|Title:||Travel motivation and touristic activities of senior leisure travelers to Hong Kong|
|Subject:||Tourism -- China -- Hong Kong -- Psychological aspects|
Hong Kong Polytechnic University -- Dissertations
|Department:||Department of Hotel and Tourism Management|
|Pages:||x, 192 leaves : ill. ; 30 cm|
|Abstract:||This study examines the fundamental travel motivation factors and the sub-group differences in travel motivation factors among senior leisure travelers (SLT) to Hong Kong. It also examines the relationship between travel motivation factors and touristic activities indulged in by senior leisure travelers in an attempt to provide a clearer understanding of the complex concept of travel motivation and to improve service delivery in travel and tourism industry. A questionnaire survey was conducted to collect data from 440 senior leisure travelers aged 50 years or above coming to Hong Kong for leisure/vacation. Respondents were asked to give their ratings on two constructs, one of which measured the importance of travel motivation and the other measured the tourist activities participated in. Factor analysis was used to reduce motivation variables and activity variables into latent factors. T-test and ANOVA were used to compare the differences of motivation factors in terms of mean scores between different sub-groups of senior leisure travelers differentiated by age, gender, travel experience and travel companions. Canonical correlation analysis was used to examine relationship between motivation factors and touristic activity factors. The results revealed that: (1) senior leisure travelers regarded "intellectual/cultural enrichment' as the most important travel motivation factor and considered engaging in "sightseeing" activity as their most participated activity in Hong Kong; (2) the younger group of senior leisure travelers (50-54 years and 55-64 years) considered the "escaping dimension" of travel motivation factor (such as relaxation/escape) more important than older group of senior leisure travelers (65-74 years). On the other hand, older senior leisure travelers considered the "seeking dimension" of travel motivation factor (such as intellectual/cultural enrichment) more important; (3) male and female senior leisure travelers were not distinctively different from each other in terms of travel motivation; (4) senior leisure travelers with more travel experience tended to consider the "external stimulation" of travel motivation factor more important while senior leisure travelers with less travel experience tended to consider the "internal stimulation" of travel motivation factor more important; (5) "relaxation/escape" was found to be a more important motivation factor to alone-traveler and friendship groups; "social interaction/self-fulfillment" was found to be a more important motivation factor to friendship groups; and "relationship enhancement" was found to be a more important motivation factor to family groups; and (6) positive relationships were found in three pairs of variates consisting of motivation factors (predictor factors) and touristic activity factors (criterion factors). It was found that the motivation factor - "benefits seeking" was positively related to the activity factor - "shopping" (variate 1); the motivation factors - "relax/escape" and "social interaction/self-fulfillment" was positively related to the four activity factors - "sports/relaxation", "entertainment/cultural", "educational", and "leisurely-paced" (variate 2); and the motivation factor -"intellectual/cultural enrichment" was positively related to the activity factor - "sightseeing" (variate 3). The findings of the study implied that: (1) cultural/heritage tourism should be emphasized and promoted to senior travelers to entice more business; (2) a priori segmentation of senior travel market might be made upon age cohort factor or travel companions as these two factors were found to be more relevant than the other two factors such as gender and travel experience in accounting for the differences in travel motivation among senior leisure travelers; and (3) the concept of travel motivation may be better understood and the service delivery in travel and tourism industry may be improved through examining the relationship between travel motivation and touristic activities.|
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