Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude

The article presents a survey conducted on customers’ attitude towards entertainment aspects at Bunbury Boat Show. The survey aimed to investigate the consumer behavior, attitudes, and online activity of visitors to the Bunbury Boat Show. The report findings include participant profile, descriptive analysis, and objectives such as information behind participation in the boat show, attitude about benefit of participation in water-based activities, barrier to participation in boating or water-based activities, visitors’ perception about facilities of the Boat Show, boat show good value for money, influence of exhibitors’ websites on the visitors, and reflection of attachment from time spent at the Boat Show. The article also includes demographic details of the participants such as gender distribution, age distribution, income level, mode of transportation, and country of origin.

Running Head: Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Entertainment Aspects at Bunbury Boat Show – A
Survey on Customers’ Attitude

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Table of Contents
Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude....1
1.0 Introduction.......................................................................................................... 3
2.0 Participant profile................................................................................................. 4
2.1 Gender Distribution........................................................................................... 4
2.2 Age Distribution................................................................................................. 5
2.3 Major Postal Code of the Visitors.......................................................................5
2.4 Income Level of the Visitors..............................................................................6
2.5 Mode of Transportation..................................................................................... 7
2.6 Country of Origin............................................................................................... 7
3.0 Report Findings.................................................................................................... 9
3.1 Descriptive analysis........................................................................................ 10
3.2 Objective 3.1 Information behind Participation in the Boat Show...................10
3.21 Participation in the Boat Show Relation with Age of the Visitors (Chi-
Square Test)....................................................................................................... 10
3.22 Participation in the Boat Show Relation with Country Origin of Visitors (T-
test).................................................................................................................... 11
3.3 Objective 3.2 Attitude about benefit of participation in water based activities
.............................................................................................................................. 12
3.31 Attitude about benefit of participation with gender of the visitors (T-test) 12
3.32 Attitude about benefit of participation with Age of the visitors (ANOVA)...14
3.4 Objective 3.3 Barrier to participation in boating or water based activities......15
3.41 Barrier to participation with age of the visitors (Chi-Square Test).............15
3.5 Objective 3.4 Visitors’ perception about facilities of the Boat Show...............16
3.51 Visitors’ perception about Marians facility of two genders (T-test)............16
3.52 Visitors’ perception about Marians facility of two genders (Chi-Square Test)
........................................................................................................................... 17
3.53 Visitors’ perception about Boat Ramp facility of Two Genders (T-test)......18
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
3.6 Objective 3.5 Boat Show good value for money..............................................19
3.61 Value for Money on Gender Biasness (T-test)............................................19
3.62 Value for Money on Age Group Biasness (ANOVA).....................................20
3.7 Objective 3.6 Boat Show to be very informative.............................................21
3.71 Informative Attitude on Age Groups (T-test)..............................................21
3.8 Objective 3.7 Influence of exhibitors’ websites on the visitors........................23
3.81 Influence of Exhibitors’ Websites on Origin of the Visitor (T-test)..............23
3.9 Objective 3.8 Reflection of Attachment from time spent at the Boat Show....24
3.91 Reflection of Time Spent on Mode of Transport (Chi-Square).....................24
4.0 Conclusion and Recommendations.....................................................................25
5.0 References......................................................................................................... 27
6.0 Appendices......................................................................................................... 30
Table 14: Descriptive Details of the Customers' Attitude Objectives.................30
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
1.0 Introduction
The aim of the scholar was to investigate the consumer behavior, attitudes, and online
activity of visitors to the Bunbury Boat Show. Using a structured questionnaire as a basic
research tool, a large-scale quantitative study was designed and conducted. The
questionnaires were delivered to 300 visitors at the end of the visit. Participants settled in
different parts of Australia were selected for their opinions about the boat show. The study
took place during the "Bunbury Boat Show" (BBS) season, a major annual event that takes
place in late spring. The self-filling method was chosen and the questionnaires were designed
with clear guidelines, an easy-to-read format and a simple structure. Prior to distribution to
the public, the questionnaire was tested and finalized for minor revisions. A practical
sampling procedure was carried out and respondents were asked to complete the tripartite
questionnaire immediately after the visit. Finally, a sample of 244 useful questionnaires was
collected. Perspectives of the research were towards the attitudes and behaviors of consumers
which would guide the management to frame its policies (Ariffin, Abdullah, Baba, Jipiu, &
Anuar, 2016). It was noted that attitudes and consumption behavior with respect to the
exhibition was the primary objective for the management amongst all the aims. The behavior
of the participants towards the benefit from water-based activities, and time spent at BBS
along with demographic profile of the participants were also scrutinized by the scholar.
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
2.0 Participant profile
2.1 Gender Distribution
The sample of convenience of 244 visitors to the boat show had a male domain (n = 143, p =
58.6%) compared to that of women (n = 92, p = 37.7%). The distribution was in line with the
fact that fishing always has been the attractive sports for men compared to women. But, presence
of 37.7% of female visitors was a success for the Bunbury show in terms of entertainment value.
Figure 1: Bunbury Boat Show Visitors’ (Participants’) Gender Distribution
2.2 Age Distribution
Approximately two-thirds of respondents (n = 161, p = 66.0%) were more than 40 years old,
where 27.9% of the participants found were aged between 50 years to 64 years. The older or
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
matured age group had always shown more interest in these entertainment shows compared to
younger age people. The age distribution was a perfect fit for consistent number of visitors for
the entertainment show.
