Question 4

Read the following case extract and answer ALL questions that follow. Until the COVID-19 pandemic, tourism was regarded as an engine of economic growth and development as well as one of the fastest growing industries globally. The 2012 G20 heads of state recognised tourism as a key driver of economic growth and development, and heralded its potential to spur global economic recovery. Tourism researchers report differences between first-time and repeat visitors in terms of their demographics, tripographics, destination perception, perceived value, and travel motivations. First-time visitors could be associated with a 'new' market and are those visitors who are visiting the destination for the first time (Um, Chon & Ro, 2006). Repeat visitors can be seen as part of an established customer base and are visitors who have visited the destination more than once (Kerstetter & Cho, 2004 Um et al., 2006). The majority of previous studies compared only one or a couple of these dimensions, with fragmented and sometimes conflicting findings. Consequently, the existing literature presents a rather mixed picture of the similarity and differences between the two groups (Fallon & Schofield, 2004 Kemperman, Joh, & Timmermans, 2003). Furthermore, the extant literature suggests that first-time visitors are more likely to be younger and less likely to visit friends/family than repeat visitors (Gitelson & Crompton, 1984 Lau & McKercher, 2004). First-timers typically explore a destination widely and participate in a variety of activities, with particular interest in large-icon attractions and events (Lau & McKercher, 2004). First-timers also tend to have shorter stays at a destination (Lau & McKercher, 2004 Oppermann, 1998), and have more complex and differentiated images of destinations than repeat visitors (Fakeye & Crompton, 1991). A recent study which undertook a systematic comparison of first-time and repeat visitors reported that first-timers' behaviours are more tourism/travel oriented, while repeaters behaviours demonstrate a recreation/activity orientations. First-timers are more active travel planners, while repeaters indicate more positive post-trip evaluations. Repeaters typically prefer self-catering accommodation and are less price sensitive (Tjrve, Lien & Flognfeldt, 2015). Historically, South Africa has been receiving a higher number of first time visitors than repeat visitors (Kruger, Saayman & Hermann, 2014). The reasons for the low number of repeat visitors to South Africa for leisure purposes has not received the required research attention. Clearly, the importance of intention to revisit is a dimension that requires attention in South Africa. In a recent study which sought to determine the impact of continent of origin on first time visitors' intentions to return to South Africa as a tourism destination, Ms R. Msimanga collected data randomly from 115 American and European tourists who visited a hospitality facility during December 2019 in the Mpumalanga province, South Africa. The data analysis was undertaken with IBM SPSS Statistics version 25 and the output generated is shown in Figure 4.1 to Figure 4.4, below. Figure 4.1 and Figure 4.2 is the output produced by the statistical analysis conducted to answer the first research question and Figure 4.3 and Figure 4.4 is the output produced by the statistical analysis conducted to answer the second research question.

REQUIRED:

4.1 Identify the two research questions of Ms Msimanga's study. (2 marks)

4.2 State the aims of Ms Msimanga's study. (2 marks)

4.3 Formulate the null and alternative hypotheses for the two research questions of Ms Msimanga's study.

4.4 Specify the scales of measurement of the independent (IV) and dependent variables (DV) in each pair of research hypotheses stated in 4.3

4.5 Using the standard reporting format, interpret the output of the data analysis. (6 marks)

4.6 Highlight a potential problem with the sampling approach employed by Ms Msimanga. (2 marks)

Figure 4.1: Crusatab Continent of origin Yes Count 21 Would you again return to South Aflioa as a tounst destination? it: within Continent of origin 36.8% Count 19 it: within Continent of origin . Don't know Count 1? it: within Continent of origin Count 5ir % within Continent of origin