.968, IFI = 0.968, and a favorable χ²/df ratio of 1.448. Although some indices (GFI=0.888, RFI=0.896, AGFI=0.872) were slightly below the stringent 0.9 standard, the overall model fit was deemed adequate and indicative of a robust structure, particularly given the strong performance of indices like CFI and TLI (Hair et al., 2010).

Instrument

Test Type: Original Inventory/Questionnaire

Format: Items are rated using a five-point Likert-type scale, where 1 represents “strongly disagree” and 5 represents “strongly agree.”

Language Available: English, Chinese (validated via back-translation)

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, primarily sampled at a major film tourism site (Hengdian World Studios).

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

Authors (Detailed)

Author ORCID Identifier: No data is Available

Affiliation Email addresses: [email protected] (Zhou, B.), [email protected] (Xiong, Q.), [email protected] (Li, P.), [email protected] (Liu, S.), [email protected] (Wang, L.), [email protected] (Ryan, C.)

Correspondence Address: [email protected] (Wang, L.-e.)

Permissions & Fee and Test Year

• Permissions: May use for Research/Teaching

• Commercial Use: No

• Fee: No

• Test Year: 2023

Reference’s

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

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

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Items of the Celebrity Involvement and Film Tourist Loyalty–Model Questionnaire

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.

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