Figure 2: Age Distribution of the Participants
2.3 Major Postal Code of the Visitors
The visitor's postal code showed that a large part of the participants remained in the postal
code of 6210 (n = 36, p = 17.5%), and the remainder remained scattered in several other postal
codes. The focus of the show organizers should be on the visitors from the particular postal code.
It was also probable that the location was near to Bunbury show place. A major of 82.5%
participants were scatter at various parts of the country.
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Figure 3: Distribution of Participants' Postal Code
2.4 Income Level of the Visitors
It was noted that nearly half of the participants (n = 119, p = 48.8%) had a monthly income of
more than $101k. Due to presence of considerable percentage of high income group of visitors,
the success of the show should focus on the entertainment as well as convenience part of the
show for these well off people.
Figure 4: Income Level of the Participant Visitor
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
2.5 Mode of Transportation
Regarding the way of transporting the respondents to visit the Bunbury spectacle, interesting
results showed that most of the sample visited the show with their cars (n = 212, p = 86.9%). The
trend also resembled with the fact that most of the visitors belonged to the high income groups.
This also reflected the affordability part of the visitors, and the organizers of the show should
focus on this particular issue for future organization of the Bunbury show.
.
Figure 5: Percentage Distribution Transport Mode
2.6 Country of Origin
The country of origin of the majority of respondents (p = 61.1%) was absent. Australians (n =
74, p = 30.3%) could be considered as majority commissions compared to visitors of external
origin (n = 21, p = 8.6%).
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Figure 6: Country of Origin of the Participants
Table 1Demographic Details of the Bunbury Boat Show Participants
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
POSTAL CODE Frequency Percent
6210 36 17.5%
Other 170 82.5%
Country Of Origin
Australia 74 30.3
Outside Australia 21 8.6
Mode of Transport
Car 212 86.9
Bus 8 3.3
Train 10 4.1
Walking 2 .8
Other 3 1.2
Gender Distribution
Male 143 58.6
Female 92 37.7
Age Distribution
18-24 11 4.5
25-34 29 11.9
35-39 34 13.9
40-49 58 23.8
50-64 68 27.9
65 and over 35 14.3
Income Level
Less than $40k 12 4.9
$41k-$60k 16 6.6
$61k-$80k 13 5.3
$81k-$100k 35 14.3
$101k-$120k 31 12.7
$121k-$140k 21 8.6
$141k and over 67 27.5
3.0 Report Findings
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
3.1 Descriptive analysis
In order to achieve the third research objective of this study, the percentage responses to
the individual surveys were found using SPSS 20 version and are shown in table 2. These
percentages give an indication of the influence of some of the Festival's attributes in the
respondents ' opinions of Bunbury Show. In order to identify the behavioral differences cross
tabulation divided the sample into subgroups corresponding to demographic fields. The six
segments differed in their commitment to display behavioral intentions.
3.2 Objective 3.1 Information behind Participation in the Boat Show
3.21 Participation in the Boat Show Relation with Age of the Visitors (Chi-Square Test)
The participants also seemed to agree more with the statements that showed that their
observations were influenced by the TV advertisement and newspapers.
Figure 7: How Information Obtained about the Boat Show
For cross relation of age groups with source of information of the boat show, it was
hypothesized that information source of the boat show was independent of the age of the
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
visitors. After carefully examining the results, it appeared that the difference between the five
age groups was significant for mode of hearing about the boat show ( χ2=103 .89 , p < 0. 05 ).
Newspaper was the leading source of information of the boat show, whereas visitors aged
between50 – 64 were informed in a better way compared to other age groups.
Table 2: Cross Tabulation of Age Group with Source of Information
a.18-24 b.25-34 c.35-39 d.40-49 e.50-64 f.65 and over
a.Online .9% .4% .9% 1.3% 3.4%
b.Email .4% .4%
c.Facebook .4% .9% .4% 1.7%
d.Mail out .4% .4%
e.Newspaper 1.3% 2.6% 6.0% 4.7% 3.0% 17.4%
f.Magazine 2.1% .9% .4% 3.4%
g.TV .4% 4.3% 5.1% 3.8% 4.7% .9% 19.1%
h.Outdoor advertising .4% 2.1% 1.7% 3.0% 1.3% 8.5%
i.From a friend 1.7% 1.7% .4% 4.3% 2.6% 1.3% 11.9%
j.Radio 2.1% 2.1% 2.1% 1.7% 8.1%
k.Work or industry
colleagues .4% .9% .4% 2.1% .9% 4.7%
I. Other .9% .4% .9% 3.4% 8.9% 6.4% 20.9%
Total 4.7% 12.3% 14.5% 24.7% 28.9% 14.9% 100.0%
In which Age Group do you belong? Total
3.22 Participation in the Boat Show Relation with Country Origin of Visitors (T-test)
Furthermore it was also hypothesized that country origin of visitors was independent of
the medium of information of the show. It appeared that the disparity between the origins of
the visitors was not statistically significant for mode of hearing about the boat show (t = 1.67, p
= 0.098) at 5% level of significance. Australian origin participants were found to be equally
informed compared to outside Australia visitors, and no statistical difference in perception about
origin of information of the aboriginal and outside visitors were found for inquiring the news of
boat show from TV and newspaper.
