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El... 3: 3154.... . 1......4. 1.! 9:15“: 1.24.0... .. 3...)! if! 5-1.1 . . :I‘.I.C.9Q~rle 13.14. is). a. i: : .11).. \V.)|Il..‘h!~i. THESIS This is to certify that the dissertation entitled Nature-Oriented Tourist Behavior Among Pleasure Travelers to North America presented by Xiamei Xu has been accepted towards fulfillment of the requirements for Ph . D . degree in Nation and Tourism Resources Major profiscr 4/24.. / Date June 6, 2000 MS U is an Affirmative Action/Equal Opportunity Institution 0-12771 UBRARY Mlchigan State A. . . University PLACE IN RETURN BOX to remove this checkout from your record. TO AVOID FINES return on or before date due. MAY BE RECALLED with earlier due date if requested. DATE DUE DATE DUE DATE DUE WT f 21362 8/01 chlRC/DateDuopBS—pJS NATURE-ORIENTED TOURIST BEHAVIOR AMONG PLEASURE TRAVELERS TO NORTH AMERICA By Xiamei Xu A DISSERTATION Submitted to Michigan State University In partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Department of Park, Recreation, and Tourism Resources 2000 ABSTRACT NATURE-ORIENTED TOURIST BEHAVIOR AMONG PLEASURE TRAVELERS TO NORTH AMERICA By Xiamei Xu This study focuses on identifying variables related to tourist participation in multiple nature-based activities while on a pleasure trip. U.K. long haul travelers to North America in 1989 and 1996 are compared. A Nature-based Activity Index was created to measure the extent to which tourists participate in selected nature-based activities while traveling. A regression model was developed and used to examine the relationship between the Index and vacation lifestyles, travel motivations, destination attributes, sociodemographics and trip characteristics of UK. travelers. The secondary data for this study were part of a series of Pleasure Travel Market Studies funded by the former Tourism Canada and the former US. Travel and Tourism Administration. Two samples drawn in 1989 and 1996 in Britain were used in this study. Personal in-home interviews were conducted in selected areas of Great Britain. Respondents were 18 years of age or older who had taken or planned to take a long haul vacation trip outside of central Europe. Only respondents who had visited mainland US. or Canada on their most recent trip were included in this study. Major findings include: (1) household income, education and age were found to be positively related to the index of activities; (2) travelers who preferred an active vacation and traveled on a pleasure trip participated more in varied nature-based activities; (3) motivations such as seeking adventure, novelty, physical activity and social escape did not predict involvement in nature-based activities; (4) destination attributes such as secure and comfortable environment, along with the quality of lodging and restaurants available did not predict the extent of nature-based activity; and (5) compared to the travelers in the 1989 study, travelers in the 1996 study engaged in more nature-based activities even though their length of stay in country was shorter. Conclusions based on these findings include: (1) the Nature-based Activity Index is a useful tool to segment travelers who engage in a diverse set of nature-based activities while on a trip; (2) sociodemographic variables are predictors of tourists’ participation in varied nature-based activities, and are viable marketing variables which can be used by tourist destinations to identify their target markets; and (3) tourist’s preferences for nature-based activities tend to change over time; therefore, destinations should adjust their nature-oriented products accordingly. Copyright by Xiamei Xu 2000 ACKNOWLEDGMENTS This dissertation would not have been possible without the assistance of my guidance committee. I am extremely grateful to Dr. Joseph F ridgen, my academic advisor, for his encouragement and constant support during the course of my doctoral program, and for his intellectual stimulation and expert advice through different stages of this dissertation. I am also deeply grateful to Dr. Donald Holecek, Dr. Gail Vander Stoep, and Dr. Bonnie Knutson for their insightful comments and constructive suggestions on my dissertation. It is important to acknowledge Dr. Joseph O’Leary for providing the data for this research, and Tourism Canada, the United States Travel and Tomism Administration, the Canadian Tourism Commission, U.S. Tourism Industries/International Trade Administration and the Secretaria de Turismo (Mexico) for producing the original data. I would like to extend my sincere thanks to my parents, who are always supportive of what I try to accomplish, for their continued encouragement, support and caring they gave me throughout the years of my graduate studies. My deepest gratitude goes to my husband, Zhiheng Bi for his love, support, understanding, and patience in this endeavor. Finally, many thanks are extended to my friends Tsao-Fang Yuan, Wen-Huei Chang, and Sinji Yang and their families for their encouragement and support. TABLE OF CONTENTS Page LIST OF TABLES ..................................................................................................... ix LIST OF FIGURES .................................................................................................... xi CHAPTER I INTRODUCTION ...................................................................................................... 1 Significance of Tourism ................................................................................. 1 Growth of Nature Tourism ............................................................................. 2 Nature Tourism in the United States .............................................................. 3 Characteristics of Nature Tourism ................................................................. 4 Statement of Problem ..................................................................................... 5 Purpose and Study Objectives ........................................................................ 6 Uses of the Study ............................................................................................ 7 CHAPTER II LITERATURE REVIEW ........................................................................................... 9 A Consumer Behavior Model ........................................................................ 9 Vacation Lifestyle and Tourist Behavior ....................................................... 14 Travel Motivation and Tourist Behavior ........................................................ 17 Destination Attribute Preferences and Travel Behavior ................................. 23 Sociodemographic Correlates of Travel Behavior ......................................... 27 Development of Indices ................................................................................. 3] Characteristics of an Index .................................................................. 31 Construction of an Index ..................................................................... 32 Validation of the Index ........................................................................ 33 Application of Indices in Recreation and Tourism Research ......................... 34 Summary ........................................................................................................ 37 Research Hypotheses ...................................................................................... 38 CHAPTER III METHODS ................................................................................................................ 41 Data Source .................................................................................................... 41 Rationale for Utilizing the British Data .............................................. 42 Sample ................................................................................................. 42 Questionnaire ...................................................................................... 44 Identification of Research Variables ............................................................. 44 Vacation Lifestyle Variables ............................................................... 44 Travel Motivation Variables ............................................................... 46 Destination Attribute Variables ........................................................... 46 vi CHAPTER Page Nature-based Activity Variables ......................................................... 48 Trip Characteristic Variables .............................................................. 51 Sociodemographic Variables ............................................................... 53 Development of the Nature-based Activity Index ......................................... 53 Selection of the Index Items ................................................................ 53 Assignment of Score to the Index Items ............................................. 55 Nature of the Index .............................................................................. 56 Data Treatment ............................................................................................... 56 Recoding ............................................................................................. 56 Weighting ............................................................................................ 60 Data Analysis Techniques and Procedures .................................................... 61 CHAPTER IV FINDINGS AND RESULTS ..................................................................................... 63 Profile of 1989 and 1996 Samples ................................................................. 63 Sociodemographics ............................................................................. 64 Trip Characteristics ............................................................................. 66 Tourist Participation in Nature-based Activities ................................. 69 Factor Analysis on Vacation Lifestyle, Travel Motivation, and Destination Attributes for the 1989 Data ................................................... 71 Factors of Vacation Lifestyle .............................................................. 71 Factors of Travel Motivation .............................................................. 73 Factors of Destination Attributes ........................................................ 75 Validation of the Nature-based Activity Index .............................................. 77 Establishing Internal Validity of the Index ......................................... 77 Establishing External Validity of the Index ........................................ 79 Establishing Reliability of the Index ................................................... 80 A Multiple Linear Regression Model of Diverse Nature-oriented Tourist Behavior ....................................................................................... 82 Model Specification ............................................................................ 83 Examination of Multicollinearity ........................................................ 84 Results of Multiple Regression Model ................................................ 87 Modification of the Index .................................................................... 89 Results of the Revised Multiple Regression Model ............................ 91 Verification of the Multiple Regression Model ............................................. 93 Results of Research Hypotheses Testing ........................................................ 98 Characteristics of Low and High Diversity Nature-oriented Tourist Group ............................................................................................. 101 CHAPTER V CONCLUSIONS AND RECOMMENDATIONS ................................................... 109 Summary of the Study .................................................................................. 109 Study limitations ........................................................................................... 1 11 Conclusions and Discussion ......................................................................... 113 vii CHAPTER Page Recommendations for Future Research ........................................................ 118 LIST OF REFERENCES .......................................................................................... 120 APPENDICES .......................................................................................................... 129 Appendix A: International Travel Study: United Kingdom ......................... 130 Appendix B: Pleasure Travel Markets to North America: United Kingdom ........................................................................................ 147 viii LIST OF TABLES Table Page 3.1 List of Vacation Lifestyle Variables ................................................................ 45 3.2 List of Travel Motivation Variables ................................................................ 47 3.3 List of Destination Attribute Variables ............................................................ 49 3.4 List of Nature-based Activity Variables .......................................................... 50 3.5 List of Trip Characteristic Variables ............................................................... 52 3.6 List of Sociodemographic Variables ................................................................ 54 3.7 Recoding for Purpose of Trip .......................................................................... 57 3.8 Recoding for Education ................................................................................... 58 3.9 Recoding for Household Income ..................................................................... 59 3.10 Weighting Scheme Used for the 1989 Sample ................................................ 61 4.1 Sociodemographic Characteristics of 1989 and 1996 Sample ......................... 65 4.2 Trip Characteristics of 1989 and 1996 Sample ................................................ 67 4.3 Distribution of the Nature—based Activity Index ............................................. 70 4.4 Distribution of Respondent Participation in Selected Nature-based Activities ................................................................................... 70 4.5 Factors of Vacation Lifestyle of 1989 Data ..................................................... 72 4.6 Factors of Travel Motivation of 1989 Data ..................................................... 74 4.7 Factors of Destination Attributes of 1989 Data ............................................... 76 4.8 Correlations between the Index Score and Items within the Index .......................................................................................................... 78 Table 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 Correlations between the Index Score and Selected Variables ................... Item-total Correlations and Alpha Levels for Nature-based Activity Index for 1989 Sample ................................................................................ Pairwise Correlation Matrix of Independent Variables of the Nature-based Activity Index ................................................................. Results of Stepwise Regression for Diverse Nature-oriented Tourist Behavior Model for 1989 Sample .................................................. Correlation Analysis between the Independent Variables and Nature-based Activity Index ....................................................................... Results of Stepwise Regression for Revised Diverse Nature-oriented Tourist Behavior Model for 1989 Sample ........................ Factors of Vacation Lifestyles of 1996 Data .............................................. Factors of Destination Attributes of 1996 Data .......................................... Results of Stepwise Regression for Diverse Nature-oriented Tourist Behavior Model for 1996 Sample .................................................. Comparison of Regression Coefficients between 1989 and 1996 Multiple Regression Model ........................................................................ Sociodemographic Characteristics of 1989 Respondents by Low and High Nature-based Activity Index Scores .................................................. Trip Characteristics of 1989 Respondents by Low and High Nature-based Activity Index Scores ........................................................... Sociodemographic Characteristics of 1996 Respondents by Low and High Nature-based Activity Index Scores .................................................. Trip Characteristics of 1996 Respondents by Low and High Nature-based Activity Index Scores ........................................................... Page 80 81 85 88 90 92 94 95 96 97 103 104 106 107 LIST OF FIGURES Figure Page 2.1 A Consumer Behavior Model ............................................................................ 1 1 xi CHAPTER I INTRODUCTION Significance of Tourism Tourism is one of the world’s largest industries (Waters, 1995-1996). It was estimated that in 1999 domestic and international tourism together would provide 192.3 million jobs worldwide; 8.2% of all jobs world-wide would depend on travel and tourism. The gross output of both domestic and international tourism would reach US $3.5 trillion, accounting for 11.7% of the world’s gross domestic product. Spending on personal travel and tourism was estimated to be US $2.1 trillion, constituting 11% of total consumption. The investment made by the travel and tourism industry would reach US $733 billion, representing 11.3% of the total investment. Visitor exports on travel and tourism would be worth US $598.8 billion, contributing 8% to world’s exports (World Travel & Tourism Council, 1999). On a world-wide scale, given the economic magnitude of tourism, tourism had surpassed the auto, steel, and agriculture industries by 1993 (Ceballos-Lascurain, 1993). Tourism has been one of the world’s most consistent growth industries of the past three decades (D’Amore, 1988). Statistics on world tourism show that, except for 1981 and 1982 when there was a slight decline in international tourism due to the energy crisis, tourism has undergone steady growth during the past 30 years. In 1960, worldwide international tourists numbered 69.3 million, and international tourist receipts were estimated to be US $6.9 billion. In 1997, international tourist arrivals reached 613 million, and international tourist receipts were measured at US $444 billion. It has been suggested that the world tourism will continue to grow well into the next century (Waters, 1997-1998). Growth of Nature Tourism Nature tourism is one of the fastest growing segments within the tourism industry (Cook, Stewart and Repass, 1992; Saleh and Karwacki, 1996). Nature tourism refers to pleasure travel to participate in outdoor recreation activities utilizing the natural resources of an area (Ingram and Durst, 1989). An example of recent growth is the following: visitors to Costa Rica doubled from 375,000 to 761,000 between 1989 and 1994 (Waters, 1995-1996). World-wide, nature tourism is predicted to grow at 25-30% each year (Ayala, 1995), and makes up 15% to 25% of all travel (Saign, 1994). The economic impact of nature tourism is evident. In 1989, nature tourism accounted for about 7% of total international travel expenditures (Ceballos-Lascurain, 1993). For some countries, nature tourism has become an important source of export earnings. In 1993, tourist arrivals to Belize reached 248,000, which exceeded the total population of the country, and tourism revenue passed the US $100 million mark. In Belize, tourism ranks as the second most important source of foreign exchange (Waters, 1994-1995). The growth of nature tourism around the world has been attributed to several factors. First, there is an increased interest in and concern with the environment among the general public. This includes an interest in unique and often disappearing animal and plant species and other natural features. Second, tourists are becoming dissatisfied with the “crowding” experienced in many traditional tourist destinations. Third, there is a shift in demand away from stay-put beach vacations to natural and cultural-based experiences in travel markets. Fourth, people have a desire for a physically active vacation due to a growing concern for health. And fifth, nature tourism has been widely promoted by governments, travel industry, and media (Zifer, 1989; Kusler, 1991; and Ayala, 1995). Nature Tourism in the United States Nature tourism in the United States can be traced back a century ago when visitors flocked to Yellowstone and Yosemite national parks to enjoy these natural wonders. The National Park Service and other government agencies involved in managing natural resource areas in the US. have played a key role in providing nature tourism opportunities for the traveling public. The national park system alone received 275.2 million visits in 1997, an increase of 3.6% over 1996 (Waters, 1997-1998). It is projected that visitation to national parks will rise to about a half billion by the year 2010 (Zeiger, Caneday and Baker, 1992). Interest in nature travel has grown among Americans in recent years. In 1991, a survey of nature tourism showed that nearly 7 % of US travelers, or eight million adults, reported having taken a nature trip in the past. Another 35 million adults stated that they would take such a trip in the next three years (Cook, Stewart and Repass, 1992). North America is one of the preferred destinations for nature tourism markets. A market demand study for nature tourism commissioned by the Canadian government suggested that North American destinations were the prime destinations of nature travelers’ last nature trip vacation. The study also showed that roughly two-thirds of the respondents would choose North America as their future nature travel destinations (Wight, 1996a). Characteristics of Nature Tourism Valentine (1992) noted that one of the characteristics of nature tourism is the diversity of activities undertaken by nature-oriented tourists in travel destinations. Both the supply and demand sides may have contributed to this phenomenon. Ingram and Durst (1989) conducted a study on nature-oriented tourism activities provided by U.S.-based, nature-oriented tour operators. They reported that, among the tour operators surveyed, more than 90% of the respondents offered their clients a variety of nature-oriented activities in their tour packages. The activities provided by nature-oriented tour operators included trekking/hiking, wildlife safaris, bird watching, nature photography, camping, mountain climbing, fishing, botanical study, river rafting/canoeing/kayaking, horseback riding, etc. A more recent study on nature-based tour operators in Western Australia by F inucane and Dowling (1995) echoed Ingram and Durst’s findings that a majority of the tour operators carried out a wide range of nature-based activities on nature tours. Researchers have suggested that the nature-oriented tourists have a desire to seek multi-activity vacation experiences. Subsequently, they tend to participate in wide-ranging activities that are land and water-based, can be active and passive on the same trip, and pursue general as well as specialized travel destinations during the same trip. (Bottrill and Pearce, 1995; Pearce and Wilson, 1995; Saleh and Karwacki, 1996; Wight, 1996a). Statement of the Problem Lindberg (1991) suggested that there are four basic types of nature tourists. Type one travelers are the hard-core nature tourists, who are scientists or professional specialists; they are drawn to nature for scientific reasons. Type two travelers are dedicated nature tourists, people who take trips specifically to see protected areas and want to understand local natural and cultural history. Type three travelers are mainstream nature tourists, who are people who visit the Amazon, the Rwandan gorilla park, and similar natural areas -- usually an unusual trip. Type four travelers are casual nature tourists who combine nature experiences with other activities on their trips. Previous studies have suggested that often people on pleasure trips were actively involved in nature and participated in a variety of nature-based activities. Reports on long-haul travel markets to the US. showed that a large share of international pleasure travelers participated in various nature-based activities while at destinations, such as swimming, visiting national parks or forests, visiting wilderness areas, touring the countryside, visiting scenic landmarks, visiting natural ecological sites, and observing wildlife/bird watching (Market Facts of Canada Limited, 1989a; Coopers & Lybrand Consulting, 1997). A more recent study on nature tourism (Meric and Hunt, 1998) found that, among the people surveyed, 1.3% were identified as hard-core nature tourists, 45% as dedicated nature tourists, 6.1% as mainstream nature tourists, and 47.6% as casual nature tourists. However, much of the research on nature tourism has been devoted to type two and type three nature tourists. The type four nature tourist has been largely ignored. As a result, little is known about who they are, their travel behavior, how much they are involved with nature, and whether their involvement with nature changes over time. Although a number of researchers have addressed or studied nature tourists’ participation in an array of diverse nature-based activities (Ingram and Durst, 1989; Fennel] and Eagles, 1990; Boo, 1990; Williams, 1992; Valentine, 1992; Finucane and Bowling, 1995), few have investigated how participation in diverse nature-based activities are related to travelers’ motivation, destination attribute preference and vacation lifestyles. This study explores these relationships. Purpose and Study Objectives The purpose of this study is to develop an understanding of casual nature tourists’ activity participation patterns. This study will determine how diverse are these activities for travelers and identify variables related to activity participation on a pleasure trip. There are two phases to this study. The first phase involves developing a model to explain diverse nature-oriented tourist behavior based on information gathered from tourists in a 1989 study. The second phase is to apply the model and analyses to information generated from tourists in a parallel 1996 study. Specifically, three study objectives were established: (1) Operationalize a Nature-based Activity Index to measure the extent to which tourists participate in a diverse set of nature-based activities. (2) Using information gathered from two different time periods, compare nature-oriented tourist behavior with respect to tourist participation in a range of diverse nature-based activities. (3) Investigate the relationship between the Nature-based Activity Index, a measure of diversity of nature-oriented tourist activity and vacation lifestyle, travel motivation, destination attributes, trip characteristics and sociodemographics. Uses of the Study Understanding consumers and their behavior is vital to the success of any business, and tourism is no exception. This study will provide information for use in the following areas: (1) Marketing: The results of the study will provide a profile of nature-oriented tourists who participate in a wide variety of activities while traveling. This information could help nature tourism destinations develop more effective marketing strategies for their target markets based upon accommodating varied activities on site. could help nature tourism destinations develop more effective marketing strategies for their target markets based upon accommodating varied activities on site. (2) Planning and management: The results of the study will provide information on natural resources uses and destination preferences. This information could help destination areas better plan and develop their tourism products or services and manage their natural resources to meet travelers’ needs. In addition to the aforementioned uses, this study will also have benefits for researchers as it will facilitate an understanding of diverse nature-oriented tourist behavior within the context of international tourism. CHAPTER II LITERATURE REVIEW Tourist behavior is a type of consumer behavior. Therefore, this study and its research model are based upon consumer behavior theory. In this chapter, the review of literature begins by introducing the consumer behavior model proposed by Engel, Blackwell and Miniard (1990). Then, literature on variables believed to be related to tourists’ behavior, including vacation lifestyle, travel motivation, destination attribute preference, sociodemographics, and the development of an index and its application in recreation and tourism studies, is discussed. Finally, research hypotheses are presented. A Consumer Behavior Model Engel, Blackwell & Kollat (1978) provide the following definition and function of a model. A model is a replica of the phenomena it is intended to designate; it specifies the elements and represents the nature of the relationships among them. As such, it provides a testable “map” of reality, and its utility lies in the extent to which successful prediction of behavior or outcomes is made possible (p. 543). Consumer behavior is complex and is a function of a myriad of factors. Consumer behavior has been an area of intensive study over the past three decades. Since the mid 19608, various consumer behavior models have been proposed that attempted to define the important variables and specify the functional relationships of these variables in the consumer decision process. Among them, the model proposed by Engel, Kollat, Blackwell (1968) has received a considerable number of citations in published literature reviews and empirical studies. In the book entitled Consumer Behavior, Engel, Blackwell, and Miniard (1990) propose a consumer behavior model, which is a revised version of the consumer behavior model proposed by Engel, Kollat, Blackwell in 1968. In the more recent model, Engel et al. suggest that the consumer decision making process involves five steps. They are: (1) need recognition, (2) search for information, (3) alternative evaluation, (4) purchase, and (S) outcomes. They believe that the consumer decision process (consumer behavior) is influenced by a number of factors. These factors could fall into three broad categories. They are: environmental influences, individual differences, and psychological processes. Environmental influences include factors such as culture, social class, personal influence, family, and situation. Individual differences encompass factors such as consumer resources, motivation and involvement, knowledge, attitudes, personality, lifestyles and demographics. And, psychological processes deal with information processing, learning, attitude and behavior change. A complete model of consumer behavior proposed by Engel et a1. is displayed in Figure 2.1. Engel et a1. (1990) hold that consumers associate brands of products and services with specific social classes. They define social class as a group of people who are similar in their behavior based on their economic positions in the market place. They used leisure 10 895 a? “.8535 Q: a .82 allergen 5:338 .232 .3 m as inseam d a 4 89m ”85% $82 8228 583:8 < Z 2:9..— 4 _ ta 5.5.9.95 + RE 959 + 285 v jgfl bashing 835 v once—305* W_ omega: E25235 98 5.3382 IV so lies moon—80m 5—55.80 % muoaocommn 33365 i332 nouns—gm 25.22 % iiozom Ar 4 5.52 E 935 8:265 anmuom % :oumo=< 25 38m 1' 55m 253 v :23 3:25 L EEK. All— mooaonus 3588:5m :8. 80m - “.82 $395 .3389 "£25.55 "£363.:— 83¢ta> 332m .5589 5:258:— 2:...— pursuits as an example of how social class influences consumer behavior. Social class could affect leisure in a number of ways. The type of leisure preferred is based upon activities that occur primarily with people in the same or closely adjacent status levels. The influence to adopt new leisure activities may be from people with the same or slightly higher status than the adopters. The type of recreation varies greatly between social classes (e.g., polo is upper class; bridge is a middle class to upper-class game, but bingo is lower class). In sports activities, people of higher socioeconomic classes tend to participate in individual or dual sports, while members of lower social classes tend to participate in team sports. Engel et a1. (1990) argue that family is important in the study of consumer behavior for two reasons. First, the family is the unit of usage and purchase for many consumer products. Second, even when purchases are made by an individual, the purchasing decision of the individual may be heavily influenced by other members of the family. Variables affecting family purchasing decisions most often include age of the head of family, marital status, presence of children, and employment status. Family life cycles have a profound impact on family purchasing behavior. Younger singles and younger couples tend to spend a substantial amount of their incomes on cars, clothing, vacations, and other leisure time activities. Younger parents and mid-life families’ consumption patterns tend to be heavily influenced by the children. They would spend a considerable amount of their incomes on home furniture and appliances, and food, clothing, medical care and education for the children. Money spent on travel and leisure pursuits decreases due to the presence of children in the family. 