The result of research is
Profile of respondents
The demographic, background, and traveling information of the respondents is summarized in Table 1 and Table 2. Some of the respondents did not provide demographic information and are shown as missing values.
Factor analysis
Exploratory factor analysis (EFA) was the technique chosen to measure the validity of the results in terms of cultural differences (Alreck and Settle, 2004). According to Pallant (2007), EFA is a technique used to explore the interrelationships among a set of variables. In order to increase internal consistency, it was decided to remove variables loading at less than 0.4. Three variables were taken out for this reason (items 11, 14, and 20 in Part B of the questionnaire). When EFA was performed on the remaining data, the remaining 20 variables loaded on to 5 factors with a total variance of 0.647. The results of the EFA are summarized in Table 3 below.