Data Analysis Report: SPSS Findings on Ecotourism Marketing Strategies

This report presents a data analysis conducted using SPSS, focusing on the effectiveness of marketing strategies in promoting ecotourism. The analysis is based on survey data, assessing the relationship between marketing practices and consumer understanding of ecotourism in Siem Reap. The report examines the reliability of the research, including repeated measurements and cross-questioning to ensure data consistency. The findings reveal a positive correlation between marketing practices, particularly social media marketing, and the level of understanding among travelers. The R value of 0.843 indicates a strong positive relationship, and the R-squared value of 0.710 suggests that effective marketing practices explain 71% of the variance in consumer understanding. The significance value of 0.000 confirms a statistically significant difference between the means. The report concludes that effective marketing practices are crucial for enhancing awareness and promoting ecotourism, supporting the alternative hypothesis. This assignment is a valuable resource for students seeking insights into data analysis and marketing effectiveness in the tourism sector.

Data analysis using SPSS
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Table of Contents
DATA ANALYSIS................................................................................................................................3
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RESEARCH RELIABILITY
Research reliability measures that accuracy & consistency of the results obtained through performed data analysis. Referring the stated
scenario, data has been gathered through conducting an original investigation through survey questionnaire, so that, prominent and authentic
information can be acquired. Moreover, various cross questions has been framed to verify the consistency of the data obtained through the survey,
so that, selected issue can be resolved optimally through thoroughly data analysis & evaluation. Furthermore, repeated measurement has been
used to measure internal consistency of the results different times.
DATA ANALYSIS
Data analysis refers to the examination or analysis of the results of the survey conducted. It is one of the most imperative sections of the
report because findings and interpretation is done under this part and on the basis of it; decision will be taken to resolve the issue.
Theme: 1. Majority of the consumer respondents are of Cambodia Nationality
1Nationality
Frequency Percent Valid Percent Cumulative Percent
Valid
Cambodia 55 45.8 45.8 45.8
British 15 12.5 12.5 58.3
New Zealand 10 8.3 8.3 66.7
Australian 15 12.5 12.5 79.2
France 10 8.3 8.3 87.5
Korean 5 4.2 4.2 91.7
Japanese 10 8.3 8.3 100.0
Total 120 100.0 100.0
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Interpretation: In the results founded, it can be seen that out of 120 respondents, majority of the people to 55 are of Cambodia nationality
equal to 45.8%. However, on the other hand, Britishers and Australian members are equal to 15 (12.5%) whilst from France, Japan & New
Zeland, 10(8.3%) members have been involved in the survey. Lastly, very few respondents to 5(4.2%) were from Korean. Thus, it can be
interpreted that majority of the tourists had been selected from the Cambodia.
Theme: 2. Majority of the visitors were male candidates
2Gender
Frequency Percent Valid Percent Cumulative Percent
Valid
Male 72 60.0 60.0 60.0
Female 48 40.0 40.0 100.0
Total 120 100.0 100.0
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Interpretation: As per the pie graph presented, it can be seen that out of 120 respondents, very high proportion were male travelers to 72
(60%) whilst only 48(40%) tourists were female travelers.
Theme: 3. Majority of the tourists are employed people
3Occupation
Frequency Percent Valid Percent Cumulative Percent
Valid Employed 60 50.0 50.0 50.0
Unemployed 12 10.0 10.0 60.0
Student 19 15.8 15.8 75.8
Retired 29 24.2 24.2 100.0
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Total 120 100.0 100.0
Interpretation: Looking to the bar graph, it can be seen that in the survey, majority of the travelers were employed somewhere as in the
survey, half of the respondents to 50% are founded Employed people. However, 12(10%) were unemployed, 19(15.8%) were students &
29(24.2%) were retired person. Thus, as per the findings, it can be interpreted that majority of the times, employed people travel across different
destinations for their employment purpose.
