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Hospitality, Tourism & Event Industry Project

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Talia Notarfrancesco

on 25 October 2012

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Transcript of Hospitality, Tourism & Event Industry Project

Research Reporting Hospitality, Tourism & Event Industry Project AIM “Do motivational dimensions (push and pull factors) affect visitor’s behavioural intentions?” LITERATURE REVIEW RESEARCH DESIGN/METHODOLOGY CONCEPTUAL FRAMEWORK/MODEL Talia Notarfrancesco Huyen Dam Sothea Hong-Teap Cassidy Heath BACKGROUND Federation Square, Melbourne - Home to major cultural attractions, world-class events, tourism experiences and an exceptional array of restaurants, bars and specialty stores, this modern piazza has become the city’s meeting place. RESEARCH OBJECTIVES - How push and pull factors influence behavioural intentions - The importance of push and pull factors in the selection of a destination among international visitors - How do push and pull factors affect eachother - Other factors that may influence the behavioural intentions and motivation of international visitors - Motivational Factors, (push & pull) - explain that a person is pushed by their own forces or pulled by external forces. DATA ANALYSIS/RESULTS LIMITATIONS Conclusion & Recommendations Thank you... - 273 surveys distributed (124 males & 149 females) at Federation Square for convenience sampling - Review of the literature and specific characteristics of; behavioural intentions, motivational dimensions, satisfaction & other influences - Survey: 27 questions with three sections. Our analysis relates back to the questionnaire to determine if our hypotheses research is supported - Conducted in such a short time - time limitations shows only a small proportion. - Respondents didn't take survey seriously. - 124 males & 149 females, 38% between 20-29 years old, 48.7% hold a Bachelor Degree & 22% earn less than $8,000. - T-test: ranging from 0.996 to 0.101, therefore gives a critical value of 0.5485, indicating a satisfactory estimation. - KMO’s measure of sampling adequacy is 0.874, KMO test>0.5 = this determines our factor analysis is an appropriate technique for analyzing this data. DATA ANALYSIS/RESULTS - Eigenvalues of >1: The total variance ranging from Factor 5- 14 consists between 6.030% and 2.213% with cumulative variance greater than %60. - Rotated Factor Matrix: Factor 1’s alpha coefficient is 0.788 (78.8%), Factor 2’s is 0.708 (70.8%) & Factor 3’s is 0.533 (53.3%). Therefore Factor 1 & 2 are reliable but Factor 3 is unreliable as it is lower than 0.6. - H1, H2, H3 & H6 are rejected. - H4 & H5 are supported. H4 focuses on cultural views and beliefs, the t-value is = 0.005 and mean difference is 0.001, thus supporting H4. H5 can positively impacts on behavioural intentions. From the data analysis, due the positive effect it supports H4. - H4 & H5 hypotheses’ have shown a positive effect on cultural views and beliefs and satisfaction compared to experience quality and motivation. - Therefore, there aren’t any motivational dimensions (push and pull factors) affecting a visitor’s behavioural intentions. - Cultural beliefs, (push factors) - for tourists behavioural intention to travel. Encompasses such elements as shared religious values, beliefs and norms. - Satisfaction - more likely to revisit the same destination & provide positive referrals to friends & relatives (destination loyalty). - Experience Quality - an experience may reflect emotional states, steady flows of fantasies & feelings. - Recommendations: Larger sample size, minimal questions within survey & more useful resources. - It is important that businesses understand the importance of push & pull factors in the selection of a destination. - Research will give helpful insight & allow for marketing companies such as “That’s Melbourne” and “Visit Victoria” to apply more effective marketing. - Too many questions within survey discouraged the participants interests and motivation. - Respondents may have answered having an unfavourable tourist experience in Melbourne where in fact it was favourable.
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