A Difference Test of International Visitors’ Local Product Shopping Motivation, Expectation and Satisfaction in Sierra Leone, Based on Their Sociodemographic and Travel Characteristics
- Alternative Title
- 시에라리온을 방문한 국제방문객의 사회 인구학적 특성과 여행특성에 기초한 지역상품 쇼핑 동기, 기대, 만족에 대한 차이연구
- Abstract
- 방문 국가의 특산물은 관광상품의 일부이며, 특산물에 대한 수요는 관광전체 수요에 기인한다. 최근, 지역 특산물과, 관광 및 경제를 연결하려는 많은 연구가 있었지만 이러한 연구는 지역 농산물 및 농촌 경제에만 국한되어 실제 방문객들의 요구와 현황과는 맞지 않는 경우가 많다.
경제에 대한 지역 상품의 가치는 방문자가 상품에 대해 기꺼이 소비하는 금액에 달려 있으나 방문자의 지출은 동기 부여, 기대 및 만족에 따라 결정된다.
따라서 현재 연구는 지역 상품 쇼핑 동기, 예상 및 만족에 있어 국제 방문자 그룹 간의 차이점을 사회 인구학 및 여행 특성에 따라 조사한다.
14 개의 지역 상품 쇼핑 속성을 설명하는 측정도구를 이용하여 시에라리온의 두 지역의 설문 조사를 통해 무작위로 선정된 142 개의 설문 응답이 수집되었다. 응답된 설문은 T- test, ANOVA, post hoc test, 및 기술통계를 포함하여 다양한 통계 기법을 사용하여 반응을 분석하였다.
이 연구는 지역 상품 쇼핑 동기, 예상 및 만족도에 있어 국제 방문자 그룹간에 차이가 있음을 보여준다. 동기 부여에 대한 확인 된 차이의 수준은 성별과 출신 지역에 따라 상이하게 나타났다. 기대에 대한 차이는 성별, 방문 목적 및 체류 기간에 따라 있었으며, 만족에 대한 차이는 출신 지역 및 체류 기간을 기준으로 파악되었다.
이러한 차이 분석을 바탕으로, 시에라리온에 대한 실행 가능한 관광 시장이 확인되었다. 따라서 시에라리온 관광 마케팅 홍보는 현지 제품 쇼핑 경험에서 긍정적인 견해를 보인 지역의 노력에 초점을 맞추는 것이 좋다. 본 연구의 이론적이고 실제적인 설명이 논의 되었다.
The local products of a destination country are part of the tourism experience package, demand for them is derived from demand for the mainstream tourism industry. Lately, there has been a growing number of studies trying to connect local product, tourism, and the economy. In many of these studies, the contribution of local products is only limited to the rural economy, ignoring the experience impact it creates in the visitor.
The value of local product to an economy largely depends on the amount visitors are willing to spend on the said product. Visitors’ expenditure, on the other hand, is determined by their levels of motivation, expectation, and satisfaction.
The current study, therefore, investigates the level of differences between groups of international visitors in local product shopping motivation, expectation, and satisfaction based on their sociodemographic and travel characteristics.
With a scale of 14 local product shopping attributes, used as measurement tools, 142 responses were randomly collected through questionnaires from two different regions in Sierra Leone. The responses were analyzed with the use of various statistical techniques including Independent Sample T-test, ANOVA, Post hoc test, and Descriptive statistics.
The study reveals that there are differences between groups of international visitors in local product shopping motivation, expectation, and satisfaction based on their sociodemographic and travel characteristics. The level of differences identified between groups’ motivation were based on gender and region of origin. The group differences in expectation were based on gender, purpose of visit and duration of stay, whilst on satisfaction, the differences were based on the region of origin and duration of stay.
Based on our analysis of these differences, a viable tourism market for Sierra Leone was identified. It is therefore recommended that the Sierra Leone tourism marketing PR focuses its efforts to those regions that have demonstrated positive views in their local product shopping experience. The significance of the study, and its theoretical and practical implications are being discussed.
Key words: Local product, International visitors, Motivation, Expectation, Satisfaction, Sociodemographic, Travel characteristics.
- Issued Date
- 2019
- Awarded Date
- 2019. 8
- Type
- Dissertation
- Keyword
- Local product International visitors Motivation Expectation Satisfaction Sociodemographic Travel characteristics.
