- Figure 4 1 Would You Again Return To South Africa As A Tourist Destination Total Yes No Don T Know Crosstab Count Wi 1 (51.45 KiB) Viewed 31 times
questions that follow.
Until the COVID-19 pandemic, tourism was regarded as an engine
of economic growth and development as well as one of the fastest
growing industries globally. The 2012 G20 heads of state recognised
tourism as a key driver of economic growth and development, and
heralded its potential to spur global economic recovery. Tourism
researchers report differences between first-time and repeat
visitors in terms of their demographics, tripographics, destination
perception, perceived value, and travel motivations. First-time
visitors could be associated with a 'new' market and are those
visitors who are visiting the destination for the first time (Um,
Chon & Ro, 2006). Repeat visitors can be seen as part of an
established customer base and are visitors who have visited the
destination more than once (Kerstetter & Cho, 2004; Um et al.,
2006). The majority of previous studies compared only one or a
couple of these dimensions, with fragmented and sometimes
conflicting findings. Consequently, the existing literature
presents a rather mixed picture of the similarity and differences
between the two groups (Fallon & Schofield, 2004; Kemperman,
Joh, & Timmermans, 2003). Furthermore, the extant literature
suggests that first-time visitors are more likely to be younger and
less likely to visit friends/family than repeat visitors (Gitelson
& Crompton, 1984; Lau & McKercher, 2004). First-timers
typically explore a destination widely and participate in a variety
of activities, with particular interest in large-icon attractions
and events (Lau & McKercher, 2004). First-timers also tend to
have shorter stays at a destination (Lau & McKercher, 2004;
Oppermann, 1998), and have more complex and differentiated images
of destinations than repeat visitors (Fakeye & Crompton, 1991).
A recent study which undertook a systematic comparison of
first-time and repeat visitors reported that first-timers'
behaviours are more tourism/travel oriented, while repeaters;
behaviours demonstrate a recreation/activity orientations.
First-timers are more active travel planners, while repeaters
indicate more positive post-trip evaluations. Repeaters typically
prefer self-catering accommodation and are less price sensitive
(Tjørve, Lien & Flognfeldt, 2015). Historically, South Africa
has been receiving a higher number of first time visitors than
repeat visitors (Kruger, Saayman & Hermann, 2014). The reasons
for the low number of repeat visitors to South Africa for leisure
purposes has not received the required research attention. Clearly,
the importance of intention to revisit is a dimension that requires
attention in South Africa. In a recent study which sought to
determine the impact of continent of origin on first time visitors'
intentions to return to South Africa as a tourism destination, Ms
R. Msimanga collected data randomly from 115 American and European
tourists who visited a hospitality facility during December 2019 in
the Mpumalanga province, South Africa. The data analysis was
undertaken with IBM SPSS Statistics version 25 and the output
generated is shown in Figure 4.1 to Figure 4.4, below. Figure 4.1
and Figure 4.2 is the output produced by the statistical analysis
conducted to answer the first research question and Figure 4.3 and
Figure 4.4 is the output produced by the statistical analysis
conducted to answer the second research question.
REQUIRED:
4.1 Identify the two research questions of Ms Msimanga's study.
(2 marks)
4.2 State the aims of Ms Msimanga's study. (2 marks)
4.3 Formulate the null and alternative hypotheses for the two
research questions of Ms Msimanga's study.
4.4 Specify the scales of measurement of the independent (IV)
and dependent variables (DV) in each pair of research hypotheses
stated in 4.3
4.5 Using the standard reporting format, interpret the output of
the data analysis. (6 marks)
4.6 Highlight a potential problem with the sampling approach
employed by Ms Msimanga. (2 marks)
Figure 4.1: Would you again return to South Africa as a tourist destination? Total Yes No Don't know Crosstab Count % within Continent of origin Count % within Continent of origin Count % within Continent of origin Count % within Continent of origin Continent of origin America Europe 38 21 59 65.5% 36.8% 51.3% 20 19 39 34.5% 33.3% 33.9% 0 17 17 0% 29.8% 14.8% 57 115 100.0% 100.0% 58 100.0% Total
Table 4.2: Pearson Chi-Square 21.917a Likelihood Ratio 28.552 Linear-by-Linear Association 18.489 1 N of Valid Cases 115 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 8.43. Figure 4.3: Crosstab Count Would you recommend this destination to your friends and family? % within Continent of origin Count % within Continent of origin Total Count % within Continent of origin Yes Tests No Value df 22 Asymp. Sig. (2-sided) Continent of origin America Europe 36 19 62.1% 33.3% 22 38 37.9% 66.7% 58 57 100.0% 100.0% Total .000 .000 .000 55 47.8% 60 52.2% 115 100.0%
Tests Table 4.4: Pearson Chi-Square 1 002 Continuity Correction 1 .004 Likelihood Ratio .002 Fisher's Exact Test Linear-by-Linear Association 1 .002 N of Valid Cases 115 a. Computed only for a 2x2 table b. 0 cells (0.0%) have expected countless than 5. The minimum expected count is 27. Value 9.513b 8.396 9.652 9.431 df Asymp. Sig. (2-sided) Exact sig. (2-sided) .003 Exact sig. (1-sided) .002