ABSTRACT
Previous empirical studies have treated tourism attributes as either a multidimensional or unidimensional construct. Limited study has been found to test the construct’s dimensionality using Confirmatory Factor Analysis (CFA), specifically on rural tourism cultural attributes. To gain a better insight into the dimensional structure of rural tourism cultural attributes construct, this paper tests its dimensionality by using CFA on a set of data collected from 164 tour operators. The results of the measurement model indicate that rural tourism cultural attributes construct is unidimensional. This result helps resolving the problems that might arise from the lack of clarity concerning the dimensional structure of rural tourism cultural attributes. Future researchers may explore whether or not the model can be generalized to other populations of tourism stakeholders.
