Leisure Shopping in Heritage Villages Assignment PDF

Running head: LEISURE SHOPPING IN HERITAGE VILLAGES
Leisure Shopping in Heritage Villages
Name of the Student
Name of the University
Course ID

1LEISURE SHOPPING IN HERITAGE VILLAGES
Executive Summary:
The research report highlights the behaviour and patterns of the tourists who prefer to tour in
the Australian villages. These suburbs attract the tourists with their heritages, foods, arts,
crafts and cultures. They prefer to travel with their partners or groups to explore different
types of tradition and communities. The expenditure may be significant or minute. However,
the tourists do not care about that a lot. Further, they feel satisfaction and comfortable with
their tour and make decision to return again. A preliminary survey is organised by provided
dataset to the researcher. The analysis completely follows the proposition of the study,
research questions and hypothesis. The explanatory analysis is sufficient to provide an overall
scenario of village shopping trends of the tourists.

2LEISURE SHOPPING IN HERITAGE VILLAGES
Table of Contents
Introduction and Research Objectives:......................................................................................3
Data collection Process:.............................................................................................................3
Research Methodology:.............................................................................................................3
Data Analysis:............................................................................................................................4
Demographics:.......................................................................................................................4
Other responses:.....................................................................................................................5
Hypotheses testing:..............................................................................................................14
Hypothesis 1:....................................................................................................................14
Hypothesis 2:....................................................................................................................15
Hypothesis 3:....................................................................................................................16
Hypothesis 4:....................................................................................................................16
Research Limitation:................................................................................................................17
Conclusion:..............................................................................................................................17
References:...............................................................................................................................18
Appendix:.................................................................................................................................19

3LEISURE SHOPPING IN HERITAGE VILLAGES
Introduction and Research Objectives:
Tourism is encouraged by development agencies, governments and tour agencies to support
traditional economic and social curriculum in the regional areas especially the peripheral and
marginal places (Laing et al., 2014). Many small villages of Australia have turned tourism a
development option and have pursued a strategy of offering shopping of tourists to support
local industry, heritages, arts, crafts, food and beverage (Murphy et al., 2013).
The research study explores the phenomenon of Tourist Shopping Villages (TSVs) and the
extents that take part to satisfy the experience of the visitors (Gave et al., 2010). TSVs refer
small towns and villages that depends on the retail appeal of the tourists. It often becomes the
milestone of historical and natural amenities (Wang, Wu, & Yuan, 2010). Most of the
previous articles have highlighted the souvenir production over time and the between
destination culture, development of tourism and authenticity of commodification (Leech,
Barrett & Morgan, 2013).
The research objectives are-
Hypothesis1 (H1): Age is insignificantly associated with number of hours visiting for the day
and expenditures due to food & drink, due to getting in that place, due to parking, due to
book and brochures, food & drink, items from shops and accommodation.
Hypothesis2 (H2): The leisure shopping and overall satisfaction level are independent to each
other (Wong & Wan, 2013).
Hypothesis3 (H3): The averages of expenditure according to the different types of item
bought are equal to each other.
Hypothesis4 (H4): The categorical variables “the place of living” and “overnight visiting in
Australia” are independent to each other.
Data collection Process:
For the research purpose, the quantitative data was gathered from a self-completion survey
questionnaire that 506 tourists had filled who came to visit the South Australian heritage
village “Hahndorf”. The assistants of researcher positioned at different locations along the
major street approached all people passing them at the time of survey. After completion of
the local residents, visitors who allowed to participate were provided the questionnaire to
accomplish. The survey was carried out every day over a two-week period in a high visitation
season involving weekdays, weekends and school holidays. The response rate of the primary
survey is recorded as 42% which is not high.
Research Methodology:

