3.2.6. Scale of past travel experience at the destination
International travel experience refers to many factors including: number of previous visits to the destination (Sonmez & Graefe, 1998; Kozak, Crott & Law, 2007), previous travel mode, transportation, previous length of stay, and overall satisfaction from previous trips (Kozak, 2007). Past travel experience is one of the factors that strongly influences future behavioral tendencies (Mazursky, 1989; Siinmez & Graefe, 1998; Nyaupane, Paris, & Teye, 2011). People with past experience at the destination can adapt very easily to the cultural differences between the two countries, and their actual knowledge of the destination culture is also different from those who have never traveled to the destination (Kozak, 2007; Pizam and Sussman, 2007, Isaac, 2008). Therefore, in this topic, the author tests the influence of past travel experience at the destination as a control variable for international tourism organizations' evaluation of the attractiveness of cultural tourism at the destination. Past travel experience will be approached by measuring the number of times visitors have traveled to the destination (Kozak, 2007; Pizam and Sussman, 2007, Isaac, 2008). Specifically as follows:
Table 3.9. Scale of past travel experience at the destination
Symbol
Meaning of scale | Source | |
KNDL1 | Traveling to a destination for the first time | ATLAS (2007); Kozak (2001); Pizza and Sussman (2007), Isaac (2008) |
KNDL2 | Visiting a destination for the second time | |
KNDL3 | Travel to the destination for the third time | |
KNDL4 | Travel to the destination for the fourth time | |
KNDL5 | Visiting the destination for the fifth time or more |
Maybe you are interested!
-
The relationship between travel motivation, destination image and destination choice - A case study of Binh Dinh province tourism destination - 1 -
Normalized Weights of Destination Image Scale -
Performance Evaluation Index System for Large-Scale Travel Companies -
Summary of Hue Tourist Destination Attributes Associated with 10% of Tourists (Unit: Guest) -
Practical Experience From Travel Service Businesses
Source: Author's synthesis
3.2.7. Demographic characteristics of tourists
In the study of cultural tourism behavior, demographic characteristics are always considered as important factors affecting the perception and behavior of the tourism. Among them, the most mentioned are: gender (Isaac, 2008; Pizam and Sussman, 1998), age (Baloglu and McCleary, 1999; Isaac, 2008); income (Berlin and Matin, 2004; Isaac, 2008); education level (Baloglu and McCleary, 1999). In this thesis, the author examines the controlling relationship of age, income and education level to
International KDL assessment of the attractiveness of cultural tourism. The measures used are taken from the research of Richards (2007); ATLAS (2007) Isaac (2008). Specifically:
Table 3.10. Demographic characteristics of tourists
Element
Scoring | References | |
Age | ≤ 18 | Richard, 2003, 2007; Isaac, 2008; Wu et al., 2015 |
18 – 24 | ||
25 – 34 | ||
35 – 44 | ||
45 – 54 | ||
55 – 64 | ||
≥ 65 | ||
Education level | Elementary | Richard, 2003, 2007; Isaac, 2008; Wu et al., 2015 |
High School | ||
Vocational education | ||
University | ||
Postgraduate | ||
Median Annual Household Income | ≤ 10,000 EU | Richard, 2003, 2007; Isaac, 2008; Wu et al., 2015 |
10,001 – 20,000 EU | ||
20,001 – 30,000 EU | ||
30,001 – 40,000 EU | ||
40,001 – 50,000 EU | ||
50,001 – 60,000 EU | ||
> 60,000 EU |
Source: Author's synthesis
CHAPTER 3 SUMMARY
The research results of chapter 3 presented research methods, data analysis methods, and data appropriate to the topic and research purposes of the thesis. Specifically:
Firstly , describe the research implementation process and research methods, data collection and analysis methods, and appropriate data to achieve the thesis research objectives.
Second , through the results of document review and in-depth interviews in qualitative approach, the scales measuring the factors in the research model have been synthesized and presented as the basis for building the questionnaire and performing the analysis in the following chapter.
Third, using descriptive analysis, chapter 3 of the thesis also presented an overview of the survey sample with demographic analysis data including gender, age, income, and education level.
