Analysis of Leisure Shopping Trends in Australian Heritage Villages

This research report investigates leisure shopping behavior in Australian heritage villages, focusing on the experiences of tourists visiting places like Hahndorf. The study, based on a survey of 506 tourists, explores demographics, motivations, and satisfaction levels. It examines the importance of various factors like atmosphere, local products, and the performance of village features. The analysis includes descriptive statistics, and hypothesis testing to understand the relationship between age, expenditure, satisfaction, and the place of living. The report highlights the significance of heritage, local products, and overall shopping experience in attracting and satisfying tourists. The findings suggest that tourists prioritize factors such as atmosphere, unique products, and the ability to relax, while also considering the performance of shops and villages. The study's methodology includes a quantitative approach using SPSS-20 software to analyze the data collected through questionnaires, providing insights into tourist shopping patterns in heritage villages.

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