12 Older-life families’ financial situations are greatly improved because children have usually left home and are no longer financially dependent on their parents. Therefore, couples are in a position to spend a greater portion of their incomes on household luxury items, vacations, and recreation. Engel et al. (1990) maintain that consumer decisions concerning products and brands are heavily influenced by the amount of economic resources (income or wealth) consumers have. A consumer with an income of $25,000 will have considerably different purchasing behavior than a consumer with $50,000. Affluence is a variable of major interest to marketers. The “Up Market,” defined as the upper income quartile of the population, controls over 40% of spending power in the nation. The Up Market is likely to be the dual-income households, and they are the target of marketers. Engel et al. (1990) assert that consumer behavior is directed by needs or motives. First, needs or motives activate consumer behavior. When a perceived discrepancy between the actual state and a desired or preferred state of being is present, it gives rise to drive (energized behavior). Second, needs or motives affect a consumer’s level of involvement. Involvement refers to the degree of perceived personal relevance of a product or service. It is a continuum ranging from low to high, depending upon the perceived linkage between the individual’s motivating influences and the benefits offered by the object. Third, needs or motives determine evaluative criteria used by consumers to compare different products and brands. Evaluative criteria are particular dimensions of attributes of products that are used in judging the choice of alternatives. Some attributes are perceived as more important than others. Motives could greatly influence the type of 13 evaluative criteria used in making alternative evaluations, so the product or brand that the consumer has chosen best meets his/her needs. Engel et al. (1990) contend that lifestyles are a function of consumers’ motivations, prior learning, social class, demographics, and other variables. They are defined by living patterns, expenditures and use of discretionary time. Psychographic analysis is a technique used by consumer researchers as an operational measure of lifestyle to investigate consumers’ activities, interests, and opinions (A10). A10 is used to segment consumers by lifestyles because it is assumed that consumers who exhibit the same lifestyle tend to have similar buying and consumption patterns. Thus, marketers could have a better understanding of consumers and be able to communicate more effectively with people in each segment. In summary, the Engel et al. model provides a theoretical perspective on how consumer behavior (consumer decision process) is influenced by environmental and individual factors. The model embraces some critical variables of consumer behavior, such as motivation, attitudes, and lifestyle, and illustrates the role of these variables in shaping or influencing consumer behavior. As tourist behavior is a form of consumer behavior, it is useful to apply the model to this study. Vacation Lifestyle and Tourist Behavior It is postulated that behavior is a function of lifestyle (Wells, 1974). Tourism researchers have attempted to classify vacation specific-lifestyles and build linkages between vacation lifestyles and tourist behavior. Perreault, Darden & Darden (1977) conducted a study in the Southeastern and Great Lakes regions of the United States to develop a classification of vacation lifestyles. In the study, one hundred and five psychographic statements that reflected vacation activities, interests, and opinions were measured to determine the dimensions of vacation lifestyles. Twenty-eight important vacation lifestyle dimensions were produced. Respondents with similar vacation AIO’s were grouped together using a cluster analysis, and five types of vacationers were detected. They were the budget travelers, the adventurers, the homebodies, the vacationers, and the moderates. These five groups exhibited distinct vacation behavior. The budget travelers were interested in camping and educational historic travel, had little interest in cosmopolitan, first class, or jet-setter type travel activities. The adventurers exhibited a low desire for relaxing travel, and were willing to indulge in jet-setter type and one-upsmanship activities. The homebodies enjoyed relaxing travel, but had no interest in vacation travel. The vacationers were family-oriented, interested in cosmopolitan, first class travel, and liked to travel on weekends. The moderates had a high predisposition to travel and were highly gregarious about their vacations, but had the least interest in camping or weekend travel and sports. Mayo (1975) surveyed automobile vacationers to identify the characteristics of lifestyles of tourists who were attracted to National Parks as vacation destinations. In the survey, respondents were asked to rate national parks’ attractiveness based on a set of destination attributes. Psychographic variables were also developed to measure lifestyles. Eighteen psychographic variables were found to be significantly correlated with the attractiveness ratings assigned to national parks’ attributes, representing seven lifestyles 15 of tourists who were most strongly attracted to national parks. Based on the findings of this study, the national park visitors tend to be the adventurer -- seek danger and novelty; the nonplanner -- does not make detailed vacation plans and schedules; the impulsive decision maker -- makes en route impulse decisions; the action-oriented person -- keeps physically active; the outdoorsman -- interested in the great outdoors; the escapist -- wants to get away from people; and the self-designated opinion leader ~- provides information and advice to other people. Abbey’s research (1979) suggested that the lifestyle variables are more effective than the sociodemographic variables for predicting travelers’ behavior. He studied the relevance of vacation lifestyle and sociodemographic information in the design of package travel tours. It was found that tour travelers preferred tours designed with vacation lifestyle information to those designed with sociodemographic data. This preference was maintained across different types of tours and differently priced tours. In a study of information search behavior of international vacationers, Schul and Crompton (1983) found that the travel-specific lifestyle variables were correlated with travel planning time and the number of travel organizations travelers contacted during trip planning, but these two variables were not correlated with sociodemographic variables. It was also indicated that the sociodemographic variables did not discriminate between the active and passive search groups. However, the two groups differed on lifestyle variables. The results of their study suggested that search behavior was better explained by travel-specific variables than by sociodemographics. Silverberg, Backman & Backman (1996) investigated the relationship between nature-based travelers’ lifestyles characteristics and their specific travel behavior. The sample for the study was drawn from individuals who traveled frequently with an interest in the environment, and might have an interest in nature photography. Six types of lifestyle groups were discovered based on 46 vacation-specific AIO items. These six groups were characterized as education/history, camping/tenting, socializing, relaxation, viewing nature, and information. Significant differences were found in trip purpose, choice of accommodation, and travel party type across the groups. It is concluded that vacation lifestyles are an important variable related to tourist behavior. Vacation lifestyle may affect travel behavior in terms of people’s travel orientation, types of vacation they take, travel planning behavior, and types of activity they engage in during the vacation. Travel Motivation and Tourist Behavior In tourism research, travel motivation has been defined in a number of different ways, such as reasons, purpose, and push and pull factors, etc. Investigations of travel motivation have been conducted for decades (Williams and Zelinsky 1970; Lundberg, 1971; Dann 1977, 1981; Crompton 1979a; Epperson 1983; Pyo, Mihalik and Uysal 1989; and Usyal and Jurowski 1994). The study of travel motivation has centered around investigating motives (needs or desires) that stimulate people to travel as a tourist and the role motives played in tourist behavior. 17 In an attempt to develop a conceptual framework for pleasure travel motivations, Crompton (1979a) identified nine motives for pleasure vacations that influenced the selection of a destination. Seven of these were classified as socio-psychological, namely: escape from a perceived mundane environment, exploration and evaluation of self, relaxation, prestige, regression, enhancement of kinship relationships, and facilitation of social interaction. The two remaining motives were regarded as culture; they were novelty and education. The research data suggested that destination was relatively unimportant in destination choice decision for travelers who held socio-psychological motives. To those travelers, the destination served only as a medium through which the needs could be satisfied. However, destination was important in destination choice decision for travelers who held culture motivations. To those travelers, the particular qualities a destination provided could determine whether they travel to that destination or not. Yuan and McDonald (1990) examined travel motivation for overseas pleasure travel. Respondents in the study included travelers from four countries - Japan, France, Germany and the United Kingdom - who had taken an overseas vacation in the past three years or intended to take such a vacation in the next two years. Travel motives examined included: escape, novelty, prestige, enhancement of kinship relationships, relaxation/hobbies, culture, history, wilderness, ease of travel, cosmopolitan environment, facilities and hunting. It was found that the importance rankings among the socio-psychological motives were similar for travelers from each of the four countries, while the importance rankings for the destination-specific motives varied among travelers from the four countries. The study suggested that the role of socio-psychological motives l8 was to establish an individual’s desire for travel, while the role of destination-specific motives was to establish the actual destination choice once a travel decision had been made. Iso-Ahola (1982) proposed a social psychological model of tourism motivation. He theorized that seeking and escape are the two basic motivational dimensions of travel behavior. Seeking refers to seeking personal and or interpersonal rewards. Escape means escaping from one’s routine environment. It is unclear, however, when and under what conditions one motivational dimension is more dominant than the other. But it is generally believed that in case of understimulation, a seeking tendency is dominant, and in case of overstimulation, an escape tendency may be expected. A study done by Wahler and Etzel (1985) supported the notion that people used tourism experiences for stimulation seeking or reduction of stimuli in efforts to realize the individual’s optimal level of arousal. But one could assume that the escape dimension may be predominant in tourism because of its inherent escape nature. This is especially true in the case of getaway vacations. Ross and Iso-Ahola (1991) argued that whether or not seeking or escape is a dominant motive is induced by the type and place of the vacation, and the length of time involved. They reported that travelers in a short sightseeing trip to Washington DC. were primarily impelled by seeking rather than the escape motive. However, international travelers are believed to hold strong motives for seeking novelty and/or escape from mundane environments. Greenblat and Gagnon (1983) noted that international travelers are thought to be a kind of temporary stranger who have 19 willingly chosen to be in an area that is geographically, personally, socially and culturally foreign. They may do so for the purpose of seeking novelty, a new experience or adventure and/or getting away from a mundane home or work environment. O’Malley and O’Leary (1991) examined travel motivations of German pleasure travelers and uncovered four types of motivational groups in relation to seeking novelty and escape motives. Approximately 32% of the respondents were described as having a high propensity for seeking novelty and escape. They tended to be single, enjoyed making their own vacation arrangements, liked to learn about the host country, and engaged in many activities. About 18% of the respondents had a desire for seeking novelty only. They were more likely to be on a touring trip, liked to visit different places at the destination, were older, well educated, and interested in natural and cultural activities. Another 20% of the respondents were found to be motivated by an escape motive only. They tended to be married, were more likely to be on a resort trip, were more interested in sunbathing, beach activities and entertainment places. Roughly 30% of the respondents were identified as having a low desire for both seeking novelty and escape. This group of respondents indicated a low propensity to travel. They felt that trip arrangements were a bother; therefore, they preferred to spend money on things other than travel. Kretchman and Eagles (1990) investigated the travel motivations of Canadian nature tourists and general tourists and discovered that the two groups of tourists exhibited different sets of motivations. The motives rated “high” by nature tourists indicated that they wanted to learn about nature, be physically active, meet people with similar interests, learn new outdoor skills, and see as much as possible in the time 20 available. The motives rated “high” by general tourists showed that they wanted to travel where they could be with their families, feel at home, and be entertained. The motives rated similarly by the two groups included visiting historical places, seeking a simpler lifestyle, being daring and adventurous, finding change from a busy job, and experiencing new lifestyles. Eagles (1992) conducted another study comparing motivations between Canadian nature tourists and general tourists. This study revealed some contradictory findings about the motivations of nature tourists. The motives rated most important to nature tourists suggested that they not only wanted to learn about nature, be physically active, meet people with similar interests, learn new outdoor skills, and see the maximum in the time available, but they also liked to experience a new and a simpler lifestyle, be daring and adventurous, and seek a change from a busy job. Wight (1996a) argued that motivations for nature vacations are dynamic, and they tend to vary by destination and by target market. She also noted that multiple motivations may exist, and they can be grouped into four broad categories: nature-related, outdoor activity-related, cultural activity-related and other. The opportunity to enjoy scenery and/or nature seems to be the number one reason for a nature vacation. General tourists tend to be more interested in culture-related activities, whereas nature tourists are more likely to be interested in outdoor-related activities. However, it is apparent that there were multiple motivations. Palacio and McCool (1997) looked at the motives of tourists who visited Belize on a nature tour in an effort to find different types of nature-oriented tourists. Four groups 21 of tourists were distinguished based on travel motivations. Group one was named the nature escapists who were motivated to escape from the busy life, and had a strong desire to appreciate and learn about nature. They were involved with the local people to a certain extent, but preferred to spend most of their time in solitude. Group two was known as the ecotourists who showed strong interests in both nature and local culture. They were actively involved with the indigenous population. Group three was labeled the comfortable naturalists. They had some interest in nature and the local culture, but they wanted to do it in relative comfort. Group four were the passive players. They showed little interest in the natural environment and the local people. In terms of participation in nature-based recreation activities at the destination, the participation rates for the nature escapists and ecotourists were higher than for the comfortable naturalists and passive players. The former two groups tended to participate in a wider variety of nature-based activities. The passive players participated in the fewest nature-based activities compared to others. In summary, motivation is regarded as the driving force behind all behavior (Fodness, 1994). It is one of many variables that contributes to explaining tourist behavior. Motivation plays a role in travel decision making (e. g., whether or not to take a vacation), in selecting a travel destination (e. g., where to go for a vacation), and in characterizing particular types of tourists and their behavior (e. g., general tourist vs. nature tourist). 22 Destination Attribute Preferences and Travel Behavior Product attributes are the characteristics or features of a product, and they come in many forms. Product attributes are viewed as indispensable components in the consumer product evaluation process (Nicosia, 1966; F ishbein, 1975). The consumer is perceived as trying to satisfy some need, and he/she is looking for certain benefits from the product solution. Each product is seen as a bundle of attributes with varying capabilities of delivering the sought after benefits and satisfying needs. Consumers tend to pay the most attention to those attributes that will deliver the sought after benefits (Kotler, 1991). A travel destination is seen as a consumer product. Hu and Ritchie (1993) stated that a travel destination is a package of tourism facilities and services, and like any other consumer product or service, is composed of a number of multidimensional attributes. Lew (1987) conceptualized travel destination attributes as including all those elements of a ‘nonhome’ place that pull tourists away from their homes, including not only the scenic beauty and historic sites, but the services and facilities that are provided to meet the daily needs of tourists. Destination attributes are multidimensional. One of the earliest attempts to measure destination attributes is illustrated in the work by Gearing, Swart, and Var (1974). In their study, destination attributes were measured in five dimensions: (1) natural factors - natural beauty, climate; (2) social factors - artistic and architectural features, festivals, fairs and exhibits, distinctive local features, attitudes toward tourists; 23 (3) historical factors - ancient ruins, religious significance, and historical prominence; (4) recreational and shopping facilities - sports facilities, educational facilities, nightlife recreation, and shopping facilities; and (5) infrastructure, food, and shelter - infrastructure above “minimal tourist quality” (e. g., highways and roads; water, electricity, and gas; safety services; health services; etc.), food and lodging facilities above “minimal tourist quality” (e. g., hotels; restaurants; vacation villages; etc.). Ritchie and Zins (1978) modified Gearing and his colleagues’ work by proposing an eight-dimension travel destination attributes framework. In the framework, the recreation and shopping facilities dimension was split into two dimensions. Two new dimensions were added that were labeled the price level and accessibility of the region. The price level dimension involved the value received for money spent on major services, food, lodging and transportation within the region. The accessibility dimension included the physical distance to the region, the time involved in reaching the region, and barriers to the region. In an exploratory study of measuring tourists’ destination perceptions, Driscoll, Lawson & Niven (1994) discovered 18 destination attributes: modern facilities, natural landscape, safe for tourists, good climate, culturally interesting, modern society, a different experience, good value for the money, easy to reach/accessible, good shopping facilities, many organized activities, clean/unpolluted, for the whole family, an exotic 24 place, plenty of outdoor activities, of religious interest, friendly people, and good nightlife/entertainment. Destination attributes tend to vary in their importance to different types of travelers. Sociocultural attributes were judged significantly more important by non-local travelers than by local travelers (Ritchie and Zins 1978). The cultural attribute was more important to international travelers than to domestic recreational travelers (Kale and Weir 1986). Recreational vacationers attached greater importance to the attributes scenery, climate, availability/quality of accommodations, sports and recreational opportunities, food, and entertainment. Education vacationers evaluated the attributes uniqueness of local people’s way of life, historical attractions, museums and cultural attractions, communications, festivals/events, and accessibility as more important than other attributes (Hu and Ritchie 1993). Recreational choice is not only determined by social or motivational variables, but is also influenced by physical attributes of a destination. The physical environment, such as the seashore, lakes and mountains, is highly preferred by recreationists as these environmental settings can provide an opportunity for a variety of activities such as swimming, fishing, hiking, climbing, wildlife photography, sightseeing, and so on (Raitz and Dakhil, 1988). Destination attributes play a role in travelers destination choice decision. Scott, Schewe & Frederick (1978) developed a multi-brand/multi-attribute model of tourist choice to explain travelers’ decision for visiting Massachusetts. Crompton (1979b) determined that sanitation, safety, friendly people, uncrowded resorts, and law abiding 25 people were the attributes considered important for American university students in making a decision to visit Mexico for a pleasure vacation. Goodrich (1978) demonstrated that travelers’ choice of destinations was dependent on the favorable perceptions about the destinations, suggesting that the choice of a particular destination would be enhanced when travelers perceived that the destination possessed attributes they considered important. Illum and Schaefer (1995) studied motorcoach tour operators’ perceived importance of destination attributes in selecting destinations. Discrepancies were found in importance ratings for destination attributes between motorcoach tour operators and destination marketing organizations. For example, tour operators gave higher importance ratings to the availability of both first-class lodging and first class restaurants than did DMOs. In contrast, DMOs perceived operators as placing more importance on the presence of budget accommodations than the operators indicated. Kretchman and Eagles (1990) reported that nature tourists considered natural environment and its various components such as wilderness, lakes, streams, mountains, oceanside, national parks, and rural areas as more important destination attributes, and they viewed good weather, safety and comfort and luxury (e.g., first class hotels and good restaurants) as less important destination attributes when they decided where to travel. Eagles (1992) confirmed the findings about nature tourists’ preferences for destination attributes, and added that nature tourists rated outdoor recreation and cultural activities as more important than did general tourists. However, with regard to first class hotels and high quality restaurants, the ratings given by two groups were not significantly different. 26 Wight (1996a) noted that accommodation preference tends to be influenced by various factors such as travel party, destination, trip purpose, or desired experiences. For example, people traveling with children more often want a hotel/motel than those traveling without children; people who visit a national park may be more likely to stay in a cabin than in a hotel; and people who are prepared to “rough it” may choose to stay in more adventure-type accommodations. Therefore, she concluded that a range of accommodation types were desired by nature tourists. However, most nature tourists do not prefer luxury type accommodation. It is concluded that destination attributes are multidimensional. Preferences for destination attributes vary among different types of travelers. Destination attribute preferences can be influenced by type of destination, trip purpose, or benefits sought from the trip. Nature tourists show a destination attribute preference that is different from general tourists. Sociodemographic Correlates of Travel Behavior McIntosh and Goeldner (1990) noted that travel and tourism, like any other consumer product, are affected by a number of sociodemographic factors. The major sociodemographic factors that influence travel and tourism include income, gender, education, age, occupation and race. Income is hypothesized to be one of the determinants of tourism demand (Faulkner 1994; and Bull 1995). A positive relationship exists between income and the incidence of travel. In a study of Canadian, American and Japanese visitors to Hawaii, 27 Woodside and Jacobs (1985) reported that the American and Canadian visitors who had a higher average income took more trips of three or more nights away from home than the Japanese visitors. A US. national travel survey revealed that, in 1998, fifiy-four percent of the trips were taken by those who had an annual family income of $50,000 or more (Joerchel, Riley, Stueve and Cook, 1999). Income not only influences the incidence of travel, but also affects the level of travel expenditures. Mak, Moncur and Jonamine (1977) found that higher income travelers to Hawaii were likely to spend more per day and stay longer than lower income travelers. Yuan and Moisey (1992) analyzed the economic impact of visitors to Montana wildland areas and concluded that the wildland-based activity group tended to be more affluent, stay longer and spend more than the non-wildland activity group. Age affects people’s propensity to travel. Results from a US. national travel survey suggest that people in the 18-34, 35-54 age groups tend to take more trips than those in the under 18 age group and 55+ age groups. Sixty-three percent of all trips were reported by those in the 18-54 age group, whereas only 21% were taken by those 55+ and 16% by those under 18 (Joerchel, Riley, Stueve and Cook, 1999). Age is also related to travel behavior. In a market research report, Market Facts of Canada Limited (1989b) described the benefits sought and travel behaviors among different age groups of French international travelers. The report revealed that travelers in the 18-24 age group viewed being physically active on their vacation as important. This included both participating as well as watching sporting events. They traveled alone and were more likely than average to have spent more nights on their trip compared to other 28 age groups. Those in the 25-34 age group were seeking thrills and excitement and wanted to be daring and adventuresome. They were more likely than other age groups to be on a touring trip to travel with fiiends and to spend more nights away from home on their trip. Travelers in the 35-54 age group wanted to escape from the ordinary by doing nothing at all and indulging in luxury. They were more likely than other groups to take a resort-type trip. People in the 55 and over group enjoyed being together as a family and liked to visit friends, relatives and places from which their family came. Education is another factor that influences travel behavior. Education broadens people’s interests and, therefore, stimulates travel. People with higher education tend to take more pleasure trips and spend more dollars on vacation trips than do those with lower education. Eighty-five percent of the household heads who had a college degree reported an expenditure for vacation trips, whereas only 65 percent reported by the head who had a high school diploma, and 50 percent reported by the head who had not earned a high school diploma (McIntosh and Goeldner 1990). The same conclusion was drawn from Cai, Hong and Morrison (1995) that the amount of education a household head had earned or achieved was positively related with the amount of household expenditure on tourism products and services, specifically food, lodging, transportation, and sightseeing/entertainment. In a study to examine the destination choices of the Taiwanese outbound market, Lang, O’Leary and Morrison (1997) detected that education was one of the discriminating variables to influence travelers’ destination selections. Their study showed that travelers who chose to travel outside of the Asia-Pacific region had a higher education than those 29 who chose to travel within the Asia-Pacific region, implying that people who had a higher education tender to travel farther away from their home than those who had a lower education. A number of attempts have been made to profile nature-oriented tourists (Fennel and Eagles, 1990; Fennel and Smale 1992; Silverberg, Backman & Backman, 1994; Ballantine and Eagles, 1994; Backman, Wright & Backman, 1994; Weiler and Richins, 1995; Saleh and Karwacki 1996; Wight, 1996b). However, different studies revealed conflicting findings. For example, nature-oriented tourists were reported to be older than the average tourists (Boo, 1990; Eagles and Cascagnette 1995), or younger than the average tourists (Yuan and Moisey, 1992). Yet, Wight (1996b) reported from her study that nature-oriented tourists were from all age groups though there was some tendency for nature-oriented tourists to be slightly older than the general tourists. Wight also found that age varies by activity preference; younger tourists were more interested in active activities, while the older ones preferred passive activities. Wight also reported that a great majority of nature-oriented tourists traveled as couples (e. g., traveled with husband/wife, or traveled with girlfriend/boyfiiend). Studies suggest that nature-oriented tourists tend to be better educated than general tourists. A great majority of nature-oriented tourists was found to have university degrees (Fennel and Smale 1992; Cook, Stewart and Repass, 1992; Eagles and Cascagnette 1995; Wight, 1996b). However, Wight also indicated that there was a tendency of interest in nature tourism to shift from those who have higher education to those with lower education, and nature tourism is spreading into mainstream markets. 30 Despite some inconsistent findings from these studies, there seems a general consensus that nature-oriented tourists tend to be: (1) relatively affluent, (2) highly educated, (3) somewhat older, (4) equally split between males and females, and (5) in middle and upper management positions or retired. In addition, it is also agreed that nature tourists are more likely to be sophisticated travelers, and have traveled internationally before. In summary, the influence of sociodemographic factors such as income, age and education on travel and tourism is apparent. It is important to recognize the role sociodemgraphics play in travel behavior. Yet, sociodemographic variables alone may not have sufficient explanatory power to predict a particular travel behavior or travel decision (Kelly 1989; Stockdale 1989). Development of Indices In his book “The Practice of Social Research” Babbie (1992) provides a detailed discussion on indices. A summary of his discussion is presented as follows: Mteristics of an Index As a composite measure of variables, an index has three characteristics: (1) Ordinal measure - an index is created to rank order respondents in terms of a specific variable; (2) Composite measure - an index measurement is based on more than one data item; and (3) Simple accumulation - an index is constructed through the simple accumulation of scores assigned to individual attributes. 31 Babbie noted that composite measures such as indices are frequently used in social science research for several reasons. First, indices allow researchers to present complex concepts by using single indicators; second, indices permit the data to provide the desired range of variation (e. g., from low to high on a variable with a single data item might not be able to do); and finally, indices are efficient devices for data reduction. Indices permit several indicators to be summarized in a single numerical score while maintaining the specific details of all the individual indicators. Construction of an Index Although indices are frequently applied in social science research, the methodological literature contains little if any discussion on index construction. Yet, Babbie argues that index construction is not a simple undertaking. He proposes several methodological steps involved in the creation of an index. The first step in the construction of an index is the selection of the index items. Babbie suggests three criteria for selecting items for an index. The first criterion is face validity. A composite index is created to measure some variable; thus, each item that is included in the index should logically represent some element of the variable being measured by the index. The second criterion is unidimensionality. A composite measure should represent only one dimension. But, at the same time, the researcher should also be aware that subtle nuances may exist within the scope of the variable being measured. Variables can be measured in a general way or in a specific way. It is the nature of the items selected that will determine how specifically or generally the variable is measured. The third criterion is the amount of variance provided by the items. The primary purpose 32 of index construction is to develop a method of classifying subjects in terms of some variable, the sum of the index items should provide an indication of a respondent’s position on the index variable within a possible range; thus, respondents can be differentiated by their summed score with varying levels of the attribute being measured. The second step in the construction of an index is the scoring of the index items. Two basic decisions need to be made before assigning scores for individual responses to each item. An index offers a range of gradation in the measurement of a variable. As often is the case, when the possible extremes of an index are extended, fewer cases are to be found at each end. Thus, the first decision concerns keeping the balance between the two desires for (1) a range of measurement in the index and (2) an adequate number of cases at each point in the index. The second decision concerns the actual assignment of scores for individual responses to each item as it is about to give each item an equal weight in the index or to give each different weights. Although no firm rules to follow on this matter are available, Babbie suggests that equal weighting should be considered as the norm unless compelling reasons for different weighting are present. Mtion of the Index After the items in the index have been scored, the next step is the validation of the index. The first procedure in index validation is an internal validation which is called item analysis. The item analysis is to examine the extent to which the composite index is related to (or predicts responses to) the items in the index itself. The item analysis procedure should confirm the validity of the index, with each individual item correlating with index scores. In a composite index which contains many items, the item analysis 33 provides a convenient test of the independent contribution of each item to the index. If a given item is found to be poorly related to the index, it could be assumed that the contribution of that item has been offset by other items in the index. If the item in question contributes nothing to the index’s power, it can be excluded from the index. The second procedure in index validation refers to external validation. The external validation is to suggest that if the index adequately measures a given variable, it should be able to predict other indications of that variable. In other words, the ranking of groups of respondents on the index should predict the ranking of those groups in answering other questions dealing with the same concept that the index measures. If the index fails to predict the external validation items, it could be because of two possibilities: the index does not adequately measure the variable in question, or the validation items do not adequately measure the variable and, thereby, do not provide a sufficient test of the index. External validation is executed through the use of data external to the index. Application of Indices in Recreation and Tourism Research There have been several applications of indices in recreation and tourism studies. Hammitt and McDonald (1983) created a river floating experience index to investigate the relationship between past on-site experiences of river floaters and their perceptions of the management of river recreation resources. Four items, including the number of years floating, the number of times floating per year, the number of years floating on river where sampled, and the number of times floating per year where sampled, were included 34 in the index. Based on past research and researcher intuition, three a priori levels of experience were defined: low, moderate, and high. The low experience users were classified as first year floaters and or individuals that participated 1 or 2 times per year. The moderate experience users were specified as having floated for 2 to 4 years and or an average of 2 to 5 times per year, while the high experience users were defined as having floated for 5 years or more, and/or 6 or more times a year. The results of their study suggest that the index was a sensitive measure of user experience, and level of experience was significantly related to user perceptions toward managing river recreation resources. In a study using cognitive maps to determine perceived tourism regions, F ridgen (1987) developed an index to measure travelers’ familiarity with the state of Michigan and examined its role in travelers’ perceptions about recreation and tourism regions in the state. The index was created by using two variables. They were the self-reported familiarity with the state and the number of previous pleasure trips taken in the state. Familiarity was measured on a five-point scale which was converted into a three-point index with a score of 1 assigned to respondents who were “not at all familiar” or “not very familiar” with Michigan; a score of 2 given to respondents who were “somewhat familiar;” and a score of 3 specified respondents who were “very familiar” or “extremely familiar.” The number of trips made in Michigan was converted into a three-point index. The first-time visitors to Michigan had a score of 1; those who made two to five past trips received a score of 2; and those with six more past trips were given a score of 3. These two sets of scores were combined to form a familiarity index ranging from two to six. Respondents with a total score between two and four were assigned to the low familiarity 35 group; those with a total score of five or six were assigned to the high familiarity group. Differences were identified in travelers’ perceptions about the state’s recreation and tourism regions between the low and high familiarity group. In an effort to develop predictive models of outdoor recreation participation, McClaskie, Napier and Christensen (1986) constructed an outdoor recreation activity index. Frequency of participation in thirty-one selected outdoor recreation activities were used as dependent variables. Early life experience, personal community and opportunity factors were treated as independent variables. Respondents were asked to indicate how frequently members of their household participated in each of thirty-one outdoor recreation activities during the year prior to the study. Responses for each activity were given weights ranging from 0 to 7, with 0 representing “did not participate” and 7 indicating “31 times or more.” Factor analysis was applied to the responses and four recreation activity factors were identified. The weights for the items composing each factor were summed to form four composite indices of outdoor recreation participation. The index scores indicated the involvement in the activities constituting the particular factor which acted as dependent variables for multivariate modeling for outdoor recreation participation. Kuentzel and McDonald (1992) deve10ped recreation specialization indices to explore multidimensionality of river use specialization and assess how these dimensions differentially affected users’ motives for participation, perceptions of crowding, and preferences for management action. Eleven specialization variables produced three specialization dimensions including past experience, commitment and lifestyle through 36 factor analysis. A separate index was created for each of the three dimensions. Differences between correlations of three index scores for each dimension were tested on motives, crowding and management variables. Results showed that these dimensions were differentially related to user evaluations and attitudes. In summary, an index is a useful instrument, and is frequently applied in recreation and tourism studies. Indices perform the following functions: (1) operationalize complex concepts, (2) allow data to provide the preferred range of variation, and (3) reduce data and facilitate data analysis. However, developing an index is not a simple task as it requires a series of procedures, including item selection, item scoring, and validation of the index. Summary The above review describes the Engel, Blackwell and Miniard consumer behavior model, the influence of vacation lifestyle, travel motivation, destination attribute preference, sociodemographics on travel behavior, and development of an index and its utilization in recreation and tourism research. The Engel, Blackwell and Miniard model explains consumer behavior as a function of individual and environmental factors, and provides a theoretical framework for developing the research model needed for this study. The literature on vacation lifestyle, travel motivation, destination attribute preference, and sociodemographics helps understand the relationship between these variables and travel behavior. The review of indices delineates its utility in research, and provides some guidance for the construction of the index used in this study. 