CHAPTER 4. RESEARCH RESULTS
The content of chapter 4 presents the results of the thesis analysis, specifically: (1) Results of scale testing and factor analysis for variables in the research model; (2) Results of research on the influence of cultural distance on international tourism evaluation of the attractiveness of cultural tourism at the destination; (3) Results of analysis of the control effects of age, education level, income, travel motivation of visitors when visiting cultural tourism at the destination and past travel experience at the destination on the evaluation of international tourism of the attractiveness of cultural tourism.
4.1. Testing the scales in the research model
4.1.1. Checking the reliability of the scales
4.1.1.1. Reliability of the scale Tourists' assessment of the importance of the criteria in creating the attractiveness of cultural tourism resources at the destination
The scale "International tourism assessment of the importance of criteria in creating the attractiveness of cultural tourism at the destination" (symbol: TC) includes 18 observed variables. The analysis shows that the Cronchbach's Alpha coefficient of this factor is 0.746. There are 04 observed variables that are eliminated because the total correlation coefficient is less than 0.3 or the CA value when eliminating the variable is greater than the initial CA. The test results are as follows:
Table 4.1. Results of testing the scale of Tourists' assessment of the importance of criteria in creating the attractiveness of cultural tourism resources at the destination
Symbol
Observation variable name | Variable correlation total | Result | |
Tourists' assessment of the importance of criteria in Creating the attractiveness of cultural tourism resources at the destination | CA = 0.746 | ||
TC1 | Importance of destination criteria with number of tourist arrivals multicultural | 0.440 | Continue |
TC2 | The importance of destination criteria varies widely. cultural tourism type | 0.516 | Continue |
TC3 | The importance of the destination criteria having cultural tourism resources | -0.363 | Remove |
Symbol
Observation variable name | Variable correlation total | Result | |
large scale | |||
TC4 | The importance of access criteria to cultural tourism in convenient destination | 0.396 | Continue |
TC5 | The importance of cultural tourism criteria in destinations large travel capacity | 0.075 | Remove |
TC6 | The importance of the criteria for conservation of cultural heritage effective destination marketing | -0.457 | Remove |
TC7 | The importance of the destination criteria of having many cultural tourism resources Highly recognized | -0.043 | Remove |
TC8 | The importance of cultural tourism criteria in destinations high integrity | 0.516 | Continue |
TC9 | The importance of cultural tourism criteria in destinations high originality | 0.621 | Continue |
TC10 | The importance of cultural tourism criteria at destinations famous | 0.553 | Continue |
TC11 | The importance of cultural tourism criteria in destinations high uniqueness | 0.610 | Continue |
TC12 | The importance of cultural tourism criteria at destinations Pretty | 0.657 | Continue |
TC13 | Importance of landscape criteria surrounding TNDL culture in beautiful destination | 0.308 | Continue |
TC14 | The importance of cultural tourism criteria in destinations high vitality | 0.519 | Continue |
TC15 | The importance of cultural tourism criteria at destinations suitable for the needs of international tourism | 0.487 | Continue |
TC16 | The importance of the psychological climate criterion around TNDL culture in pleasant destination | 0.383 | Continue |
TC17 | The importance of customs and lifestyle criteria of people Local surrounding TNDL culture in interesting destination | 0.514 | Continue |
TC18 | The importance of the criteria of friendliness and hospitality Local people around TNDL cultural destination | 0.629 | Continue |
Source: Author's research results
4.1.1.2. Reliability of the scale of Tourists' assessment of the attractiveness of cultural tourism resource attributes in Vietnam
The assessment of international tourism on the attractiveness of cultural tourism attributes in Vietnam (TT) includes 18 observed variables. The analysis results in the Cronchbach's Alpha coefficient of the factor being CA = 0.756. There are 05 observed variables that are eliminated because the total correlation coefficient is less than 0.3 or the CA value when eliminating the variable is greater than the initial CA. The test results are shown as follows:
Table 4.2. Results of testing the scale of Tourists' assessment of attractiveness