Theme: 4. Most of the travelers were founded under the age group of 25 – 45 years
4Age
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Frequency Percent Valid Percent Cumulative Percent
Valid
< 25 20 16.7 16.7 16.7
25~45 60 50.0 50.0 66.7
45~60 29 24.2 24.2 90.8
>60 11 9.2 9.2 100.0
Total 120 100.0 100.0
Interpretations: In the survey, 60 (50%) people were fall under the age group of 25 to 45 years; however, only 11 respondents were
above the age of 45 years. On the other hand, 20 people were below the age of 20 years & 29 were from 45 to 60 years. The data reveals that
majority of the people who travel different destination were founded under the age limit of 25 – 45 years.
Theme: 5. Relaxation & shopping is the main preference of the travelers during travelling
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5Whichoptionareprioritieswhenyoutravel?
Frequency Percent Valid Percent Cumulative Percent
Valid
Relaxation and shopping 66 55.0 55.0 55.0
Local culture 6 5.0 5.0 60.0
Benefit environment and community 12 10.0 10.0 70.0
Adventure and discovery of nature 36 30.0 30.0 100.0
Total 120 100.0 100.0
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Interpretations: In accordance with the bar graph, it can be seen that more than half of the respondents to 66 (55%) replied that relaxation
& shopping is the main priorities of the travelers when they visit other destinations & places. However, very few of the respondents go other
places to understand other culture & values & community as in the survey, only 6(5%) & 12(10%) respondents replied this. However, adventure
& discovery of natural beauty has been prioritized by 36(30%) people. Thus, it has been gained that countries can promote travelers through
providing them relaxed environment to gain crowded people.
Theme: 6. Majority of the travelers replied that they travel frequently at different destinations
6Howoftendoyoutravel?
Frequency Percent Valid Percent Cumulative Percent
Valid
Very Often 12 10.0 10.0 10.0
Quite often 72 60.0 60.0 70.0
Not often at all 36 30.0 30.0 100.0
Total 120 100.0 100.0
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Interpretation: Pie graph presented that very high proportion of the visitors to 72(60%) visit other places and destinations frequently &
quite often. However, only 12(10%) said that they replied very often whilst 36(30%) tourists replied they do not visit frequently at various places.
In accordance with the results observed, it has been analyzed that majority of the tourists travel frequently for different purpose and objectives.
Theme: 7. People really consider animal & wildlife welfare as an important element
7Doyouconsiderwelfareofanimalandwildlifeimportant?
Frequency Percent Valid Percent Cumulative Percent
Valid
Somewhat important 6 5.0 5.0 5.0
Moderately Important 18 15.0 15.0 20.0
High Important 72 60.0 60.0 80.0
Very Important 24 20.0 20.0 100.0
Total 120 100.0 100.0
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Interpretations: Looking onto the graph, it is visualized that high proportion of the sample selected to 72(60%) said that animal &
wildlife welfare is extremely important. The results revealed that countries have to take necessary actions & policies for the safety and security of
animal and thereby encouraging sustainable tourism, called Ecotourism. However, only 6(5%), 18(15%) & 24(20%) replied have considered the
concept as somewhat agree, moderately important or very important.
Theme: 8. Majority of the travelers are not very well aware about the concept of Ecotourism
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8RatethelevelofyourunderstandingaboutEcotourism
Frequency Percent Valid Percent Cumulative Percent
Valid
Somewhat Low 66 55.0 55.0 55.0
Moderate 24 20.0 20.0 75.0
Good 24 20.0 20.0 95.0
Very Well 6 5.0 5.0 100.0
Total 120 100.0 100.0
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Interpretations: Pie graph exhibits that out of 120 tourists, 66(55%) said that they have a little bit knowledge about the Ecotourism
policies and concept, henceforth, their level of knowledge & understanding towards the topic is somewhat low. However, on the other hand,
equal number of respondents to 24 (20%) have moderate or good level of knowledge of the sustainable tourist approach. In contrast, very few
respondents to 6(5%) have excellent understanding as they are very well aware of the sustainable tourism initiatives so as to promote tourism.