37 Research Hypotheses Based on nature tourism literature eleven research hypotheses are proposed below: (1) (2) (3) (4) (5) Nature-oriented tourists tend to be more affluent, are better educated and older than general tourists. It is hypothesized that the variables household income, education and age are positively related to the Index. Nature-oriented tourists are more likely to be on a pleasure or vacation trip than on a trip visiting relatives and friends compared to general tourists. It is hypothesized that travelers who indicated that they were on a pleasure or vacation trip have a higher index score than those who indicated they were not on a pleasure or vacation trip. Nature-oriented tourists are more likely to travel as couples than general tourists. It is hypothesized that tourists who traveled with a spouse or a significant other have a higher index score than those who traveled with other companions or alone. Nature-oriented tourists are more likely to be independent travelers than general tourists. It is hypothesized that tourists who prefer to travel on a package tour have a lower index score than those who less prefer a package tour while on a vacation. Nature-oriented tourists tend to be more active than general tourists when visiting a destination. It is hypothesized that travelers who prefer to be active while at a destination have a higher index score than those who prefer less activity while at a destination. 38 (6) (7) (8) (9) (10) Nature-oriented tourists are motivated more by adventure than general travelers. It is hypothesized that travelers who stated seeking adventure was a strong motive for their most recent trip have a higher index score than those stating that seeking adventure was less of a motive for their most recent trip. Nature-oriented tourists are more motivated by experiencing new lifestyles and different cultures than general tourists. It is hypothesized that travelers who stated seeking novelty was a strong motive for their most recent trip have a higher index score than those reported seeking novelty was less of a motive for their most recent trip. Nature-oriented tourists are more motivated by being physically active than general tourists. It is hypothesized that travelers who stated seeking physical activity was a strong motive for their most recent trip have a higher index score than those who reported seeking physical activity was less of a motive for their most recent trip. Nature-oriented tourists are more motivated by seeking a change from their busy jobs than general tourists. It is hypothesized that travelers who stated seeking social escape was a strong motive for their most recent trip have a higher index score than those who reported seeking social escape was less of a motive for their most recent trip. Nature-oriented tourists have less of a comfort orientation, enjoy roughing it, have a simpler lifestyle orientation and are less interested in luxurious 39 (11) services compared to general tourists when on a vacation. It is hypothesized that travelers who indicated a strong preference for the destination attributes -- secure and comfortable environment, and quality lodging and restaurants have a lower index score than those who expressed less of a preference for these destination attributes. Nature-oriented tourists are more likely to be involved with the local people and are interested in learning about the local culture compared to general tourists. It is hypothesized that travelers who indicated a strong preference for ethnic culture destination attribute have a higher index score than those who expressed less of a preference for ethnic culture. 40 CHAPTER III METHODS The methods chapter is composed of five parts: (1) data source, (2) identification of research variables, (3) development of the multiple nature-based activity index, (4) data treatment, and (5) data analysis techniques and procedures. The chapter begins with an explanation of the data source utilized for this study followed by descriptions of the definition and measurement of the research variables. Next, the process of development of the multiple nature-based activity index is presented. Then, data recoding and weighting are described. Finally, data analysis techniques and procedures are discussed. Data Source This study was based on data originally obtained as part of a series of Pleasure Travel Market Studies. In 1986, Tourism Canada and the United States Travel and Tourism Administration (USTTA) agreed to undertake jointly funded market research in overseas countries of mutual interest. The purpose of the study was to provide in—depth marketing information on the long haul pleasure travel markets for the US. and Canadian tourism industry. Since 1986, surveys have been conducted in 16 countries, including: the United Kingdom, France, Germany, Japan, Australia, Brazil, and Singapore. 41 Rationale for Utilizing the British Data The British pleasure travel market study data were chosen for this study. The reasons for using the British data are as follows: (1) The UK. outbound travel market is of major importance internationally. It has been growing more rapidly than world travel as a whole during the 19908. With Europe steadily declining in its share of UK. travel market, the US. has become the major beneficiary, attracting more and more UK. travelers to its key destinations (Cleverdon 1997). In 1998, the arrivals of UK. travelers in the US. reached 4.0 million, a 3.2% increase over 1997, accounting for 36.5% of all UK. outbound travel, ranking it fourth among the top 10 inbound travel markets for the US. (Travel Industry Association of America 1999). (2) Data on the British pleasure travel market indicate that a large percent of UK. pleasure travelers show interest in nature-related features such as mountainous areas, national parks and forests, wildlife and birds, wilderness and undisturbed nature, and lakes and rivers. They also enjoy participating in a number of nature-based outdoor activities, such as touring the countryside and visiting wilderness areas (Market Facts of Canada Limited 1989a). Therefore, it is appropriate to use the British pleasure travel market data to explore tourists’ behavior with respect to the engagement in multiple nature-based activities while at travel destinations. Sample This study used two samples. The first sample was drawn from a survey administered between May and June of 1989. Personal in-home interviews were 42 conducted in England, Scotland and Wales, excluding only the most sparsely populated rural areas and council estates with the worst poverty and unemployment. Northern Ireland was not included in the survey. Respondents were identified by using a random probability sampling procedure. A total of 1,209 personal interviews was completed with British international travelers who met two criteria: (1) 18 years of age or older; and (2) had taken a vacation trip of four nights or longer by plane outside of Europe and the Mediterranean in the past three years, or intended to take such a trip in the next two years. The second sample was drawn from a survey conducted between February and April of 1996. Respondents included in the survey were screened by using the same two criteria as applied to the 1989 survey. A total of 1,208 personal in-home interviews was completed. For the purpose of this study, only the respondents in the 1989 and 1996 samples who had visited the mainland US. or Canada on their most recent trip, and the length of stay did not exceed 90 days were included in the analysis. Therefore, the sample size for the 1989 data was 469, and for the 1996 data was 598. Statistics on the US. inbound travel market showed that visitors from the UK. increased from 1.818 million to 2.888 million between 1988 and 1995 (Waters, 1989, 1996/1997); thus, it is believed’tlrat the difference in the sample size between the two studies is partially a reflection of grth of UK. travelers to the US. It should be noted that, according to the firm that conducted the surveys, the refusal rate for the interviews was described as being very small. Since the refusal rate was low, non-response bias was assumed to be minor, if present at all. 43 Questionnaire The questionnaire was designed to gather marketing information on the British long-haul pleasure travel market. In the 1989 study, the questionnaire elicited the following major types of information from respondents: (1) past trip behavior, (2) activity participation during the trip, (3) vacation lifestyle, (4) travel motivation, (5) destination attributes, (6) future travel intentions, (7) perceptions of U.S./Canada as a travel destination, and (8) sociodemographics. A copy of the 1989 questionnaire is contained in Appendix A. A slightly modified version of the questionnaire was used in the 1996 study. A copy of the 1996 questionnaire is included in Appendix B. Identification of Research Variables The review of literature helped identify variables for inclusion in this study. Definition, description, and measurement of the variables are presented below. Vacation Lifestyle Vaflbles Vacation lifestyle may be defined as vacation-specific activities, interests and opinions. For consistency between 1989 and 1996 data, eight psychographic statements were selected as vacation lifestyle variables in this study. These eight psychographic statements described various aspects of vacation-related objects or experiences such as travel arrangements, packaged vacation or guided tour, and destination activity, etc. (Table 3.1). These psychographic statements were measured by the use of agreement scores based upon a four-point Likert-type scale designated from “strongly agree” to “strongly disagree”. Respondents were asked to indicate their level of agreement or 44 Table 3.1 List of Vagtion Lifestyle Variables 1989 data 1 I like to have all my travel arrangements made before I start out on vacation 2. I enjoy making my own arrangements for vacation trips 3. Once I get to my destination, I like to stay put 4. I prefer to go on guided tours when vacationing overseas 5. I like to go to a different place on each new vacation trip 6. Inexpensive travel to the destination country is important to me 7. I usually travel on all-inclusive package vacations 8. Getting value for my vacation money is very important to me Scale: l=strongly agree, 2=agree somewhat, 3=disagree somewhat, 4=strongly disagree 1996 data 1. I like to have all my travel arrangements made before I start out on holiday 2. I enjoy making my own arrangements for my holidays 3. same as the 1989 data 4. I prefer to go on guided tours when taking long-haul holidays 5. I like to go to a different place on each new holiday trip 6. same as the 1989 data 7. I usually travel on all-inclusive package holidays 8. Getting value for my holiday money is very important to me Scale: l=strongly disagree, 2=disagree somewhat, 3=agree somewhat, 4=strongly agree 45 disagreement on these psychographic statements. It should be noted that in the 1989 study, vacation lifestyle variables were reverse coded (e.g., a score of one was “strongly agree” and a score of four was “strongly disagree”). It also should be noted that the wording was not exactly the same for each statement in the two studies. The term vacation and vacationing overseas were used in the 1989 study, and holiday and long-haul holiday were used in the 1996 study. However, it was deemed that the different wording in the psychographic statements did not seem to pose a severe problem for interpretation as the terms such as vacation and holiday, overseas vacation and long-haul holiday can be used interchangeably. Travel Motivation Variables In this study, thirty statements describing reasons for taking an overseas vacation trip were defined as travel motivations. Reasons for overseas vacations ranged from getting away from the demands of home, experiencing new and different lifestyles, finding thrills and excitement to being together as family, visiting fiiends and relatives, having fun, being entertained, and participating in sports, being daring and adventuresome, indulging in luxury, and escaping from the ordinary (Table 3.2). Travel motivation variables were measured on a four-point Likert-type scale with “very important” to “not at all important” used as anchors. Respondents were asked to rate how important each of the reasons was when considering taking an overseas vacation. Destination Attribute Variables Destination attributes can be defined as physical, social, environmental and behavioral characteristics of a destination area. Eighteen statements that described various 46 Table 3.2 List of Travel Motiyation Variables 1. Getting away from the demands of home 2. Reliving past good time 3. Experiencing new and different lifestyles 4. Trying new foods 5. Traveling through places that are important in history 6. Being free to act the way I feel 7. Finding thrills and excitement 8. Experiencing a simpler lifestyle 9. Being together as a family 10. Meeting people with similar interests 1 1. Seeing and experiencing a foreign destination 12. Going places my friends haven’t been 13. Talking about the trip after I return home 14. Participation in sports 15. Watching sports events 16. Traveling to places where I feel safe and secure 17. Having fun, being entertained 18. Seeing as much as possible in the time available 19. Rediscovering myself 20. Visiting friends and relatives 21. Visiting places my family came from 22. Being physically active 23. Getting a change from a busy job 24. Being daring and adventuresome 25. Doing nothing at all 26. Learning new things, increasing my knowledge 27. Indulging in luxury 28. Roughing it 29. Escaping from the ordinary 30. Feeling at home away from home Scale: 1=very important, 2=somewhat important, 3=not very important, 4=not at all important 47 destination characteristics such as lodging facilities, nightlife and entertainment, scenery, wildlife, hygiene and cleanliness, personal safety, shopping, outdoor activities, and native/ethnic culture were selected from the 1989 and 1996 studies (Table 3.3). The destination attribute variables in the 1989 study were measured on a four-point Likert-type scale indicating “very important” to “not at all important.” The destination attribute variables in the 1996 study were measured with a four-point Likert—type scale designated from “always important” to “never important.” Respondents rated the importance of the attributes while choosing a destination for an overseas vacation trip. Ten out of 18 statements, wording was identical; the wording for the other eight statements was slightly different, but the meaning of the statements remained unchanged. Mme-based Activity Variables Nature-based activity may be defined as pleasurable outdoor activities involving the use of natural resources and/or natural settings. Based on the review of previous nature tourism studies (Ingram and Durst 1989; Boo 1990; Williams 1992; Backman, Wright & Backman, 1994; F inucane and Dowling 1995; Wight 1996a), 13 nature-based activities were selected from the 1989 study. Another set of nature-based activities was chosen from the 1996 study. The list of activities in the 1996 data was modified. For example, activities such as visiting wilderness areas, sightseeing in the countryside, and visiting the seaside listed in the 1989 study were no longer listed in the 1996 study. Instead, activities such as visits to appreciate natural ecological sites, taking a nature and /or science learning trip, and visiting protected lands or areas were added to 48 Table 3.3 List of Destination Attribute Variables 1989 data High quality restaurants Big modem cities Nightlife and entertainment (bars, clubs, dancing) Outstanding scenery Shopping Standards of hygiene and cleanliness Personal safety, even when traveling alone Casinos and gambling Campgrounds and trailer parks l0. Amusement or theme parks 1]. Outdoor activities such as hiking, climbing 12. Unique or different native cultural groups such as Eskimo and Indian 9’19?" “9899? 13. Unique or different immigrant cultural groups such as Chinese in Canada, Spanish in the US, and so on 14. National parks and forests 15. Lakes and rivers 16. First class hotels 17. Chances to see wildlife and birds I don’t usually see 18. Water sports such as surfing, water skiing, sailing, scuba diving Scale: l=very important, 2=somewhat important, 3=not very important, 4=not at all important 1996 data 1. same as the 1989 data same as the 1989 data same as the 1989 data b.) same as the 1989 data same as the 1989 data same as the 1989 data same as the 1989 data Casinos and other gambling same as the 1989 data . Theme parks and amusement parks . same as the 1989 data 12. Opportunity to see or experience unique or different aboriginal or indigenous peoples (e.g., Native Americans) 13. Opportunity to see or experience people from a number of ethnic backgrounds or nationalities (e.g., French or Spanish in North America) 14. National, state or provincial parks & forests 15. Lakes, rivers and mountainous areas 16. same as the 1989 data 17. Chances to see wildlife, birds and flowers that you don’t normally see 18. Water sports (e.g., waterskiing, sailing, canoeing, scuba/snorkeling) Scale: l=never important, 2=sometimes important, 3=often important, 4=always important 49 the list in the 1996 study. Therefore, the two sets of nature-based activities chosen were not identical. Table 3.4 displays the selected nature-based activities for both the 1989 and 1996 data. Because the 1996 data treated hunting and fishing as a single activity, the hunting and fishing activities in the 1989 data were combined into one activity to create consistency between items for each study. The nature-based activities were measured on a nominal scale. The respondents were provided a list of activities and requested to indicate if they had participated in any of the activities during their trip. A “yes” response to each activity received a value of 1, while a “no” response received a 0. Table 3.4 List of Nature-based Activity Varflales 1989 data 1996 data 1. Climbing/hiking 1. Climbing/hiking 2. Fishing * 2. Hunting/fishing * 3. Horse-riding 3. Horse-riding 4. Hunting * 4. Visits to appreciate natural ecological sites * 5. Observing wildlife/bird watching 5. Observing wildlife/bird watching 6. Swimming 6. Swimming 7. Sightseeing in the countryside * 7. Taking a nature and /or science learning trip * 8. Visiting wilderness areas * 8. Visiting protected lands or areas * 9. Visiting mountainous areas 9. Visiting mountainous areas 10. Visiting national parks or forests * 10. Visiting national, state or provincial parks ll. Visiting the seaside * and forests * 12. Visiting scenic landmarks ll. Visiting scenic landmarks 13. Water sports 12. Water sports Nit:- * indicates no matching activity. 50 Trip Characteristic Variables Trip characteristics refer to travelers’ travel-related behaviors. In this study, the trip characteristics described the travelers’ behavior for their most recent trip to North America, including the purpose of trip, travel companions, length of trip, travel party size, traveling with child(ren), and trip planning horizons. Past trip behavior with respect to number of pleasure trips taken in the past three years was also included. The variable on the purpose of trip in the 1996 data was also modified. A list of trip characteristic variables is shown in Table 3.5. Purpose of trip and travel companion were measured on a nominal scale. The respondents were asked to indicate the type of trip they were on and the type of person(s) they traveled with. A positive response received a score of 1, while those not traveling with a spouse or significant other, received a score of 2. The variables used to describe the trip purpose were different between the two studies. To make the two studies comparable, the trip purposes were recoded in a parallel response set. The recoding is explained in the data treatment section which follows later in this chapter. Length of trip was measured in terms of number of nights away from home on the trip. Travel party size was determined by the number of people in the party. Traveling with child(ren) was defined by the number of people under 18 in the party. Trip planning horizons were determined by the month(s) before deciding to go on the trip and month(s) before booking the trip. 51 Table 3.5 List of Trip Characteristic Variables 1989 data 1996 data 1. Purpose of trip Visit friends & relatives Touring trip City trip Outdoor trip Resort trip Trip to exhibition, special event, theme parks Cruise Trip that combined business and pleasure 2. Travel companion Traveled alone Wife/husband/girlfriend/boyfriend Child(ren) Father/mother Other relatives Friends Organized group/club Business associates/colleagues 3. No. of nights away from home on the trip 4. No. of people in the travel party 5. No. of people under 18 in the travel party 6. Months before deciding to go on the trip 7. Months before booking the trip 8. No. of pleasure trips taken over the past 3 years 1. Purpose of trip A visit to friends or relatives Combined business & pleasure For pleasure or vacation Personal matters A company-sponsored vacation To study abroad Shopping 2. same as the 1989 data 3. same as the 1989 data 4. same as the 1989 data 5. same as the 1989 data 6. same as the 1989 data 7. same as the 1989 data 8. same as the 1989 data 52 Sociodemographic Variables The sociodemographic variables used in this study included marital status, education, household income, age, and gender. Marital status, education and gender were measured on a nominal scale. Household income was measured on an ordinal scale. Age was measured as actual number. It is noted that there were differences between the 1989 and 1996 data in the categories of education and household income. A list of the sociodemographic variables is presented in Table 3.6. Development of the Nature-based Activity Index The purpose of this research was to study diverse nature-oriented tourist behavior. To operationalize diverse nature-oriented tourist behavior, the Nature-based Activity Index was created to measure the degree of diversity of tourist participation in nature-based activities during a pleasure trip. The Nature-based Activity Index was defined as an additive measure that estimates the range of participation in nature-based activities based on a set of selected outdoor activities and natural settings that tourists actually engage in or visited during a trip. Selection of the Index Items Based on the literature, twelve activities were used to form the Nature-based Activity Index. For the 1989 study, selected nature-based activities were: climbing/hiking, hunting/fishing, horse-riding, observing wildlife/bird watching, swimming, sightseeing in the countryside, visiting wilderness areas, visiting mountainous areas, visiting national parks or forests, visiting the seaside, visiting scenic landmarks, and water sports (Table 53 Table 3.6 List of Sociodemographic Variables 1989 data 1996 data 1. Marital status 1. same as the 1989 data Single Married Living together Divorced/separated/widowed 2. Education No qualification CSE/GCSE/ “0” Levels “A” Levels OND/ONC/HNC/Business or Commercial qualifications University 3. Household income 5 £8,000 £8,001 - £11,000 £11,001 - £15,000 £15,001 - £20,000 £20,001 - £30,000 £30,001 - £40,000 £40,001 - £50,000 > £50,000 4. Age 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ 5. Gender Male Female 2. Education No qualification CSE/ Standard Grades/O Grades/O Levels/Lowers ONC/OND Highers Certificate of Sixth Year Studies (CSYS)/A Levels HNC/HND City/Guilds NVQ/SVQ/Scotvec Diploma/Degree from College of Further/Higher Education First Degree from a University Second Degree from a University 3. Household income < £10,000 £10,001 - £15,000 £15,001 - £20,000 £20,001 - £25,000 £25,001 - £30,000 £30,001 - £40,000 £40,001 - £50,000 £50,001 - £60,000 £60,001 - £70,000 £70,001 - £80,000 > £80,000 4. same as the 1989 data 5. same as the 1989 data 54 3.4). For the 1996 study, the selected nature-based activities were: observing wildlife/bird watching, visiting national, state or provincial parks and forests, taking a nature and/or science learning trip, visits to appreciate natural ecological sites, visiting protected lands or areas, swimming, water sports, climbing/hiking, horse-riding, hunting/fishing, visiting mountainous areas, and visiting scenic landmarks (Table 3.4). It is noted that the items selected for the two indices were not totally identical. Five items in the 1996 index were different from those in the 1989 index due to changes made to the list of activities in the 1996 study. Because the indices were designed to measure tourist involvement in a variety of nature-based activities, rather than specific type of activities, the differences between the items in the two indices was not considered a serious problem for this study. Assiggnent of Score to the Index Items The twelve items that constituted the Nature-based Activity Index represented a diverse array of nature-oriented behavioral activities involving the use of various nature resources and natural settings. For each item in the index, a score of 1 was assigned if the respondent’s answer was positive, and a 0 was assigned if the respondent’s answer was negative. It was decided that weighting would not be applied to the index items. Weighting was not used because the index was designed to measure the diversity of activities rather than the frequency of participation in the activity. Each item in the index was assigned the same score in order to be equally represented in the index. 55 To determine the degree of diversity of nature-based activities participated in by the respondents during the trip, the scores for the activities were summed. Since 12 activities were studied, the index scores could range from 0 to 12. Nature of the Index The index was an additive measurement scale on a continuum which estimated the degree of diversity of tourist participation in nature-based activities. The successive scores on the index permitted a rank order of the respondents according to their responses to the items included in the index. The rank order of the respondents was determined by the number of activities participated in, not by the frequency or duration with which each activity was undertaken. Data Treatment Recoding There were two reasons for recoding the data. One reason was to make the 1989 and 1996 studies compatible, and the second reason was to obtain sufficient cases for the subgroups in the sample in order to produce reliable estimates. Variables that were recoded included purpose of trip, education, and household income. Recoding for these variables is illustrated in Table 3.7 through 3.9. After recoding, the variable purpose of trip was reduced to fewer categories that were comparable between the two studies. The variable household income was combined into fewer groups so the number of cases in each group increased. The categories for education were recoded based upon the categories used in British education system (Farrell, Kerry & Kerry 1995). 56 Table 3.7 Recoding for PuLpose of Trip Coding for purpose of trip in the 1989 data Visit friends & relatives Touring trip City trip Outdoor trip Resort trip Trip to exhibition, special event, theme parks Cruise Trip that combined business and pleasure agar/tawn— Coding for purpose of trip in the 1996 data 1 A visit to friends & relatives 2 To combine business and pleasure 3 For pleasure or vacation 4 Personal matters 5 A company sponsored vacation 6 To study abroad 7 Shopping Recoding for purpose of trip for this study 1 Visit friends & relatives 2 For pleasure or vacation including: touring trip; city trip; outdoor trip; resort trip; trip to exhibition, special event, theme parks; cruise; personal matters; company sponsored vacation; and shopping 3 Trip that combined business and pleasure including: to study abroad 57 Table 3.8 Recoding for Education Coding for education in the 1989 data 'JI-kb-DN— No qualification CSE/GCSE/ “0” Levels “A” Levels OND/ONC/HND/HNC/Business or Commercial qualifications University Coding for education in the 1996 data *‘flemflam-waI—I 0 1 No qualification CSE/Standard Grades/O Grades/O Levels/Lowers ONC/OND Highers Certificate of Six Year Studies (CSYS)/A Levels HNC/HND City & Guilds NVQ/SVQ/Scotvec Diploma/Degree from college of F urther/Higher Education First Degree from a University Second Degree from a University Recoding for education for this study 1 2 No qualification High school including: CSE/GCSE/Standard Grades/O Grades/O Levels/Lowers, Highers, CSYS, A Levels Technical/Commercial including: OND/ONC/HND/HNC/Business or Commercial qualifications, City Guilds NVQ/SVQ/Scotvec College/University including: Diploma/Degree from college of Further/Higher Education, First Degree from a University, Second Degree from a University, University 58 Table 3.9 Recodig for Household Income Coding for household income in the 1989 data “VOW-kWh).— S £8,000 £8,001 - £11,000 £11,001 - £15,000 £15,001 - £20,000 £20,001 - £30,000 £30,001 - £40,000 £40,001 - £50,000 > £50,000 Coding for household income in the 1996 data ”F‘OOONQM-hUJN— 0 1 Recoding for household income for this study 1 2 3 4 < £ 10,000 £10,001 - £15,000 £15,001 - £20,000 £20,001 - £25,000 £25,001 - £30,000 £30,001 - £40,000 £40,001 - £50,000 £50,001 - £60,000 £60,001 - £70,000 £70,001 - £80,000 > £80,000 5 £15,000 £15,001 - £30,000 £30,001 - £50,000 > £50,000 59 As stated earlier, vacation lifestyle variables were measured on a four-point scale, which ranged from “strongly agree” to “strongly disagree.” However, in the 1989 study, a score of one was “strongly agree” and in the 1996 study a score of one was “strongly disagree.” Therefore, scores for vacation lifestyle variables in the 1989 study were reverse coded so the scales were the same. Reverse codes were also applied to travel motivation variables, and destination attribute variables in the 1989 study as these variables were assigned the same scores as the vacation lifestyle variables. Weighting Weighting may be used when a sample from a population for which some subgroup has been oversampled or undersampled, while the researcher wishes to do analysis with the whole sample. To correct for an oversampling or undersampling of a subgroup, appropriate weights are applied to the cases in the data processing stage to obtain the proper portion in the sample. With weighting, one can arithmetically alter the sample size or its distribution. A review of the gender of the respondents for the 1989 study suggested that there was a female bias. The female bias was caused by the way in which the survey was conducted. As stated earlier, personal in-home interviews were conducted for the study. Because women are more likely to stay at home than men, women had a better chance to be interviewed. To adjust for the female bias, a weight of 0.8598 was applied to the female cases, and 1.2166 was applied to the male cases in the sample to match the population estimates (Table 3.10). 60 Table 3.10 Weighting Scheme Used for the 1989 Sample Respondent Sample Weight Weighted Respondent Sample N % N % Male 185 39.4 1.2166 225 48.0 Female 284 60.6 0.8598 244 52.0 Total 469 100 469 100 Data Analysis Techniques and Procedures A series of data analysis procedures was undertaken to achieve the purpose of this study. The data analysis techniques and procedures are described below. (1) Chi-square and T-test statistics. They were applied to sociodemographic, trip characteristic and nature-based activity variables. The statistics were employed to describe the characteristics of respondents of the two samples used in this study, and make comparisons of their behavior associated with participation in a variety of nature-based activities during a trip. (2) Correlation analysis. It was used to: a) measure the degree of association between the Nature-based Activity Index score and the items within the index, and the degree of association between the index score and selected variables. The analysis was used to verify the internal and external validity of the index, and b) measure the degree of association between the independent variables to check for multicollinearity among the independent variables. 