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ AttitudeTable 3: Country of Origin Percentage Distribution for Source of Information the Show
Outside
Australia In Australia Total
a.Online 3.1% 3.1%
b.Email .6% .6%
c.Facebook 1.2% .6% 1.8%
e.Newspaper 8.6% 4.9% 13.5%
f.Magazine .6% 2.5% 3.1%
g.TV 9.2% 9.2% 18.4%
h.Outdoor advertising 8.0% 2.5% 10.4%
i.From a friend 3.7% 9.8% 13.5%
j.Radio 1.8% 4.9% 6.7%
k.Work or industry
colleagues 1.2% 2.5% 3.7%
I. Other 13.5% 11.7% 25.2%
Total 50.9% 49.1% 100.0%
3.3 Objective 3.2 Attitude about benefit of participation in water based activities
3.31 Attitude about benefit of participation with gender of the visitors (T-test)
The show was attributed to the fact that respondents felt that the greatest influence on
their perception of the show was the family relaxation and family outing due to the event.
Perception of the visitors about the other four factors was comparatively low. It was
hypothesized that gender of the visitors did not had any relation with the attitude about
benefits of the show.
Figure 8: Percentage Distribution of Perception about the Benefits of the Visitors
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
The disparity between the two genders was significant for benefit in participation in the
boat show (t = 4.72, p < 0.05) at 5% level of significance. Male participants were significantly
ahead in assessing the benefits from water based activities (From Table 2); especially about
family entertainment value was the significant issue of the visitors. The gender based study
revealed that respondents were noted to be undecided about their favorite facility, implying that
both male and females were of equal opinion about the facilities. Benefit from participating in
water based activities at the boat show was statistically significant between the gender
comparison, and male participants’ assessment about the benefits was found to be statistically
greater than that of the females.
Figure 9: Gender Wise Benefit Description
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
3.32 Attitude about Benefit of Participation with Age of the visitors (Chi-Square Test)
It was hypothesized that average views about benefits of attending the boat show
was independent of the age of the participants. A cross tabulation with chi-square was
constructed for inferential decision making and age group of 50-64 was significantly
( χ2=39 .13 , p<0 . 05 ) interested about the benefits of show compared to the visitors of other age
groups. The claim in the null hypothesis got rejected at 5% level of significance.
Table 4: Descriptive Details of the Age Groups for Benefits from the Show
a.18-24 b.25-34 c.35-39 d.40-49 e.50-64 f.65 and over
a.Family outing 1.3% 5.6% 5.6% 10.7% 9.8% 5.1% 38.0%
b.Relaxation 1.3% 2.6% 5.6% 10.7% 12.8% 4.7% 37.6%
c.Fitness .4% 1.7% 1.7% .9% .9% 1.7% 7.3%
d.Social networks 1.3% 1.3% 1.3% .4% 1.3% .9% 6.4%
e.Friendship 1.3% 1.7% 1.7% .4% 5.1%
f. Other .4% .4% 2.6% 2.1% 5.6%
Total 4.7% 12.4% 14.1% 24.8% 29.1% 15.0% 100.0%
Primary benefit of Participation * Age Group Age Group Total
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
3.4 Objective 3.3 Barrier to participation in boating or water based activities
3.41 Barrier to participation with age of the visitors (Chi-Square Test)
In addition, the groups also evaluated the current experience and the behaviors at the boat
show indicating the purpose of the entertainment of the show.
Figure 10: Percentage Distribution of Main Barriers of the Participation
The scholar hypothesized that barriers to participation was not related to the age of the
visitors. From the cross tabulated analysis most interested visitors were noted as the people in 50
- 64 years of age, and they were found to be significantly ( χ2=50 .11 , p <0 . 05 ) worried about
lack of time in visiting the boat show. Participants were primarily coming to the show by their
cars, and barrier in participation was significantly due to for lack of time for this group of
visitors. The uniqueness of the event was how the event allowed participants to take part on to
experiment different ways with low cost. People were happy with the facilities of the show, but,
the most effect in influencing the behavior of the exhibit participants was lack of time to attend
the show.
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ AttitudeTable 5: Cross Tabulation of Age and Barriers of Participation
18-24 25-34 35-39 40-49 50-64 65 and over Total
a.Upfront costs 2.6% 3.0% 3.9% 3.5% 5.6% 4.3% 22.9%
b.Costs associated with
participation (e.g. fuel, storage
and maintenance)
.4% 1.3% 3.0% 8.2% 3.9% 1.3% 18.2%
c.Lack of time 1.7% 6.1% 5.2% 10.4% 11.3% 2.6% 37.2%
d.Lack of access to facilities .4% .9% .4% .9% 2.6%
e.Lack of storage facilities .4% .4% .9%
f. Other 1.7% 1.3% 2.2% 6.5% 6.5% 18.2%
Total 4.8% 12.6% 14.7% 25.1% 28.1% 14.7% 100.0%
3.5 Objective 3.4 Visitors’ perception about facilities of the Boat Show
3.51 Visitors’ perception about Marians facility of two genders (T-test)
Among the facilities, Marinas facility and Boat ramps were the two major attractions to all the
visitors. Whereas, Wash down facilities, Boat pens, and Boat stackers were the three followed
attractions in the mentioned order.
Table 6: Descriptive Details of Visitors’ about the Facilities
Facilities Mean Std. Deviation
Marinas 4.82 1.548
Boat ramps 5.06 1.422
Wash down
facilities 4.47 1.574
Boat pens 3.76 1.791
Boat stackers 2.81 1.698
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Among the facilities, respondents were significantly inclined about the Marinas facility and
Boat ramps facilities. It was hypothesized by the scholar that attitude of two genders were
equally inclined towards the Marians facility. The claim was tested by a two independent
sample t-test at 5% level of significance. The average score of attitude for males (M = 5.03, SD =
1.44) was found to be more positive towards this facility than compared to that of the females (M
= 4.49, SD = 1.66). The difference in attitude was found significant (t = 2.34, p < 0.05), and
males had more positive attitude towards Marinas.
