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Tourism Research Presentation

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by

Amirah Sulaiman

on 20 January 2014

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Transcript of Tourism Research Presentation

Tourism Research Presentation

design by Dóri Sirály for Prezi
Done by
Amira Alwee
Amirah Sulaiman
Chia Hong Yong
Lai Zihui
Nanthini
Puteri Osman

Criteria used to evaluate
choices of holiday destination
among youths in Singapore

Introduction
The
main
purpose
of this research:
Help destination marketers and travel agencies to understand the needs of the consumers.

Target audience:
Singapore youths
aged
18 to 24 years old


Literature Review

Trip Characteristics
Destination Attractiveness
Personal Aspects


Trip Characteristics
Cost of the trip
Length of stay
Mode of transport
Accommodation
Safety
Distance from Singapore to the selected holiday destination

Destination Attractiveness

Attractions
Weather
Culture

Personal Aspects
Socio-demographic characteristics
Push factors
Personal characteristics
Travel companionship

Random cluster probability sampling
Total of 384 respondents (based 95% confidence interval)
Youths from various tertiary schools



Travel Pattern
Holiday Spending

Travel Preferences

Open-Ended Questions
Personal Information
Data Analysis
Random cluster sampling
384 respondents (Based on 95% confidence interval)
Youths from various tertiary instituition

Quantitative Analysis
Online survey

Reasons for Online surveys
Faster response rate
Quick analysis of data
Easy usage for participants



Methodology
Data Analysis
Relationship between how the Trip is Funded and Length of Stay

146 respondents(57.0%) funded by parents’ sponsorship
54 respondents(48.2%) use personal savings


Result:
Longer length of stay
results in more
funding from parents


Data Analysis
Relationship between the Usual Region of Travel and Price

127 respondents (83%) ranked price as the most important
go to countries in Asia

11 respondents (68.8%) ranked price least important still
choose to go to countries in Asia

Result:
Regardless of price as long as
they get to go for a getaway,
they would be more than satisfied


Data Analysis


Relationship between
Accommodation and Purpose of Travel

Rest & Relaxation:
71 respondents (27.6%)
ranked accommodation
as the least important

11 respondents (4.3%)
ranked accommodation as
the most important

Result:
Purpose of travel does not affect
the choice of accommodation



Data Analysis
Relationship between Distance and Choice of Travel

When distance is ranked most important factor, respondents tend to choose tour package (6%) instead of free & easy (4.5%)

Result:
Distance to the
destination
does not affect
the choice of travel


Data Analysis
Relationship between Choice of Travel and Safety

Safety as most important factor: 75 out of 164 respondents (41.2%) chose tour package while 89 of the respondents (44.1%) chose free & easy

Safety ranked least important factor: 13 respondents (7.1%) chose tour package while 11 of the respondents (5.4%) chose free & easy

Result:
Safety most important: more
respondents chose free & easy

Safety least important: more
respondents chose tour package

Hence, this is a rather
unusual finisding.

Data Analysis
Relationship between Culture and Choice of Travel

39 out of 182 respondents (21.4%) who chose to travel with tour package ranked culture as the most important factor
103 of them (56.6%) ranked culture as the least important factor

Result: Respondents do not choose to travel with a tour package solely because they want to learn about one’s culture.

Data Analysis
Relationship between Attractions and Breakdown of Total Expenditures for Activities


41 out of 248 respondents (16.5%)
ranked attractions as most important factor have spend the most on activities

79 of the them (31.9%)
spend only 30% of their total expenditure on activities

Result: Respondents are less likely
to allocate a majority of their total expenditure on activities even if they do prioritize attractions as the most important factor



Data Analysis
Relationship between Choice of Travel and Ranking of Travel Companionship

165 out of 271 respondents who travel with their family chose tour package (60.9%)
91 out of 102 respondents (89.2%) who travel with their friends chose free & easy

Result: Those traveling with family will tend to choose tour package while those traveling with friends will tend to choose free & easy

Limitations
Data Analysis
Recommendations
Conclusion

3 common areas
used to evaluate their choices of destination
- Trip characteristics
- Destination attractiveness
- Personal aspects.

Other
sets of criteria
- Language barriers
- Exchange rate
- Political stability

Relationship between the Push Factors and Purpose of Travel

59 out of 257 respondents (23%) who selected rest and relaxation as their purpose of leisure travel have ranked push factors as the most important personal aspect when choosing a destination

115 of the other respondents (44.7%) have ranked push factors as the least important personal aspect


Result:
Most respondents
who chose rest and relaxation
did not rank push factors
as the most important aspect.

Relationship between gender and safety

84 female respondents (51.2%)
80 male respondents (48.8%) chose safety as the most important factor

Result: Females place more importance on safety than males



Travel agencies
should plan tour packages that would be desirable for travelers .
Travel agencies
and
Tourism Boards
should continue promoting about attractions and entertainments
Tourism Boards
should engage advertising channels such as the media. (Discovery channel)
Collaboration between
tourism sectors
and
tourism services
providers

Biasness
Age group
Gender
Not generalised
Lack of information
due to usage of online surveys
Restriction
of Google Document forms

THANK YOU!
Full transcript