61 (3) Cronbach’s alpha test. It was utilized to estimate Nature-based Activity Index’s internal consistency. (4) Factor analysis. It was utilized on variables vacation lifestyle, travel motivation, and destination attributes for two purposes: a) to reduce the data from many interrelated variables to a smaller set of variables, and b) to identify the constructs or dimensions that underlie these observed variables. (5) Multiple linear regression analysis. A multiple regression model was established to investigate the relationship between the dependent variable and a set of independent variables. Specifically, this was to determine how the independent variab1e(s) were related and to make predictions about the dependent variable, the Nature-based Activity Index. A stepwise regression procedure was used for selecting variables to run regression analysis. It has been suggested that stepwise regression can be used in situations where prior related research is not available and where the relevant theory is not definitive as it can select significant variables for inclusion in the model (Schroeder, 1983). It was determined to be advantageous to use the stepwise method for this study. 62 CHAPTER IV FINDINGS AND RESULTS This chapter is divided into seven parts. The first part provides descriptive information on sociodemographics, trip characteristics, and tourist participation in nature-based activities for the 1989 and 1996 samples. In part two, results of factor analysis on the variables of vacation lifestyle, travel motivation and destination attributes for the 1989 data are presented. The third part deals with validating the Nature-based Activity Index. The fourth part presents the multiple regression model of diverse nature-oriented tourist behavior. The fifth part applies the multiple regression model to the 1996 data and compares the results with the 1989 data. The sixth part discusses the results of research hypotheses testing. The seventh part describes the characteristics of low and high diversity nature-oriented tourist groups. Profile of 1989 and 1996 Samples Two samples were used in this study which originated from the British overseas pleasure travel market research project. Respondents included in the study were those who traveled to the United States or Canada on their most recent trip and stayed away 63 from home on the trip for no longer than three months. Chi-square and T-test statistics were employed to describe the characteristics of the respondents in the two samples. Sociodemographics The Chi-square statistic was applied to sociodemographic variables including marital status, education, household income, age and gender. The results of the analysis are displayed in Table 4.1. The descriptive statistics suggest that the two samples are significantly different in education and household income. With respect to education, those surveyed in the 1996 study appeared to have a higher education than their counterparts in the 1989 sample. In the 1996 sample, there were more respondents who had earned a college/university degree and fewer respondents stated they had no qualification as compared to that in the 1989 sample. This finding is not surprising. According to the UK. Government Statistical Service (1999), more UK. residents attended universities in the 19903 than in the 19805. This suggests that more people in the population have a better education than a decade ago. Household income differed significantly between the two groups. The 1996 group indicated a higher household income. In 1996, there was a lower percentage of respondents who were in the £15,000 or less income bracket and a higher percentage of respondents who were in the £30,001-£50,000 and £50,000 over income brackets. However, statistics on the UK. household income and economy showed that the average per household income for 1988 was £12,360, and for 1995 was £16,723, while the average retail prices index for 1988 was 106.9, and for 1995 was 149.1 (Central Statistical Office, 1992; Office for National Statistics, 1997). Given these numbers, it was 64 Table 4.1 Sociodemoggrphic Characteristics of 1989 and 1996 Sample 65 Variable 1989 1996 (°/o) (%) Marital Status N = 468 N = 598 Single 21.3 19.1 Married 62.1 62.5 Living together 3.0 5.2 Divorced/separated/widowed l 3 .6 1 3 .2 _H_ighest Level of Education Completed * N = 390 N = 574 No qualification 31.3 23.3 High school 37.6 35.4 Technical or Commercial 14.4 15.7 College/University 16.7 25.6 Household Income (£) * N = 309 N = 363 <= £15,000 45.9 31.1 £15,001 - £30,000 40.2 39.9 £30,001 - £50,000 11.3 23.4 > £50,000 2.6 5.5 Ag; N = 468 N = 598 18-24 13.9 9.7 25-34 17.9 18.1 35-44 19.8 20.1 45-54 16.6 18.4 55-64 14.9 18.7 65+ 16.8 15.1 Gender N = 469 N = 598 Female 52.0 50.3 Male 48.0 49.7 flat; *9 < = .01. estimated that the annual growth rate of household income was 4.4% and the retail price index rate was 4.8% between 1988 and 1995. Thus, the higher income shown by respondents in the 1996 sample may not suggest an increase in real earnings when adjusted for inflation. Approximately one third of the respondents in the two samples did not answer the income question in the survey. A check for non-response bias found that there was only a slight difference between the respondents and non-respondents in education and age. Therefore, the non-response bias is ruled out in the case of this variable. Table 4.1 also indicates that the two samples are similar in marital status, age and gender distribution. Married respondents constituted the majority of both samples, followed by single, and divorced/separated/widowed. Age distribution indicated a higher percentage of respondents were middle-aged and a lower percentage were the younger and elderly in both groups. Gender distribution in both groups displayed a fifty-fifty split situation after weighting was applied to the 1989 sample to correct for a female bias. Trip Characteristics The Chi-square statistic was applied to trip characteristic variables, including trip purpose, travel companions, and past trip experience, and the T-test was applied to variable length of stay, party size, number of people under 18 in the party, and trip planning horizon. Results of the analyses are illustrated in Table 4.2. As indicated in Table 4.2, significant differences exist across trip purpose, travel companion, length of trip, trip planning horizon, and past long-haul pleasure trip 66 Table 4.2 Trip Characteristics of 1989 and 1996 Sample Variable 1989 1996 Trip Pugpose N = 468 N = 598 We) (%) Visit friends & relatives ** 43.4 32.4 For pleasure or vacation ** 46.5 57.9 Combined business & pleasure 10.1 8.0 have] Companion N = 469 N = 598 We) (%) Traveled alone 19.9 18.4 Wife/husband/girlfriend/boyfriend * 53.1 60.9 Child(ren) ** 20.1 29.1 Father/mother 3.9 5.4 Other relatives 1 1.5 10.0 Friends 12.0 12.4 Organized group/club * 4.4 1.8 Business associates/colleagues * 2.7 .7 Trip Behavior on Most Recent Trip N = 461 N = 364 (mean) (mean) No. of nights away from home *** 22.8 18.9 No. of people in travel party 2.7 2.9 No. of people under 18 in travel party .6 .6 Months before deciding to go on trip *** 3.8 5.8 Months before booking for trip *** 3.4 4.5 Past Trip Experience n = 469 n = 598 (°/o) (W No. of long-haul trips taken in past 3 years ** 1 70.4 62.2 2 - 4 27.6 33.1 5 + 2.0 4.7 Note. *9 < = .05. "p < = .01. ***p < = .001, two-tailed. 67 experience. It is also shown that there are no differences in travel party size, and the number of people under age 18 in the travel party between the two samples. On their most recent trip to the United States or Canada, respondents in the 1989 study were more likely to be associated with a trip to visit friends and relatives. However, respondents in the 1996 study were more likely to be on a trip for pleasure or vacation. There was no difference in combined business and pleasure trips between the two groups. In terms of travel companions, the 1996 group tended to be more likely to travel with their wife/husband/girlfriend/boyfriend and children. Yet, the 1989 group appeared to have traveled more with organized group/club and business associates/colleagues. The two groups exhibited no significant differences in travel companion such as traveling alone, or with father/mother, other relatives, and friends. With respect to length of trip, respondents in the 1989 sample spent more nights away from home on their trip with an average of 23 nights. However, respondents in the 1996 sample spent 19 nights away from home. This finding is supported by Cleverdon’s research (1997). He reported that the average length of stay for UK. residents traveling abroad declined between 1985 and 1995 due to the growth of short break holidays. In terms of trip planning, the 1996 group took significantly more months to plan the trip. They took an average of 5.8 months for making a decision and 4.5 months for booking the trip while the 1989 group only took 3.8 months and 3.4 months. However, respondents in both groups had a similar travel party size and number of children in the travel party. As for the past trip experiences, 1996 respondents tended 68 to have taken more long-haul pleasure trips in the past three years than did 1989 respondents. Tourist Participation in Nature-based Activities An examination of the distribution of the Nature-based Activity Index for the 1989 and 1996 sample reveals the following similarities among respondents between the two studies in terms of their involvement in a diversity of nature-based activities. First, in both samples, the maximum number of nature-based activities that respondents participated in was 11, and the minimum number of activities that respondents participated in was 0, which means no respondent participated in all of the activities included in the Index. Second, in both samples, approximately 6% of the respondents did not participate in any one of the activities included in the Index. Third, in both samples, less than 1% of the respondents participated in 10 and 11 activities, respectively. Fourth, in both samples, on an average, the respondents participated in 4 activities (Table 4.3). However, differences were found when comparing respondent participation in specific nature-based activities between the two samples. Chi-square was utilized to compare respondent participation in 9 similar activities that were included in the Index. As illustrated in Table 4.4, the 1989 respondents participated significantly more in water sports and fishing/hunting whereas the 1996 respondents participated significantly more in climbing/hiking, observing wildlife/bird watching, visiting mountainous areas, visiting national parks/forests, and visiting scenic landmarks; there was no significant difference in participation in horse—riding and swimming between the two groups of respondents. 69 Table 4.3 Distribution of the Naturmsed Activity Index 1989 1996 Index 11 = 469 n = 598 (%) (%) 0 6.0 5.9 1 8.0 12.9 2 12.7 13.0 3 15.0 14.9 4 14.1 9.4 5 12.9 13.0 6 l 1.9 10.9 7 10.1 9.0 8 5.3 6.7 9 2.7 3.2 10 .5 .7 11 .8 .5 Mean 4.216 4.090 Std. dev 2.431 2.549 Table 4.4 Distribution of Respondent Participation in Selected Nature-based Activities 1989 1996 Activity =469 n=598 ("/o) (W Observing wildlife/bird watching ** 23.7 41.5 Visiting national parks/forests ** 52.7 65.1 Swimming 56.3 56.4 F ishing/hunting * 8.2 5.0 Water sports * 20.1 14.2 Horse-riding 3.5 5.2 Visiting mountainous areas ** 31.7 41.1 Visiting scenic landmarks ** 53.9 65.7 Climbing/hiking ** 8.7 16.1 Note. * p < = .05. “p < = .01. 70 Factor Analysis on Vacation Lifestyle, Travel Motivation, and Destination Attributes for the 1989 Data Factor analysis was carried out for the variables vacation lifestyle, travel motivation, and destination attributes. The principal components method was chosen for the factor analysis. The reason for this was that it extracts factors that are uncorrelated with each other. Therefore, it tends to reduce the risk of multicollinearity when factor scores are used as independent variables in multivariate analysis. The initial factors were rotated to make them substantively meaningful. The varimax method was utilized for rotation. The advantage of using this method is that it allows minimizing the number of variables that have high loadings on a factor, enhances the interpretability of the factors, and maintains the factors as uncorrelated with each other. Factor loadings measure the correlation between variables and factors. Variables which had a loading of .40 or higher were included in the factors. Total variance accounted for by a factor is expressed in eigenvalue. In factor analysis all variables and factors are expressed in standardized forms, with a mean of 0 and a standard deviation of 1. Factors with a variance less than 1 are considered no better than a single variable. Thus, factors with an eigenvalue of less than 1 were excluded. Factors of Vacation Lifestyle Three vacation lifestyle factors were extracted from the factor analysis of eight vacation lifestyle variables. These three factors explained a 55.4% of the total variance. Each factor was named based on the common characteristics of the variables it included (Table 4.5). 71 Table 4.5 Factors of Vagation Lifestyle of 1989 Da__ta Factors Loadings Eigenvalue % of Variance Explained 1. Package Traveler 1.939 24.2 Usually travel on all-inclusive vacations .75820 Like to have things arranged before I go .69490 Prefer guided tours on overseas vacations .63553 2. Budget Traveler 1.488 18.6 Inexpensive travel to country is important .78838 Value for vacation money is important .74203 Enjoy making own vacation arrangement -.46908 3. Active Traveler 1.007 12.6 Like different place on each new vacation .72000 Like to stay put at vacation destination -.70532 Total variance explained 55.4 The first factor was labeled “Package Traveler” consisting of three variables: usually travel on all-inclusive vacations, like to have things arranged before they I go, and prefer guided tours on overseas vacations. With an eigenvalue of 1.939, this factor explained 24.2% of the total variance. The second factor was named “Budget Traveler” which included three variables: inexpensive travel to country is important, value for vacation money is important, and enjoy making own vacation arrangements. The second factor had an eigenvalue of 1.488 and explained 18.6% of the total variance. 72 The third factor “Active Traveler” was comprised of two variables: like different place on each new vacation, and like to stay put at vacation destination. However, the variable like to stay put at vacation destination had a negative loading, which indicated a negative correlation between the variable and the factor. This factor had an eigenvalue of 1.007, and explained 12.6% of the total variance. factors of Trayel Motivation Factor analysis was carried out on thirty travel motivation variables and extracted eight travel motivation factors. The eight factors explained a 57.1% of the total variance. The results of factor analysis is presented in Table 4.6. The first factor was termed “Adventure,” which included six variables such as roughing it, rediscovering myself, and escaping from the ordinary. The factor had an eigenvalue of 5.488 and explained 18.3% of the total variance. The second factor was identified as “Entertainment.” Variables that loaded highly on this factor encompassed having fun/being entertained, seeing as much as possible, and finding thrill/excitement. With an eigenvalue of 3.114, this factor explained 10.4% of the total variance. The third factor was labeled “Novelty” which consisted of four variables such as traveling to places historically important, trying new foods, and experiencing new and different lifestyles. The factor had an eigenvalue of 1.939 and explained 6.5% of the total variance. 73 Table 4.6 flrctors of Travel Motivation of 1989 Da_ta Factors Loadings Eigenvalue % of Variance Explained 1. Adventure 5.488 18.3 Roughing it .63854 Rediscovering myself .60237 Escaping from the ordinary .60017 Learning new things/increasing knowledge .56730 Experiencing simpler lifestyle .48540 Being daring & adventuresome .45284 2. Entertainment 3.1 14 10.4 Having fun/being entertained .72830 Seeing as much as possible .60396 Finding thrill/excitement .56200 Indulging in luxury .49663 Being free to act the way I feel .44033 3. Novelty 1.939 6.5 Trying new foods .72342 Traveling to places historically important .68579 Experiencing new & different lifestyles .68549 Seeing & experiencing a foreign destination .58537 4. Nostalgia 1.833 6.1 Visiting places family came from .76298 Visit friends/relatives .70169 Reliving past good times .61895 Talking about trip alter return home .45499 5. Kinship 1.357 4.5 Family is together .68696 Safe/secure travel .63 753 Feeling at home away from home .58256 Meet people with similar interests .52326 6. Physical Activity 1 .185 4.0 Sports participation .83074 Sports spectating .79510 Physical activity .46639 7. Social Escape 1.150 3.8 Change from a busy job .72794 Get away from demands of home .64128 8. Relaxation 1.062 3.5 Doing nothing at all .74935 Going places friends have not been .46485 Total variance explained 57.1 74 Labeled “Nostalgia,” the fourth factor contained the following variables: visiting places family came from, visit friends/relatives, and reliving past good time. It had an eigenvalue of 1.833 and explained 6.1% of the total variance. The fifth factor, “Kinship,” was comprised of four variables such as family is together, safe/secure travel, and meet people with similar interests. The factor had an eigenvalue of 1.357 and explained 4.5% of the total variance. The six factor was designated as “Physical Activity,” which embraced three variables: sports participation, sport spectating, and physical activity. It had an eigenvalue of 1.185 and explained 4.0% of the total variance. The seventh factor named “Social Escape” had two associated variables: changing from busy job, and get away from demands of home. With an eigenvalue of 1.150, the factor explained 3.8% of the total variance. The last factor, “Relaxation,” involved two variables: doing nothing at all, and going places friends have not been. This factor had an eigenvalue of 1.062 and explained 3.5% of the total variance. F_actcfi of Destinaaon Attributes There were six destination attribute factors formed by factor analysis with 64.2% of the total variance explained (Table 4.7). These six factors were identified as: 1) “Natural Attraction” - seeing wildlife/birds I don’t usually see, national parks/forests, and outstanding scenery, etc.; 2) “Outdoor Recreation” - water sports, outdoor activities, and campground and trailer parks; 3) “Secure and Comfortable Environment” - personal 75 Table 4.7 Factors of Destination Attributes of 1989 DE Factors Loadings Eigenvalue % of Variance Explained 1. Natural Attraction 3 .200 1 7.8 National parks & forests .75216 Seeing wildlife/birds I don’t usually see .74945 Lakes & rivers .72496 Outstanding scenery .71947 2. Outdoor Recreation 2.964 16.5 Water sports .73925 Outdoor activities .68367 Campgrounds & trailer parks .64776 3. Secure & Comfortable Environment 2.1 12 1 1.7 Personal safety, even when traveling alone .85 882 Standards of hygiene/cleanliness .80436 Amusement/theme parks .42129 4. Urban Attraction 1.154 6.4 Big modern cities .78648 Good shopping .58268 Casinos & gambling .53793 Nightlife & entertainment .46216 5. Quality Lodging and Restaurants 1.1 13 6.2 High quality restaurants .86659 First class hotels .84169 6. Ethnic Culture 1.004 5.6 Unique/different immigration cultural groups .88769 Unique/different native cultural groups .82523 Total variance explained 64.2 76 safety, and standards of hygiene and cleanliness; 4) “Urban Attraction” - big modern cities, good shopping, and casino and gambling, etc.; 5) “Quality Lodging and Restaurants” - high quality restaurants, and first class hotels; and 6) “Ethnic Culture” - unique/different immigrant cultural groups and unique/different native cultural groups. These six factors had an eigenvalue varying from 1.004 to 3.200. It is interesting to note that the factor configurations for vacation lifestyles, travel motivations, and destination attributes in this study showed remarkable similarity to those formed in other pleasure market studies (Hsieh, O’Leary & Morrison 1993; Lang and O’Leary 1997). This suggests that travelers’ response patterns to these observed variables are likely to be consistent. Validation of the Nature-based Activity Index Validation of the Nature-based Activity Index was executed in three steps. First, bivariate correlations between the index score and each item within the Index were conducted to establish an internal validity of the Index. Secondly, bivariate correlations between the index score and the selected variables were carried out to determine the external validity of the index. Thirdly, the Cronbach’ alpha test was applied to acquire an estimate of the Index’s internal consistency. Establishing Internal Validig of the Index Bivariate correlations between the index score and each item within the index were calculated and are presented in Table 4.8. Results in the table indicate that all items within the index have a significant relationship with the index, displaying a moderate to 77 strong correlation with the index score. Among the items, sightseeing in the countryside, visiting wildemess areas, visiting mountains, visiting national parks and forests, and visiting scenic landmarks had a correlation coefficient greater than .50. Climbing/hiking, Table 4.8 Correlations between the Index Score and Items Within the Index Items Correlation coefficient 1 Climbing/hiking .4371“ 2 Horse-riding .3123* 3 Observing wildlife/bird watching .4769* 4 Swimming .3 870'“ 5 Sightseeing in the countryside 5953* 6 Visiting wilderness areas .6487* 7 Visiting mountainous areas .5439“ 8 Visiting national parks or forests .6325“ 9 Visiting the seaside .4366* 10 Visiting scenic landmarks .5600* 11 Water sports .2865“ 12 Hunting/fishing .2768“ Mtg. n = 469. *p < .001, two tailed. observing wildlife/bird watching, and visiting the seaside had a correlation coefficient over .40. Horse-riding and swimming correlation coefficient was above .30. Correlation coefficient for hunting/fishing and water sports was greater than .20. Since the results of the correlation analysis showed that each individual item in the index was significantly correlated with the index score, evidence of internal validity for the Nature-based Activity Index was provided. 78 Establishirpr External Validity of the Index Table 4.9 illustrates the results of the correlation analysis between the index score and selected variables. As the table shows, the index score is significantly positively correlated with the following variables: mountainous areas, wilderness and undisturbed nature, and lakes and rivers, and is negatively correlated with the variable doing nothing at all. The table also indicates that the index has no correlation with the variables family is together, visit fiiends/relatives, feeling at home away from home, big modern cities, good shopping, nightlife and entertainment, amusement and theme parks, and resort areas. The nature tourism literature suggests that nature-oriented tourists are more interested in environmental features, such as wilderness and nature, mountains and lakes, and are less interested in attractions such as shopping, nightlife and entertainment, big cities, and amusement and theme parks. Nature-oriented tourists are also more motivated to be physically active, and are less motivated to be together as family, or visit friends and relatives as compared to the general tourists (Kretchman and Eagles 1990, Eagles, 1992). Because the results of the correlation analysis between the index score and selected variables demonstrated consistency with the literature, the external validity of the Nature-based Activity Index is verified. 79 Table 4.9 Corremrns between the Index Score and Selected Variables Variables Correlation Coefficient 1 Family is together .0053 2 Visit friends/relatives -.03 76 3 Doing nothing at all -.l326** 4 Feeling at home away from home -.0270 5 Big modern cities -.0009 6 Nightlife & entertainment -.0614 7 Good shopping .0720 8 Mountainous areas .1439“ 9 Amusement & theme parks .0408 10 Wilderness & undisturbed nature .2337“ 11 Resort areas -.0560 12 Lakes & rivers .1040* Mg p = 453. *p < = .05, two tailed. **p < = .01, two tailed. MshingReliability of the Index Cronbach’s alpha test was employed to obtain an estimate of the Index’s internal consistency. The results of the test is presented in Table 4.10. As shown in the table, the alpha for the 12-item Index is .68, suggesting that the index reached a satisfactory reliability level. An examination of the item-total correlation indicates that 9 of the 12 items has a correlation coefficient over .20 with other items. Items swimming, water sports and fishing/hunting have smaller correlation coefficients that ranged from .13 to .19. Although the results suggest that the alpha level for the Index could be improved if these items were deleted from the index, it was decided to keep these items in the Index. 80 There are two reasons for doing so. First, previous study suggested a cutoff of correlation coefficients of .10 for exclusion of items from the index in reliability test (Knutson, 1982). Second, the Index already achieved an acceptable reliability level; therefore, there is no need to delete these items from the index. Table 4.10 Item-tong Correlations and Alpha Levels for Nature-based Activity Index for 1989 Sample Corrected Alpha Items Item-Total Correlation If Item Deleted 1 Climbing/hiking .3363 .6667 2 Horse-riding .2420 .6788 3 Observing wildlife/bird watching .3247 .6643 4 Swimming .1944 .6879 5 Sightseeing in the countryside .4472 .6430 6 Visiting wilderness areas .5064 .6311 7 Visiting mountainous areas .3871 .6538 8 Visiting national parks or forests .4827 .6353 9 Visiting the seaside .2497 .6784 10 Visiting scenic landmarks .3936 .6523 11 Water sports .1257 .6926 12 Hunting/fishing .1678 .6833 Number of items = 12 Alpha = .68 5% p = 469. 81 A Multiple Linear Regression Model of Diverse Nature-oriented Tourist Behavior Multiple linear regression is a statistical technique used to investigate the relationship between one dependent variable and a set of independent variables. Multiple linear regression has been widely used in marketing research (Kinnear and Taylor, 1996). A general multiple linear regression model can be illustrated by the following mathematical equation: Y1: Bo + [31X], + 132x21 + + Bpxpi + er Where Y is the dependent variable; BO denotes the intercept that represents the value of Y when X is zero; [31,. . .,Bp are the partial regression slope coefficients that depict the relationship between the independent variable X“ ,..., Xp, and the dependent variable Y; and e, is the error term, a random variable with mean zero and variance 62, which represents the error in predicting Y from X. In this study, a multiple linear regression model of diverse nature-oriented tourist behavior was established based on consumer behavior theory and the tourism literature. The model was intended to examine the relationship between diverse nature-oriented tourist behavior and selected independent variables and their contribution in predicting diverse nature—oriented tourist behavior. 82 Model Specification The multiple linear regression model of diverse nature-oriented tourist behavior was constructed using one dependent and fifteen independent variables. The dependent variable was Nature-based Activity Index, and fifteen independent variables fell into five groups including sociodemographics, trip characteristics, vacation lifestyle, travel motivation and destination attributes. The model is presented below. Y1: Bo + 131x11 + 132x214r B3X3i + B4X4i + BSXSi + 56x61 + B7X7i + Bsxsi + 139x9i+l310x101+l311x111+ 1312x121 + Br3X131+ l314X14i+ 1315x151 + er Where Y, = Nature-based Activity Index (A measure of diverse nature-oriented tourist behavior) X11: Household income (Less or equal £15,000 = 1, £15,001-£30,000 = 2, £30,001-£50,000 = 3, Greater than £50,000 = 4) X2, = Highest level of education completed (No qualification = 1, High school = 2, Technical or Commercial = 3, College/University = 4) X3, = Age of respondents (Coded as real age) X4, = A trip for pleasure or vacation (Yes = 1, N0 = 0) X5, = Number of nights away from home on the trip (Coded as real nights) X6, = Traveled with wife/husband/girlfriend/boyfriend (Yes = 1, N0 = 0) X7, = Package traveler (Vacation lifestyle factor score) X3, = Active traveler (Vacation lifestyle factor score) X9, = Adventure (Travel motivation factor score) 83 X10, = Novelty (Travel motivation factor score) X, 11 = Physical activity (Travel motivation factor score) X12, = Social escape (Travel motivation factor score) X13, = Secure & comfortable environment (Destination attribute factor score) X14, = Quality lodging and restaurants (Destination attribute factor score) X15, = Ethnic culture (Destination attribute factor score) Emmon of Multicollinearity A pairwise correlation matrix was calculated for all independent variables included in the model. The correlation matrix was used to check for multicollinearity among the independent variables; that was to see if the independent variables were intercorrelated among themselves. When the independent variables are intercorrelated, the unique contribution of each independent variable to the model is difficult to estimate. Since large intercorrelations among the independent variables can significantly affect the results of multiple regression analysis, a cutoff of a significant correlation of .60 between any of the independent variables is used to identify potential multicollinearity problems (Barry and Feldman, 1985). The correlation matrix for the independent variables is presented in Table 4.11. An examination of Table 4.11 indicates that none of the correlations between the independent variables are greater than the predetermined cutoff of .60. 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At the same time, a previously entered variable is tested for removal. The entry and removal process stops when no additional variables meet predetermined criteria. In this study, a probability of F = .05 was used for inclusion of variables, and F = .10 was used for removal of the variables from the model. Six of the fifteen variables were added to the equation using this procedure. They were entered into the equation in this order: (1) active traveler, (2) number of nights away from home on the trip, (3) a trip for pleasure or vacation, (4) quality lodging and restaurants, (5) physical activity, and (6) household income. These variables were determined to have a significant positive or negative correlation with the Nature-based Activity Index. Results of the multiple regression are summarized in Table 4.12. Statistics in the table provide an indication of how the model fits the data. R2 is a measure of the goodness of fit of a linear model as R2 can be interpreted as the proportion of the variance in the dependent variable “explained” by the model. However, R2 tends to give an optimistic estimate of how well the model fits the population, while the adjusted R2 is a better measure because it attempts to correct R2 to more closely reflect the goodness of fit 87 Table 4.12 Results of Stepwise Regression for Diverse Nature-oriented Tourist Behavior Model for 1989 Sample S_tatistics for the Equation Multiple R .51058 R2 .26069 Adjusted R’ .24090 Standard error 2.13707 Analysis of Variance DF Sum of Squares Mean Square Regression 6 360.96216 60.16036 Residual 224 1023.694] 5 4.56707 F = 13.17265 SignifF = .0000 Variables in the Equation Variable B SE B Beta T Sig T Income .418439 .192113 .132038 2.178 .0304 Nights away from home on the trip .044874 .008858 .312262 5.066 .0000 A trip for pleasure or vacation .747043 .3 00039 .151712 2.490 .0135 Active traveler .577347 .155942 .219909 3.702 .0003 Physical activity .410101 . 141607 .167323 2.896 .0042 Quality lodging and restaurants -.413358 .143106 -.168279 -2.888 .0043 (constant) 2. 192186 .457216 4.795 .0000 Variables not in the Equation Variable Beta in Partial Min Toler T Sig T Education .005 854 .006351 .8245 76 .095 .9245 Age -.020987 -.022430 .84441 1 -.335 .7378 Traveled with wife/husband/girl friend/boyfriend .087836 .094282 .824184 1 .415 .1586 Package traveler -.045 750 -.049442 .842763 -.739 .4604 Adventure .004161 .004665 .866926 .070 .9445 Novelty .017661 .019132 .827151 .286 .7753 Social escape -.062809 -.068622 .847338 -1.028 .3053 Secure & comfortable environment -.056917 -.065147 .867919 -.975 .3305 Ethnic culture .013316 .015362 .867533 .229 .8187 88 of the model in the population. Table 4.12 indicates that the adjusted R2 is .24090, which means the model explained about 24 percent of the variance in the dependent variable Nature-based Activity Index. The F test also examines the goodness of fit of a multiple regression model. If the probability associated with the F statistic is small, then the hypothesis of no linear relationship between the dependent variable and independent variables can be rejected. Table 4.12 showed that F value was statistically significant. This suggests that there is a linear relationship between the Nature-based Activity Index and the selected independent variables. Modification of the Index Table 4.12 shows that the variable number of nights away from home on the trip appears to be the major predictor variable of the Index as it has the largest beta weight among all six significant independent variables. This suggests that tourist participation in a diversity of nature-based activities tends to be significantly affected by the length of stay; that is, tourists who stay longer at destinations are likely to participate in more nature-based activities. To correct for the length of stay bias on tourist engagement in a diversity of nature-based activities, the original Nature-based Activity Index was modified. The modified Index is referred to as the Standardized Nature-based Activity Index, which is obtained by the following equation: Nature-based Activity Index / number of nights away from home on the trip * 100. Changes were detected in the correlation between the Index and independent variables after the original index was standardized (Table 4.13). Some variables showed 89 an increase in their correlation with the Index (e. g., education, income, and trip for pleasure or vacation), some other variables exhibited a decrease in their correlation with the Index (e. g., quality lodging and physical activity). These changes suggest that sociodemographic variables such as income and education and trip purpose variables tend to become important in tourist engagement in a diversity of nature-based activities when such an engagement is measured on a per day base, which is not surprising as people have more financial means will be able to engage in more diverse activities than those who have less financial means, people have a higher education tend to have broader interests than those who have a lower education and people on a pleasure trip are likely to participate in more activities than those who are on other trips. Table 4.13 Correfittion Analysis between the Independent Variables andflture-based Activity Index Variables Original Index Standardized Index 1 Household income .1039 .2530“ 2 Education .0427 .2589" 3 Age -.l487* -.1172 4 A trip for pleasure or vacation .1275 .2945" 5 Traveled with wife/husband/girlfriend/boyfriend .0971 .1263 6 Nights away from home on the trip .3069“ N/A 7 Package traveler -.l452* -.0739 8 Active traveler .3076" .1960* 9 Adventure .0701 .0424 10 Novelty .1018 .1121 11 Physical activity .1633* .0696 12 Social escape -.0910 .1353* 13 Secure & comfortable environment -.0685 -.l 188 14 Quality lodging & restaurants -.2188** -.0148 15 Ethnic culture .0420 .0050 Note. a = 231. *p < = .05, two-tailed. ** p < = .001, two-tailed. 