Theme: 9. Very few of the respondents visited on an Ecotour before
9HaveyoubeenonanEcotourbefore?
Frequency Percent Valid Percent Cumulative Percent
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Valid
Yes 18 15.0 15.0 15.0
No 102 85.0 85.0 100.0
Total 120 100.0 100.0
Interpretations: Graphical results founded that only 18 (15%) tourists made any Ecotour in the historical period whilst rest of the
members to 102(85%) said that they did not visited any Ecotour earlier. Thus, it is clear that there are very few of the people who have made
Ecotour before.
Theme: 10. All the members selected in the survey had been to Siem Reap
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10HaveyoubeentoSiemReap?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 120 100.0 100.0 100.0
Interpretation: In accordance with the graph, all the respondents visited Siem Reap town located in Cambodia. In the survey, 100%
means 120 respondents replied that they had been to Sieam Reap.
Theme: 11. Majority of the tourists did not visited on an ecotour in Siem Reap
11HaveyoubeenonanecotourinSiemReap?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 12 10.0 10.0 10.0
No 108 90.0 90.0 100.0
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Total 120 100.0 100.0
Interpretation: This graph entails that although, every travelers went to Siem Reap, still, very less proportion of the sample to 12(10%)
visited on ecotour at that place whilst majority to 108(90%) did not visited on any ecotour earlier. Thus, it seems clear that the frequency of
visitors on ecotour is still lower till the period as they are not very well aware and less developed knowledge & understanding about the
sustainable tourism.
Theme: 12. Majority of the people heard about Cambodia Ecotourism through social media marketing
12HowdoyouhearaboutecotourisminCambodia?
Frequency Percent Valid Percent Cumulative Percent
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Valid
Social Media 72 60.0 60.0 60.0
Newspaper 6 5.0 5.0 65.0
Television Ads 6 5.0 5.0 70.0
Magazine 6 5.0 5.0 75.0
Others 30 25.0 25.0 100.0
Total 120 100.0 100.0
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Interpretation: Findings the outcome of the quantitative study, it can be seen that out of 120 respondents, majority of the selected
respondents being aware with the ecotourism in Cambodia via social media marketing practices. In the survey, 72 means (60%) respondents
replied this, whilst, equal number of people to 6(5%) said that they came to know the concept of ecotourism through newspaper ads, TV ads &
magazine whilst 30(25%) replied other marketing modes. Thus, on the basis of it, it can be recommended that social media marketing is the best
mode available for encouraging and promoting visitors to come on ecotour in Siem Reap.
Theme: 13. Majority of the travelers replied that host community benefits is highly important for the marketers
13Howimportantformarketerstofocusonthebenefitsofthehostcommunityforecotour?
Frequency Percent Valid Percent Cumulative Percent
Valid
Moderately Important 24 20.0 20.0 20.0
Highly Important 48 40.0 40.0 60.0
Very Important 48 40.0 40.0 100.0
Total 120 100.0 100.0
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Interpretations: Looking to the graph, it can be noticed that equal number of participants to 48(40%) said that it is really extremely &
very important for the marketers to considers host community benefits while developing any ecotour. However, only 24(20%) said it is
moderately important.
Theme: 14. Most of the respondents rated ecotourism marketing functions as moderately effective
14Howwouldyouratetheeffectivenessofmarketingonecotourism?