4LEISURE SHOPPING IN HERITAGE VILLAGES
The study is structured with the help of TSV experience, shopping scopes, expectations,
motivations and personal characteristics. The data is analysed with the help of 100 samples.
The process of data collection is survey questionnaire method. The survey questionnaire
includes more than 25 questions along with some sub-questions. The questions are close-
ended questions constructed on the basis of shopping opportunities, motivations, expectations
and personal characteristics. The tourists were asked to rate both the importance of
dimensions and performance of the shops and villages they visited. It is an empirical
methodology executed during two weeks in the peak season. The analysis is executed in
SPSS-20 software.
The data used here is actually a secondary data. The sampled data is collected by other
authority. The resulting sample is profiled and data provided here discusses the range of
tourists. Mainly ordinal variables (measured in “Likert” scale) are undertaken in the data set.
However, some numerical variables are also involved in this analysis. The analysis procedure
is therefore qualitative and quantitative simultaneously. Further to say that the research
methodology is explanatory. The analysis and researchers on the same topic have been
incorporated before also. Hence, the current report is actually following or rejecting the
previous research articles on the same topic.
Data Analysis:
Demographics:
Descriptive Statistics
N Range Minimum Maximum Mean Std.
Deviation
Variance
age 94 64 14 78 43.03 16.356 267.515
The average age of the tourists is found to be 43.03 years. The minimum age of a tourist is
observed as 14 years and maximum age of a tourist is found to be 78 years (Field, 2013).
Variables Levels
None of
these (0)
female
(1)
Male (2)
gender 4% 67% 29%
The 67% tourists are females and 29% tourists are males as per survey.
Variables Levels
None of
these (0)
Australia
(1)
Overseas (2)
Home2 3% 80% 17%
80% tourists are Australian and 17% tourists are from overseas who are sampled.
Varia
bles
Leve
ls
No Nort New Vict Southe Other Adel Other West Tasm

5LEISURE SHOPPING IN HERITAGE VILLAGES
ne
of
the
se
(0)
hern
territ
ory
(1)
South
Wales/Au
stralian
Capital
territory
(2)
oria
(3)
ast
Queen
sland
(4)
Queen
sland
(5)
aide
&
subur
bs
(6)
Sout
h
Austr
alia
(7)
ern
Austr
alia
(8)
ania
(9)
domo
rigin
35
%
1% 5% 10% 12% 7% 21% 3% 5% 1%
Most of the Australian tourists are dwelling in “Adelaide & suburbs” (21%) followed by
“South-east Queensland” (12%) and “Victoria” (10%). Very few tourists are from Tasmania
and Northern territory.
Variab
les
Leve
ls
No
ne
of
thes
e
(0)
USA
(100
1)
New
Zeala
nd
(1003
)
UK
(100
4)
Germa
ny
(1007)
Other
Europe
an
(1012)
Japa
n
(101
3)
Taiw
an
(101
5)
Singap
ore
(1017)
counco
de
83
%
1% 7% 1% 2% 2% 2% 1% 1%
The responders informed that they are from mainly from “New Zealand” that is an overseas
country.
Variables Levels
None of
these (0)
Day trip
(1)
2-3 days
trip (2)
4-7 days trip
(3)
More than 7
days trip (4)
tripleng 10% 35% 7% 19% 29%
As per tourists, they mostly have single day trip (35%) and more than 7 days trip (29%). Only
7% tourists experienced 2-3 days trip.
Other responses:
Variables Levels
None of
these (0)
Not at all
important
(1)
Selected
2 on the
scale (2)
Selected
3 on the
scale (3)
Selected
4 on the
scale (4)
Very
important
(5)
Atmpher 1% 2% 3% 13% 36% 45%
Quietdy 1% 3% 11% 21% 34% 30%
Friends 3% 9% 7% 22% 28% 31%
Prices 4% 10% 11% 40% 14% 21%

