Big Data and Tourism Competitiveness Evaluation in the New Media Environment

Table 4

The results of the reliability analysis.

Variable	Cronbach’s alpha	Cronbach’s alpha based on standardized items
Whole scale	0.921	0.890
Image communication subject	0.687	0.624
Image communication object	0.974	0.975
Image communication channels	0.566	0.524
Image communication effect feedback	0.751	0.608