Constructs and indicators

The cumulative percentage for indicators (%)

The cumulative percentage for constructs (%)

Factor 1: Hedonic value

85.8

X1: Information on unique folk culture at a tourism scenic spot.

75.2

X2: Information on novel experiential activity at a tourism scenic spot.

74.3

X3: Information on different life environment and life style.

72.6

Factor 2: Risk-avoidance value

86.8

X4: Information on routing risk (such as being delayed).

88.6

X5: Information on possible human accident risks (such as crimes).

90.2

X6: Information on physical risks (such as diseases, accidents).

85.4

X7: Information on financial risk (such as being exploited).

83.7

Factor 3: Self-actualization value

65.8

X8: Information letting me feel this trip very important.

68

X9: Information letting me feel certain social status.

59.8

X10: Information letting me feel I have certain consuming ability.

54.7

X11: Information about being a participant and supervisor in travel.

72.8

Factor 4: Utilitarian value

79

X12: Information on tourism scenic spot.

77

X13: Information on the tour plan.

81

Factor 5: Social Value

71.2

X14: Information contributing to consensus with traveling companies.

72.2

X15: Information contributing to exchanging opinions with friends or relatives.

69.6