90 Results of the Revised Multiple Regression Model The multiple regression model was reconstructed with the standardized Nature-based Activity Index being used as the dependent variable and variable number of nights away from home on the trip being excluded as an independent variable. Stepwise regression was run for the revised model. Results of the regression analysis are illustrated in Table 4.14. The revised model is statistically significant (Sig. F = .0000). The results indicate that three variables, significant at the .05 level, accounted for about 14 percent of the variance in the dependent variable the standardized Nature—based Activity Index (Adjusted R2 = .14). Of these, trip for pleasure or vacation appeared to be the best predictor variable (Beta = .23) followed by education and active traveler (Beta = .21, and .14, respectively). The original model explained about 24 percent while the revised model explained about 14 percent of variation in the Index. It is deemed that the exclusion of variable number of nights away from home on the trip from the revised model may be the factor that accounts for this difference. Number of nights away from home on the trip was found to be the best predictor and, therefore, accounted for much of the variance in the index in the original model. Although the model explained less variance in the dependent variable, the results suggest that the model is statistically significant and fits the data to a moderate degree. 91 Table 4.14 Results of Stggwise Regression for Revised Diverse Nature-oriented Tourist Behavior Model for 1989 Sample _Sartistics for the Equation Multiple R .39377 R2 .15506 Adjusted R2 .14390 Standard error 16.02639 Analysis of Variance DF Sum of Squares Mean Square Regression 3 10706.23298 3568.74433 Residual 227 58341.62802 256.84525 F = 13.89453 SignifF = .0000 Variables in the Equation Variable B SE B Beta T Sig T Education 3.398498 .979939 .214243 3.468 .0006 A trip for pleasure or vacation 8.289942 2.169943 .23 8409 3.820 .0002 Active traveler 2.779726 1.143960 .149936 2.430 .0159 (constant) 12.258918 2.525779 4.854 .0000 Variables not in the Equation Variable Beta in Partial Min Toler T Sig T Household income . 128625 . 129405 .855219 1 .963 .0509 Age .006934 .007124 .891996 .107 .9148 Traveled with wife/husband/girlfriend/boyfriend .032657 .033572 .858607 .505 .6139 Package traveler -.01 1757 -.012247 .898464 -.184 .8540 Adventure .005364 .005662 .939602 .085 .9322 Novelty .059495 .060708 .860235 .915 .3614 Physical activity .074829 .081066 .949747 1 .223 .2226 Social escape .051373 .054315 .924120 .818 .4142 Secure & comfortable environment -.082127 -.081020 .811177 -1.222 .2228 Quality lodging & restaurants -.000021 -.000232 .954244 -.003 .9972 Ethnic culture -.019518 -.021049 .951977 -.317 .7518 92 Verification of the Multiple Regression Model The revised multiple regression model was applied to the data generated from tourists in 1996 for verification. Variables included in the regression analysis were: sociodemographics —- household income, education and age; trip characteristics -- a trip for pleasure or vacation, traveling with wife/husband/girlfriend/boyfiiend; vacation lifestyle -- package traveler, and active traveler; and destination attributes -- ethnic culture, secure and comfortable environment and quality lodging and restaurants. Vacation lifestyle variables were derived from factor analyses of eight vacation lifestyle items (Table 4.15). Destination attribute variables were obtained from factor analyses of eighteen destination attribute items (Table 4.16). The factor quality lodging and restaurants (eigenvalue was less than 1) was included in the analysis because it was in the regression model built for the 1989 data. The variable travel motivation was excluded from the analysis because it was removed from the 1996 questionnaire. The results of factor analysis showed that the factors formed in the 1996 study were similar to the ones produced in the 1989 study. Table 4.17 presents the results of the multiple regression for the 1996 data. The F statistic indicates that the model is significant and that the hypothesis that there is no linear relationship between the dependent and independent variables is rejected. The results suggest that five variables, household income, education, age, trip for pleasure or vacation and active traveler are prominent in the model which accounted for about 13 percent of the variation in the dependent variable the standardized Nature-based Activity Index. 93 Table 4.15 Factors of Vriation Lifestyles of 1996 Data Factors Loadings Eigenvalue % of Variance Explained 1. Package Traveler 2.161 27.0 Usually travel on all-inclusive holidays .7974] Prefer to go on guided tours when taking long-haul holidays .73 780 Enjoy making my own arrangements for my holidays -.63426 Like to have all my travel arrangements made before I start out on holiday .59005 2. Budget Traveler 1.493 18.7 Getting value for my holiday money is very important .85027 Inexpensive travel to the country is important .84396 3. Active Traveler 1.249 15.6 Once I get to the destination I like to stay put -.76212 Like to go to a different place on each new holiday .74142 Total variance explained 61.3 94 Table 4.16 mtors of Destinjation Attributes of 1996 Daaa Factors Loadings Eigenvalue % of Variance Explained 1. Natural Attraction 3.745 20.8 Lakes, rivers & mountainous areas .83459 National, state or provincial parks & forests .79520 Outstanding scenery .7471 1 Chances to see wildlife, birds & flowers .69543 2. Urban Attraction 2.844 15.8 Big modern cities .72246 Nightlife & entertainment .67825 Theme parks or amusement parks .67552 Shopping .65087 Casinos & other gambling .58497 3. Outdoor Recreation 2.130 1 1.8 Campground & trailer parks .76130 Outdoor activities .74009 Water sports .72246 4. Ethnic Culture 1.324 7.4 See people from a number of ethnic backgrounds or nationality .89476 Unique or different aboriginal or indigenous peoples .88140 5. Secure & Comfortable Environment 1.179 6.5 Personal safety, even when traveling alone .84770 Standards of hygiene & cleanliness .88140 6. Quality Lodging and Restaurants .994 5.5 First class hotel .84288 High quality restaurants .79448 Total variance explained 67.9 95 Table 4.17 Results of Stepwise Regression for Diverse Nature-oriented Tourist Behavior Model for 1996 Sample firtistics for the Equation Multiple R .3 8305 R2 .14673 Adjusted R’ .13251 Standard error 15.87645 Analysis of Variance DF Sum of Squares Mean Square Regression 5 13003.14841 2600-62968 Residual 300 75618.46672 252.06156 F = 10.31744 SignifF = .0000 Variables in the Equation Variable B SE B Beta T Sig T Household income 2.405633 1 .096067 .123 774 2.195 .0289 Education 2.069306 .901613 . 130954 2.295 .0224 Age .123616 .061511 .111250 2.010 .0454 A trip for pleasure or vacation 5.241686 1.919280 .1503 79 2.731 .0067 Active traveler 3.932142 .8973 77 .240164 4.382 .0000 (constant) 6.569702 4.486021 1 .464 1 .441 Variables not in the Equation Variable Beta in Partial Min Toler T Sig T Traveled with wife/husband/girlfriend/boyfriend -.001921 -.001926 .821367 -.033 .973 5 Package traveler .020087 .020907 .851335 .362 .7179 Secure & comfortable environment -.005574 -.005947 .873510 -.103 .9182 Quality lodging & restaurants .020636 .021335 .83 5010 .369 .7124 Ethnic culture .029055 .031070 .872840 .538 .5913 96 It is noteworthy that the 1989 and 1996 model explained almost the same amount of variance in the Index (14% vs. 13%); the relative importance of each independent variable is somewhat different in the two models, however. It is shown that, according to the magnitude of the beta weights, in the 1989 model, the variable trip for pleasure or vacation appears to be the most important variable, education and active traveler rank second and third in predicting the Index. In the 1996 model, the variable active traveler is the most prominent variable followed by trip for pleasure or vacation, education, household income and age (Table 4.18). This may suggest that the relationship between the significant independent variables and the Index is likely to maintain stability, but their relative importance to the Index tends to change over time. Table 4.18 Comparison of Rgression Coefficients between 1989 and 1996 Multiple Regression M95191 1989 1999 1989 1999 Independent variable Beta Beta Sig T Sig T Household income . 128625 . 123 774 .0509 .0289 Education .214243 . 130954 .0006 .0224 Age .006934 .1 1 1250 .9148 .0454 A trip for pleasure or vacation .23 8409 .1503 79 .0002 .0067 Traveled with wife/husband/girlfriend/boyfriend .032657 -.001921 .6139 .9735 Package traveler -.01 1757 .020087 .8540 .7179 Active traveler .149936 .240164 .0159 .0000 Adventure .005364 N/A .9322 N/A Novelty .059495 N/A .3614 N/A Physical activity .074829 N/A .2226 N/A Social escape .0513 73 N/A .4142 N/A Secure & comfortable environment -.082127 -.005574 .2228 .9182 Quality lodging & restaurants -.000021 .020636 .9972 .7124 Ethnic culture -.019518 .029055 .7518 .5913 97 Results of Research Hypotheses Testing Hypothesis 1 states that the sociodemographic variables household income, education and age are positively related to the Index. Hypothesis 1 was supported by the results. Table 4.14 indicates that the variable education has a positive relationship with the Index in the 1989 model. Table 4.17 shows that the variables household income, education and age each have a positive relationship with the Index in the 1996 model. The results signify that as household income, education and age increase, there is an increase in tourist participation in a diversity of nature-based activities while on a long haul trip. Literature suggests that nature-oriented tourists tend to be better educated, more affluent and older than general tourists. This study reaffirrned the findings of prior research. Hypothesis 2 states that travelers who indicated that they were on a pleasure or vacation trip have a higher index score than those who indicated they were not on a pleasure or vacation trip. Hypothesis 2 was supported by the results. In the multiple regression, the beta coefficient associated with the dummy variable a trip for pleasure or for a vacation was found to be significant and positively related to the Index (Table 4.14 and 4.17). This means that tourists who travel for pleasure or vacation are more likely to participate in a diverse set of nature-based activities than those who travel for other purposes. Hypothesis 3 states that tourists who traveled with a spouse or a significant other have a higher index score than those who traveled with other companions or alone. Hypothesis 3 was not supported by the results. As shown in Table 4.14 and 4.17, the beta 98 coefficient associated with the dummy variable traveling with wife/husband/girlfriend/boyfriend is not significant, suggesting that the variable is not related to the Index. This suggests that levels of diversity of participation in nature-based activities may vary independent of travel group type. Hypothesis 4 states that tourists who prefer to travel on a package tour have a lower index score than those who less prefer a package tour while on a vacation. Hypothesis 4 was not supported by the results. Table 4.14 and 4.17 indicate that the variable vacation lifestyle package types is not related to the Index which is substantiated by the beta in the multiple regression. Part of the reason for this may be that international travelers, the respondents in this study, might prefer to use various travel modes including package tours for international, long haul trips. Hypothesis 5 states that travelers who prefer to be active while at a destination have a higher index score than those who prefer less activity while at a destination. Hypothesis 5 was supported by the results. As confirmed by the beta significance in the multiple regression the variable vacation lifestyle -- active travelers -- is positively related to the Index (Table 4.14 and 4.17). This suggests that travelers who prefer an active vacation lifestyle are more involved in a broad range of nature-based activities than those who prefer other vacation lifestyles. Hypothesis 6 states that travelers who stated seeking adventure was a strong motive for their most recent trip have a higher index score than those stating that seeking adventure was less of a motive for their most recent trip. Hypothesis 6 was not supported by the results. Table 4.14 indicates that the motive -- seeking adventure -- is not related to 99 the Index evidenced by the beta coefficient in the multiple regression. This suggests that the level of tourist participation in diverse nature-based activities may not be associated with seeking adventure as a strong travel motivation for these long haul travelers to North America. Hypothesis 7 states that travelers who stated seeking novelty was a strong motive for their most recent trip have a higher index score than those reported seeking novelty was less of a motive for their most recent trip. Hypothesis 7 was not supported by the results. Table 4.14 indicates that there is no relationship between novelty seeking and the Index as substantiated by the beta coefficient in the multiple regression, this may suggest that novelty seeking was not as influential as a motive for this travel group and their involvement with a wide range of nature-based activities. Hypothesis 8 states that travelers who stated seeking physical activity was a strong motive for their most recent trip have a higher index score than those who reported seeking physical activity was less of a motive for their most recent trip. Hypothesis 8 was not supported by the results. Table 4.14 shows that preferred levels of physical activity are not significantly related to the Index. This suggests that physical activity while traveling -- as a motive does not account for the variation in tourist participation in a diverse set of nature-based activities for these travelers. Hypothesis 9 states that travelers who stated seeking social escape was a strong motive for their most recent trip have a higher index score than those who reported seeking social escape was less of a motive for their most recent trip. Hypothesis 9 was not supported by the results. Table 4.14 illustrates that seeking social escape is not related to 100 the Index. The results suggest that seeking social escape as a motive is not influencing tourist participation in varied nature-based activities for these travelers. Hypothesis 10 states that travelers who indicated a strong preference for the destination attributes -- secure and comfortable environment, and quality lodging and restaurants have a lower index score than those who expressed less of a preference for these destination attributes. Hypothesis 10 was not supported by the results. The data in Table 4.14 and 4.17 indicates that the preferences for destination attributes secure and comfortable environment, and quality lodging and restaurants is not related to the Index. Because the respondents included in this study are travelers on a pleasure trip, not on a nature tour, they may have different preferences for lodging and accommodations at destinations than those who are on a nature tour. Hypothesis 11 states that travelers who indicated a strong preference for ethnic culture destination attribute have a higher index score than those who expressed less of a preference for ethnic culture. Hypothesis 11 was not supported by the results. Table 4.14 and 4.17 illustrate that destination attribute ethnic culture is not related to the Index. This suggests that tourist participation in varied nature-based activities is not affected by ethnic culture destination attribute preference. Characteristics of Low and High Diversity Nature-oriented Tourist Groups Respondents were divided into two groups based on their scores on the standardized Nature-based Activity Index. Respondents whose index scores were smaller than the mean were assigned to the low diversity group, and respondents whose index 101 scores were greater or equal to the mean were assigned to the high diversity group. The low diversity group represented the respondents who had limited engagement in a broad set of nature-based activities, whereas the high diversity group was defined as representing those who had extensive engagement in a diverse set of nature-based activities. There were two reasons for such a segmentation. First, previous studies often have used light and heavy half approaches to segment travelers (Stynes and Mahoney, 1980; Mills, Couturier and Snepenger, 1986; and Woodside, Cook and Mindak, 1987). Second, an attempt was made to segment travelers into low, moderate and high diversity groups and comparisons were made between the low and high diversity groups. This more complex segmentation generated the similar results to the light and heavy half analysis. To describe the characteristics of low and high diversity nature-oriented tourist groups, Chi-square and T-test were applied to sociodemographic and trip characteristic variables. Table 4.19 and 4.20 present the results of the analysis for the 1989 study. In the 1989 study, the majority of the respondents in the low and high diversity groups were married while the low diversity group had more respondents than the high diversity group who were divorced/separated/widowed (18% vs. 7.5%). With regard to education, there was no significant difference identified among the respondents between the low and high diversity group. In terms of household income, more than half of the respondents in the low diversity group reported an annual income £15,000 or less, 35 percent fell into the £15,001 to £30,000 range, and only 9 percent had income £30,000 above. There was a propensity for higher income travelers to be found in the high 102 Table 4.19 Sociodemographic Chaaacteristics of 1989 Respondents by Low and High Nature-Based Activity Index Scores 103 Variable Low High (%) (°/o) Marital Status * N = 272 N = 194 Single 21.4 20.8 Married 58.6 67.2 Living together 2.0 4.5 Divorced/separated/widowed 1 8.0 7.5 Highest Level of Education Completed N = 228 N = 160 No qualification 35.6 25.8 High school 36.2 40.0 Technical or Commercial 12.9 15.4 College/University 15.3 18.8 Household Income (£) * N = 170 N = 137 <= £15,000 55.5 34.5 £15,001 - £30,000 35.4 45.9 £30,001 - £50,000 7.3 15.9 > £50,000 1.7 3.7 Ag; * N = 273 N = 193 18-24 13.7 13.8 25-34 16.5 20.2 35—44 13.4 28.6 45-54 15.4 18.6 55-64 19.2 9.1 65+ 21.9 9.8 Note. *p < = .05. Table 4.20 Trip Characteristics of 1989 Respondents by Low and High Nature-based Activity Index Scores Variable Low High Trip Puppose N = 273 N = 193 (°/o) (°/0) Visit friends & relatives ** 53.1 29.5 For pleasure or vacation ** 36.3 61.0 Evel Conaranion N = 273 N = 194 We) (°/o) Traveled alone * 24.9 12.4 Wife/husband/girlfriend/boyfriend * 47.0 61.9 Child(ren) 17.7 23.3 Father/ mother 3 .7 4.3 Other relatives 13.6 8.6 Friends 10.7 14.0 Organized group/club 3.9 5.2 Business associates/colleagues 2.7 2.8 Sources used to Plan the trip N = 258 N = 183 (W (W Travel agent * 45.9 35.4 Brochures 9.2 10.0 F riends/family 22.6 19.5 T@ Behavior on Most Recent Trip N = 243 N = 172 (mean) (mean) No. of people in travel party 2.6 2.9 No. of people under 18 in travel party .6 .7 Months before deciding to go on trip 4.0 4.0 Months before booking for trip 3.5 3.3 Past Trip Experience n = 273 n = 194 We) ("/0) No. of long-haul trips taken in past 3 years 1 68.8 72.2 2 - 4 29.8 24.8 S + 1.4 3.0 N. ote. *9 < = .05. ** p < = .001. 104 diversity group. Nearly 46 percent of the respondents had income between £15,001 and £30,000, and 20 percent had income £30,000 above. Age distribution implies that the low diversity group is generally older than the high diversity group, with more than 40 percent of the respondents being 55 years of age and over. With regard to trip purpose, it was found that the low diversity group was more likely to be associated with visiting friends and relatives, whereas the high diversity group tended to be more on a pleasure trip. With respect to travel companions, the low score group was more likely to travel alone, while the high score group tended to travel with a spouse or friends. In terms of sources used to plan the trip, the respondents in the low score group were more likely to use travel agents to make trip plans than the high score group. There was no difference found in travel party size, traveling with children, trip planning horizon and past trip experience between the low and high score groups. Table 4.21 and 4.22 display the results of analysis for the 1996 study. A great majority of the respondents in both groups were married, followed by single, divorced/separated/widowed and living together. A pattern of higher education being held by the high score group was evident in the data. More than 60 percent of the low score respondents had no more than a high school diploma. Of those in the high score group, almost 50 percent had some education beyond high school, and nearly 30 percent of these earned a college/university degree. Distribution of household income indicates that the high score group had higher incomes than the low score group. Nearly 40 percent of the respondents in the low score group had an income of £1 5,000 or less. More than 105 Table 4.21 Sociodemographic Characteristics of 1996 Respondents by Low and High Nature-Baaed Activity Index Scores Variable Low High ("/0) We) Marital Status N = 323 N = 268 Single 20.1 16.8 Married 62.8 63.1 Living together 3.7 7.1 Divorced/separated/widowed 1 3 .3 1 3. 1 Highest Level of Education Completed * N = 315 N = 252 No qualification 29.2 15.9 High school 34.0 36.1 Technical or Commercial 13.3 19.0 College/University 23.5 29.0 Household Income (£) * N = 190 N = 169 <= £15,000 38.7 22.5 £15,001 - £30,000 38.4 42.6 £30,001 - £50,000 18.4 28.4 > £50,000 4.7 6.5 Ag; N = 323 N = 268 18-24 9.6 8.6 25-34 17.3 19.0 35-44 20.1 20.5 45-54 16.7 20.1 55-64 18.9 19.0 65+ 17.3 12.7 Note. *p < = .05. 106 Table 4.22 Trip Characteristics of 1996 Respondents by Low and High Nature-based Activity Index Scores Variable Low High Trip Purpose N = 323 N = 268 (%) (°/o) Visit friends & relatives ** 39.3 24.3 For pleasure or vacation ** 52.9 64.6 gavel Companion N = 323 N = 268 (W (%) Traveled alone 20.1 15.7 Wife/husband/girlfriend/boyfriend 59.1 64.2 Child(ren) 31 .6 26.1 Father/mother 5.3 5.6 Other relatives 10.5 9.3 Friends 11.5 13.1 Organized group/club 1.5 2.2 Business associates/colleagues .3 1.1 Sources used to Plan the trip N = 323 N = 268 We) ("/0) Travel agent 58.2 50.7 Brochures * 16.4 24.6 Friends/family 14.6 13.1 Trip Behavior on Most Recent Trip N = 167 N = 164 (mean) (mean) No. of people in travel party 2.9 2.9 No. of people under 18 in travel party * .7 .4 Months before deciding to go on trip 5.9 5.7 Months before booking for trip 4.3 4.6 Past Trip Experience 11 = 323 n = 268 We) (%) No. of long-haul trips taken in past 3 years 1 59.4 66.6 2 - 4 36.8 29.1 5 + 3.7 4.9 Note. *p<= .05. ** p< = .01. 107 three-fourths of the respondents in the high score group earned an income above £15,000, and nearly 35 percent of these had an income above £30,000. Age distribution showed that more than half of the respondents in both groups were between 35 and 64 years of age. It was found that the high score group tended to be on a pleasure trip, while the low score group was more likely on visiting friends or relatives trip. However, there was no difference in travel companion between the two groups. It was observed that the respondents in the high score group were more likely to use brochures to plan the trip than the respondents in the low score group. It was noticed that the two groups had similar travel party size, trip planning horizon, and past trip experience except that the low score group was more likely to travel with children than the high score group. The descriptive information on low diversity vs. high diversity group provides a profile of tourists who are involved in a diversity of nature-based activities as who they are and what travel behavior they have. This marketing information could help destinations identify their target markets and develop more effective marketing strategies. 108 CHAPTER V CONCLUSIONS AND RECOMMENDATIONS This chapter consists of four parts. The first part provides a summary of the study. In part two, study limitations are explored. In part three, conclusions drawn based upon the results and findings of the study are presented and discussed. The fourth part presents recommendations for future research. Summary of the Study The current study was based on a secondary analysis of the British Pleasure Travel Market Study administered by Tourism Canada and the United States Travel and Tourism Administration. Personal in-home interviews were conducted in randomly selected households in selected areas of Great Britain with British international pleasure travelers, l 8 years of age or older, who had taken a vacation trip by plane outside of Europe and the Mediterranean in the past three years or intended to take such a trip in the next two years. This study used two samples. The first sample was drawn from a survey conducted from May to June of 1989, the second from a survey carried out between February and April of 1996. For this study, only the respondents who had visited the mainland US. or Canada On their most recent trip were included. 109 The purpose of the study was to identify the factors related to tourist participation in multiple nature-based activities while on a long haul trip. The study was conducted in two phases. The first phase developed a model to explain and predict diverse nature-oriented tourist behavior on the data obtained from the 1989 survey. The second phase verified the model by applying the model and analysis to the data generated by the l 996 survey. Three study objectives were established to accomplish the purpose of this study. The first objective was to operationalize the Nature-based Activity Index to measure the degree of diversity of nature—based activities tourists participated in at travel destinations. Twelve nature-based activities were selected to form the index, and scores for the activities were summed. The Index was found to have internal consistency and analyses provided evidence of validity as well. The second objective was to compare nature-oriented tourist behavior across the 1989 and 1996 respondents. Descriptive statistics were applied in making comparisons. Significant differences between the two samples were found in tourist participation in the following activities: observing wildlife/bird watching, visiting national parks/forests, visiting mountainous areas, visiting scenic landmarks, climbing/hiking, fishing/hunting, and water sports. The third objective was to develop a model to investigate the relationship between the dependent variable, the Nature-based Activity Index, and a set of independent Variables. A stepwise regression model was utilized to determine if the independent variables had significant relationships with the Nature-based Activity Index. 110 The model was first applied to the 1989 data. Results suggested that tourist participation in the diverse nature-based activities was significantly influenced by length of stay. To correct for length-of-stay bias, the original Nature-based Activity Index was standardized ( Nature-based Activity Index / number of nights away from home on the trip * 100). Accordingly, the multiple regression model was reconstructed with the standardized Nature-based Activity Index being used as the dependent variable and variable number of nights away from home on the trip being excluded as an independent variable. The revised regression model was reapplied to the 1989 data, then applied to the data generated from the 1996 data for verification. Both results indicated that the model was statistically significant, and a linear relationship existed between the dependent variable, the standardized Nature-based Activity Index, and the selected independent variables. Results from the 1989 model suggested that the variables education, trip for pleasure or vacation and active traveler had a significant relationship with the Index. Results from the 1996 model confirmed that education, household income, age, trip for pleasure or vacation and active traveler were positively related to the Index. However, the selected travel motivation and destination attribute variables were not shown to have a relationship with the Index. Study Limitations This study is based on two secondary data sets. Secondary data have limitations. It has been recognized that this study has the following limitations. 111 First, the purpose of the original study was not designed for developing a model to examine variables that have an influence on the diversity of nature-oriented tourist behavior. Therefore, the model was limited to the variables that existed in the original study. Second, the activities included in the Nature-based Activity Index were limited to the activities listed in the original study. It has been discovered that some of the popular nature-based activities (e. g., camping) were excluded from the original study. Another problem associated with the activity was that the activities listed in the two data sets were not identical in all cases. Third, some sociodemographic and trip characteristic variables were measured and categorized differently in the two data sets. To make these variables comparable and meaningful in the data analysis, data transformation was used. This involved collapsing original categories of nominal and ordinal data to fewer and a more usable number of categories. The data transformation was deemed to be desirable; however, some information was lost after the data were transformed. Fourth, the original study asked the types of activities in which tourist participated, but did not ask how frequently they participated in these activities. Therefore, people who participated frequently in only a few activities were considered tourists with limited involvement in nature-based activities. Yet, these travelers, who are heavy participants in a few activities are not identified and analyzed in this study. 112 Conclusions and Discussion Several major conclusions can be drawn from the results of this study. First, based on consumer behavior theory, a research model to investigate diverse nature-oriented tourist behavior was developed and it offered moderate explanatory power. Overall, the model explained approximately 14 percent of the variation in the dependent variable, and fit the data to a moderate degree. The sociodemographic variables household income, education and age along with vacation lifestyle - active traveler, and trip purpose (trip for pleasure or vacation), were found to have a significant relationship with the dependent variable, Nature-based Activity Index. However, travel motivations and destination attribute variables were not related to the Index. Therefore, the results of this study offered some evidence to support the suggestion that consumer behavior (in this case, nature tourist behavior) is affected by individual differences. Second, the Nature-based Activity Index is a useful and effective tool to study tourist behavior with respect to their participation in a diversity of nature-based activities while on a trip. In this study, the Index operationalized the concept of diverse nature-oriented tourist behavior by measuring the range of different nature-based activities tourists participated in during their vacations. In this study, the Index is also utilized to segment travelers into the low and high diversity nature-oriented tourist groups to help destination marketers identify target markets. The profile of the two groups show that the high diversity nature-oriented tourists tend to be more affluent and better educated, and are more likely to be on a pleasure trip than the low diversity ll3 nature-oriented tourists. Thus, it is suggested that the high diversity nature-oriented tourist group is a worthwhile segment for target marketing. Third, it was observed that the significant relationship between the Nature-based Activity Index (diverse nature-oriented tourist behavior) and the independent variables was somewhat stable over time. However, the relative predictive power of key variables shifted between time periods. In the 1989 study, the variable trip for pleasure or vacation was the best predictor, and the variable active traveler was the fifth predictor of diverse nature-oriented tourist. However, in the 1996 study, the variable active traveler became the prominent predictor and trip for pleasure or vacation ranked the second in contributing to the variation in the Index. An additional five conclusions have implications for nature-oriented tourism destinations. (l) Sociodemographic variables including household income, education and age account for a significant amount of the variation in tourist participation in varied nature-based activities. The results suggest that travelers who have a higher income and education tend to be more engaged in a diverse set of nature-based activities while on a trip. This finding is congruent with most of the previous studies in the literature which suggests that nature-oriented tourists are more affluent and better educated than general tourists. This study, however, does not confirm Wight’s observation that interest in nature tourism is spreading into many segments of the mainstream market (1996b). This study reinforces that sociodemographic variables such as income and education are good predictors of nature-oriented tourist behavior and are viable variables to be used for 114 marketing. The results have some implications for travel inquiry systems and destination marketing. First, marketers should identify people who seek travel information on a broad array of activities and places and consider them as a target market. These travelers are likely to be more affluent and use more natural resources, tourist products and services in the area when they travel. They could provide more business opportunities and economic benefits for the local area. Second, destination marketing organizations should launch web-based marketing that features various outdoor recreation and natural resources in the state/destination to attract people who search travel information on the web site and have a nature travel orientation. Origin information gained from these activities could be used for a direct marketing campaign. (2) Travel motivation variables including seeking adventure, novelty, physical activity, and social escape did not account for much of the variation in tourists’ participation in a diversity of nature-based activities. Three factors may account for the results in this study. North America may not be perceived as an adventurous destination compared to some destinations in South America, Asia or Africa. The second factor is related to trip purpose. The respondents included in this study are on a general pleasure trip, not on a focused adventure trip. The third factor is that the respondents in this study are international travelers who all tend to have a strong motive for social escape regardless of whether or not they are involved in nature-based activities. The results imply that marketers should look for other travel motivations that are associated with tourist engagement in a diversity of nature-based activities to gain a better understanding 115 of tourists’ needs and interests. Motives normally associated with nature travel were not that predictive in this study. (3) Destination attribute variables including secure and comfortable environment, quality lodging, and ethnic culture did not have an influence on tourist participation in a diverse set of nature-based activities. The results suggest that the variable secure and comfortable environment, quality lodging and ethnic culture do not have a relationship with the Index. Previous studies suggest that nature-oriented tourists tend to place a low priority on safety, comfort, and luxury, but are interested in ethnic culture when selecting travel destinations. This study does not support such findings. The fact that secure and comfortable environment, quality lodging and ethnic culture are not related to tourist involvement in a diversity of nature-based activities may reflect the difference between the casual nature tourist and dedicated nature tourist. The casual nature tourists may be interested in nature but prefer to do it in relative comfort. The dedicated nature tourists are interested in both nature and culture. In addition, the US. and Canada may not be perceived as “ethnic” by British travelers. Therefore, it is important for destinations to provide nature-oriented tourists amenities and a variety of types of accommodations in order to meet tourists’ preferences for services at destinations. (4) Pleasure travelers’ preferences or tastes for nature-based activities tend to change over time. The results suggest that there is a significant difference in tourist participation in nature-based activities between the respondents of the two studies. In the 1996 study, significantly fewer respondents participated in fishing/hunting and in water sports. In addition, in 1996, a significant higher percentage of respondents participated in 116 observing wildlife and bird watching, climbing/hiking, visiting national parks and forests, mountainous areas, and scenic landmarks. These findings may suggest a change in tourists’ preferences for nature-based activities. These changes may also be caused by the different make-up of the two samples. As was described earlier, there appear to be significant differences in income and education which are variables that influence consumer choices. These changes have posed both opportunities and challenges for nature-oriented tourism destinations. On the one hand, tourists’ continued interest in nature and nature-based activities would provide good opportunities for nature-oriented tourism destinations. However, on the other hand, it also suggests that destinations need to keep up with the changes in tastes and the desire for contact with unique natural resources, remote destinations and ecologically sensitive settings. In response to the changes in tourist’s tastes or interests, destination marketing organizations should offer more nature-based activities associated with unique natural resources and settings, and offer less consumptive activities such as fishing and hunting to its target market. (5) Pleasure travelers tend to take shorter vacations, but participate more in an array of nature-based activities at destinations. The results suggest that travelers in the 1996 study spent fewer days away from home on the trip than the travelers in the 1989 study. This may suggest a trend that people take shorter vacations, but engage in more activities at their destinations. To adapt to this change, destinations could design packages to attract travelers that are short in duration and quite varied in activities available to guests. 