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Survey Research (Descriptive/Confirmative)

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Institute for Tourism Studies Research Method (MGMT411) Assignment III: Survey Research (Descriptive/Confirmative) and Recommendations 11 Jan 2009 Prepared for Anthony Wong Presented by Danny Chao (S050293) Edwin Cheong (S050345) Crystal Chau (S050460) Cherry Leong (S050451) Marco Tong (S050673) Content Introduction ----------------------------------------------------------------------------------------------------- P. 3 Sampling Methodology -------------------------------------------------------------------------------------- P. 5 Survey Stages and Design --------------------------------------------------------------------------------- P. 6 Overview of Interviewee Demographics ---------------------------------------------------------------- P. 7 Limitation ------------------------------------------------------------------------------------------------------- P. 7 Analysis of the survey results ----------------------------------------------------------------------------- P. 8 Inferential Statistics ----------------------------------------------------------------------------------------- P. 15 Recommendation -------------------------------------------------------------------------------------------- P. 36 Introduction An overview of the tourism literature in the previous secondary data collection and analysis exploratory research1 shows a lack of cross-cultural and international research, particularly in consumer behaviour and marketing even as of today. Fr�d�ric Dimanche pointed out in 1994 that tourism researchers seemed to be extremely slow in recognising the fact that tourism has become an international phenomenon of global consequence given the small number of cross-cultural research publications. It was indicated that "serious study of travel and tourism eventually involves detailed consideration of international concern". Failing to address the cross-cultural issues that govern tourist behaviour, effective city marketing research directions cannot be realised, thus hindering the development of a sustainable tourism that is less fragile withstanding external diasasters like the most recent Financial Tsunami. Market research constitutes a very important part of an effective destination city marketing plan implementation as stated by Jansen-Verbeke and van Rekom in 1996. Most studies focus on tourism and cultural development of cities and regions using primary researches and econometric - quantitative analysis, while there is a need to investigate tourism trends globally, to analyse tourists' behaviour and their particular characteristics, as well as to audit the strengths and weaknesses of the individual city in order to become competitive in international tourism and cultural market. Under such a vision, the in-depth interview and survey design 2(the second assignment) was conducted aiming at exploring the preference and motivation of the tourists coming to Macao, in which luckily interesting results were found. ...read more.


4) Is there any gender oriented opinion towards the statements related to the hospitality and transportation services? We would like to test if there exists any gender based bias in the entries we asked the interviewees regarding their views on the hospitality and transportation services. Independent T-test is used for the analysis: Group Statistics Gender N Mean Standard Deviation 1. General service quality Male 32 6.969 1.534 Female 18 7.056 1.392 2. Residents' hospitality Male 32 7.031 1.576 Female 18 7.056 1.862 3. Residents' language ability Male 32 6.469 1.778 Female 18 7.500 2.121 4. Street signage Male 32 5.625 1.809 Female 18 5.778 2.074 5. Tourist information Male 32 7.031 1.616 Female 18 7.722 1.841 6. Public transportation Male 32 5.500 1.984 Female 18 6.500 2.229 Independent Samples Test Sig. (2-tailed) Mean Difference Std. Error Difference 1. General service quality 0.844 -0.087 0.438 0.839 -0.087 0.426 2. Residents' hospitality 0.961 -0.024 0.496 0.963 -0.024 0.520 3. Residents' language ability 0.073 -1.031 0.562 0.091 -1.031 0.591 4. Street signage 0.787 -0.153 0.562 0.795 -0.153 0.584 5. Tourist information 0.174 -0.691 0.501 0.193 -0.691 0.520 6. Public transportation 0.108 -1.000 0.611 0.123 -1.000 0.632 Through the independent T-test, it is seen that basically all activities are statistically insignificant (5 out of 6, except "Resident's language ability"), which means these 5 activities do not bear preferential selection based on gender. This is due to a p value greater than 0.05 (5%), so the null is accepted meaning there is no relationship between the 5 activities in the hospitality and transportation area with the gender. For "Resident's language ability", the p value is 0.073 which is between 0.05 to 0.1 (5% - 10%), therefore it is statistically moderate significant, in other words, the chance of the null being true is 7.3%, we can confirmatively comment that gender has a relation in the opinion on "Resident's language ability" which signifies a 92.7% (100% - 7.35%) ...read more.


According to Butler's tourism area life cycle, Macao has reached the consolidation stage which means the growth in number of visitors is slowing down, the Government should have a rigid plan on how to sustain the tourism business. If actions are only taken when Macao reaches the decline stage everything will be too late. From the first, second, third and fifth inferential statistical analysis, we can see that Macao is rely too solely on the gaming industry which is not feasible to achieve sustainable tourism at the moment unless diversified products are developed and offered, for example, the MICE tourism, health tourism etc. From the first and second inferential statistical analysis, we found that those who gamble spend more than other visitors. Macao governments should force all the gaming operators to compulsorily join a responsible gambling programme to educate people that gambling is merely an entertainment but not a method to earn a living to avoid turning people into problem gamblers. From the ninth inferential statistical analysis, we found that the higher the residents' hospitality is, the more delightful the tourists tend to be. Macao Government should provide more incentives through education to elevate the standard of residents so they will not choose terminating their education after high school level to pursue a career in the casinos. The Macao Government should transform Macao into a branded destination, so as to increase the commitment of the tourists to Macao. Through establishment of the brand association in leisure, entertainment and shopping, Macao can become an on-brand image city, that what it promises will be delivered. 1 Assignment 1: Exploratory Research by Danny Chao et al, 3 Nov 2008. 2 Assignment 2: Phenomenological Study with in-depth interviews by Danny Chao et al, 24 Nov 2008. Fr�d�ric Dimanche: Cross-Cultural Tourism Marketing Research: An Assessment and Recommendations for Future Studies, 1994 3 Assignment 3: Survey research and recommendations by Danny Chao et al, 1 Jan 2009. ?? ?? ?? ?? P.2 ...read more.

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