6LEISURE SHOPPING IN HERITAGE VILLAGES
Localpr1 2% 2% 5% 16% 32% 43%
Show 6% 14% 8% 26% 24% 22%
Escape 1% 4% 2% 17% 33% 43%
Relax 1% 4% 1% 11% 40% 43%
Events 6% 14% 8% 29% 21% 22%
Learn 3% 11% 7% 23% 35% 21%
Locals 2% 7% 14% 32% 22% 23%
Uniqpr 5% 5% 7% 15% 30% 38%
Attract 2% 8% 14% 32% 21% 23%
vfr 2% 6% 1% 14% 36% 41%
madepr 2% 4% 7% 18% 38% 31%
Tourists considered that atmosphere of the village, quietness in day out, being with friends,
purchasing of local products, to get escaped from the city, to have relax, to meet local people,
to buy products that is important to that region, to visit any particular attraction, to have a
good place with family and friends and to see local products being made are very essential.
Comparatively, to show others around, to organise special events, to enjoy less costly tour
and to learn about the place are less preferable aspects of village tour. All these factors are
assessed as per feedback from the tourists at the time of visit.
Variables Levels
No
ne
of
the
se
(0)
Very poor
performance
(1)
Selected 2
on the scale
(2)
Selected 3
on the scale
(3)
Selected 4
on the scale
(4)
Exceptional
performance
(5)
patmpher 2% 0% 1% 12% 46% 39%
pquietdy 2% 0% 2% 28% 41% 27%
pfriends 5% 2% 1% 32% 37% 23%
pprices 3% 2% 9% 41% 29% 16%
plocalpr 4% 0% 4% 17% 36% 39%
pshow 7% 1% 3% 26% 34% 29%
pescape 3% 1% 0% 11% 34% 51%
prelax 3% 0% 0% 19% 36% 42%
pevents 7% 2% 5% 41% 26% 19%
plearn 4% 2% 9% 29% 37% 19%
plocals 5% 2% 8% 33% 30% 22%
puniqpr 4% 0% 3% 13% 51% 29%
pattract 4% 3% 4% 33% 34% 22%
pvfr 4% 2% 2% 17% 37% 38%
pmadepr 4% 3% 5% 34% 38% 16%
The above table refers that the performance of the features of the place is very satisfactory.
Very few tourists as an assessment of the tourist place found that all the aspects are

7LEISURE SHOPPING IN HERITAGE VILLAGES
performed moderate to exceptional. Very insignificant people are utterly dissatisfied due the
performance of the features.
Variables Levels
None of
these (0)
Not at all
appealing
(1)
Selected 2
on the
scale (2)
Selected 3
on the
scale (3)
Selected 4
on the
scale (4)
Selected 5
on the
scale (5)
localhis 2% 4% 7% 9% 34% 44%
ethnchis 3% 2% 9% 10% 33% 43%
scenery 1% 2% 5% 7% 36% 49%
parks 3% 4% 29% 31% 31% 30%
music 4% 5% 8% 37% 25% 21%
fooddrin 3% 2% 5% 20% 28% 42%
artcraft 4% 1% 3% 15% 39% 38%
antiques 3% 11% 11% 24% 30% 21%
The factors that are found appealing or very appealing are local history and heritage
buildings, ethnic settlement history and heritage buildings, special scenery or environment
and access to national parks or wilderness, local foods and drinks as well as local arts and
crafts. The factors that are comparatively preferred lesser are music, performance and theatre
along with choice towards antiques.
Variables Levels
None of
these (0)
Not at all
important
(1)
Selected 2
on the
scale (2)
Selected 3
on the
scale (3)
Selected 4
on the
scale (4)
Very
important
(5)
Layout 7% 3% 6% 20% 34% 30%
window 8% 4% 1% 16% 37% 34%
hours 8% 1% 4% 19% 34% 34%
neatnes 6% 1% 5% 11% 28% 49%
variety 7% 1% 1% 17% 34% 40%
payment 8% 4% 1% 22% 27% 38%
languag 7% 3% 8% 17% 29% 36%
attitud 6% 1% 1% 9% 27% 56%
efficen 7% 1% 3% 11% 33% 45%
price 6% 2% 3% 16% 35% 38%
value 6% 3% 2% 17% 27% 45%
distinc 7% 2% 1% 16% 31% 43%
All the considered variables except language ability of staffs is proved to be the very much
preferable aspect of importance towards shopping experience.
Variables Levels
None of
these (0)
Very poor
(1)
Selected 2
on the
scale (2)
Selected 3
on the
scale (3)
Selected 4
on the
scale (4)
Exceptional
(5)
Layout 7% 0% 2% 22% 39% 30%
window 7% 0% 1% 22% 38% 32%
hours 7% 0% 4% 27% 42% 20%