from the attributes of cultural tourism resources at the destination
Symbol
Observation variable name | Variable correlation total | Result | |
Tourists' evaluation of the attractiveness of cultural tourism resource attributes at the destination | CA = 0.756 | ||
TT1 | Attractiveness from the quantitative attributes of cultural tourism at the destination | 0.679 | Continue |
TT2 | The attractiveness of diverse cultural tourism types at the destination | 0.657 | Continue |
TT3 | The attractiveness of the scale attribute of cultural tourism at the destination | -0.415 | Remove |
TT4 | Attractiveness from convenient attributes in accessing cultural tourism at the destination | 0.591 | Continue |
TT5 | Attractiveness from the carrying capacity attribute of cultural tourism at the destination | -0.392 | Remove |
TT6 | The attractiveness of effective attributes of cultural heritage conservation activities at destinations | -0.027 | Remove |
TT7 | The attractiveness of cultural tourism recognition level attributes at destinations | 0.241 | Remove |
TT8 | The attractiveness of the intact attributes of cultural tourism at the destination | 0.650 | Continue |
Symbol
Observation variable name | Variable correlation total | Result | |
TT9 | The attractiveness of the original attributes of cultural tourism at the destination | 0.002 | Remove |
TT10 | The appeal of cultural tourism's famous attributes at the destination | 0.524 | Continue |
TT11 | The appeal of unique attributes of cultural tourism at destinations | 0.651 | Continue |
TT12 | The appeal of cultural tourism at the destination | 0.383 | Continue |
TT13 | Attractiveness from the attributes of the surrounding landscape beauty of the cultural tourism destination | 0.448 | Continue |
TT14 | The appeal of the vibrant attributes of cultural tourism at destinations | 0.373 | Continue |
TT15 | Attractiveness of cultural tourism attributes that meet the needs of international tourists at the destination | 0.538 | Continue |
TT16 | Attraction from the psychological atmosphere attributes surrounding cultural tourism at the destination | 0.412 | Continue |
TT17 | The attraction from the customs and lifestyle of local people surrounding the cultural tourism destination | 0.449 | Continue |
TT18 | The appeal of the friendly and hospitable nature of the local people surrounding the destination's cultural tourism | 0.590 | Continue |
Source: Author's research results
4.1.1.3. Reliability of the scale measuring tourists' travel motivation when visiting cultural tourism resources at the destination
Tourist motivation when visiting cultural tourism destinations includes 5 observed variables. The result of Cronchbach's Alpha coefficient analysis of this scale is CA = 0.726. The item-total correlation coefficient of all 5 observed variables satisfies the condition of being greater than 0.3. The test results are presented as follows:
Table 4.3. Test results of the scale of Tourists' Travel Motivation when visiting
cultural tourism resources at the destination
Symbol
Observation variable name | Total variable correlation | Result | |
Tourists' travel motivations when visiting cultural tourism resources at the destination | CA = 0.726 | ||
DC1 | Motivation to learn more about the culture of the destination | 0.563 | Continue |
DC2 | Motivation to learn new things about the destination culture | 0.593 | Continue |
DC3 | Motivation to experience the cultural atmosphere of the destination | 0.563 | Continue |
DC4 | The main motive is to visit and sightsee. | 0.339 | Continue |
DC5 | Pure entertainment motive | 0.398 | Continue |
Source: Author's research results
4.1.2. Checking the validity of the scale
The exploratory factor analysis (EFA) method will be used to evaluate the validity of the measurement. This method helps to evaluate the homogeneity of observed variables (items) and is expected to have a significant relationship with each other in the same factor (factor). The EFA factor test will be performed by the author in 2 steps: Step 1: Factor analysis for each component in the model. Step 2: Factor analysis of all significant observed variables after analyzing each factor separately.
4.1.2.1. Results of factor analysis of tourists' evaluation of the importance of criteria in creating the attractiveness of cultural tourism resources at the destination
The scale "International tourism assessment of the importance of criteria in creating the attractiveness of cultural tourism resources at the destination" after Cronbach's Alpha analysis has 14 observed variables left. The results of EFA factor analysis are as follows: