Research Methods for Tourism, Hospitality and Events

This document discusses the research methods used in the fields of tourism, hospitality, and events. It includes a questionnaire on measuring visitor satisfaction at Buckingham Palace, along with descriptive statistics and results. The findings reveal the demographics and preferences of visitors, their satisfaction levels, and the influence of visiting the palace on mood. The document provides valuable insights for researchers and professionals in the tourism industry.

Research methods for tourism,
hospitality and events
1

Table of Contents
ITEM 1.............................................................................................................................................3
ITEM 2.............................................................................................................................................5
ITEM 3...........................................................................................................................................26
REFERENCES..............................................................................................................................29
2

ITEM 1
Questionnaire
Measuring visitor satisfaction at Buckingham palace
Q-1 What is your gender?
Male
Female
Q-2 What is your age?
18-25
26-35
36-45
46-60
Q-3 What is highest education level?
Primary
Secondary
Graduate
Post graduate
Q-4 Where are you from?
Local
International
Q-5 How often do you visit Buckingham palace before?
Once
Twice
Never
3

Q-6 Why do you visit Buckingham palace?
History
Culture
Sightseeing
Other
Q-7 With whom do you visit it today?
Friends
Relatives
Family
Other
Q-8 Please rate experience of visiting Buckingham palace
Very good
(1)
Good
(2)
Average
(3)
Below
average
(4)
Poor
(5)
Art and
gallery
Museum
Garden
Interior
design
Architecture
Facilities
Staff
Opening
hours
4

Q-9 What were your expectations from today’s visit with Buckingham palace
As expected
Less than expected
More than expected
Q-10 Will you recommend someone to visit Buckingham palace
Yes
No
May be
Q-11 What is overall satisfaction?
Highly satisfied
Satisfied
Not satisfied
Neutral
Q-12 Is there any influence on your mood by visiting Buckingham palace?
Yes
No
Don’t know
ITEM 2
PART 2
Descriptive statistics and results
Statistics
gender age educationlevel resident visitingpalace whyvisitpalace
N Valid 30 30 30 30 30 30
Missing 0 0 0 0 0 0
Mean 1.47 2.50 2.30 1.53 1.87 2.17
Std. Error of Mean .093 .208 .210 .093 .150 .198
5

Median 1.00 3.00 2.00 2.00 2.00 2.00
Std. Deviation .507 1.137 1.149 .507 .819 1.085
Variance .257 1.293 1.321 .257 .671 1.178
Statistics
visittoday artandgallery museum garden interiordesign architecture
N Valid 30 30 30 30 30 30
Missing 0 0 0 0 0 0
Mean 2.33 2.97 2.87 3.00 2.60 2.53
Std. Error of Mean .194 .237 .224 .230 .233 .257
Median 2.00 3.00 3.00 3.00 3.00 2.00
Std. Deviation 1.061 1.299 1.224 1.259 1.276 1.408
Variance 1.126 1.689 1.499 1.586 1.628 1.982
Statistics
facilities staff openinghours Q9 Q10 Q11 Q12
N Valid 30 30 30 30 30 30 30
Missing 0 0 0 0 0 0 0
Mean 2.57 2.47 3.13 1.87 1.93 2.40 2.03
Std. Error of Mean .248 .238 .224 .142 .159 .228 .140
Median 2.00 2.00 3.00 2.00 2.00 2.50 2.00
Std. Deviation 1.357 1.306 1.224 .776 .868 1.248 .765
Variance 1.840 1.706 1.499 .602 .754 1.559 .585
Frequency Table
gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 16 53.3 53.3 53.3
2 14 46.7 46.7 100.0
Total 30 100.0 100.0
6

age
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 26.7 26.7 26.7
2 6 20.0 20.0 46.7
3 9 30.0 30.0 76.7
4 7 23.3 23.3 100.0
Total 30 100.0 100.0
7

educationlevel
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 10 33.3 33.3 33.3
2 7 23.3 23.3 56.7
3 7 23.3 23.3 80.0
4 6 20.0 20.0 100.0
Total 30 100.0 100.0
8

resident
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 14 46.7 46.7 46.7
2 16 53.3 53.3 100.0
Total 30 100.0 100.0
9

visitingpalace
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 12 40.0 40.0 40.0
2 10 33.3 33.3 73.3
3 8 26.7 26.7 100.0
Total 30 100.0 100.0
10

whyvisitpalace
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 10 33.3 33.3 33.3
2 10 33.3 33.3 66.7
3 5 16.7 16.7 83.3
4 5 16.7 16.7 100.0
Total 30 100.0 100.0
11

visittoday
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 26.7 26.7 26.7
2 9 30.0 30.0 56.7
3 8 26.7 26.7 83.3
4 5 16.7 16.7 100.0
Total 30 100.0 100.0
12

artandgallery
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 3 10.0 10.0 10.0
2 11 36.7 36.7 46.7
3 5 16.7 16.7 63.3
4 6 20.0 20.0 83.3
5 5 16.7 16.7 100.0
Total 30 100.0 100.0
13