- Publisher
- 부경대학교
- Affiliation
- Pukyong National University , Graduate School
- Department
- 대학원 경영학과
- Advisor
- Hoonku Sul
- Table Of Contents
- CHAPTER 1. INTRODUCTION 1
1.1 Study Background 2
1.2 Problem Statement 5
1.3 Research Purpose 6
1.4 Research Objectives 6
1.5 Research Questions 6
1.6 Justification for the Research 8
1.7 Theoretical Background 9
1.8 Research Model 10
CHAPTER 2. LITERATURE REVIEW 11
2.1 Introduction 11
2.2 Sociodemographic and Motivation 11
2.3 Sociodemographic and Expectation 14
2.4 Sociodemographic and Satisfaction 16
2.5 Sociodemographic and Travel Characteristics 18
CHAPTER 3. METHODOLOGY 22
3.1 Introduction 22
3.2 Sampling 22
3.3 Data Collection 22
3.4 Measurements 23
3.5 Questionnaire Testing 25
3.6 Data Analysis 25
CHAPTER 4. DATA PRESENTATION AND ANALYSIS 27
4.1 Introduction 27
4.2 Preliminary Data Analysis 27
4.3 Sociodemographic Characteristics 27
4.4 Travel Characteristics 29
4.5 Food and Non-food Products Mostly Purchased by Int’l Visitors 30
4.6 Food and Non-food products Average Purchase 32
4.7 Analysis of Reliability Measurement 33
4.8 Exploratory Factor Analysis (EFA) 34
4.9 T-test result for Significant of Difference Between Males and Females with Respect to Local Product Shopping Motivation, Expectation, and Satisfaction 37
4.9.1 Is there a significant difference between groups of international visitors in local product shopping motivation based on their gender 38
4.9.2 Is there a significant difference between groups of international visitors in local product shopping expectation based on their gender 39
4.9.3 Is there a significant difference between groups of international visitors in local product shopping satisfaction based on their gender 39
4.9.4 Is there a significant difference between groups of international visitors in local product shopping motivation based on their education 40
4.9.5 Is there a significant difference between groups of international visitors in local product shopping expectation based on their education 41
4.9.6 Is there a significant difference between groups of international visitors in local product shopping satisfaction based on their education 42
4.10 Analysis of Variance (ANOVA) 44
4.10.1 Is there a significant difference between groups of international visitors in local product shopping motivation based on their region of origin 45
4.10.2 Is there a significant difference between groups of international visitors in local product shopping expectation based on their region of origin 46
4.10.3 Is there a significant difference between groups of international visitors in local product shopping satisfaction based on their region of origin 48
4.10.4 Is there a significant difference between groups of international visitors in local product shopping motivation based on their purpose of visit 49
4.10.5 Is there a significant difference between groups of international visitors in local product shopping expectation based on their purpose of visit 51
4.10.6 Is there a significant difference between groups of international visitors in local product shopping satisfaction based on their purpose of visit 53
4.10.7 Is there a significant difference between groups of international visitors in local product shopping motivation based on their duration of stay 54
4.10.8 Is there a significant difference between groups of international visitors in local product shopping expectation based on their duration of stay 55
4.10.9 Is there a significant difference between groups of international visitors in local product shopping satisfaction based on their duration of stay 57
4.10.10 Is there a significant difference between groups of international visitors in local product shopping motivation based on their number of previous visits 58
4.10.11 Is there a significant difference between groups of international visitors in local product shopping expectation based on their number of previous visits 60
4.10.12 Is there a significant difference between groups of international visitors in local product shopping satisfaction based on their number of previous visits 61
CHAPTER 5: DISCUSSION OF FINDINGS 63
5.1 Motivation, Expectation, and Satisfaction Based on Gender 63
5.2 Motivation, Expectation, and Satisfaction Based on Region of Origin 64
5.3 Motivation, Expectation, and Satisfaction based on Educational Level 65
5.4 Motivation, Expectation, and Satisfaction based on Purpose of Visit 65
5.5 Motivation, Expectation, and Satisfaction based on Duration of Stay 66
5.6 Motivation, Expectation, and Satisfaction based on Number of Previous Visits 67
5.7 Summary and Conclusion 68
5.8 Limitations of the Study 69
5.9 Recommendations 70
5.10 Practical implications of the Study 71
5.11 Recommendations for Further Research 75
REFERENCES 76
Appendix 1: Questionnaire 80
- Degree
- Master
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