8LEISURE SHOPPING IN HERITAGE VILLAGES
neatnes 6% 1% 1% 17% 39% 36%
variety 7% 1% 0% 22% 39% 31%
payment 9% 0% 1% 20% 32% 38%
languag 8% 0% 0% 27% 26% 39%
attitud 7% 0% 2% 19% 27% 45%
efficen 9% 1% 0% 21% 36% 33%
price 6% 0% 3% 31% 35% 25%
value 9% 0% 1% 29% 31% 30%
distinc 8% 1% 6% 16% 34% 35%
The tourists informed that some factors of village performance are opening hours of shops,
price of products and value of money are not so much satisfactory factors performed by
village heritages. Especially, the attribute “Attribute of regionally distinctive products” is not
performed well towards the tourists.
Variables Levels
Picked (1) Not picked (2)
easyget 56% 44%
easypark 44% 56%
easyfind 62% 38%
walking 66% 34%
landscap 66% 34%
shopvar 53% 47%
architec 69% 31%
attractn 78% 22%
nocrowd 69% 31%
heritage 44% 56%
toilets 73% 27%
Enter2 79% 21%
infoplac 77% 23%
eatvarie 52% 48%
safeplay 85% 15%
rest 76% 24%
festival 94% 6%
Markets2 77% 23%
The six main factors that are selected most of the tourists are –
 Festival of the tourists.
 Safe places for kids to play.
 Free entertainment.
 Attractions of the place.
 Information about the place.
 Markets of the tour place.
The least significant reasons for village heritage are- easy parking facility and well-preserved
heritage building of that Australian village.
Variabl Level

9LEISURE SHOPPING IN HERITAGE VILLAGES
es s
Non
e of
thes
e (0)
Very
satisfie
d
(1)
Satisfie
d (2)
Somewh
at
satisfied
(3)
Neith
er (4)
Somewh
at
dissatisfi
ed (5)
Dissatisfi
ed (6)
Very
dissatisfi
ed (7)
Overa 1 6% 57% 29% 5% 3% 0% 0% 0%
57% people are very satisfied and 29% people are satisfied with the experience of the village.
Very little percentage of the tourists are neither satisfied or dissatisfied (3%) and some what
satisfied (5%) due to the tour of this place.
Variables Level
None of these
(0)
Overnight
(1)
Visiting for the day
(2)
Overnight 12% 13% 75%
Most of the tourists (75%) are visiting for the day.
Variables Levels
0 1 2 3 4 5
nnights 89% 3% 4% 2% 1% 1%
If tourists are staying overnight, only 8% tourists informed that they are staying more than
one overnight during the tour.
Descriptive Statistics
N Range Minimum Maximum Mean Std.
Deviation
Variance
nhours 100 6 0 6 1.8025 1.74704 3.052
If tourists are not staying overnight, that is, they are visiting for the day, then the daily
number of hours for visit is found to highest for 6 hours.
Descriptive Statistics
N Range Minimum MaximumMean Std.
Deviation
Variance
getting 100 400 0 400 25.3653 68.97260 4757.220
parking 100 30 0 30 .37 3.034 9.205
bookbroc 100 10 0 10 .14 1.073 1.152
fooddri2 100 320 0 320 29.571 50.6132 2561.701
itemshop 100 350 0 350 31.669 63.9206384 4085.848
accommo 100 720 0 720 25.35 102.928 10594.149
The causes of tour expenditures are found to be majorly- getting in the villages for tour,
parking in the place, food and drink, items from shops, book and brochures as well as
accommodation.

