Tourists’ view of destination image. Refer to the Journal of Destination Marketing & Management (October 2015) study of tourist destination image, Exercise 10.11 (p. 611). Recall that the study analyzed the posts submitted on TripAdvisor about The Historic Areas of Istanbul (Turkey) page. In addition to destination image component, the researchers also classified each post according to Type of comment (positive only, negative only, or both positive and negative) and Gender of the poster (male or female). An analysis of the data collected for the sample of 125 tourists who identified their gender is provided in the accompanying Minitab printout.

a. Specify the null and alternative hypotheses for testing whether Type of comment posted to TripAdvisor depends on Gender.

b. Locate the p-value of the chi-square test for independence on the printout. Compare this value with a = .10 and make the appropriate conclusion.

c. Examine the expected (theoretical) cell counts shown on the printout and read the accompanying note at the bottom of the output. Explain why the inference you made in part b may be invalid.