3.52 Visitors’ perception about Marians facility of two genders (Chi-Square Test)
Choice of facility was assumed to be dependent on income of people. The null hypothesis
was considered that income and behavior towards the facility were not correlated. The
difference in behavior between the six income groups of the visitors for the Marinas facility was
found to be significant for using Marinas as the facility in the show ( χ2=46 . 4 , p <0 .05 ) at 5%
level of significance.
Table 7: Cross Tabulation of House Hold Income and Visitor Attitude
Less
than
$40k
$41k-
$60k
$61k-
$80k
$81k-
$100k
$101k-
$120k
$121k-
$140k
$141
and over
Strongly Disagree 1.3% .6% .6% 2.5% .6% 1.3% 1.3% 8.2%
Moderately Disagree 1.3% .6% 1.3% 3.2%
Slightly Disagree 2.5% 1.9% .6% 1.3% 2.5% 8.9%
Slightly Agree 1.9% 1.3% 1.3% 1.3% 1.9% .6% 2.5% 10.8%
Moderately Agree 1.3% 1.9% 7.0% 3.8% 1.9% 5.7% 21.5%
Strongly Agree .6% 1.9% 4.4% 6.3% 8.2% 5.7% 20.3% 47.5%
Total 6.3% 8.2% 6.3% 19.6% 15.2% 10.8% 33.5% 100.0%
Attitude
Total household income
Total
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
3.53 Visitors’ perception about Boat Ramp facility of Two Genders (T-test)
Highest income group visitors were noted as evident leading partakers for the Boat ramp
facility, and behavioral responses of them were consistently high for the activity. Among the
facilities, the $ 141k and above income group respondents were significantly inclined towards
the Boat ramp facility. Regarding the facility, the null hypothesis was constructed assuming
that there was no particular difference in income groups of $81k -$100k and $141 and over,
for behavioral influence towards this facility. There was no statistically significant difference
in attitude for the two income groups was observed (t = -1.13, p = 0.262) towards the facility.
Figure 11: Income Groups Perception about Boat Ramps as Important Facility
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
3.6 Objective 3.5 Boat Show good value for money
3.61 Value for Money on Gender Biasness (T-test)
Visitors’ attitude towards value of money was identified to be a very legitimate motivation for
attending the boat show carnival. 43.4% Participants strongly agreed with the fact that value of
money is one of the important reasons for attending the show. The organizers of the show should
take a note of the attitude pattern of the visitors to frame appropriate policies to attract more
visitors in future years.
Figure 12: Attitude about Value of Money for the Show
An independent sample t-test was constructed for inferential decision making to test the null
hypothesis that there was no gender biasness towards the perception of the importance of
money. The above claims were tested at 5% level of significance. It was identified from the
independent sample t-test, that males (M = 5.2, SD = 1.02) had significantly more inclination for
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
value of money (t = 2.01, p < 0.05) compared to that of the women (M = 4.9, SD = 1.26) at 5%
level.
Table 8: Cross Tabulation of Gender and Attitude about Value of Money
Male Female
Strongly Disagree .9% 1.3% 2.1%
Moderately Disagree .4% 1.3% 1.7%
Slightly Disagree 3.0% 2.1% 5.1%
Slightly Agree 6.4% 6.0% 12.4%
Moderately Agree 20.5% 13.2% 33.8%
Strongly Agree 29.5% 15.4% 44.9%
Total 60.7% 39.3% 100.0%
What is your Gender
Value for money * Gender Total
3.62 Value for Money on Age Group Biasness (ANOVA)
A parallel supposition was also considered for the income groups that there was no
significant difference in attitude for the age groups towards value of money. There was no
particular trend obtained from the descriptive of the age groups about their opinions on value of
money. It was hypothesized that there was no income group biasness towards the perception of
the importance of money. The claim was tested by one-way ANOVA at 5% level, and no
significant difference in attitude was found about value of money corresponding to the income
groups (F = 0.76, p =0.601). The null hypothesis failed to get rejected at 5% level.
21

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ AttitudeTable 9: Descriptive Details about Income Groups about Value of Money
a.Less than $40k 5.17 1.337
b.$41k-$60k 5.00 1.155
c.$61k-$80k 4.77 1.166
d.$81k-$100k 4.86 1.264
e.$101k-$120k 5.23 .920
f.$121k-$140k 4.67 1.494
g.$141k and over. 5.09 1.063
Total 5.00 1.161
Attitude about good value for money Mean Std. Deviation
3.7 Objective 3.6 Boat Show to be very informative
3.71 Informative Attitude on Age Groups (T-test)
Visitors’ attitude towards value of information from the show was identified to be a valid
motivation for attending the boat show carnival. 44.3% Participants strongly agreed with the fact
that the informative structure of the entertainment show was one of the important reasons for
attending the show.
Table 10: Frequency Table for Attitude towards Information about Value of Money
Boat Show was very informative Frequency Percent
Strongly Disagree 2 .8
Moderately Disagree 4 1.6
Slightly Disagree 6 2.5
Slightly Agree 38 15.6
Moderately Agree 77 31.6
Strongly Agree 108 44.3
Total 244 100.0
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Table 11: Descriptive Details of Visitors’ Perception about Information from boat Show
a.18-24 4.55 1.128
b.25-34 5.10 .817
c.35-39 5.30 1.045
d.40-49 5.30 .778
e.50-64 5.13 1.091
f.65 and over 5.17 1.014
Total 5.17 .976
Boat Show was very informative Mean Std. Deviation
Though there were differences in attitude towards the information from the boat show, none
of the age groups’ average attitude was significant enough to be identified separately towards the
informative nature of the carnival.
