emily 論文報告ppt_5th version

The role of motivation in visitor satisfaction: Empirical evidence in

rural tourism

Presentor: Yi Fang Emily Chao

Instructor ： Dr. Pi-Ying Teresa Hsu

Date: December 22, 2010

Citation

Devesa, M., Laguna, M., & Palacios, A. (2010). The

role of motivation in visitor satisfaction: Empirical

evidence in rural tourism. Tourism Management,

31,547-552.

Contents

Click to add Title1 IntroductionI

Click to add Title2 MethodologyII

Click to add Title1 ResultsIII

Click to add Title2 ConclusionsIV

Click to add Title1 ReflectionV

Introduction

Two essential elements

Motivation Satisfaction

To determine individual behavior in the field of tourism

Introduction

Push factorsInternal

Emotional

Desire for escapeRest and relaxationAdventureSocial interaction

Pull factors

External

Situational

Cognitive

Chosen destinationLeisure infrastructure CulturalNatural features

Introduction

Motivation

Why?

Where?

Results of Satisfaction

Introduction

Keys in the field of tourism

• Repetitive purchase or service

• Diversification

Purposes of this study

To investigate the relationship between motivation and visitor satisfaction

To analyze the relation existing between motivation and satisfaction obtained by visitors in the rural tourism sector

Methodology

Instrument Face-to-face interviews

Place The province of Segovia in Spain

Time April and October, 2004

Participants 316

Age Around 45-49

Gender Men : Women =52% : 48%

Education University degrees and in employment

Questionnaire

Motivation Scale

Satisfaction Scale

10-point Likert-scale17 push and pull itemsSocio-demographic itemsTrip-related characteristics

10-point Likert-scale18 attributes Socio-demographic itemsTrip-related characteristics

Research Structure

Phases Statistical technique

Identifying attributes determining the motivation of the visit

Client segmentation according to identified dimensions in motivation for

the visit

Identifying attributes determining satisfaction for each motivation group

Relationship between motivation groups and determining satisfaction criteria

Factorial analysis of principal components

Analysis of clusters

Significance analysis of mean values. Student’s test for each

motivation group

Definitions

Methods DefinitionsFactorial analysis A statistical procedure that is used to examine the

influence of two or more variables.

Analysis of clusters The purpose of cluster analysis is to discover a system of organizing observations, usually people into groups.

Significance analysis Estimates the importance or significance of an industry or activity to a region and usually by both local residents and visitors from outside the region.

Student’s t test A t-test is any statistical hypothesis test in which the test statistic follows a student’s distribution if the null hypothesis is supported.

http://en.wikipedia.org/wiki/Main_Page

Instrument

To evaluate the validity on both motivation and satisfactionTo evaluate the validity on both motivation and satisfaction

Confirmatory Factor Analysis (CFA)驗證性因素分析

To perform the calculationsTo allow the establishment of consistent estimations without needing to assume multi normality( 常態 ) in the variables.

Polychoric correlation matrices多元相關係數矩陣

Unweighted least square (ULS)未加權最小平方法

Instrument

Cronbach’s alpha coefficient of reliability –Final scales

Motivation Satisfaction

0.849 0.823

Cluster definition

Tourist segmentation by visit motivation

Cluster (cluster size) Cluster name Motivating variables with significant differences

Visitor looking for tranquilityRest Contact with nature

Looking for tranquilityNon-expensive routine escapeRest and knowing new placeContact with natureProximity

A (129 individuals) B (69 individuals)

Cultural visitor

Monuments sightseeingCultural motivationKnowing new places

C (40 individuals)

ProximityGastronomic Nature visitor

Working reasonsGastronomic reasonsProximityVisiting natural parksPracticing sports Contact with nature

D (50 individuals)

Return tourist

Visiting friendsOwning a second residenceLocal festivities and rest

Result

Evaluation of satisfaction in the destination and motivation of the visit

What has been experienced in the satisfaction

Set up indicators and the main characteristics

Motivation is an important factor in the visit evaluation criteria

Result

Conclusion

The existence of different motivation schemes for a particular destination affect tourists’ expectations and their overall satisfaction.

Reflection

To determine visitor satisfaction independently from the visit motivation

The diversity in the tourist market

Useful in the direction of marketing planning for the destination

Requires improved identification and strengthening of those attributes

Reflection

The sample was drawn exclusively from visitors to a specific rural tourism destination in Spain.

The sample was comprised of people who came only from regions within Spain.

The total cluster individuals don’t match the valid responses.

Reflection

Motivation Scale

Satisfaction Scale

Thank you for listening.