表1 验证性因子分析结果
Tab.1 Confirmatory factor analysis
results 克朗巴哈阿
代码
Code 公因子一 Factor 1 TDBQ1 TDBQ2 TDBQ3
要 素 Factor
旅游目的地品牌质量（TDBQ）
凤凰古城的民俗文化独特
The old town of Fenghuang has the unique folk culture. 凤凰古城各项接待设施很完善
The old town of Fenghuang has perfect reception facilities. 凤凰古城卫生程度高，环境整洁
The old town of Fenghuang’s health degree is high, and the environment clean and tidy.
凤凰古城的旅游活动丰富多彩、具有吸引力
The old town of Fenghuang has colorful and attractive tourism activities.
凤凰古城服务人员提供优质的、令人信赖的服务
The old town of Fenghuang’s service personnel provided quality and reliable service.
旅游目的地品牌价值（TDBV）
凤凰古城价格合理
The price of the old town of Fenghuang is reasonable. 参观凤凰古城，比起我花的钱，我得到的更多
To visit the old town of Fenghuang, I get more than I spend the money.
在这个价位内，凤凰古城是一个旅游的好选择
Within this price range, the old town of Fenghuang is a good choice. 总体上，我认为来凤凰古城旅游是物有所值的
Overall, I think the visition to the old town of Fenghuang is worth. 较之我付出的金钱、时间和精力，我感觉来凤凰古城是值得的 Compared with other old towns, the old town of Fenghuang is more attractive to me.
旅游目的地品牌忠诚（TDBL）
我对凤凰古城很依恋
I am very attached to he old town of Fenghuang. 我很喜欢游览凤凰古城
I like to visit he old town of Fenghuang.
相比其他古城，凤凰古城对我具有更强的吸引力
Compared with other old towns, the old town of Fenghuang is more attractive to me.
0.952 0.915
因子
尔法系数 载荷 Cronbach’s Factor Alpha loading 0.953
0.804 0.844 0.818
t值
t value
一致性 平均提取 比例 方差值 C.R. AVE 0.9134
0.6786
– 21.718 22.519
TDBQ4
0.845
21.666
TDBQ5
0.807
22.376
公因子二
Factor 2 TDBV1 TDBV2
0.8916
0.814 0.823
– 23.916
0.6613
TDBV3 TDBV4 TDBV5
0.834 0.778 0.816
22.519 21.666 22.376
公因子三 Factor 3 TDBL1 TDBL2 TDBL3
0.8916
0.729 0.831 0.836
– 21.296 21.399
0.6336
81