The two primary age groups about their perception about the informative nature of the show
were identified as 40-49 and 35-39. An independent sample t-test was constructed for inferential
decision making to test the null hypothesis that there was no difference in perception of the
two age groups about the amount of awareness gained from the show. The above claims
were tested at 5% level of significance. It was identified from the t-test, that there was no
significant difference in perception about level of information from the boat carnival (t = 0.025,
p = 0.95) between the two age groups at 5% level.
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Figure 13: Attitude of Age Groups about Information from the Boat Show
3.8 Objective 3.7 Influence of exhibitors’ websites on the visitors
3.81 Influence of Exhibitors’ Websites on Origin of the Visitor (T-test)
Visitors were noted to be influenced by mass media compared to internet promotions. More
than half of them (p = 52.9%) were unaware any website regarding the show, and most of the
rest (p = 30.7%) avoided to answer such queries due to absence of any such knowledge about
internet promotions. Visitor’s website preferences were noted to be significantly inclined
towards the fact that people outside Australia were more ignorant about online advertisements.
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Figure 14: Percentage Distribution of Visitors’ Online Information about the Show
A null hypothesis was framed considering that place of origin of the visitor had no
influence in visiting any website of any exhibitor. An independent sample t-test was
constructed for inferential decision making, and country of origin had no statistically significant
difference in perception about the boat carnival. Outside of Australia participants (M = 1.16, SD
= 0.37) were found to have almost equal interest to visitors from Australian origin (M = 1.26, SD
= 0.44) about websites of exhibitors, and no statistically difference (t = -1.51, p = 0.134) in
attitude about the influence of exhibitors’ website was identified.
Table 12: Cross Tabulation for Country of Origin and Website Information
Country of Origin
Outside Australia Australia
Missing 4.3% 11.7% 16.0%
No 39.3% 27.6% 66.9%
Yes 7.4% 9.8% 17.2%
Total 50.9% 49.1% 100.0%
Visited exhibitors’ websites
before * Country of Origin Total
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
3.9 Objective 3.8 Reflection of Attachment from time spent at the Boat Show
3.91 Reflection of Time Spent on Mode of Transport (Chi-Square)
The people who participated in the event were found to attend the show for a longer period of
time, which eventually present the opportunities to interact with the organizers. Time spent at the
boat show was significantly higher for the participants coming to BBS by cars.
Figure 15: Percentage Distribution for Time Spent in the Show
The null hypothesis in this objective was that the mode of transport had no significant
impact on time of stay in the boat show. Cross-tabulation was constructed for inferential
decision making, and significantly, time spend was statistically associated with mode of transport
of the visitors. It was observed that visitors coming to the show by their cars were predominant
in numbers and stayed considerable longer than other visitors. The difference in time of stay of
the visitors significantly depended on their mode of transport ( χ2=9 . 37 , p <0 . 05 )
26

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ AttitudeTable 13: Cross Tabulation of Mode of Transport and Time Spent
a.Car b.Bus c.Train d.Walking e. Other
1 – 2 hours 5.1% .4% 5.6%
2 – 3 hours 38.9% 3.0% 41.9%
More than 3 hours 43.6% 3.0% 1.3% .4% .4% 48.7%
More than one day 2.6% .4% .4% .4% 3.8%
Total 90.2% 3.4% 4.3% .9% 1.3% 100.0%
Time Spend at the Boat Show Primary method of transport
Total
.
4.0 Conclusion and Recommendations
This revise has implications for concepts of marketing for the entertainment value of the
Bunbury show. Attention was drawn to the important implications that Bunbury professionals,
festival managers and tourism professionals can use in organizing events to promote the Bunbury
tourism industry. The publication of this market study results in the identification of the most
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
influential characteristics of the festival leading to positive changes in the perception of
ammunition. By focusing on these elements, organizers of the Bunbury festivals can positively
influence the perceptions of participants, which can lead to more intentions. Success of the show
was perceived to depend on the customers’ behavior, especially on sensitivity towards value of
money. Also, the positive perception regarding the facilities at the show was recognized as the
potential customer puller towards their products. The characteristics of the festival, the BBS
model, are the most important factor in creating positive changes in the perception of the
consumer. The experiences that festival visitors gained through their participation in the show,
their enthusiasm for the boat festival were reflected from their strong agreement with the
objectives of the BBS. From an operational point of view, it is therefore important to ensure that
all the elements were strongly adhered by the show organizers. Addition of innovative facilities
should generate new experiences give that visitors had significant positive attitude towards the
existing facilities at BBS. Probable unique atmosphere of the festival could be to organize boat
parties at night. New experiences can also come from unusual themes or scenarios that are not
associated with Bunbury festivals (Organ, Koenig-Lewis, Palmer, & Probert, 2015). Consumers
have never been at BBS because of their higher prices, but at the same time presence of higher
income groups should enthrall the show administrators towards hype and the glamour, which can
easily be made by marketing a festival. A previous study identified a number of marketing
elements that could create a sense of excitement and glamour, making a festival something more
special (Lee, Song, Lee, & Reisinger, 2017; Lee, Sung, Suh, & Zhao, 2017). These marketing
elements include the development of special invitations for festival participants; Special
promotions that take place in the city or city, such as banners that promote the event; special
marketing campaigns with advertisements in the media and a broad presence in the internet
(Kim, Duncan, & Chung, 2015).