Frequency Percent Valid Percent Cumulative Percent
Valid Poorly Effective 36 30.0 30.0 30.0
Moderately Effective 78 65.0 65.0 95.0
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Somewhat Effective 5 4.2 4.2 99.2
Very Effective 1 .8 .8 100.0
Total 120 100.0 100.0
Interpretations: In accordance with the results of SPSS, it is presented that very high proportion of the respondents replied marketing
functions & practices on sustainable tourism as moderately effective. As in the survey, 78(65%) respondents rated this, whilst only one individual
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rated the marketing functions as very effective. On the contrary, 36(30%) & 5(4.2%) said it is poorly effective & somewhat effective. Thus, it can
be interpreted that the current marketing practices like advertisement, sales, prices, product & other promotional campaign were moderately
affecting the consumers to promote ecotourism.
Theme: 15. Majority of the travelers are not sure that consistent marketing can harm the environment
15Doyouthinkregularmarketingcouldharmtheenvironment?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 30 25.0 25.0 25.0
No 6 5.0 5.0 30.0
Maybe 84 70.0 70.0 100.0
Total 120 100.0 100.0
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Interpretation: Above pie diagram revealed that out of 120 selected people, 30(25%) said that marketing could harm environments whilst
6(5%) said that regular marketing have no harm towards the environment. Rest of the members are not sure, therefore, they replied that it might
have negative impact on the ecological balance as in the survey 84(70%) participants answered this, as tourists are not very well aware & have
little bit knowledge of the ecotourism practices.
Theme: 16. Social media marketing is the best modern technique of marketing which is really helpful for the promotion of ecotourism
16Whichtypeofmarketingyouthinkissuitableandeffectivetopromote“Ecotourism”?
Frequency Percent Valid Percent Cumulative Percent
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Valid
Green/Ecological Marketing 36 30.0 30.0 30.0
Social Marketing 60 50.0 50.0 80.0
Word of mouth 12 10.0 10.0 90.0
Seasonal Marketing 6 5.0 5.0 95.0
Mass marketing 6 5.0 5.0 100.0
Total 120 100.0 100.0
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Interpretations: Finding the outcome of the study, it is founded that 60 (50%) tourists said that Siem Reap must makes use social
networking channels like Facebook, Twitter & others for encouraging and motivating majority of the travelers on ecotour. However,
green/ecological marketing has been preferred by 36(30%) respondents, word of mouth publicity has been replied by 12(10%), seasonable &
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mass marketing by equal number of respondents to 5(6%). On the basis of the results, it can be evaluated that social media networking channels
are the best modern ways of marketing for promoting sustainable tourism.
Theme: 17. Majority of the participants believed that using selected marketing strategy is highly important for the marketers
17HowimportantisittouseyourselectedchoicesofmarketingstrategyonEcotourism?
Frequency Percent Valid Percent Cumulative Percent
Valid
Moderately Important 48 40.0 40.0 40.0
Highly Important 54 45.0 45.0 85.0
Very Important 18 15.0 15.0 100.0
Total 120 100.0 100.0
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Interpretations: Finding the results of the study, it can be observed that out of selected participants, 54(45%) respondents believed that it
is extremely important for the marketers to use the recommended choice of marketing for the Ecotourism. However, 18 (40%) said that it is
moderately important & 18(15%) founded it as a very important. Overall, the results interpret that through the use of selected marketing strategy,
they can encourage more and more traveler on their planned ecotour and promote tourism to a great extent.
Theme: 18. Majority of the respondents replied that marketing is important especially to aware the people about ecotourism
18Whyyouthinkitisimportant/itisnotimportant?
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Frequency Percent Valid Percent Cumulative Percent
Valid
Social media is probably the biggest
platform to raise awareness in Cambodia
almost everyone uses Facebook
30 25.0 25.0 25.0
Getting people to be aware and practice in
ecotourism is important 84 70.0 70.0 95.0
Marketing is about attracting and pursued
people to hear and see the product and for
them to spend money on it
6 5.0 5.0 100.0
Total 120 100.0 100.0
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Interpretations: Looking to the bar graph, it is seen that 84 (70%) replied that it is important for the marketers to use social media
marketing, Facebook for bringing awareness in the public towards ecotourism. While, on the other side, 30(25%) preferred it because it is the
biggest platform due to growing use of social networking by the people. In Contrast, only 6(5%) visitors preferred this to attract people.