117 Recommendations for Future Research Five potential areas for future research are recommended below. (1) Seasonality. Most of the nature-based activities are seasonal. Therefore, the impact of seasonality on tourist participation in nature-based activities needs to be explored across destinations and varied activities. (2) Tourist interest in and concern for the environment. This is a recurring theme in studies of nature tourism and is one of the key motivations for traveling to a destination (Uysal, Jurowski, Noe & McDonald, 1994; Weiler and Richins, 1995; and Saleh and Karwacki, 1996). The role of environmental attitude in tourists’ involvement in multiple nature-based activities needs to be explored. (3) Motivations for nature travel. Palacio and McCool (1997) investigated motivations for nature travel and found motives such as seeking solitude, experiencing tranquillity, being close to nature, understanding the natural world better/learning more about nature, improving physical health, and developing outdoor recreation skills and abilities were held by different types of nature tourists. To fully understand pleasure travelers’ engagement in nature-based activities, the relationship of these motives with such tourist behavior needs to be explored. (4) Measuring tourist participation in nature-based activities. 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Yes --- 1 No ----- 2 —> ASK TO SPEAK TO HOUSEHOLD MEMBER 18 OR OVER Including yourself, how many people eighteen years of age or older live in your household at the present time? 1 2 3 4 5 or more i SKIP TO QU.S7 As far as you can remember, in the past three years, that is, since May 1986, how many of these people 18 or over, including yourself, have taken a trip by plane entirely or in part for vacation or pleasure, for four nights or more to destinations outside of the area shown on this map. (HAND MAP TO RESPONDENT) 0 1 2 3 4 5 or more 1 SKIP TO ASK TO SPEAK TO THAT QU.SS PERSON AND SKIP TO QU.S7 For this study we can choose only one person. Of the (ANSWER IN QU.S3) members of your household you just told me took a trip, whose birthday comes soonest after June l/September 1/December ”March 1? (THIS IS THE SELECTED RESPONDENT. SKIP TO QU.S7) And how many people in your household eighteen years of age or over, including yourself, would you say are definitely or veg likely to take such a trip in the next 2 years, that is, a vacation or pleasure trip of four nights or more by plane outside of the countries shown on this map? 0 1 2 3 4 5 or more 1 l TER- ASK TO SPEAK TO THAT MINATE PERSON AND SKIP TO QU.S7 For this study we can choose only one person. Of the (ANSWER 1N QU.SS) members of your household you just told me are definitely or very likely to take a trip, whose birthday comes soonest after June 1/September 1/December l/March 1? (THIS IS THE SELECTED RESPONDENT. SKIP TO QU.S7) (IF TALKING WITH NEW RESPONDENT, REINTRODUCE YOURSELF AND PURPOSE OF STUDY) S7. 88. S9. (Just to be sure that I’m talking to the right person), in the past three years, since May 1986, have you, yourself, taken a trip entirely or in part for holiday or pleasure to somewhere outside of the countries shown on this map? Yes ---- 1 No ----- 2 -9 SKIP TO QU.SIO On any of these trips, did you travel by plane? Yes --- 1 No ----- 2 -) SKIP TO QU.SIO And were any of these plane trips for four nights or longer? Yes ----- 1 No ----- 2 131 810. 1a) 1b) 1c) In the next two years, that is, before June 1991, how likely is it that you, yourself, will fly to somewhere outside of the countries shown on this map entirely or in part for vacation or pleasure and stay away from home at least four nights? Would you say that you (READ LIST-CIRCLE ONE) Will definitely take such a trip 1 are veg likely to take such a trip 2 are somewhat likely to do so 3' IF CODE 1 NOT CIRCLED _m_igl_11 or might not take such a trip 4] —) IN QU.S9 TERMINATE QR are m; likely to take such a trip 5 AND RECORD Now I’d like you to think about the vacation or pleasure trips of Log nights or longer that you have taken in the past thfl years. Please include al_l the vacation or pleasure trips you have taken, n_ot just those to places outside the countries shown on this map. Remember to include only those trips that were either entirely or in part for pleasure. In the past three years since May 1986, about how many vacation or pleasure trips, in total, have you taken that were {par nights or longer? (RECORD NUMBER) trips IF 00, SKIP TO INSTRUCTION AFTER QU. 10b On how many of these trips did you travel to your destination by plane? trips IF 00, SKIP TO INSTRUCTION AFTER QU.10b And for how many of these trips by plane was your furthest destination from home (READ LIST AND RECORD NUMBER FOR EACH - NUMBERS MUST ADD TO NUMBER OF TRIPS IN QU. 1b) somewhere in the United Kingdom {—17 _J trips (D) somewhere else in western or eastern -—~v —-, Europe, including Turkey l trips (C) some other country -- y y in the area shown on this map 1 _ I trips (B) somewhere outside of the area shown on this map I l l trips (A) IF BOX A = 0 SKIP TO INSTRUCTION AFTER QU.10b. IF BOX A = 01 ASK QU.2a to 2d ABOUT THIS TRIP OUTSIDE THE AREA SHOWN ON THE MAP. IF BOX A = 02 OR MORE, ASK QU.2a to 2d ABOUT MOST RECENT _AfiQ SECOND MOST RECENT TRIP OUTSIDE THE AREA SHOWN ON THE MAP. 132 2a) Thinking about your (most recent/second most recent) trip of four nights or longer to somewhere outside of the area on the map, which of these places did you visit on that trip? (HAND CARD “A” - CIRCLE AS MANY AS APPLY) Most Second most recent recent Mainland U.S.A 1 1 Canada 2 2 Mexico 3 3 Central/South America 4 4 The West Indies/Caribbean 5 5 Central/South Africa 6 6 Far East/Asia 7 7 Hawaii/Guam/American Samoa 8 8 Other South Pacific 9 9 Australia/New Zealand 0 0 Other (SPECIFY) 2b) Which pa; of the trip descriptions on this card best describes what type of trip this was? (HAND CARD “B” - CIRCLE ONE ONLY) A visit to friends and relatives 1 1 A touring trip 2 2 A city trip 3 3 An outdoor trip 4 4 A resort trip 5 5 A trip to an exhibition, special event, amusement or theme park 6 6 A cruise 7 7 A trip that combined business and pleasure 8 8 (IF MAINLAND U.S.A. CIRCLED IN QU.2a ASK QU.20. IF CANADA CIRCLED IN QU.2a ASK QU.2d. ALL OTHERS SKIP TO INSTRUCTION AFTER QU.2d) 133 2c) And while you were _ia the United States, by which of the following did you travel? (HAND CARD “C” - CIRCLE AS MANY AS APPLY) Most Second most recent recent Plane 1 1 Train 2 2 Bus between cities 3 3 Public transportation within cities (e.g., bus, subway, street- car, etc. but not including taxis 4 4 Boat 5 5 Rented car 6 6 Private car 7 7 Camper or recreational vehicle 8 8 2d) And while you were i_n Canada, by which of the following did you travel? (HAND CARD “C” - CIRCLE AS MANY AS APPLY) Most Second most recent recent Plane 1 1 Train 2 2 Bus between cities 3 3 Public transportation within cities (e.g., bus, subway, street- car, etc. but not including taxis 4 4 Boat 5 5 Rented car 6 6 Private car 7 7 Camper or recreational vehicle 8 8 IF BOX A IN QU. lc = 01, CONTINUE. 1F BOX A IN QU.1c = 02, OR MORE, ASK QU.3a TO QU. 10 ABOUT MOST RECENT TRIP. SAY: Nowjust thinking about your most recent trip...) 3a) On that trip to (DESTINATION 1N QU.2a), how many nights, in total, were you away from home? (RECORD NUMBER) [I]: 3b) And when did you take that trip? Please tell . me the month and the year you started that trip l_ _1_____9_ l8 L“ (month) (year) 4a) Whom did you travel with on this trip? (CIRCLE AS MANY AS APPLY) Traveled alone 1 —> SKIP TO QU.Sa Wife/husband/girlfriend/boyfriend Child(ren) Father/mother Other relatives Friends Organized group/club/etc. Business associates/colleagues Other (SPECIFY) “\IONLIIAUJN 4b) Including yourself, how many people were there in your immediate travel party? (CIRCLE ONE ONLY) 1 2 3 4 5 6 7 8 9 or more 134 4c) 5a) 5b) 6a) 6b) 7a) 7b) 7c) 8a) And how many of these were under 18 years of age? (CIRCLE ONE ONLY) 0 1 2 3 4 5 6 7 8 9 or more How long before your trip did you definitely decide to go to (DESTINATION)? (CIRCLE NUMBER IN APPROPRIATE BOX) I_._ I I weeks OR I. I_I months OR III—T years And how long before your trip did you actually start booking it? ——r r“_'?’“ ' LI I weeks OR | I Imonths OR [ I Iyears What different sources of information, if any, did you use when you were planning the trip? (CIRCLE AS MANY AS APPLY) Qu. 6a Qu. 6b Talked to travel agent 1 1 Picked up brochures/pamphlets 2 2 Talked to friends/family members 3 3 Airline 4 4 Tour operator/company 5 5 Read articles/features in newspapers/magazines ---------- 6 6 Books/went to library 7 7 Automobile association 8 8 Government tourism office/board 9 9 Embassy/consulate 0 0 Clubs/associations x x Advertisements v v Other (specify) None x x And which gr; of these sources would you say was the most important? (CIRCLE ONEJ Was either your flight or your accommodation included as part of a package or anything else? Yes - 1 No ----- 2 —9 SKIP TO Qu. 8a Did the package include (READ EACH ITEM 1N TURN - CIRCLE YES OR NO FOR EACH) _6_5 1:19 Airfare to and from your destination 1 A“ Accommodation 2 B“ A rented car 3 C A guide who led you and a group on a planned itinerary for several days 4 D Where did you book your package? (CIRCLE ONE ONLY) Travel agent 1 I [F CODE A“ OR B‘ CIRCLED Tour operator/holiday company ------------ 2 L_. IN QU.7b, ASK QU.8a/8b Directly with airline 3 I AS NECESSARY. ALL Other (specify) _J OTHERS SKIP TO QU.9 Where did you book your flight to and from your destination? (CIRCLE ONE ONLY) Travel agent 1 Directly with airline 2 Bucket shop 3 Other (specify) 135 8b) And where did you book your accommodation? (CIRCLE AS MANY AS APPLY) Travel agent Directly with airline Bucket shop Stayed with friends/relatives ---------- Did not book in advance Other (specify) khaki-AN— 9. Which of the following activities did you actually take part in during your holiday? (READ LIST STARTING AT X-ED ITEM - CIRCLE AS MANY AS APPLY) Start liar; Attending concerts/live theater Attending local festivals/fairs/other special events Attending sporting events Climbing, hiking, etc. Getting to know the local inhabitants Dining out in restaurants C‘Mchb-DN— Fishing Going on short guided excursions/tours Golfing or playing tennis Horse-riding Hunting Observing wildlife/bird watching <> TERMINATE SC2a. How many family members, including yourself, are in your household? people SC2b. How many people among them are 18 years old or older? 1 —9 GO TO SC4 2 3 4 5 or more 148 SC3. SC4 SC5. SC6. SC7. SC8. SC9. SCIO- We are conducting an interview with only one person per household. Among your family members aged 18 or older, 1 would like to ask the person whose birthday is closest to today to cooperate in this survey. Would you please ask him/her? C After the person comes —> GO TO SC4 (If the number of respondents of each age bracket has been completed, ask the person whose birthday is next closest to that date.) (Observation) Sex Male .......................................................................... 1 Female ....................................................................... 2 (Card 2) Would you mind telling me your age? 18-19 .................................................................... 1 20-24 .................................................................... 2 25-29 .................................................................... 3 30-34 .................................................................... 4 35-39 .................................................................... 5 40-44 .................................................................... 6 45-49 .................................................................... 7 50-54 .................................................................... 8 55-59 .................................................................... 9 60-64 .................................................................... 10 65 or older ............................................................ 1 1 Other than the above ............................................ 12 —> TERMINATE How many times did you make an overnight trip of 4 nights or longer for pleasure in the past three years (from Janum 1993 to today)? In the case of a business trip which includes pleasure, please include that trip in your answer. time (5) Note: When the answer is 00, SKIP TO SCl6a. (TO THOSE WHO MADE A TRIP ONCE OR MORE IN SC6 Of those trips, how many times did you travel _b_y_a_ir in total? How many were domestic trips? How many were trips to Europe or the Mediterranean? How many were long-haul trips outside Europe or the Mediterranean (see map)? SC7 SC8 SC9 SC 1 0 Total Domestic Europe/ Other long-haul Mediterranean (GO TO SC16A IF SCIO IS “00") 149 SC 1 1. (Card 3) Where did you travel abroad in the past three years? SC 12. (Card 3) Regarding the most recent trip, where did you travel abroad? Please exclude countries of transit. (TO THOSE WHO MENTIONED TWO COUNTRIES OR MORE IN SC12. IN THE CASE OF ONLY ONE DESTINATION, RECORD THE ANSWER IN SC12) SC 1 3. (Card 3) Among the countries or cities, where did you stay for the longest period? (TO THOSE WHO TRAVELED TWICE OR MORE FOR SC9 AND SC 10 IN TOTAL. FOR THOSE WHO MENTIONED ONE TIME IN TOTAL, GO TO SC16) SC14. (Card 3) Where did you visit on the second most recent trip? SC 1 5. (Card 3) Where did you stay for the longest period? SC11 SC12 SC13 SC14 SC15 The Second The Travel Most Longest Most Longest Overall Recent gay Recent Stay Alaska 01 01 01 01 01 Mainland U.S.A. 02 02 02 02 02 Hawaii/South Pacific Islands 03 03 03 03 03 US. Virgin Island/Puerto Rico 04 04 04 04 04 Canada 05 05 05 05 05 Mexico 06 06 06 06 06 Central/South America 07 07 07 07 07 The West Indies/Caribbean 08 08 08 08 08 South Afi'ica O9 09 09 09 09 Other Africa 10 10 10 10 10 Australia 11 1 1 ll 11 l 1 New Zealand 12 12 12 12 12 South East Asia/Far East 13 l3 13 13 13 Other Asia 14 14 14 14 14 150 (TO ALL RESPONDENTS) SCl6a. Have you even taken a long-haul trip (outside area on the map), either entirely or in part of for a holiday? I CS ........................................................................................... 1 N0 ............................................................................................ 2 SC16b. (Card 4) In the next two years, that is, before January 1998, how likely is it that you, yourself, will fly to somewhere outside of the area on the map for 4 nights or longer on a pleasure trip? Please choose only one applicable answer. Will definitely take such a trip ........................................................................ 1 Am very likely to take such a trip ................................................................... 2 Am somewhat likely to do so ......................................................................... 3 Might or might not take such a trip ................................................................. 4 Am not likely to take such a trip ..................................................................... 5 SC17. For your family members aged 18 or older, excluding yourself, are there any who flew abroad for 4 nights or longer in the past three years on a pleasure trip? In the case of a business trip that includes pleasure, please include this trip in your answer. SQ Yes ............................................................... 1 —-) person(s) No ................................................................ 2 SO How many? RESPONDENT SEGMENTATION (Segment the respondents into only one group) Travelers to the US. (1 to 4 in SCI 1) .................................................................. 1 —> Check the number of Travelers to Canada (5 in SCI 1) .......................................................................... 2 -> respondents to be completed Travelers to other countries .................................................................................. 3 —> and, if necessary, ask the Those who intend to travel abroad (00 in SC 1 0) .................................................. 4 -> respondents to cooperate in the main survey Those who did not make trips of 4 nights or longer in the past three years (00 in SC10) and those who do not intend to take such a trip within two years (SC16b=l to 4) .......................................................................... 5 —-> TERMINATE 151 SECTION 1A: PAST TRAVEL PIa) In the past three years, since January 1993, about how many holiday trips have you taken for four nights or more ? Include holidays both inside and outside of the UK, but remember to count only those trips that were either entirely or in part for a holiday. RECORD NUMBER trips (IF 00 SKIP TO 0.33) Plb) On how many of these trips did you travel to your destination by plane? RECORD NUMBER trips (IF 00 SKIP TO 0.33) Plc) Of the plane trips you took, how many times did you travel (READ LIST AND RECORD NUMBER FOR EACH - NUMBERS IN Plc AND Pld MUST ADD TO NUMBER OF TRIPS IN Plb) in the U. K. only? trips to Europe or the Mediterranean only? trips Pld) And how many of these trips did you take somewhere outside of the area shown on the map? trips IF Pld is 00, GO TO Q33 152 | MOST RECENT TRIP ] la) Thinking about your most recent trip of four nights or longer to somewhere outside of the area on the map, which of these places did you visit on that trip? Don’t include places that were airport stop-overs only. (HAND CARD “A”) MULTIPLE RESPONSE IF ONLY ONE DESTINATION AT Qla TRANSFER CODE TO le lb) (If visited more than one place) in which place did you stay the longest? [SINGLE RESPONSE ONLY] 1a 1b Most Recent Longest Alaska 01 01 Mainland U.S.A. 02 02 Hawaii/South Pacific Islands 03 03 US. Virgin Islands/Puerto Rico 04 04 Canada 05 05 Mexico 06 06 Central/South America 07 07 The West Indies/Caribbean 08 08 South Africa 09 09 Other Africa 10 10 Australia 11 l 1 New Zealand 12 12 South East Asia/Far East 13 13 Other Asia 14 14 2) What was the main purpose of this trip? SINGLE RESPONSE To visit friends or relatives .................................................................. 1 To combine business and pleasure ...................................................... 2 For pleasure or a vacation ................................................................... 3 Personal matters (e.g., honeymoon, wedding, medical ....................... 4 A company vacation ............................................................................ 5 To study abroad ................................................................................... 6 Shopping ............................................................................................. 7 Other (specify) .................................................................................... 9 3) On your most recent trip, how many nights, in total, were you away from home? (RECORD NUMBER) nights Don’t know 999 153 4a) 4b) 4c) 5a) 5b) ~.-_ — w”...~ When you originally left the UK. for this trip, with whom were you traveling? MULTIPLE RESPONSE Traveled alone ......................................................................... 01 -) SKIP TO Q5a Wife/husband/girlfriend/boyfriend .......................................... 02 Child/Children ......................................................................... 03 Father/Mother .......................................................................... 04 Other relatives ......................................................................... 05 Friends ..................................................................................... 06 Organized group/clubs/etc. ...................................................... 07 Business associates/colleagues ................................................ 08 Other ....................................................................................... 98 Including yourself, how many people were there in your immediate travel party when you left the UK? (SINGLE RESPONSE) 2 3 4 5 6 7 8 9 or more And how many of these were under 18 years of age? (SINGLE RESPONSE) 0 l 2 3 4 5 6 7 8 9 or more How long before your most recent trip did you definitely decide to go? weeks OR months OR years And how long before your most recent trip did you actually start booking it? [RECORD NUMBER IN APPROPRIATE BOX] weeks OR months OR years 154 6) What were the three important sources of information used in planning your trip? [HAND CARD “C”] (CIRCLE ONLY THREE) Talked to a travel agent ............................................................................. 01 Picked up brochures/pamphlets ................................................................ 02 Talked to friends/family members ............................................................. 03 Airline ....................................................................................................... 04 Tour operator/company ............................................................................. 05 Read articles/features in newspapers/magazines ....................................... 06 Movies/TV/shows ..................................................................................... 07 Travel programs ........................................................................................ 08 Books/went to the library .......................................................................... 09 Automobile association ............................................................................. 10 Government tourism office/board ............................................................. 1 l Embassy/consulate .................................................................................... 1 2 C lubs/associations ..................................................................................... 13 Advertisements .......................................................................................... 14 Business colleagues ................................................................................... 15 On-line services (e.g., Videotext, Internet) ............................................... 16 Other (specify) ............................................... 98 None .......................................................................................................... 97 7a) Was this a package tour (e.g., was your hotel or anything else included with your flight)? Yes ................................................................. 1 No .................................................................. 2 —) SKIP TO Q.8a 7b) Did the organized package or tour include... (READ EACH ITEM IN TURN-CIRCLE YES OR NO FOR EACH) YES NO 1) Scheduled airfare to and from your destination A 2 ii) Charter airfare to and from your destination A 2 iii) All accommodation 1 2 iv) A few nights accommodation 1 2 v) A hired car 1 2 vi) A guide who took you on a planned itinerary for several days 1 2 vii) Local transportation 1 2 viii) All meals 1 2 ix) Some meals 1 2 x) Admission tickets to theme parks, shows or other entertainment 1 2 xi) Other (specify) 1 2 FIF NO TO ALL OF THE ABOVE SKIP TO Q.8A ] 7c) Where did you buy the organized package or tour? (SINGLE RESPONSE) Discounted air ticket supplier .......................................................... 1 Independent travel agent ................................................................. 2 Tour operator/holiday company ...................................................... 3 Multiple (e.g., Thomas Cook, LunnPoly) ....................................... 4 On-line services (e.g., Videotext, Internet) ..................................... 5 Telephone numbers advertised on television .................................. 6 Other (specify) ................................... 8 155 [ SKIP TO Q.9A IF “A” CIRCLED IN Q7B ] 8a) 8b) 9a) 9b) 9c) Where did you purchase your flight to and from your destination? (SINGLE RESPONSE) Discounted air ticket supplier .................................................... 1 Independent travel agent ........................................................... 2 Directly with airline .................................................................. 3 Multiple (e.g., Thomas Cook, LunnPoly) .................................. 4 On-line services (e.g., Videotext, Internet) ............................... 5 Other (specify) ...................................... 8 Was your flight on a scheduled airline (e. g., British Airways) or a charter? Scheduled air ............................................................. 1 Charter ....................................................................... 2 Thinking now about the expenditures of all the people included in your travel budget, approximately what was the total amount spent on your trip (including air travel, food, accommodation, transportation, entertainment, shopping, souvenirs, etc., but not pre-trip shopping)? RECORD NUMBER IN BOXES Don’t know 99999 And how many people were included in the travel budget? (SINGLE RESPONSE) 1 2 3 4 5 6 7 8 9 or more And, approximately how much of the total amount was spent on: READ OUT EACH CATEGORY AND RECORD NUMBER IN BOXES (INTERVIEWER-CHECK OUT OF 9c ADDS TO 9a) Travel package/organized tours (CHECK: ONLY IF “I” IN 07a) 51 Travel to and from the country not included in packages or organized tours 12 Transportation within the country not included in packages or organized tours 1‘. Accommodation not included in package or organized tours £ Shopping £ Other expenses (e.g., excursions, entertainment, insurance, meals) £ 156 10) In what type(s) of accommodation did you spend at least one night on your most recent trip? (MULTIPLE RESPONSE) Home of friends or relatives ...................................................................... 01 Luxury hotel (such as Hilton or Sheraton) ................................................ 02 Mid price hotel (such as Holiday Inn/Ramada .......................................... 03 Budget hotel (Motel 6) .............................................................................. 04 Resort (e.g., that provides all facilities and activities) ............................... 05 Ski resort ................................................................................................... 06 Lodge (hunting, fishing lodge) .................................................................. 07 Camper van park ....................................................................................... 08 Tourist home/bed & breakfast ................................................................... 09 Backpackers/youth hostel/university accommodation ............................... 10 Other (specify) ................................................. 98 11) (READ Q.Il AND THEN HAND QUESTIONNAIRE AND PENCIL TO RESPONDENT) Here are some different things that may or may not have been important to you in planning your long-haul trip. For each item listed, please circle the corresponding number to show how important that item was to m when deciding to take your most recent trip. START FROM [X] ITEM IMPORTANCE IN SELECTION YOUR DESTINATION Interviewer, write in country name: The scale to be used is 4-Very Important, 3-Somewhat Important, 2-Not Very Important, l-Not at all Important. Very Somewhat Not very Not at all Important Important Important Important a. Good public transportation (such as airlines, local transit systems) 4 3 2 l b. Ease of driving on my own in the destination (e.g., hiring a car, insurance, signage, maps, etc.) 4 3 2 1 c. Availability of comprehensive pre-trip and in-country tourist information 4 3 2 l d. Destination that provides value for my holiday money 4 3 2 1 e. The best deal I could get 4 3 2 1 f. Outstanding scenery 4 3 2 l g. Exotic atmosphere 4 3 2 1 h. Nice weather 4 3 2 1 1. Personal safety, even when traveling alone 4 3 2 l j. Environmental quality of air, water and soil 4 3 2 l k. Standards of hygiene and cleanliness 4 3 2 1 1. Arts and cultural attractions (e.g., live theatre, concerts, dance, opera, ballet) 4 3 2 1 m. Trying new foods 4 3 2 1 n. Experiencing a simpler lifestyle 4 3 2 l o. Experiencing a new and different lifestyle 4 3 2 l p. Meeting new and different people 4 3 2 1 q. Meeting people with similar interests 4 3 2 1 r. Opportunity to see or experience people from a number of ethnic backgrounds or nationalities (e.g., French or Spanish in North America) 4 3 2 1 s. Opportunity to see or experience unique or different aboriginal or indigenous peoples (e.g., Native Americans) 4 3 2 l 157 Activities for the entire family Outdoor activities such as hiking, climbing Primitive outdoor camping/tenting experience Shopping Doing nothing at all Just relaxing $335133" AAA-AAA wwwwww NNNNNN _-_~— hub WU) NN Interesting rural countryside Historical or archaeological buildings and places Visits to appreciate natural ecological sites like forests, wetlands, or animal reserves ac. Visiting a place I can talk about when I get home ad. Going places 1 have not visited before ae. Going places my friends have not been af. Doing or seeing things which represent a destination unique identity 38‘” hunk-bk wwww NNNN I—I—nu—I— & b.) N ag. Opportunity to increase one’s knowledge about places, people and things ah. Getting a change from a busy job ai. Getting away from the demands of home aj. Escaping from the ordinary ak. Finding thrills and excitement al. Having fun, being entertained Indulging in luxury (such as luxury hotels or fine dining) an. Being together as a family ao. Visiting friends and relatives ap. Other (specify) AJkJB-h-h-B wwwwww NNNNNN ——.—_.__ 5&45-5 wwww NNNN t—o—u—n— PLEASE HAND BACK TO INTERVIEWER 12) Which of the following activities did you actually take part in during your most recent trip? (READ LIST STARTING AT X-ED ITEM) - MULTIPLE RESPONSE ACTIVITIES IN THE DESTINATION Interviewer, write in country name: Staying in campgrounds or trailer parks ............................................................................................. 01 Stay at a resort area ............................................................................................................................. 02 Visiting health spas ............................................................................................................................ 03 Dining in fine restaurants ................................................................................................................... 04 Informal or casual clinging with table service ..................................................................................... 05 Dining in fast food restaurants or cafeterias ....................................................................................... 06 Enjoying ethnic cultural/events (e.g., festivals, music, neighborhoods, food) .................................... 07 Arts and cultural attractions (e. g., live theatre, concerts, dance, opera, ballet) ................................... 08 Visiting museums/galleries ..... . ............................................................................... 09 Local crafts and handiwork ................................................................................................................ 10 Sampling local foods .......................................................................................................................... 11 Getting to know local people .............................................................................................................. 12 See or experience people from a number of different ethnic backgrounds or nationalities (e.g., French or Spanish in North America) ........................................................................................ 13 See or experience unique or different aboriginal or indigenous peoples (e.g., Native Americans) ..................................................................................................................... 14 Observing wildlife/bird watching ....................................................................................................... 15 Visiting national, state or provincial parks and forests ....................................................................... 16 Taking a nature and/or science learning trip ....................................................................................... 17 Visits to appreciate natural ecological sites like forests, wetlands, or animal reserves ....................... 18 Visiting protected lands/areas where animals/birds, marine life or vegetation are protected ............. 19 158 Alpine skiing (downhill) ..................................................................................................................... 20 Other winter sports ............................................................................................................................. 21 Sunbathing or other beach activities ................................................................................................... 22 Swinuning .......................................................................................................................................... 23 Water sports (eg. waterskiing, sailing, canoeing) ............................................................................... 