10LEISURE SHOPPING IN HERITAGE VILLAGES
The average amount of expenditure of all the tourists for getting is accounted as $25.3653.
The maximum expenditure for any tour is observed $400, whereas the minimum expenditure
for any tour is noticed $0. The average amount of expenditure for parking is $0.37 with
maximum value $0 to $40. The average amount of books and brochures is found to be 1.073
with minimum value $0 to maximum value $30. The mean of expenditures due to food and
drink is $29.57 with highest value $0 to $320. The average of expenditures because of items
and shops is found to be $31.669 ranging from $0 to $350. The mean accommodation amount
during tour is calculated as $25.35 raging in the interval of $0 to $720.
Vari
able
s
Levels
N
on
e
of
th
es
e
(0
)
Food
/
drink
(1)
Clothing/
bag/
wallets
(2)
Books
/
relate
d
items
(3)
Jewellery/
crafts/
souvenirs
(4)
pe
tro
l
(5
)
Househo
ld/
garden
items
(6)
Accom
modati
on (7)
Hav
en’t
bou
ght
any
thin
g
(8)
Ot
he
r
(9
)
mos
texp
e
35
%
40% 8% 0% 10% 0
%
4% 2% 1% 0
%
As per survey, the most expensive item that tourists have bought is Foods and drinks.
Descriptive Statistics
N Range Minimum Maximum Mean Std. Deviation Variance
howmuch 100 250 0 250 23.927 36.19314 1309.943
The average amount of the item that tourists consider as their most costly item is $23.927
(SD = 36.19).
Variables Levels
None
of
these
(0)
Not at
all
likely
(1)
Selected 2 on
the scale (2)
Selected 3
on the
scale (3)
Selected 4 on the
scale (4)
Very
likely
(5)
Localpr2 20% 19% 10% 14% 14% 23%
People confessed some jobs that they would like to do at the time of returning home. These
are- to buy products from the region that are sold in their local stores, to order products
directly from producers for delivery or recommendation of local products to other clients.
A mixed reaction is observed with 29% disagreement and 42% agreement about the fact that
they would like to buy products from the region that are sold in their local stores.

11LEISURE SHOPPING IN HERITAGE VILLAGES
Variables Levels
None
of
these
(0)
Not at
all
likely
(1)
Selected 2 on
the scale (2)
Selected 3
on the
scale (3)
Selected 4 on the
scale (4)
Very
likely
(5)
Orderpr 22% 28% 15% 15% 13% 7%
On the other hand, only 20% tourists order products directly from producers for delivery. Out
of sampled tourists, 43% tourists are not preferring to have products from producers for
delivery.
Variables Levels
None
of
these
(0)
Not at
all
likely
(1)
Selected 2 on
the scale (2)
Selected 3
on the
scale (3)
Selected 4 on the
scale (4)
Very
likely
(5)
recomen 19% 4% 8% 9% 23% 37%
A significant percentage of 60% tourists informed that they would like to buy or recommend
local products.
Variables Levels
Picked (1) Not picked (2)
Food 42% 58%
beverage 66% 34%
Art 80% 20%
Craft 61% 39%
Home2 92% 8%
Clothing 89% 11%
Toys 94% 6%
Cosmetic 97% 3%
Other 93% 7%
The local manufactured products that a tourist would like to recommend others are food,
local wine or beverages, art work, crafts, home and garden wares, clothing, toys, cosmetics
and others. The most preferable item is selected cosmetic. Besides, toys and other items are
also immensely preferable. The least preferable item is found to be food and beverages.
Variables Levels
None
of
these
(0)
Yes within
next 12
months
(1)
Yes within
the next 5
years (2)
Yes but not sure
when (3)
Not sure (4) No
(5)
repetvis 9% 36% 15% 31% 8% 1%
The 82% people are sure that they are going to visit the same place. 36% tourists informed
that they are going to visit in next 12 months and 31% tourists informed that they would visit