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Although this study provides information about how Bunbury makers can perceive their
perception within a broader and fairer customer group. However, the collected information was
extremely useful for marketing and other promotional events. Other empirical tests of the model
that reproduces the different Bunbury festivals would be useful to refine the model. These
empirical results will also contribute to improve the results of this study utilizing theory of
planned behavior (Lu, Wei, Wu, Swanson, & Getz, 2017; Wu, Wong, & Cheng 2014).
5.0 References
Ariffin, H. F., Abdullah, R. P. S. R., Baba, N., Jipiu, L. B., & Anuar, N. A. M. (2016, October).
Modelling the predictors influencing customer satisfaction in event foods. In 3rd
International Hospitality and Tourism Conference, IHTC 2016 and 2nd International
Seminar on Tourism, ISOT 2016. CRC Press/Balkema.
29

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Kim, Y. H., Duncan, J., & Chung, B. W. (2015). Involvement, satisfaction, perceived value, and
revisit intention: A case study of a food festival. Journal of culinary science &
technology, 13(2), 133-158.
Lee, H. M., Song, H. J., Lee, C. K., & Reisinger, Y. (2017). Formation of festival visitors’
environmentally friendly attitudes: cognitive, affective, and conative components.
Current Issues in Tourism, 1-5.
Lee, W., Sung, H., Suh, E., & Zhao, J. (2017). The effects of festival attendees’ experiential
values and satisfaction on re-visit intention to the destination: The case of a food and
wine festival. International Journal of Contemporary Hospitality Management, 29(3),
1005-1027.
Lu, T., Wei, W., Wu, L., Swanson, J., & Getz, D. (2017). Parallel Session 5, Impacts of Events
and Festivals Track: Is Higher Attendance, the Better?: Examining the Impacts of
Meeting Size on Attendees' Psychological Responses and Consequence Behavior.
Organ, K., Koenig-Lewis, N., Palmer, A., & Probert, J. (2015). Festivals as agents for behaviour
change: A study of food festival engagement and subsequent food choices. Tourism
Management, 48, 84-99.
Wu, H. C., Wong, J. W. C., & Cheng, C. C. (2014). An empirical study of behavioral intentions
in the food festival: The case of Macau. Asia Pacific Journal of Tourism Research,
19(11), 1278-1305.
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
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Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
6.0 Appendices
Table 14: Descriptive Details of the Customers' Attitude Objectives
Frequency Percent
Online 8 3.3
Email 1 .4
Facebook 4 1.6
Mail out 1 .4
Newspaper 42 17.2
Magazine 8 3.3
TV 45 18.4
Outdoor advertising 20 8.2
From a friend 29 11.9
Radio 19 7.8
Work or industry colleagues 11 4.5
Other 49 20.1
Family outing 91 37.3
Relaxation 88 36.1
Fitness 17 7.0
Social networks 16 6.6
Friendship 12 4.9
Other 13 5.3
Upfront costs 53 21.7
Costs associated with participation 43 17.6
Lack of time 87 35.7
Lack of access to facilities 6 2.5
Lack of storage facilities 2 .8
Other 43 17.6
1 – 2 hours 13 5.3
2 – 3 hours 98 40.2
More than 3 hours 115 47.1
More than one day 9 3.7
Missing 75 30.7
No 129 52.9
Yes 40 16.4
Visited exhibitors’ websites before the Boat Show
Primary benefit of participation
Time spent at the Boat Show
First hear about the Boat Show
Primary barrier to participation in water based activities
32

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Table 15: Descriptive Values for Attribute Variables
Attributes Mean Std. Deviation
How did you first hear about the Boat Show 8.10 2.90
Benefit of your participation in water based activities 2.19 1.42
Barrier to your participation in boating or water based activities 2.96 1.68
Facilities of the Boat Show
Marinas 4.82 1.55
Boat ramps 5.06 1.42
Wash down facilities 4.47 1.57
Boat pens 3.76 1.79
Boat stackers 2.81 1.70
Boat Show good value for money 5.09 1.13
Boat Show to be very informative 5.16 1.00
Visited any of the exhibitors’ websites before the Boat Show 1.24 0.43
Time spent at the Boat Show 3.51 0.66
Table 16: Perception of the Visitors Regarding the Facilities at the Show
Strongly Disagree Moderately Disagree Slightly Disagree Slightly Agree Moderately Agree Strongly Agree
Marinas
Frequency 15 5 17 18 44 93
Percent 6.1 2.0 7.0 7.4 18.0 38.1
Frequency 11 6 14 7 53 108
Percent 4.5 2.5 5.7 2.9 21.7 44.3
Wash
downFrequency 13 7 33 18 42 63
Percent 5.3 2.9 13.5 7.4 17.2 25.8
Frequency 26 22 39 13 31 44
Percent 10.7 9.0 16.0 5.3 12.7 18.0
Frequency 52 35 37 16 12 22
Percent 21.3 14.3 15.2 6.6 4.9 9.0
Frequency 5 4 12 29 79 106
Percent 2.0 1.6 4.9 11.9 32.4 43.4
Frequency 2 4 6 38 77 108
Percent .8 1.6 2.5 15.6 31.6 44.3
Boat Show very informative
Following facilitates are important
Boat ramps
Boat pens
Boat stackers
Boat Show good value for money
33

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Table 17: Cross Tabulation with Age Group and Participants Attitude
Attitude of the Visitors
18-24 25-34 35-39 40-49 50-64 65 and over Chi-Square Asymp. Sig.