24 White water rafting ............................................................................................................................. 25 Diving (Snorkeling or Scuba)/Surfing ................................................................................................ 26 Golfing/Tennis .................................................................................................................................... 27 Outdoor activities such as climbing, hiking, etc. ................................................................................ 28 Bicycle riding (touring, mountain, day trips) ..................................................................................... 29 Horse-riding ....................................................................................................................................... 30 Hunting/Fishing ................................................................................................................................. 31 Walking tours ..................................................................................................................................... 32 Motorcycling ...................................................................................................................................... 33 Visiting places where you can experience life on a ranch .................................................................. 34 Attending spectator sporting events .................................................................................................... 35 Shopping ............................................................................................................................................ 36 Short guided excursions/tours ............................................................................................................ 37 Sightseeing in cities ............................................................................................................................ 38 Taking pictures or filming .................................................................................................................. 39 Taking a cruise for a day or less ......................................................................................................... 40 Taking a cruise of one or more nights ................................................................................................ 41 Visiting friends or relatives ................................................................................................................ 42 Visiting theme parks or amusement parks .......................................................................................... 43 Attending local festivals/fairs/other special events ............................................................................. 44 Visiting night clubs or other places of entertainment (bars, discos, dancing, etc.) ............................. 45 Visiting casinos and other gambling .................................................................................................. 46 Visiting mountainous areas ................................................................................................................ 47 Visiting remote coastal attractions like fishing villages or lighthouses .............................................. 48 Seeing big modern cities .................................................................................................................... 49 Visiting small towns and villages ....................................................................................................... 50 Visiting scenic landmarks ................................................................................................................... 51 Driving to scenic places ...................................................................................................................... 52 Visiting places of historical interest ................................................................................................... 53 Visiting historical military sites (e.g., battlefields) ............................................................................. 54 Visiting sites commemorating important people ................................................................................ 55 Visiting places with religious significance (e.g., churches, temples) .................................................. 56 Visiting places of archaeological interest ........................................................................................... 57 Other (specify) .......................................................................... 58 NOW WE ARE TALKING ABOUT THE PLACE YOU SPENT THE LONGEST AMOUNT OF TIME IN [DESTINATION 1b] 13a) Overall, how satisfied were you with your trip to (DESTINATION 018)? Would you say you were (READ LIST - SINGLE RESPONSE) with your trip? Very satisfied .................................................... 4 Somewhat satisfied ........................................... 3 Not very satisfied .............................................. 2 _O_r not at all satisfied ......................................... l 159 13b) Overall, on a scale of l to 10, where one means “extremely low value for money” and 10 means “extremely high value for money”, how would you rate your most recent holiday within (DESTINATION QIB) in terms of its value for money? (SINGLE RESPONSE) DK 1 2 3 4 5 6 7 8 9 10 99 13c) And in the next 5 years, how likely is it that you will take another holiday to (DESTINATION Q1 B)? READ OUT SINGLE RESPONSE Very likely ........................................................ 4 Somewhat likely ............................................... 3 Not very likely .................................................. 2 Q not at all likely ............................................. 1 LASK Q14 AND Q15 IF CODE 5 “CANADA” IS CIRCLED IN Qla ] 14) And while you were in Canada, by which of the following forms of transport did you travel? READ OUT. MULTIPLE RESPONSE Plane ............................................................................................................... 01 Train ................................................................................................................ 02 Bus between cities ........................................................................................... 03 Public transportation within cities (e.g., bus, subways, tram) ......................... 04 Cruise ship ...................................................................................................... 05 Other types of boats ........................................................................................ 06 Hired car ......................................................................................................... 07 Hired recreational vehicles .............................................................................. 08 Friend’s car ..................................................................................................... 09 Taxi or limo .................................................................................................... 10 Bicycle/moped ................................................................................................ 1 1 Motorbike ....................................................................................................... 12 Other (specify) ......................................... 98 15) How many nights did you spend in Canada? RECORD NUMBER DK 999 [ASK Q16 AND Q17 IF ANY OF CODES 14 ARE CIRCLED IN Qla J 160 16) And while you were in the US, by which of the following forms of transport did you travel? READ OUT. MULTIPLE RESPONSE Plane ............................................................................................................... 01 Train ................................................................................................................ 02 Bus between cities ........................................................................................... 03 Public transportation within cities (e.g., bus, subways, tram) ......................... 04 Cruise ship ...................................................................................................... 05 Other types of boats ........................................................................................ 06 Hired car ......................................................................................................... 07 Hired recreational vehicles .............................................................................. 08 Friend’s car ..................................................................................................... 09 Taxi or limo .................................................................................................... 10 Bicycle/moped ................................................................................................ 1 1 Motorbike ....................................................................................................... 12 Other (specify) ......................................... 98 17) How many nights did you spend in the US? RECORD NUMBER BK 999 161 1 SECTION 1B: SECOND MOST RECENT TRIP I REFER TO Q.P1d re: NUMBER OF TRIPS TAKEN OUTSIDE OF THE AREA SHOWN ON THE MAP IF RESPONDENT TOOK ONLY ONE TRIP -—> GO TO SECTION 2: GENERAL TRAVEL INTENTIONS | IF CANADA WAS IN MOST RECENT TRIP - [REFER Qla], SKIP TO Q 18C. ] 18a) In the past three years, have you traveled to Canada entirely or in part for pleasure? SINGLE RESPONSE Yes ................................................................. 1 No .................................................................. 2 GO TO Ql8c 18b) Was this trip to Canada: The second last trip ........................................ l [ GO TO An earlier trip ................................................. 2 [ Q18d 18c) SHOW MAP. Thinking about your second most recent trip of four nights or longer to somewhere outside of the area shown on the map, which of these places did you visit on that trip? MULTIPLE RESPONSE. THEN GO TO 18e. THE FOLLOWING QUESTIONS ARE ABOUT THAT TRIP TO CANADA 18d) Where else did you visit on that trip to Canada? CIRCLE CANADA IF ONLY ONE DESTINATION AT Ql8c OR Q18d CIRCLED, TRANSFER CODE TO Q18e THEN GO TO Q18f 18c) (If visited more than one place) On that trip, in which place did you stay the longest? SINGLE RESPONSE 18c/d 18e Most Recent Longest Alaska 01 01 Mainland U.S.A. 02 02 Hawaii/South Pacific Islands 03 03 US. Virgin Island/Puerto Rico 04 04 Canada 05 05 Mexico 06 O6 Central/South America 07 07 The West Indies/Caribbean 08 08 South Africa 09 09 Other Africa 10 10 Australia 1 1 11 New Zealand 12 12 South East Asia/Far East 13 13 Other Asia 14 14 162 181) What was the main purpose of this trip? SINGLE RESPONSE To visit friends or relatives .................................................................. 1 To combine business and pleasure ...................................................... 2 For pleasure or a vacation ................................................................... 3 Personal matters (e.g., honeymoon, wedding, medical ....................... 4 A company vacation ............................................................................ 5 To study abroad ................................................................................... 6 Shopping ............................................................................................. 7 Other (specify) .................................................................................... 9 19) On your most recent trip, how many nights, in total, were you away from home? (RECORD NUMBER) nights Don’t know 999 20a) When you originally left the UK. for this trip, with whom were you traveling? MULTIPLE RESPONSE Traveled alone ......................................................................... 01 —> SKIP TO 021a Wife/husband/girlfriend/boyfrlend .......................................... 02 Child/Children ......................................................................... 03 Father/Mother .......................................................................... 04 Other relatives ......................................................................... 05 Friends ..................................................................................... 06 Organized group/clubs/etc ....................................................... 07 Business associates/colleagues ................................................ 08 Other ....................................................................................... 98 20b) Including yourself, how many people were there in your immediate travel party? SINGLE RESPONSE 2 3 4 5 6 7 8 9 or more 20c) And how many of these were under 18 years of age? SINGLE RESPONSE 0 1 2 3 4 5 6 7 8 9 or more 21a) How long before your trip did you definitely decide to go? (RECORD NUMBER IN APPROPRIATE BOX) . weeks OR months OR years 21b) And how long before your trip did you actually start booking it? (RECORD NUMBER IN APPROPRIATE BOX) weeks OR months OR years 163 22) What were the three important sources of information used in planning your trip? (HAND CARD “C”) CIRCLE ONLY THREE Talked to a travel agent ............................................................................. 01 Picked up brochures/pamphlets ................................................................ 02 Talked to friends/family members ............................................................. 03 Airline ....................................................................................................... 04 Tour operator/company ............................................................................. 05 Read articles/features in newspapers/magazines ....................................... 06 Movies/TV/shows ..................................................................................... 07 Travel programs ........................................................................................ 08 Books/went to the library .......................................................................... 09 Automobile association ............................................................................. 10 Government tourism office/board ............................................................. l l Embassy/consulate .................................................................................... 1 2 Clubs/associations ..................................................................................... 1 3 Advertisements .......................................................................................... l 4 Business colleagues ................................................................................... 15 On-line services (e.g., Videotext, lntemet) ............................................... 16 Other (specify) ............................................... 98 None .......................................................................................................... 97 23a) Was this a package tour (e.g., was your hotel or anything else included with your flight)? Yes ................................................................. 1 No .................................................................. 2 -—> SKIP TO Q.24a 23b) Did the organized package or tour include... (READ EACH ITEM 1N TURN-CIRCLE YES OR NO FOR EACH) YES NO 1) Scheduled airfare to and from your destination A 2 ii) Charter airfare to and from your destination A 2 111) All accommodation 1 2 iv) A few nights accommodation 1 2 v) A hired car I 2 vi) A guide who took you on a planned itinerary for several days 1 2 vii) Local transportation 1 2 viii) All meals 1 2 ix) Some meals 1 2 x) Admission tickets to theme parks, shows or other entertainment 1 2 xi) Other (specify) 1 2 | IF No To ALL OF THE ABOVE SKIP To Q.24A ] 23c) Where did you buy the organized package or tour? (SINGLE RESPONSE) Discounted air ticket supplier .......................................................... 1 Independent travel agent ................................................................. 2 Tour operator/holiday company ...................................................... 3 Multiple (e.g., Thomas Cook, LunnPoly) ....................................... 4 On-line services (e.g., Videotext, lntemet) ..................................... 5 Telephone numbers advertised on television .................................. 6 Other (specify) ................................... 8 164 | SKIP TO Q.25B IF “A” CIRCLED IN 2233 7 24a) 24b) 25a) 25b) 25c) Where did you purchase your flight to and from your destination? (SINGLE RESPONSE) Discounted air ticket supplier .................................................... 1 Independent travel agent ........................................................... 2 Directly with airline .................................................................. 3 Multiple (e.g., Thomas Cook, LunnPoly) .................................. 4 On-line services (e.g., Videotext, lntemet) ............................... 5 Other (specify) ...................................... 8 Was your flight on a scheduled airline (e.g., British Airways) or a charter? Scheduled air ............................................................. 1 Charter ....................................................................... 2 Thinking now about the expenditures of all the people included in your travel budget, approximately what was the total amount spent on your trip (including air, tour, food, accommodation, transportation, entertainment, shopping, souvenirs, etc, but not pre-trip shopping)? RECORD NUMBER IN BOXES £ Don’t know 99999 And how many people were included in the travel budget? SINGLE RESPONSE 1 2 3 4 5 6 7 8 9 or more And, approximately how much of the total amount was spent on: READ OUT EACH CATEGORY AND RECORD NUMBER IN BOXES (INTERVIEWER-CHECK OUT OF 25c ADDS TO 253) Travel package/organized tours (CHECK: ONLY IF “I” IN Q23a) IL Travel to and from the country not included in packages or organized tours £ Transportation within the country not included in packages or organized tours 11 Accommodation not included in package or organized tours 12 Shopping £ Other expenses (e.g., excursions, entertainment, insurance, meals) £ 165 26) 27) In what type(s) of accommodation did you spend at least one night on your second most recent trip? (MULTIPLE RESPONSE) Home of friends or relatives ...................................................................... Ol Luxury hotel (such as Hilton or Sheraton) ................................................ 02 Mid price hotel (such as Holiday Inn/Ramada .......................................... 03 Budget hotel (Motel 6) .............................................................................. 04 Resort (e.g., that provides all facilities and activities) ............................... 05 Ski resort ................................................................................................... 06 Lodge (hunting. fishing lodge) .................................................................. 07 Camper van park ....................................................................................... 08 Tourist home/bed & breakfast ................................................................... 09 Backpackers/youth hostel/university accommodation ............................... 10 Other (specify) ................................................. 98 Which of the following activities did you actually take part in during that trip? (READ LIST STARTING AT X-ED ITEM) - MULTIPLE RESPONSE ACTIVITIES IN THE DESTINATION Interviewer, write in country name: Staying in campgrounds or trailer parks ............................................................................................. 0| Stay at a resort area ............................................................................................................................. 02 Visiting health spas ............................................................................................................................ 03 Dining in fine restaurants ................................................................................................................... 04 lnfonnal or casual dinging with table service ..................................................................................... 05 Dining in fast food restaurants or cafeterias ....................................................................................... 06 Enjoying ethnic cultural/events (e.g., festivals, music, neighborhoods, food) .................................... 07 Arts and cultural attractions (e. g., live theatre, concerts, dance, opera, ballet) ................................... 08 Visiting museums/galleries ................................................................................................................. 09 Local crafts and handiwork ................................................................................................................ IO Sampling local foods .......................................................................................................................... l 1 Getting to know local people .............................................................................................................. 12 See or experience people from a number of different ethnic backgrounds or nationalities (e.g., French or Spanish in North America) ........................................................................................ 13 See or experience unique or different aboriginal or indigenous peoples (e. g., Native Americans) ..................................................................................................................... l4 Observing wildlife/bird watching ............................................................................ 15 Visiting national, state or provincial parks and forests ....................................................................... I6 Taking a nature and/or science learning trip ....................................................................................... l7 Visits to appreciate natural ecological sites like forests, wetlands, or animal reserves ....................... l8 Visiting protected lands/areas where animals/birds, marine life or vegetation are protected ............. 19 Alpine skiing (downhill) ..................................................................................................................... 20 Other winter sports ............................................................................................................................. 2| Sunbathing or other beach activities ................................................................................................... 22 Swimming .......................................................................................................................................... 23 Water sports (eg. waterskiing, sailing, canoeing) ............................................................................... 24 White water rafiing ............................................................................................................................. 25 Diving (Snorkeling or Scuba)/Surfing ................................................................................................ 26 Golfingfrennis .................................................................................................................................... 27 Outdoor activities such as climbing, hiking, etc. ................................................................................ 28 Bicycle riding (touring, mountain, day trips) ..................................................................................... 29 Horse-riding ....................................................................................................................................... 30 166 Hunting/Fishing ................................................................................................................................. 3l Walking tours ..................................................................................................................................... 32 Motorcycling ...................................................................................................................................... 33 Visiting places where you can experience life on a ranch .................................................................. 34 Attending spectator sporting events .................................................................................................... 35 Shopping ................................................................................................................ 36 Short guided excursions/tours ............................................................................................................ 37 Sightseeing in cities ............................................................................................................................ 38 Taking pictures or filming .................................................................................................................. 39 Taking a cruise for a day or less ......................................................................................................... 40 Taking a cruise of one or more nights ................................................................................................ 4] Visiting friends or relatives ................................................................................................................ 42 Visiting theme parks or amusement parks .......................................................................................... 43 Attending local festivals/fairs/other special events ............................................................................. 44 Visiting night clubs or other places of entertainment (bars, discos, dancing, etc.) ............................. 45 Visiting casinos and other gambling .................................................................................................. 46 Visiting mountainous areas ................................................................................................................ 47 Visiting remote coastal attractions like fishing villages or lighthouses .............................................. 48 Seeing big modern cities .................................................................................................................... 49 Visiting small towns and villages ....................................................................................................... 50 Visiting scenic landmarks ................................................................................................................... 51 Driving to scenic places ...................................................................................................................... 52 Visiting places of historical interest ................................................................................................... 53 Visiting historical military sites (e.g., battlefields) ............................................................................. 54 Visiting sites commemorating important people ................................................................................ 55 Visiting places with religious significance (e.g., churches, temples) .................................................. 56 Visiting places of archaeological interest ........................................................................................... 57 Other (specify) .......................................................................... 58 NOW WE ARE TALKING ABOUT THE PLACE YOU SPENT THE LONGEST AMOUNT OF TIME IN [DESTINATION I8e] 28a) Overall, how satisfied were you with your trip to (DESTINATION 018e)? Would you say you were (READ LIST - SINGLE RESPONSE) with your trip? Very satisfied .................................................... 4 Somewhat satisfied ........................................... 3 Not very satisfied .............................................. 2 Q not at all satisfied ......................................... 1 28b) Overall, on a scale of I to 10, where one means “extremely low value for money” and ID means “extremely high value for money”, how would you rate your most recent holiday in terms of its value for money? (SINGLE RESPONSE) DK I 2 3 4 5 6 7 8 9 IO 99 I67 28c) And in the next 5 years, how likely is it that you will take another holiday to (DESTINATION 01 8e)? READ OUT SINGLE RESPONSE Very likely ........................................................ 4 Somewhat likely ............................................... 3 Not very likely .................................................. 2 Q: not at all likely ............................................. I I ASK Q29 AND Q30 IF CODE 5 “CANADA” IS CIRCLED IN Q18c OR 18d I 29) And while you were in Canada, by which of the following forms of transport did you travel? READ OUT. MULTIPLE RESPONSE Plane ............................................................................................................... 01 Train ................................................................................................................ 02 Bus between cities ........................................................................................... 03 Public transportation within cities (e.g., bus, subways, tram) ......................... 04 Cruise ship ...................................................................................................... 05 Other types of boats ........................................................................................ O6 Hired car ......................................................................................................... O7 Hired recreational vehicles .............................................................................. 08 Friend's car ..................................................................................................... O9 Taxi or limo .................................................................................................... lO Bicycle/moped ................................................................................................ l l Motorbike ....................................................................................................... 12 Other (specify) ......................................... 98 30) How many nights did you spend in Canada? RECORD NUMBER DK 999 LASK Q31 AND Q32 IF ANY OF CODES 14 ARE CIRCLED IN Q18c/d ] 31) And while you were in the US, by which of the following forms of transport did you travel? READ OUT. MULTIPLE RESPONSE Plane ............................................................................................................... 01 Train ................................................................................................................ 02 Bus between cities ........................................................................................... 03 Public transportation within cities (e.g., bus, subways, tram) ......................... 04 Cruise ship ...................................................................................................... 05 Other types of boats ........................................................................................ O6 Hired car ......................................................................................................... O7 Hired recreational vehicles .............................................................................. O8 Friend’s car ..................................................................................................... O9 Taxi or limo .................................................................................................... IO Bicycle/moped ................................................................................................ l I Motorbike ....................................................................................................... 12 Other (specify) ......................................... 98 32) How many nights did you spend in the US? RECORD NUMBER DK 999 I68 SECTION 2: GENERAL TRAVEL INTENTIONS 33) SHOW MAP. Now I’d like you to think about places outside the area on the map that you would like to holiday in for four nights or more. How many holiday trips outside of this area, do you expect to make within the next two years? None .......................................................................... 0 One ............................................................................ 1 Two ........................................................................... 2 Three ......................................................................... 3 Four or more .............................................................. 4 34a) Name {13 places outside this area you would like to visit on an long-haul holiday? (RECORD BELOW IN ORDER MENTIONED - PROBE UNTIL FIVE PLACES GIVEN THEN PROBE FOR APPROPRIATE COUNTRY, STATE/PROVINCE, ATTRACTION/DESTINATION) 34b) Which one of these places would you most like to visit in the next two years? (SINGLE RESPONSE) 034a Q34b Country State/Province Attraction/Destination Most like to visit I I. I I 2 2. 2 2 3 3. 3 3 4 4. 4 4 5 5. 5 5 34c) And how likely is it that you will visit (PLACE FROM Q34@ in the next two years? Would you say that you... (READ LIST - SINGLE RESPONSE) Will definitely visit ............................................................ 5 [ SKIP Are leg likely to visit ....................................................... 4 [ TO Are somewhat likely to visit .............................................. 3 [ Q35a Might or might not visit .................................................... 2 _O_r are not likely to visit ..................................................... 1 I69 34d) Is there another place outside of the area on the map that will definitely or are likely to visit within the next two years? (PROBE FOR COUNTRY, STATE/PROVINCE, ATTRACTION/DESTINATION). Country State/Province Attraction/Destination 1. 2. No IF LACTATION /PLACE MENTIONED IN 34d): THE FOLLOWING QUESTIONS RELATE TO PROPOSED TRIP TO (DESTINATION IN 34d) IF _N_Q LOCATION/PLACE MENTIONED IN 34d): THE FOLLOWING QUESTIONS RELATED TO PROPOSED TRIP TO (DESTINATION IN 34b) 35a) What was the main purpose of this trip? SINGLE RESPONSE To visit friends or relatives .................................................................. I To combine business and pleasure ...................................................... 2 For pleasure or a vacation ................................................................... 3 Personal matters (e.g., honeymoon, wedding, medical ....................... 4 A company vacation ............................................................................ 5 To study abroad ................................................................................... 6 Shopping ............................................................................................. 7 Other (specify) .................................................................................... 