12LEISURE SHOPPING IN HERITAGE VILLAGES
however they are not completely sure about the fixture. 9% tourists are either not sure about
visiting the place again or unwilling to visit the village again.
Variables Levels
None
of
these
(0)
alone
(1)
Spouse/partner
(2)
Family
members
(3)
Group
of
friends
(4)
Organised
tour or
groups (5)
Other
type
of
group
(6)
travelgr 7% 4% 44% 29% 11% 4% 1%
The maximum number of tourists are travelling with partners or spouse (44%) followed by
the maximum number of tourists are travelling with family members (29%). The number of
tourists who are travelling with group of friends is not negligible (11%). Only 4% tourists
prefer to tour alone.
Variables Levels
None of
these (0)
No first
time
(1)
Once
before (2)
2-5 times (3) More than 5
times (4)
beenbef 8% 34% 15% 20% 23%
58% tourists informed that they have came here before. 15% of them has come once, 20% of
them has come 2-5 times and 23% of them has come more than 5 times before this time. 34%
tourists confessed that this is their first time to have a tour in that Australian village.
firstvisit Frequency Percent
0 56 56.0
1935 1 1.0
1950 1 1.0
1954 1 1.0
1960 1 1.0
1970 1 1.0
1973 1 1.0
1974 2 2.0
1980 2 2.0
1981 2 2.0
1982 1 1.0
1983 2 2.0
1984 2 2.0
1986 2 2.0
1990 3 3.0
1992 1 1.0
1993 1 1.0
1995 1 1.0

13LEISURE SHOPPING IN HERITAGE VILLAGES
1997 3 3.0
1998 3 3.0
2001 3 3.0
2002 1 1.0
2003 1 1.0
2005 3 3.0
2006 3 3.0
2007 1 1.0
2008 1 1.0
Only 1 tourists informed that his/her first visit was on 1935. The first visit was lastly recorded
in 2008.
Variables Levels
None
of
these
(0)
More
variety
of
shops
(1)
More
people
(2)
Better
conditions
(3)
Not
much
(4)
Don’t
remember
(5)
Worse
conditions
(6)
changed 60% 8% 2% 11% 13% 4% 2%
13% tourists stated that the place had not changed after their first visit. 11% tourists also told
that the place is now in better condition after their first visit.
Variables Levels
None of
these (0)
Don’t
enjoy at
all
(1)
Selected 2
on the
scale (2)
Selected 3
on the
scale (3)
Selected 4
on the
scale (4)
Enjoy very
much (5)
dutyfree 14% 23% 14% 25% 14% 10%
shopattr 16% 7% 7% 23% 35% 12%
urban 17% 14% 10% 39% 16% 4%
malls 17% 18% 14% 29% 15% 7%
Markets2 10% 2% 1% 19% 33% 35%
towns 10% 2% 0% 15% 36% 37%
outlet 12% 17% 10% 27% 20% 14%
The tourists informed that they prefer to make shopping in the shops with in and around
attractions, in the markets and in the small towns and villages rather than other places like
duty-free shops, urban shopping precincts, shopping malls/centres and directly shopping in
outlets.
Variables Levels
None of
these (0)
The
opportunity
to shop is
the main
reason I
The
opportunity
to shop
plays an
important
Opportunitie
s to shop are
not a major
part of my
travel
I am not
interested
in
shopping
(4)
I avoid
shopping
(5)

14LEISURE SHOPPING IN HERITAGE VILLAGES
travel
(1)
part in my
travel
decisions
(2)
decisions but
I enjoy
shopping (3)
shopimp 10% 5% 12% 58% 13% 2%
Most of the tourists (58%) considered that they would like to described as they enjoy
shopping. However, shopping opportunity is not a major part of their life. Only 2% people
incurred that they should not be considered as avoider of shopping. Also, the response of the
opportunity to shop is the main reason of travelling is insignificant (5%).
Variables Levels
None of
these (0)
never
(1)
Once per
month (2)
2 to 4 times per
month (3)
More than 4
times per
month (4)
homeshop 8% 15% 44% 22% 11%
44% tourists go to shopping once per month and 22% tourists go to shopping 2 to 4 times per
month. It is a fact to note that 15% tourists never go to shopping for leisure.
Hypotheses testing:
Hypothesis 1:
Correlations
age
nhours
Pearson Correlation -.044
Sig. (2-tailed) .676
N 94
getting
Pearson Correlation -.031
Sig. (2-tailed) .765
N 94
fooddri2
Pearson Correlation -.159
Sig. (2-tailed) .125
N 94
itemshop
Pearson Correlation .183
Sig. (2-tailed) .077
N 94
howmuch
Pearson Correlation .054
Sig. (2-tailed) .607
N 94
age Pearson Correlation 1
N 94
parking
Pearson Correlation -.184
Sig. (2-tailed) .076
N 94
bookbroc Pearson Correlation .051