Theme: 19. Most of the tourists replied that effective marketing strategy should be used to promote ecotour in Siem Reap
19ShouldtheeffectivemarketingstrategyyoupickabovebeusedforecotourinSiemReap?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 84 70.0 70.0 70.0
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Maybe 36 30.0 30.0 100.0
Total 120 100.0 100.0
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Interpretation: Above results observed that 84(70%) travelers said that effective marketing practices through the use of best medium
must be incorporated by the marketers in order to maximize and promote ecotour in Siem Reap. However, there are only 36(30%) respondents
who replied that it may be used or not by the marketers to promote the ecotourism. In accordance with the results founded, it becomes clear that
companies must use effective and the best marketing practices for promoting and motivating people for ecotourism.
Theme: 20. Natural beauty & architectural heritage are the best ways to develop ecotourism in Siem Reap
20YourcommentonhowmarketingcandevelopecotourismsiteinSiemReap?
Frequency Percent Valid Percent Cumulative Percent
Valid
marketing needs to focus on the natural
beauty and architectural heritage 54 45.0 45.0 45.0
Ecotourism sites are often seen as boring.
Make it exciting, using the right
marketing method will helps the
ecotourism
18 15.0 15.0 60.0
Start from waste management, Raise
people awareness, Reach out to different
groups of people and Use more
Socialmedia
48 40.0 40.0 100.0
Total 120 100.0 100.0
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Interpretations: Looking the pie graph, it can be evaluated that 54(45%) travelers said that marketing practices and functions must put
focus towards natural beauty & architectural heritage so as to promote ecotourism in Siem Reap. However, less proportion of the people replied
that elimination of wastage & raising awareness are more important as it was replied by 18(15%) & 48(40%) respondents.
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Regression assumptions
H0: There is no significant difference between mean values of social media marketing effectiveness on the awareness of visitors towards
Ecotour.
H1: There is significant difference between mean values of social media marketing effectiveness on the awareness of visitors towards Ecotour.
Regression test
Variables Entered/Removeda
Model Variables Entered Variables Removed Method
1 16Whichtypeofmarketingyouthinkissuitableandeffectivetopromote“Ecotourism”?b . Enter
a. Dependent Variable: 8RatethelevelofyourunderstandingaboutEcotourism
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .843a .710 .708 .512
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 75.626 1 75.626 289.048 .000b
Residual 30.874 118 .262
Total 106.500 119
a. Dependent Variable: 8RatethelevelofyourunderstandingaboutEcotourism
b. Predictors: (Constant),
16Whichtypeofmarketingyouthinkissuitableandeffectivetopromote“Ecotourism”?
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Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.160 .105 11.096 .000
16Whichtypeofmarketingyouthinkissuitableandeffectivetopromote“Ecotourism”? .776 .046 .843 17.001 .000
a. Dependent Variable: 8RatethelevelofyourunderstandingaboutEcotourism
Interpretations: Findings the outcome of the regression test applied, it has been founded that the value of R is 0.843 indicates that both
the marketing practices & level of understanding of the travellers about ecotourism is positively related to each other. It demonstrates that
effective marketing practices like social media marketing (SMM) plays a significant role in bringing awareness among visitors towards Ecotours,
as a result, their level of understanding goes up or vice-versa or vice-versa. However, R square denotes that the % change in level of understand
of the people c`hanges by 71% with the effective marketing practices, and explore the Ecotour in Siem Reap. In addition, significance value has
been founded to 0.000 below the value of 0.05 henceforth, indicates that there is significant differences between mean values of both the
elements. In short, it can be said that effective marketing practices is really helpful to maximize the understanding towards ecotourism among
visitors, as a result, companies will be able to promote the Ecotour to a great extent through more awareness, hence, alternative hypotheis proven
true.
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