How did you first hear about the Boat Show 4.7% 12.3% 14.5% 24.7% 28.9% 14.9% 103.896a .000
Benefit of your participation in water based activities 4.7% 12.4% 14.1% 24.8% 29.1% 15.0% 39.133a .036
Barrier to your participation in boating or water based activities 4.8% 12.6% 14.7% 25.1% 28.1% 14.7% 50.115a .002
Facilities of the Boat Show
Marinas 3.7% 11.5% 14.7% 23.6% 30.9% 15.7% 38.030a .046
Boat ramps 4.0% 11.6% 13.6% 24.1% 30.7% 16.1% 44.586a .009
Wash down facilities 4.0% 11.9% 11.9% 25.0% 30.7% 16.5% 30.484a .207
Boat pens 2.9% 11.4% 14.3% 25.7% 29.7% 16.0% 40.730a .025
Boat stackers 2.9% 10.5% 13.4% 24.4% 32.0% 16.9% 35.336a .082
Boat Show good value for money 4.7% 12.4% 14.5% 24.8% 28.6% 15.0% 30.982a .190
Boat Show to be very informative 4.7% 12.4% 14.2% 24.5% 29.2% 15.0% 30.806a .196
Visited any of the exhibitors’ websites before the Boat Show 4.7% 12.3% 14.5% 24.7% 28.9% 14.9% 10.372a .408
Time spent at the Boat Show 4.7% 12.4% 14.5% 24.4% 29.1% 15.0% 31.407a .008
Age Group Chi-Square
Table 18: Cross Tabulation with Country Origin Groups and Participants Attitude
Attitude
Missing Outside
Australia Australian Chi-Square Asymp. Sig.
How did you first hear about the Boat Show 31.2% 35.0% 33.8% 41.424a .007
Benefit of your participation in water based
activities 31.6% 34.6% 33.8% 4.497a .922
Barrier to your participation in boating or water
based activities 30.8% 35.5% 33.8% 16.613a .083
Facilities of the Boat Show
Marinas 28.6% 34.9% 36.5% 7.408a .686
Boat ramps 28.1% 36.2% 35.7% 4.316a .932
Wash down facilities 26.7% 36.9% 36.4% 13.761a .184
Boat pens 30.3% 34.9% 34.9% 21.571a .017
Boat stackers 30.5% 35.1% 34.5% 20.591a .024
Boat Show good value for money 30.6% 35.3% 34.0% 9.448a .490
Boat Show to be very informative 30.6% 35.3% 34.0% 9.197a .514
Visited any of the exhibitors’ websites before the
Boat Show 33.2% 34.0% 32.8% 60.546a .000
Time spent at the Boat Show 31.1% 34.9% 34.0% 9.834a .132
Origin of Stay of the Visitors Chi-Square Test
34

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Table 19: Cross Tabulation with Gender Groups and Participants Attitude
Attitude
Male Female Chi-Square Asymp. Sig.
How did you first hear about the Boat Show 60.9% 39.1% 15.296 a .169
Benefit of your participation in water based activities 60.7% 39.3% 30.301 a .000
Barrier to your participation in boating or water based activities 61.5% 38.5% 9.636 a .086
Facilities of the Boat Show
Marinas 60.7% 39.3% 6.740 a .241
Boat ramps 62.3% 37.7% 8.185 a .146
Wash down facilities 63.1% 36.9% 6.391 a .270
Boat pens 64.6% 35.4% 1.245 a .941
Boat stackers 65.1% 34.9% 1.720 a .886
Boat Show good value for money 60.7% 39.3% 5.149 a .398
Boat Show to be very informative 60.9% 39.1% 1.663 a .894
Visited any of the exhibitors’ websites before the Boat Show 60.9% 39.1% .022a .989
Time spent at the Boat Show 61.1% 38.9% 1.417 a .702
Chi-Square TestWhat is your Gender
Table 20: Cross Tabulation with Income Groups and Participants Attitude
Attitude
Less than
$40k
$41k-$60k
$61k-$80k
$81k-$100k
$101k-
$120k
$121k-
$140k
$141k and
over
Chi-Square
Asymp. Sig.
How did you first hear about the Boat Show 6.2% 8.2% 6.7% 17.9% 15.9% 10.8% 34.4% 81.060 a .100
Benefit of your participation in water based activities 6.2% 8.2% 6.7% 18.0% 15.5% 10.8% 34.5% 32.270 a .355
Barrier to your participation in boating or water based activities 6.3% 8.4% 6.8% 17.8% 15.2% 11.0% 34.6% 38.572 a .136
Facilities of the Boat Show
Marinas 6.3% 8.2% 6.3% 19.6% 15.2% 10.8% 33.5% 46.400 a .028
Boat ramps 6.0% 7.8% 6.6% 19.3% 14.5% 10.2% 35.5% 33.998 a .281
Wash down facilities 5.3% 8.0% 6.7% 18.7% 14.7% 11.3% 35.3% 26.997 a .623
Boat pens 4.8% 7.5% 6.8% 17.8% 15.1% 11.6% 36.3% 39.539 a .114
Boat stackers 4.9% 7.6% 6.9% 18.1% 14.6% 11.1% 36.8% 27.664 a .588
Boat Show good value for money 6.2% 8.2% 6.7% 18.0% 16.0% 10.8% 34.0% 24.590 a .745
Boat Show to be very informative 6.2% 8.2% 6.7% 18.0% 15.5% 10.8% 34.5% 18.430 a .951
Visited any of the exhibitors’ websites before the Boat Show 6.2% 8.2% 6.7% 17.9% 15.9% 10.8% 34.4% 7.337 a .835
Time spent at the Boat Show 6.2% 8.2% 6.7% 17.5% 16.0% 10.8% 34.5% 22.971 a .192
Chi-Square
Tests
Total household income
35

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Table 21: Cross Tabulation with Major Postal Codes and Participants Attitude
Others
6008
6018
6026
6030
6053
6065
6107
6150
6155
6163
6164
6208
6210
6211
6230
6233
Chi-
Value
Asymp.