15LEISURE SHOPPING IN HERITAGE VILLAGES
Sig. (2-tailed) .627
N 94
accommo
Pearson Correlation .012
Sig. (2-tailed) .910
N 94
Correlation is significant at the 0.05 level (2-tailed).*
Correlation is significant at the 0.01 level (2-tailed).**
All the correlation coefficients of the above table are greater than 0.05. Hence, age is
insignificantly associated with number of hours visiting for the day and expenditures due to
food & drink, due to getting in that place, due to parking, due to book and brochures, food &
drink, items from shops and accommodation. Hence, the null hypothesis of absence of
significant correlation of the variables with respect to age is accepted with 95% probability.
Hence, age of the tourists has no relevance on the number of visiting hours and various types
of expenditures.
Hypothesis 2:
homeshop * overa1 Crosstabulation
Count
overa1 Total
0 1 2 3 4
homeshop
0 5 1 1 0 1 8
1 0 11 3 1 0 15
2 1 26 15 1 1 44
3 0 12 7 2 1 22
4 0 7 3 1 0 11
Total 6 57 29 5 3 100
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 57.402a 16 .000
Likelihood Ratio 33.945 16 .006
Linear-by-Linear
Association 3.337 1 .068
N of Valid Cases 100
a. 19 cells (76.0%) have expected count less than 5. The
minimum expected count is .24.
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.

16LEISURE SHOPPING IN HERITAGE VILLAGES
Interval by
Interval Pearson's R .184 .124 1.849 .067c
Ordinal by
Ordinal Spearman Correlation .201 .108 2.030 .045c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
The Chi-square test between frequency of leisure shopping and the frequency overall
satisfaction level refers a significant p-value = 0.0. The p-value is less than 0.05. Therefore, it
could be stated that null hypothesis of independence of these two variables is rejected at 5%
level of significance. Hence, these two factors are associated with each other (Wuensch,
2011).
Hypothesis 3:
Mostexpe or most expensive item bought vs. how much amount spent in dollars and cents
ANOVA
howmuch
Sum of
Squares
df Mean Square F Sig.
Between Groups 50923.219 6 8487.203 10.022 .000
Within Groups 78761.153 93 846.894
Total 129684.372 99
The ANOVA table analyses the equality of averages of expenditure according to the different
types of item bought. The analysis shows that the null hypothesis of equality of expenditure
of various types of items bought are rejected with 5% level of significance as p-value is less
than 0.05. Hence, the expenditure of various types of items are not equal to each other.
Hypothesis 4:
home2 * ovrnight Crosstabulation
Count
ovrnight Total
0 1 2
home2
0 3 0 0 3
1 7 12 61 80
2 2 1 14 17
Total 12 13 75 100
Chi-Square Tests

17LEISURE SHOPPING IN HERITAGE VILLAGES
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by
Interval Pearson's R .212 .126 2.143 .035c
Ordinal by
Ordinal Spearman Correlation .186 .112 1.876 .064c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
The chi-square test indicates the association between two categorical variables that are “the
place of living” and “overnight visiting in Australia” has p-value = 0.0. Therefore, the null
hypothesis of independence of these two values are rejected and association of these two
categorical variables are accepted.
Research Limitation:
 The data set is not large enough according to the sample.
 The data is provided to the analyst. Hence, it is a secondary analysis. The data set may
contain bias and sampling error too.
Conclusion:
The analysis examines the challenges that tourism presents to the traditional shopping
villages on the margins that provide retail outlets referred to as tourist shopping. Highlighting
the total focus on the connections of the challenges, the optimistic tourists experience the
maintenance of support for local souvenir production and sales.
The outcomes show that the village performance on delivering a unique local experience,
value for money and regionally distinctive products and scopes for enjoyment. Most of the
tourists got satisfied due to the tour experience (Murphy et al., 2011). The level of enthusiasm
for leisure shopping during tour provides a unique setting in which in which recreational or
leisure shopping happens. The study is proved to be under-researched especially from the
perspective of the experience of the visitors. As a result, it is found that tourists prefer
atmosphere of the villages (Murphy et al., 2011). They are convinced to the fact that
shopping is more likely when the opportunity of shopping is much available (Murphy et al.,
2011). They require different varieties of shopping interest, various places to enjoy, various
places to eat and drink and the availability to merchandise within the shops.

