Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism

Future Business Journal

Table 3 correlations and the square root of the average variance extracted

Constructs	IF	CF	SF	PF	REPF	RELF	DA	ATTIT	PTB
IF	0.777
CF	0.771	0.831
SF	0.727	0.774	0.833
PF	0.660	0.803	0.831	0.776
REPF	0.725	0.678	0.730	0.641	0.879
RELF	0.632	0.701	0.749	0.691	0.800	0.718
DA	0.670	0.813	0.733	0.693	0.676	0.643	0.743
ATTIT	0.370	0.322	0.353	0.265	0.501	0.397	0.521	0.705
PTB	0.301	0.270	0.218	0.325	0.411	0.355	0.255	0.381	0.684

Bold: Square roots of AVE estimates
Identity functionality IF, conversation functionality CF, sharing functionality SF, presence functionality PF, reputation functionality REPF, and relationships functionality RELF. The destination attractiveness DA, Attitude to the positive impacts of tourism ATTIT and pro-tourism behaviours PTB