museum
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 3 10.0 10.0 10.0
2 11 36.7 36.7 46.7
3 7 23.3 23.3 70.0
4 5 16.7 16.7 86.7
5 4 13.3 13.3 100.0
Total 30 100.0 100.0
14

garden
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 5 16.7 16.7 16.7
2 5 16.7 16.7 33.3
3 8 26.7 26.7 60.0
4 9 30.0 30.0 90.0
5 3 10.0 10.0 100.0
Total 30 100.0 100.0
15

interiordesign
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 26.7 26.7 26.7
2 6 20.0 20.0 46.7
3 8 26.7 26.7 73.3
4 6 20.0 20.0 93.3
5 2 6.7 6.7 100.0
Total 30 100.0 100.0
16

architecture
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 10 33.3 33.3 33.3
2 6 20.0 20.0 53.3
3 5 16.7 16.7 70.0
4 6 20.0 20.0 90.0
5 3 10.0 10.0 100.0
Total 30 100.0 100.0
17

facilities
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 26.7 26.7 26.7
2 8 26.7 26.7 53.3
3 7 23.3 23.3 76.7
4 3 10.0 10.0 86.7
5 4 13.3 13.3 100.0
Total 30 100.0 100.0
18

staff
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 26.7 26.7 26.7
2 10 33.3 33.3 60.0
3 5 16.7 16.7 76.7
4 4 13.3 13.3 90.0
5 3 10.0 10.0 100.0
Total 30 100.0 100.0
19

openinghours
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 4 13.3 13.3 13.3
2 4 13.3 13.3 26.7
3 10 33.3 33.3 60.0
4 8 26.7 26.7 86.7
5 4 13.3 13.3 100.0
Total 30 100.0 100.0
20

Q9
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 11 36.7 36.7 36.7
2 12 40.0 40.0 76.7
3 7 23.3 23.3 100.0
Total 30 100.0 100.0
21

Q10
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 12 40.0 40.0 40.0
2 8 26.7 26.7 66.7
3 10 33.3 33.3 100.0
Total 30 100.0 100.0
22

Q11
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 11 36.7 36.7 36.7
2 4 13.3 13.3 50.0
3 7 23.3 23.3 73.3
4 8 26.7 26.7 100.0
Total 30 100.0 100.0
23

Q12
Frequency Percent Valid Percent Cumulative
Percent
Valid
1 8 26.7 26.7 26.7
2 13 43.3 43.3 70.0
3 9 30.0 30.0 100.0
Total 30 100.0 100.0
24

Results
It can be interpreted from above graph that visitor were mainly international and they
only visited Buckingham palace once. Besides that, most visitor visit palace for history and
cultural purpose. Also, most visitor go with friends and family at palace. In addition, rating of
experience of visitor at palace is average. They rated interior design, architecture and art and
gallery at top. Furthermore, opening hours experience is not good and facilities as well. Thus,
many visitor liked museum and architecture of palace. Along with that, it is concluded that
expectation of visitor was less than their expectation. However, some visitor expectation was
met. But instead of that many of them said that they will recommend other to visit Buckingham
palace. It is because of their high experience. However, 12 said they were highly satisfied by
visiting palace and 8 remained neutral. So, satisfaction level is high among them. There are no
25

influence on their mood by visiting palace. And some even don’t know about it. hence, it means
mood is not influenced by visiting palace even when satisfaction is high.
ITEM 3
Chi Square test
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Q10 * Q11 30 100.0% 0 0.0% 30 100.0%
Q10 * Q11 Crosstabulation
Count
Q11 Total
1 2 3 4
Q10
1 5 3 2 2 12
2 3 1 2 2 8
3 3 0 3 4 10
Total 11 4 7 8 30
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 4.321a 6 .633
Likelihood Ratio 5.395 6 .494
Linear-by-Linear Association 1.785 1 .182
N of Valid Cases 30
a. 12 cells (100.0%) have expected count less than 5. The minimum
expected count is 1.07.
26

Interpretation- from above table it can be stated that significant value obtained is P= .633 that
is more than P= 0.05. thus, there is relation between recommend someone and satisfaction. if
visitor satisfaction is high then only they will recommend to other. Hence, recommendation
entirely depends on satisfaction level. So, there is relationship between both.
2.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Q11 * Q12 30 100.0% 0 0.0% 30 100.0%
Q11 * Q12 Crosstabulation
Count
Q12 Total
1 2 3
Q11
1 1 8 2 11
2 0 0 4 4
3 4 2 1 7
4 3 3 2 8
Total 8 13 9 30
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 17.161a 6 .009
Likelihood Ratio 17.157 6 .009
Linear-by-Linear Association 1.549 1 .213
N of Valid Cases 30
a. 12 cells (100.0%) have expected count less than 5. The minimum
expected count is 1.07.
27

Interpretation- It can be analysed that significant value is P=.0.09 that is less than P= 0.05. this
means there is no relationship between satisfaction and influence on mood. The visitor mood will
not influence even they are satisfied by visiting palace. So, there is no influence on mood due to
satisfaction.
28

REFERENCES
Books and journals
29