18LEISURE SHOPPING IN HERITAGE VILLAGES
References:
Field, A. (2013). Discovering statistics using IBM SPSS statistics. sage.
Gave, Jenny, Jolliffe, Lee, and Baum, Tom, (eds.) (2010). Tourism and Souvenirs: glocal
perspectives from the margins. Tourism and Cultural Change. Channel View Publications,
Bristol, UK, pp. 132-146.
Laing, J., Wheeler, F., Reeves, K., & Frost, W. (2014). Assessing the experiential value of
heritage assets: A case study of a Chinese heritage precinct, Bendigo, Australia. Tourism
Management, 40, 180-192.
Leech, N., Barrett, K., & Morgan, G. A. (2013). SPSS for intermediate statistics: Use and
interpretation. Routledge.
Murphy, L., Benckendorff, P., Moscardo, G., & Pearce, P. L. (2011). Tourist shopping
villages: Forms and functions. Routledge.
Murphy, L., Moscardo, G., Benckendorff, P., & Pearce, P. (2011). Evaluating tourist
satisfaction with the retail experience in a typical tourist shopping village. Journal of
retailing and Consumer Services, 18(4), 302-310.
Murphy, Laurie, Moscardo, Gianna, and Benckendorff, Pierre (2013). Understanding tourist
shopping village experiences on the margins.
Murphy, Laurie, Moscardo, Gianna, Benckendorff, Pierre, and Pearce, Philip (2011)
Evaluating tourist satisfaction with the retail experience in a typical tourist shopping village.
Journal of Retailing and Consumer Services, 18 (4). pp. 302-310.
Wang, Y. J., Wu, C., & Yuan, J. (2010). Exploring visitors' experiences and intention to
revisit a heritage destination: The case for Lukang, Taiwan. Journal of Quality Assurance in
Hospitality & Tourism, 11(3), 162-178.
Wong, I. A., & Wan, Y. K. P. (2013). A systematic approach to scale development in tourist
shopping satisfaction: Linking destination attributes and shopping experience. Journal of
Travel Research, 52(1), 29-41.
Wuensch, K. L. (2011). Chi-square tests. In International Encyclopedia of Statistical
Science (pp. 252-253). Springer Berlin Heidelberg.

19LEISURE SHOPPING IN HERITAGE VILLAGES
Appendix:
Survey Questionnaire:
1. How important were the features in the decision to visit?
2. How well did the place perform on these features?
3. What is the appeal of different themes?
4. What is the importance of shopping experience?
5. What is the village performance?
6. Find the most essential aspect of tour to choose six from the considered variables?
7. How satisfied are you with your experience?
8. Are you staying overnight or are you visiting for the day
9. If they are staying overnight is this the number of nights?
10. What is the estimate of the expenditure on the items?
11. What is the most expensive item bought today?
12. How much was this selected item?
13. How likely is it that you do any of the following when you return home?
14. If they would buy or recommend local products, then which one is it?
15. Would you like to visit the store again?
16. What is your gender?
17. In which year did you born?
18. Group you are travelling with?
19. Where do you usually live?
20. If you are living in Australia, what is their post code?
21. If you live in Australia grouped into states/territories based on postcode.
22. If you live overseas the country, then what is your country?
23. How long is this trip?
24. Have you been here before?
25. If you had visited before, what is your first visit?
26. How has the village changed since your first visit?
27. How much do you enjoy shopping at the following places?
28. Which of the following best describes you?
29. When at home how many times a month do you go shopping for leisure?

20LEISURE SHOPPING IN HERITAGE VILLAGES
30. What is your age in years calculated from year born?