Sig.
How did you first hear
about the Boat Show 50.2% 3.4% 2.1% 2.1% 2.1% 1.7% 3.0% 2.5% 1.7% 2.1% 2.1% 2.5% 1.7% 15.2% 1.7% 3.0% 1.7% 168.229 a .834
Benefit of your
participation in water
based activities
50.2% 3.4% 2.1% 2.1% 2.1% 1.3% 3.0% 2.5% 1.7% 2.1% 2.1% 2.5% 1.7% 15.2% 1.7% 3.0% 1.7% 107.192 a .052
Barrier to your
participation in boating or
water based activities
50.0% 3.4% 2.1% 2.1% 2.1% 1.7% 3.0% 2.6% 1.3% 2.1% 2.1% 2.6% 1.7% 15.0% 1.7% 3.0% 1.7% 96.334 a .188
Facilities of the Boat Show
Marinas 50.0% 3.6% 1.6% 2.1% 1.6% 2.1% 3.1% 2.6% 2.1% 1.6% 2.1% 3.1% 1.6% 15.1% 2.1% 3.6% 1.0% 78.471 a .678
Boat ramps 51.3% 3.0% 1.0% 2.0% 1.5% 2.0% 3.5% 2.0% 1.5% 1.5% 2.5% 3.0% 1.5% 16.1% 2.0% 3.0% 2.0% 80.043 a .632
Wash down facilities 50.6% 2.8% 1.7% 2.3% 1.1% 1.7% 3.4% 2.3% 1.7% 1.7% 2.8% 2.8% 1.1% 15.9% 2.3% 2.8% 2.3% 75.199 a .768
Boat pens 50.9% 3.4% 2.3% 1.7% .6% 2.3% 4.0% 2.3% 1.7% 1.7% 2.9% 3.4% 1.7% 13.7% 2.3% 2.9% 1.7% 125.874 a .003
Boat stackers 48.3% 3.4% 1.7% 1.7% 1.1% 1.7% 4.0% 2.3% 2.3% 1.1% 2.9% 3.4% 1.7% 15.5% 2.3% 2.9% 2.3% 89.163 a .357
Boat Show good value for
money 50.6% 3.0% 2.1% 2.1% 2.1% 1.7% 3.0% 2.6% 1.7% 2.1% 2.1% 2.6% 1.7% 15.3% 1.7% 3.0% 1.7% 128.586 a .002
Boat Show to be very
informative 49.8% 3.4% 2.1% 2.1% 2.1% 1.7% 3.0% 2.6% 1.7% 2.1% 2.1% 2.6% 1.7% 15.3% 1.7% 3.0% 1.7% 99.493 a .135
Visited any of the
exhibitors’ websites
before the Boat Show
48.8% 3.3% 2.0% 2.0% 2.0% 1.6% 2.9% 2.5% 1.6% 2.0% 2.0% 2.5% 1.6% 14.8% 1.6% 2.9% 1.6% 58.317 a .006
Time spent at the Boat
Show 50.6% 3.4% 2.1% 2.1% 2.1% 1.7% 3.0% 2.6% 1.7% 2.1% 2.1% 2.6% 1.7% 15.3% 1.7% 2.6% 1.7% 43.704 a .756
Chi-Square Test
Attitude
Post Codes
.
36

Entertainment Aspects at Bunbury Boat Show – A Survey on Customers’ Attitude
Table 22: Cross Tabulation with Transport Modes and Participants Attitude
Attitude
Car Bus Train Walking Other Chi-Value Asymp.
Sig. (2-How did you first hear about the Boat Show 90.2% 3.4% 4.3% .9% 1.3% 68.825 a .010
Benefit of your participation in water based activities 90.2% 3.4% 4.3% .9% 1.3% 20.318 a .438
Barrier to your participation in boating or water based activities 90.0% 3.5% 4.3% .9% 1.3% 76.266 a .000
Facilities of the Boat Show
Marinas 89.0% 4.2% 4.7% 1.0% 1.0% 46.571 a .001
Boat ramps 89.4% 4.0% 4.5% 1.0% 1.0% 12.542 a .896
Wash down facilities 88.1% 4.5% 5.1% 1.1% 1.1% 19.998 a .458
Boat pens 88.6% 4.0% 5.1% 1.1% 1.1% 13.292 a .865
Boat stackers 88.4% 4.1% 5.2% 1.2% 1.2% 17.555 a .617
Boat Show good value for money 90.2% 3.4% 4.3% .9% 1.3% 12.749 a .888
Boat Show to be very informative 90.1% 3.4% 4.3% .9% 1.3% 9.761a .972
Visited any of the exhibitors’ websites before the Boat Show 90.2% 3.4% 4.3% .9% 1.3% 9.698a .287
Time spent at the Boat Show 90.2% 3.4% 4.3% .9% 1.3% 36.389 a .000
Chi-Square Test
Primary method of transport to
get to the Boat Show
37