9 35b) With how many other people do you plan to travel on this trip? DK 00 Ol 02 O3 04 05 O6 O7 08 09 or more 99 35c) What amount do you expect your travel party to spend on that trip? RECORD AMOUNT £ _— Don’t know 99999 170 READ Q.36 AND THE HAND PENCIL TO RESPONDENT 36) Thinking now about long-haul travel in general, here are some different things that may or may not be important to you when planning long-haul holidays. For each item listed, please circle the corresponding number to Show how important each item is to m when selecting a holiday destination? START FROM X-ED ITEM LONG-HAUL PLEASURE TRAVEL IN GENERAL The scale to be used is 4-Always Important 3-Often Important 2-Sometimes Important l-Never Important Always Often Sometimes Never important important important important a. First class hotels 4 3 2 l b. Budget accommodation 4 3 2 l c. Campgrounds and trailer parks 4 3 2 I d. High quality restaurants 4 3 2 1 e. Inexpensive restaurants/fast food restaurants 4 3 2 I f. Good public transportation (e.g., airlines, local transit systems) 4 3 2 I g. Ease of driving on my own in the destination (e.g., hiring a car, insurance, signage, maps, etc.) 4 3 2 I h. Availability of comprehensive pre-trip and in-country tourist information 4 3 2 l i. Availability of package trips and all inclusive holidays 4 3 2 I j. Ease of exchanging currency 4 3 2 k. Outstanding scenery 4 3 2 l 1. Exotic atmosphere 4 3 2 I m. Nice weather 4 3 2 I n. Personal safety, even when traveling alone 4 3 2 I 0. Environmental quality of area 4 3 2 I p. Standards of hygiene and cleanliness 4 3 2 I q. Arts and cultural attractions (e. g., live theater, concerts, dance, opera, ballet) 4 3 2 I r. Museums and art galleries 4 3 2 I 5. Local crafts and handiwork/festivals 4 3 2 I t. Local cuisine/new foods 4 3 2 l u. Interesting and friendly local people 4 3 2 I v. Opportunity to see or experience people from a number of ethnic backgrounds or nationalities (e.g., French or Spanish in North America) 4 3 2 I w. Opportunity to see or experience unique or different aboriginal or indigenous peoples (e.g., Native Americans) 4 3 2 I x. Chances to see wildlife, birds and flowers that you don’t normally see 4 3 2 I y. Wilderness adventures (e.g., a 4 day canoe trip) 4 3 2 I 2. National, state or provincial parks and forests 4 3 2 aa. Visits to appreciate natural ecological sites like forests, wetlands, or animal reserves 4 3 2 I ab. Inexpensive travel within the country 4 3 2 I ac. Inexpensive travel 9 the country 4 3 2 1 ad. Advertised low cost excursions (e.g., special offers) 4 3 2 I 171 av. 8W. ay. ba. bb. be. be. bf. bh. PLEASE HAND BACK TO INTERVIEWER I72 Always Often Sometimes Never important important important . important . Opportunities for doing sports 4 3 2 1 Alpine skiing (downhill) 4 3 2 I . Other winter sports 4 3 2 l . Water sports (e. g., waterskiing, sailing, canoeing/ scuba/snorkeling) 4 3 2 l '. Golf/tennis 4 3 2 l . Hunting/fishing 4 3 2 I . Activities for the entire family 4 3 2 1 Outdoor activities such as hiking, climbing 4 3 2 l . Primitive outdoor camping/tenting experience 4 3 2 I . Spectator sporting events 4 3 2 l . Shopping 4 3 2 l . Variety of short guided excursions/tours 4 3 2 I . Cruises of one or more nights 4 3 2 I . Doing nothing at all 4 3 2 l . Theme parks and amusement parks 4 3 2 l . Nightlife and entertainment (bars, clubs, dancing) 4 3 2 l . Casinos and other gambling 4 3 2 l Lakes, rivers, and mountainous areas 4 3 2 1 Visiting remote coastal attractions like fishing villages or lighthouses 4 3 2 I . Beaches for sunbathing and swimming 4 3 2 1 Big modern cities 4 3 2 I . Interesting small towns and villages/rural countryside 4 3 2 I Historical or achaeologial buildings and places 4 3 2 1 Variety of things to see and do 4 3 2 l Opportunity to increase one’s knowledge about places, people and things 4 3 2 I . Having fun, being entertained 4 3 2 I Destinations that provide value for my holiday money 4 3 2 1 Visiting friends and relatives 4 3 2 I . Taking advantage of the currency exchange rate 4 3 2 1 Other (specify) 4 3 2 I ; SECTION 3,: CANADA/US/MEXICO LCANADA ] 37a) (i) Have you ever visited Canada? SINGLE RESPONSE Yes ....................................................................... I No ........................................................................ 2 —> SKIP TO 37c (ii) How many times have visited Canada in the past three years? RECORD NUMBER (iii) How many other times have you visited Canada? RECORD NUMBER (iv) In what year was your most recent trip? RECORD YEAR 37b) Can you tell me where you went on your most recent trip to Canada? (RECORD BELOW IN ORDER MENTIONED-[PROBE IF NECESSARY WITH “WHAT OTHER PLACES IN CANADA DID YOU VISIT?” - THEN PROBE FOR APPROPRIATE PROVINCE/CITY/ ATTRACTION) MULTIPLE RESPONSE Province City Attraction "‘.‘°?°>’.°‘."'.‘*S*’.N:" IF VISITED CANADA ONLY ONCE-REFER TO Q3 7a (ii) and (iii): GO TO Q37e IF VISITED CANADA MORE THAN ONCE-REFER Q37A (ii) and (iii): GO TO Q37c I73 37c) Can you tell me where you went on your second most recent trip to Canada? (RECORD BELOW IN ORDER MENTIONED-[PROBE IF NECESSARY WITH “WHAT OTHER PLACES IN CANADA DID YOU VISIT?” - THEN PROBE APPROPRIATE PROVINCE/CITY/ ATTRACTION) MULTIPLE RESPONSE Province City Attraction 9993b)? IF VISITED CANADA ONLY TWICE - REFER Q37a (ii) and (iii): GO TO Q 37c IF VISITED CANADA MORE THAN TWICE - REFER Q37a (ii) and (iii): GO TO Q 37d 37d) 37el) 37e2) What other places have you ever been to that was not previously mentioned? (RECORD BELOW IN ORDER MENTIONED - THEN PROBE FOR PROVINCE/CITY/ ATTRACTION) MULTIPLE RESPONSE Province City Attraction 999-’30:“ How interested are you in visiting Canada in the next twelve months? READ OUT SINGLE RESPONSE How interested are you in visiting Canada in the next five years? READ OUT SINGLE RESPONSE 12 months 5 years Very interested. .................................... 4 .................................... 4 Somewhat interested ............................ 3 .................................... 3 Not very interested ............................... 2 .................................... 2 -) SKIP TO Q39a Not at all interested .............................. l .................................... l -> SKIP TO Q39a I74 37f1) How likely is it that you will visit Canada in the next twelve months? READ OUT SINGLE RESPONSE 370) How likely is it that you will visit Canada in the next five years? READ OUT SINGLE RESPONSE 12 months 5 years Very likely ........................................... 4 .................................... 4 Somewhat likely .................................. 3 .................................... 3 Not very likely ..................................... 2 .................................... 2 Not at all likely .................................... l .................................... I 37g) Name five places in Canada which you would say are the most popular for UK. travelers? (READ BELOW UNDER Q.37g IN ORDER MENTIONED) (PROBE NECESSARY WITH “What other places in Canada would you say are the most popular for UK. travelers? (THEN PROBE FOR PROVINCE, CITY, ATTRACTION) 37h) Which of these five places would you most like to visit or revisit? Which one would be your second choice? Which _oy_e would be your third choice? (RECORD UNDER 37h) Q37g Q37h Province City Attraction 1 st 2nd 3rd choice choice choice I. 2. 3. 4. 5. 37i) Are there any other places m would rather visit? RECORD IN ORDER MENTIONED. PROBE FOR PROVINCE, CITY, ATTRACTION Province City Attraction l . 2. 3. None ............................................................................................ 97 Don’t know ................................................................................. 99 I75 READ 038 AND HAND PENCIL TO RESPONDENT 38) What type of holiday place do you consider Canada to be? Your impressions can be based on past experience or on anything you have seen, heard or read. Please rate Canada on each of the following. PLEASE CIRCLE ONE NUMBER ON EACH LINE STARTING AT THE ‘X’. CANADA Excellent , Very Fair Poor good a. First class hotels 4 3 2 l b. Budget accommodation 4 3 2 l c. Campgrounds and trailer parks 4 3 2 l d. High quality restaurants 4 3 2 I e. Inexpensive restaurants/fast food restaurants 4 3 2 I f. Good public transportation (e.g., airlines, local transit systems) 4 3 2 l g. Opportunity to drive around at my own pace 4 3 2 l h. Ease of driving on my own in the destination (e.g., hiring a car, insurance, signage, maps, etc.) 4 3 2 I i. Availability of comprehensive pre-trip and in-country tourist information 4 3 2 I j. Availability of package trips and all inclusive holidays 4 3 2 I k. Ease of exchanging currency 4 3 2 I 1. Outstanding scenery 4 3 2 l m. Exotic atmosphere 4 3 2 l n. Nice weather 4 3 2 1 0. Personal safety, even when traveling alone 4 3 2 1 p. Environmental quality of area 4 3 2 1 q. Standards of hygiene and cleanliness 4 3 2 l r. The culture 4 3 2 l 5. Arts and cultural attractions (e.g., live theater, concerts, dance, opera, ballet) 4 3 2 I t. Museums and art galleries 4 3 2 l u. Local crafts and handiwork/festivals 4 3 2 I v. Local cuisine/new foods 4 3 2 I w. Interesting and friendly local people 4 3 2 I x. Opportunity to see or experience people fi'om a number of ethnic backgrounds or nationalities 4 3 2 l y. Opportunity to see or experience unique or different aboriginal or indigenous peoples 4 3 2 I z. Chances to see wildlife, birds and flowers that you don’t normally see 4 3 2 1 aa. Wilderness adventures (e.g., a 4 day canoe trip) 4 3 2 I ab. National or provincial parks and forests 4 3 2 1 ac. Visits to appreciate natural ecological sites like forests, wetlands, or animal reserves 4 3 2 1 ad. Inexpensive travel within the country 4 3 2 1 ae. Inexpensive travel t_o the country 4 3 2 l af. Advertised low cost excursions (e.g., special offers) 4 3 2 1 I76 ag. ragga. ay. az. ba. bb. bc. bd. be. bf. bg. bh. bi. bj. Local people try to make your trip an enjoyable one . Opportunities to experience the country’s unique identify Opportunities for doing sports Alpine skiing (downhill) . Other winter sports . Water sports (e.g., waterskiing, sailing, canoeing/ scuba/snorkeling) . Golf/tennis Hunting/fishing . Activities for the entire family . Outdoor activities such as hiking, climbing . Spectator sporting events . Shopping . Variety of short guided excursions/tours Theme parks and amusement parks . Nightlife and entertainment (bars, clubs, dancing) . Casinos and other gambling Lakes, rivers, and mountainous areas . Visiting remote coastal attractions like fishing villages or lighthouses Beaches for sunbathing and swimming Big modern cities Interesting small towns and villages/rural countryside Historical or achaeologial buildings and places Variety of things to see and do Opportunity to do the things you enjoy doing on a holiday Opportunity to increase one’s knowledge about places, people and things Having fun, being entertained Destinations that provide value for my holiday money Visiting a place I can talk about when I get home Taking advantage of the currency exchange rate Overall rating of Canada 177 Excellent Very Fair Poor good 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 | 4 3 2 I 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 I 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 I 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 l 4 3 2 I 4 3 2 I 4 3 2 l 4 3 2 I 4 3 2 I 4 3 2 I [ United States I 39a) 39b) (i) Have you ever visited the United States? SINGLE RESPONSE Yes ....................................................................... I No ........................................................................ 2 -—> SKIP TO 396 (ii) How many times have visited the United States in the past three years? RECORD NUMBER (iii) How many other times have you visited the United States? RECORD NUMBER (iv) In what year was your most recent trip? RECORD YEAR Can you tell me where you went on your most recent trip to the United States? (RECORD BELOW IN ORDER MENTIONED-[PROBE IF NECESSARY WITH “WHAT OTHER PLACES IN THE USA DID YOU VISIT?” - THEN PROBE FOR APPROPRIATE STATE/CITY/ ATTRACTION) MULTIPLE RESPONSE State City Attraction “99°99‘99pr IF VISITED UNITED STATES ONLY ONCE-REFER TO Q39a (ii) and (iii): GO TO Q39e IF VISITED UNITED STATES MORE THAN ONCE-REFER TO Q39a (ii) and (iii): GO TO Q39c I78 39c) Can you tell me where you went on your second most recent trip to the United States? (RECORD BELOW IN ORDER MENTIONED-[PROBE IF NECESSARY WITH “WHAT OTHER PLACES IN THE USA DID YOU VISIT?” - THEN PROBE APPROPRIATE STATE/CITY/ ATTRACTION) MULTIPLE RESPONSE State City Attraction P'PP’I"? IF VISITED UNITED STATES ONLY TWICE - REFER Q39a (ii) and (iii): GO TO Q 39c IF VISITED UNITED STATES MORE THAN TWICE - REFER TO Q39a (ii) and (iii): GO TO Q 39d 39d) 39el) 39e2) What other places have you ever been to that was not previously mentioned? (RECORD BELOW IN ORDER MENTIONED - THEN PROBE FOR STATE/CITY/AT‘TRACTION) MULTIPLE RESPONSE State City Attraction l . 2. 3. 4. 5. How interested are you in visiting the US. in the next twelve months? READ OUT SINGLE RESPONSE How interested are you in visiting the US. in the next five years? READ OUT SINGLE RESPONSE 12 months 5 years Very interested. .................................... 4 .................................... 4 Somewhat interested ............................ 3 .................................... 3 Not very interested ............................... 2 .................................... 2 -—> SKIP TO Q41 Not at all interested .............................. I .................................... l —-> SKIP TO Q41 I79 39fl) How likely is it that you will visit the US. in the next twelve months? READ OUT SINGLE RESPONSE 39f2) How likely is it that you will visit the US. in the next five years? READ OUT SINGLE RESPONSE 12 months 5 years Very likely ........................................... 4 .................................... 4 Somewhat likely .................................. 3 .................................... 3 Not very likely ..................................... 2 .................................... 2 Not at all likely .................................... I .................................... l 39g) Name five places in the Unites States which you would say are the most popular for UK. travelers? (READ BELOW UNDER Q.39g IN ORDER MENTIONED) (PROBE NECESSARY WITH “What other places in the United States would you say are the most popular for UK. travelers? (THEN PROBE FOR STATE, CITY, ATTRACTION) 39h) Which of these five places would you most like to visit or revisit? Which _(m_e would be your second choice? Which _o_n;e_ would be your third choice? (RECORD UNDER 39h) Q39a Q39h State City Attraction 1 st 2nd 3rd choice choice choice I. 2. 3. 4. 5. 39i) Are there any other places you would rather visit? RECORD IN ORDER MENTIONED. PROBE FOR STATE, CITY, ATTRACTION State City Attraction l . 2. 3. None ............................................................................................ 97 Don’t know ................................................................................. 99 I80 READ Q.4O AND HAND PENCIL TO RESPONDENT 40) What type of holiday place do you consider the US. to be? Your impressions can be based on past experience or on anything you have seen, heard or read. Please rate the US. on each of the following. PLEASE CIRCLE ONE NUMBER ON EACH LINE STARTING AT THE ‘X’. U.S.A. Excellent Very Fair Poor good a First class hotels 4 3 2 I b. Budget accommodation 4 3 2 l c. Campgrounds and trailer parks 4 3 2 I d. High quality restaurants 4 3 2 l e. Inexpensive restaurants/fast food restaurants 4 3 2 l f. Good public transportation (e.g., airlines, local transit systems) 4 3 2 I g. Opportunity to drive around at my own pace 4 3 2 1 h. Ease of driving on my own in the destination (e.g., hiring a car, insurance, signage, maps, etc.) 4 3 2 I i. Availability of comprehensive pre-trip and in-country tourist information 4 3 2 l j. Availability of package trips and all inclusive holidays 4 3 2 l k. Ease of exchanging currency 4 3 2 l 1. Outstanding scenery 4 3 2 l m. Exotic atmosphere 4 3 2 I n. Nice weather 4 3 2 l 0. Personal safety, even when traveling alone 4 3 2 I p. Environmental quality of area 4 3 2 l q. Standards of hygiene and cleanliness 4 3 2 l r. The culture 4 3 2 l 3. Arts and cultural attractions (e.g., live theater, concerts, dance, opera, ballet) 4 3 2 l t. Museums and art galleries 4 3 2 l u. Local crafts and handiwork/festivals 4 3 2 1 v. Local cuisine/new foods 4 3 2 l w. Interesting and friendly local people 4 3 2 l x. Opportunity to see or experience people from a number of ethnic backgrounds or nationalities 4 3 2 I y. Opportunity to see or experience unique or different aboriginal or indigenous peoples 4 3 2 I z. Chances to see wildlife, birds and flowers that you don’t normally see 4 3 2 I a. Wilderness adventures (e.g., a 4 day canoe trip) 4 3 2 I ab. National or state parks and forests 4 3 2 1 ac. Visits to appreciate natural ecological sites like forests, wetlands, or animal reserves 4 3 2 1 ad. Inexpensive travel within the country 4 3 2 1 ae. Inexpensive travel to the country 4 3 2 I af. Advertised low cost excursions (e.g., special offers) 4 3 2 1 I81 ag. Local people try to make your trip an enjoyable one ah. Opportunities to experience the country’s unique identify ai. Opportunities for doing sports aj. Alpine skiing (downhill) ak. Other winter sports al. Water sports (e.g., waterskiing, sailing, canoeing/ scuba/snorkeling) am. Golf/tennis an. Hunting/fishing ao. Activities for the entire family ap. Outdoor activities such as hiking, climbing aq. Spectator sporting events ar. Shopping as. Variety of short guided excursions/tours at. Theme parks and amusement parks au. Nightlife and entertainment (bars, clubs, dancing) av. Casinos and other gambling aw. Lakes, rivers, and mountainous areas ax. Visiting remote coastal attractions like fishing villages or lighthouses ay. Beaches for sunbathing and swimming az. Big modern cities ba. Interesting small towns and villages/rural countryside bb. Historical or achaeologial buildings and places be. Variety of things to see and do bd. Opportunity to do the things you enjoy doing on a holiday be. Opportunity to increase one’s knowledge about places, people and things bf. Having fun, being entertained bg. Destinations that provide value for my holiday money bh. Visiting a place I can talk about when I get home bi. Taking advantage of the currency exchange rate bj. Overall rating of the US. 182 Excellent Very Fair Poor good 4 3 2 I 4 3 2 I 4 3 2 I 4 3 2 I 4 3 2 l 4 3 2 I 4 3 2 I 4 3 2 l 4 3 2 l 4 3 2 I 4 3 2 l 4 3 2 I 4 3 2 l 4 3 2 I 4 3 2 l 4 3 2 I 4 3 2 I 4 3 2 l 4 3 2 l 4 3 2 I 4 3 2 l 4 3 2 I 4 3 2 I 4 3 2 I 4 3 2 l 4 3 2 I 4 3 2 I 4 3 2 I 4 3 2 I 4 3 2 l LMEXICO | 41) 42al) 42a2) 42bl) 42b2) (i) Have you ever visited Mexico? SINGLE RESPONSE Yes ....................................................................... I No ........................................................................ 2 —> SKIP TO 42a] (ii) How many times have visited Mexico in the past three years? RECORD NUMBER (iii) How many other times have you visited Mexico? RECORD NUMBER (iv) In what year was your most recent trip? RECORD YEAR How interested are you in visiting Mexico in the next twelve months? READ OUT SINGLE RESPONSE How interested are you in visiting Mexico in the next five years? READ OUT SINGLE RESPONSE 12 months 5 years Very interested. .................................... 4 .................................... 4 Somewhat interested ............................ 3 .................................... 3 Not very interested ............................... 2 .................................... 2 -—) SKIP TO Q43a Not at all interested .............................. I .................................... l -) SKIP TO Q43a How likely is it that you will visit Mexico in the next twelve months? READ OUT SINGLE RESPONSE How likely is it that you will visit Mexico in the next five years? READ OUT SINGLE RESPONSE 12 months 5 years Very likely ........................................... 4 .................................... 4 Somewhat likely .................................. 3 .................................... 3 Not very likely ..................................... 2 .................................... 2 Not at all likely .................................... l .................................... l 183 43a) In this section, we would like to get your personal impressions of Mexico as a vacation destination. To do this, we would like you to rate Mexico, on a 4-point scale, on each of the following attributes listed below. Even though you may not have visited Mexico yourself, it is your impressions of Mexico we are interested in. So please use your personal experience and what you have seen and read in advertising, books or magazines, or heard from friends and relatives to rate Mexico on the attributes below. Excellent Very Fair . ' Poor . g good a. Historical places 4 3 2 I b. Archaeological sites 4 3 2 I c. Having fun, being entertained 4 3 2 I d. Good public transportation (such as airlines, local transit systems) 4 3 2 I e. Personal safety, even when traveling alone 4 3 2 l f. Standards of hygiene and cleanliness 4 3 2 l g. Local crafts and handiwork/festivals 4 3 2 l h. Local cuisine/new foods 4 3 2 I i. Opportunity to see or experience people from a number of ethnic backgrounds 4 3 2 l j. Beaches for sunbathing and swimming 4 3 2 I k. Taking advantage of the currency exchange 4 3 2 l 1. Overall rating of Mexico 4 3 2 l 184 SECTION 4: BACKGROUND I A) PHILOSOPHY ] (READ Q.44 AND THEN HAND QUESTION NAIRE AND PENCIL TO RESPONDENT) 44) Here are some statements describing how people might feel about holiday travel. For each statement listed. please circle the corresponding number to show how much you agree or disagree that the statement describes how you feel about long-haul holiday travel. SHOW MAP BY LONG-HAUL, WE MEAN DESTINATIONS OUTSIDE OF THE AREAS SHOWN ON THIS MAP TRAVEL IN GENERAL Strongly Somewhat Somewhat Strongly agree agree disagree disagree I usually take more than one long-haul holiday per year 4 3 2 I For me, money spent on long-haul travel is well spent 4 3 2 I When traveling long-haul I usually take holidays of 14 days or less 4 3 2 l I don’t consider long-haul trips unless I have at least four weeks to travel 4 3 2 I I prefer to go on guided tours when taking long-haul holidays 4 3 2 I I like to be flexible on my long-haul holiday going where and when it suits me 4 3 2 I It is important that the people I encounter on a holiday trip speak my language 4 3 2 I Inexpensive travel t_o the destination country is important to me 4 3 2 1 Getting value for my holiday money is very important to me 4 3 2 l I like to have all my travel arrangements made before I start out on holiday 4 3 2 l I enjoy making my own arrangements for my holidays 4 3 2 1 Once I get to my destination, I like to stay put 4 3 2 I I like to go to a different place on each new holiday trip 4 3 2 l I usually travel on all-inclusive package holidays 4 3 2 I I do not really like to travel 4 3 2 l Long-haul travel is more of a hassle than a holiday 4 3 2 I Whenever possible, 1 try to take my holidays at private resort “clubs” (e.g., Club Med) 4 3 2 I I prefer to take extended holidays in warm destinations to escape winter 4 3 2 1 PLEASE HAND BACK TO INTERVIEWER I85 | B) MEDIA ] 45a) Which daily newspapers, if any, do you read or look at regularly that is, at least three out of every six issues? PLEASE RECORD ALL MENTIONS The Sun ......................................................................................... 1 Daily Mirror .................................................................................. 2 Daily Mail ..................................................................................... 3 Daily Express ................................................................................ 4 The Daily Telegraph ...................................................................... 5 The Star ......................................................................................... 6 Daily Record ................................................................................. 7 The Guardian ................................................................................. 8 The Times ...................................................................................... 9 The Independent ............................................................................ 10 Financial Times ............................................................................. I I News of the World ........................................................................ 12 Sunday Mirror ............................................................................... 13 The People .................................................................................... 14 The Mail on Sunday ...................................................................... 15 Sunday Express ............................................................................. 16 Sunday Post ................................................................................... 17 The Sunday Times ......................................................................... 18 Sunday Mail .................................................................................. 19 Sunday Telegraph .......................................................................... 20 Sunday Sport ................................................................................. 21 The Independent on Sunday .......................................................... 22 The Observer ................................................................................. 23 Regional Newspapers .................................................................... 24 Other ............................................................................................. 25 Do not read any daily papers ......................................................... 97 I86 45b) What TV stations do you watch most often? PLEASE LIST 3 IN RANK ORDER STARTING WITH THE ONE YOU WATCH MOST OFTEN. Second Third Most Most Most glen 9.321. QM ITV I l 1 BBC] 2 2 2 BBC2 3 3 3 Channel 4 4 4 4 Eurochannell 5 5 5 Cable 6 6 6 CNN 7 7 7 Sky Sports 8 8 8 Sky One 9 9 9 Sky Movies 10 10 10 MTV 1 l I l I 1 Other satellite 12 12 12 Do not watch television 97 97 97 45c) What three types of programs do you watch the most? (CIRCLE THREE ONLY) News .................................................................................... 1 Sports .................................................................................. 2 Talk shows .......................................................................... 3 Drama (e.g., police shows) .................................................. 4 Soap operas (daytime drama) .............................................. S Situational comedies ........................................................... 6 Movies ................................................................................. 7 Educational/cultural shows ................................................. 8 Game shows ........................................................................ 9 Music television (rock videos) ............................................ 10 Other (specify) ......................................... l I 45d) What radio stations do you listen to most often? PLEASE RECORD ALL MENTIONS BBC Radio I ................................................................................... 1 BBC Radio 2 ................................................................................... 2 BBC Radio 3 ................................................................................... 3 BBC Radio 4 ................................................................................... 4 BBC Radio 5 Live ........................................................................... 5 Classic FM ...................................................................................... 6 Virgin Radio ................................................................................... 7 Talk Radio UK ................................................................................ 8 BBC Local Radio ............................................................................ 9 Atlantic 252 ..................................................................................... 10 Capitol Radio .................................................................................. 11 Commercial Local Radio (Specify) ........................ 12 Do not listen to radio ....................................................................... 97 I87 45c) What magazines and periodicals, if any, do you read or look at regularly, that is, two out of every four issues? Do not read magazines or periodicals ......................................................... 97 188 IC) DEMOGRAPHICS J By now you may have realized that this survey is being conducted voluntarily on behalf of the Canadian Tourism Commission, the US. office of Tourism Industries, and Secretaria de Turismo, Mexico. So that we can tabulate your responses, we would like to ask you some questions that would be used for statistical purpose only. We want to assure you that your answers will be kept confidential in two ways: firstly, no name or other personal identifier will be provided to the client, and secondly, your answers will be combined with those of other participants in the survey before being given to the clients. 46) 47a) 47b) 48a) 48b) Do you have any close friends or relatives living in (country) at the present time? (SINGLE RESPONSE) Yes No Canada I 2 The United States 1 2 Mexico 1 2 Thinking about everyone in your household, how many of them are under 18? (SINGLE RESPONSE) O I 2 3 4 5 6 or more Including yourself, how many are 18 or over? (SINGLE RESPONSE) 1 2 3 4 5 6 or more What is your marital status? (SINGLE RESPONSE) Single ............................................................................ I Married .......................................................................... 2 Living together .............................................................. 3 Divorced/separated/widowed ........................................ 4 Other .............................................................................. 5 Refused .......................................................................... 9 What is your age? (RECORD NUMBER) years 189 48c) What is the highest level of education that you have completed? SINGLE RESPONSE No qualifications ............................................................................. l CSE/Standard Grades/O Grades/O Levels/Lowers ......................... 2 ONC/OND ...................................................................................... 3 Highers ............................................................................................ 4 Certificates of Sixth Year Studies (CSYS)/A Levels ...................... 5 HNC/HND ...................................................................................... 6 City & Guilds .................................................................................. 7 NVQ/SVQ/Scotvec ......................................................................... 8 Diploma/Degree from College of Further/Higher Education .......... 9 First Degree from a University ........................................................ 10 Second Degree from a University ................................................... I I Other (Specify) .......................................... 12 Refirsed ........................................................................................... 99 48d) What is your occupation? SINGLE RESPONSE - list to be customized WRITE IN OCCUPATION AND ENTER CODE FROM OCCUPATION LIST ALSO CODE INTO ONE OF THE FOLLOWING GROUPS University/College Student ......................................................... l White—collar worker .................................................................... 2 Blue-collar worker ...................................................................... 3 Administrator/Manager ............................................................... 4 Specialist/Freelancer ................................................................... 5 Self-employed ............................................................................. 6 Part-timer .................................................................................... 7 Unemployed/non-working housewife/retired .............................. 8 Other ........................................................................................... 9 IF RESPONDENT IS HEAD OF HOUSEHOLD SKIP TO Q48F 48c) What is the head of your household’s occupation? 480 Which of the following describes your domestic circumstances? (HAND CARD F) CIRCLE ALL THAT APPLY (single parents are counted as a family) Single/widowed or divorced - living with family ............................ 1 Single/widowed or divorced - living alone or sharing .................... 2 Living with spouse/partner with no children ................................... 3 A family with children still living at home ...................................... 4 A family with children not living at home ....................................... 5 I90 48g) 48h) 48i) 48j) 48k) How many members of your household contribute to your gross annual household income? SINGLE RESPONSE 1 ................................................................................................ I 2 ................................................................................................ 2 3 ................................................................................................ 3 4 or more ................................................................................... 4 Which of these categories best describes your annual household income before taxes in 1995? Please include all wages, salaries, pension and income from other sources. Pleasejust tell me the number from this card. (HAND CARD “D” - CIRCLE ONE ONLY) Less than £10,000 ..................................................................... 1 £10,001 - £15,000 ..................................................................... 2 £15,001 - £20,000 ..................................................................... 3 £20,001 - £25,000 ..................................................................... 4 £25,001 - £30,000 ..................................................................... 5 £30,001 - £40,000 ..................................................................... 6 £40,001 - £50,000 ..................................................................... 7 £50,001 - £60,000 ..................................................................... 8 £60,001 - £70,000 ..................................................................... 9 £70,001 - £80,000 ..................................................................... 10 £80,001 or over 11 Don’t know/Refused 99 Do you hold any of the following credit cards? Visa ........................................................................................... l Mastercard ................................................................................. 2 American Express ...................................................................... 3 Diners ........................................................................................ 4 Other (Specify) ............................................... 5 How well can you read, write or speak French? (CIRCLE ALL THAT APPLY) Very Quite Not very Not well well Well well at all Read 4 3 2 I Write 4 3 2 1 Speak 4 3 2 I How well can you read, write or speak Spanish? (CIRCLE ALL THAT APPLY) Very Quite Not very Not well well Well well at all Read 4 3 2 1 Write 4 3 2 1 Speak 4 3 2 I 191 481) Record sex: Male .............................................................................................. 1 Female ........................................................................................... 2 ASK RESPONDENT: Can you give us the name, and phone number or suburb and postcode, of anyone you may be aware of who has been to Canada at some time in the past three years? Name: Phone No: Address: (INTERVIEWER TO RECORD, BUT NOT ASK THE FOLLOWING QUESTIONS) 49a) Record city/town of respondent 49b) Record postcode of respondent 49c) Type of sample? Random sampling .......................................................................... l Referral .......................................................................................... 2 Other ............................................................................................. 8 THANK AND END THE INTERVIEW Thank you for taking part in this survey Time Finish: Length of Interview mins INTERVIEWER DECLARATION I have conducted this interview. It is a full and, to the best of my knowledge, an accurate recording and has been completed in accordance with my interviewing professional guidelines. Interviewer: ID: Date: / / I92 IIIIIIIIIIIIIIIIIIIII Illlllllllllllllllllzlllll