(All students must complete the electronic Quantitative Report Cover Sheet in [email protected] – your assignment will not be marked otherwise) This report must be written in Times New Roman, 1.5 (0 pt before and after) spaced and size 12 point font. If not, you will lose marks in your formatting. Use only 3rd person pronouns – no ‘I’, ‘you’, ‘we’, ‘my’, ‘our’, etc Remove everything that is in yellow in this template. Assignment 2 – Quantitative Research An Investigation of Food Tourists’ Perceived Destination Food Image Student Name: Student Number: Introduction: Destination marketing organisations (DMOs) are concerned about how food tourists perceive their destination’s food image. Therefore, the purpose of this report is to analyse… (write down what this study examines; what are we trying to find out). To achieve this, (what type of research will be used?). From the analysis, three recommendations…(finish the sentence). The Introduction should include a brief overview of the study. Give a brief description of what the reader is just about to read. It should include the purpose of the report. Remember, if you include a general statement about the topic, be sure to reference it. You MUST state that there are three recommendations provided at the end of the report but don’t actually state what they are here. Hint: Look at the ‘Study Introduction’ section in the Excel spreadsheet. But do NOT just list all six dimensions and two variables – maybe for example, just mention that there are six initiatives and two variables that are being measured. Literature Review: This literature review examines… A 350-500 word literature review exploring DIMENSIONS OF DESTINATION FOOD IMAGE perceived by food tourists. (Nothing else should be discussed in your literature review other than DIMENSIONS OF DESTINATION FOOD IMAGE. We should NOT see any discussion on INTENTION TO VISIT A DESTINATION. In other words, search literature that discusses how people perceive/rank different dimensions/factors that contribute to their overall perception of food image of a destination. Remember you must only refer to literature that discusses DIMENSIONS OF DESTINATION FOOD IMAGE – not literature that discusses other factors influencing intention to visit a destination (apart from destination food image). You must have a minimum of six academic, peer-reviewed journals/references. Reference EVERY sentence that is not your own. No direct quotes. No articles earlier than 2015 to be included. Research Questions: 1) 2) 3) 4) These will be fully discussed in the workshops – this means you will either have to participate in the workshops or watch the recordings of them. Methods: You must have the following otherwise you will lose marks: (These should be brief with only one sentence and you can use direct quotes in this section.) Definition of quantitative analysis or method with a reference How was the data collected and analysed – what method was used? Who was the data collected from? How many participants were in the sample? Hint: Look at ‘Sample’ section in ‘Study Introduction’ section in the Excel spreadsheet. What calculations were conducted? Once the data were successfully collected, (write here what calculations were conducted – i.e. what calculations did we make in the Excel spreadsheet?). Give definitions of the calculations with references for each one – mean (reference), standard deviation (reference), t-test (reference), correlation (reference). Remember: use only one sentence for each definition. You can use direct quotes here. All of these definitions can be put into one paragraph. The definition of the mean is…(ref). The definition of standard deviation is…(ref). The definition of a t-Test is…(ref). The definition of correlation is…(ref). Do not include a definition of demographics (This is unnecessary information). What tables were produced? Two tables were produced from the analysis which included (write down the names of the two tables). Results: This is where you put the two tables. What were the major findings? If it helps, use sub-headings to format this section. Do not put correlation in a table. Put the Demographic Profile first and write two or three observations about the table. Look at the table and see if there are any significant results worth discussing. Do not discuss every single result. What was found (what came from the analysis)? Research Question 1 (this is an example only) (Every student must develop their own tables and not get them from anywhere else – we have software that allows us to know whether you developed the tables yourself. This is just an example, you can describe any two or three results: When describing results from the tables… As can be seen in Table 1, the most common age category is between the ages of 18 and 30, which had 80 park visitors. However, from the total sample there are only 15 people over the age of 60. From this it could be assumed that visiting theme parks may not be a particularly favoured activity of senior citizens, or that the rides and activities at the park be too fast-paced and not as suitable for them. Also noteworthy from Table 1 is that over half of the customers visiting the park, a total of 100, are in the two lowest income categories, earning below $50,000 per annum. From this result it is assumed that theme parks appeal to more people in low socio-economic groups. It is presumed that this class places a higher importance on theme park activities in terms of value for money. State the result, then make a logical assumption about it. Use these phrases to make assumptions about the result. This may be because… This could be because… From this result, it could be assumed that… This result may infer that… Insert the second table here. Research Question 2 (you write the entire question here if you want) Discuss at least one (if you have room, discuss more) most important/highest rated motives by male food tourists, one by female food tourists, and one by the total sample of food tourists. The following text is only a suggestion of what to write – you do not have to copy exactly the same words. Just write what is logical in the context of what you are trying to say!!!! As can be seen from Table 2, the most important dimension rated by male food tourists is (xxx) with a mean of (xxx). This may be because (give a feasible or believable reason here why you think this is the case). As can be seen from Table 2, the most important dimension rated by female food tourists is (xxx) with a mean of (xxx). This may be because (give a feasible or believable reason here why you think this is the case). As can also be seen from Table 2, the most important dimension rated by the total sample of food tourists is (xxx) with a mean of (xxx). This may be because (give a feasible or believable reason here why you think this is the case). Discuss at least one (if you have room, discuss more) least important/least rated dimension by male food tourists, one by female food tourists, and one by the total sample of food tourists. As can be seen from Table 2, the least important dimension rated by male food tourists is the range of attractions, with a mean of only 2.51. From the results, it can be assumed that the park may not have a broad enough range of attractions for male customers to choose from. Similarly, from Table 2, the least important dimension rated by female food tourists is the uniqueness of attractions, with a mean of 3.39. This result may infer that the park lacks a wide enough range of novel and innovative attractions and activities for male customers to enjoy, in order to satisfy their natural risk-taking behaviour and desire for new and different experiences. Finally, from Table 2, the least important dimension rated by the total sample of food tourists is the range of attractions, with a mean of only 2.51. From the results, it can be assumed that the park may not have a broad enough range of attractions for male customers to choose from. Only if you have room (i.e., after you have completed the other sections correctly and you do not have six pages of content from the beginning of the Introduction to the end of the Recommendations), you can discuss the second highest rated dimension and/or second least rated dimension for any group. Then, you can include an extra paragraph as below. Table 2 indicates that the range of attractions is the second highest rated dimension for females, with a mean of 4.08. This may imply that females are generally more easily satisfied with what is given to them, and aren’t always looking for something more. The second least important dimension rated by female food tourists was their interaction or involvement with park characters, with a mean of only 3.22. From this result, it could be assumed that The Marvel Comic Hero’s theme park’s name already suggests that the park will provide customers with a number of interactive characters for them to enjoy. Research Question 3 Discussion of results from the t-tests – were there any significant differences in dimension ratings of destination food image between male food tourists and female food tourists. Results from the t-Test in Table 2 show that the overall experience (0.53), park design (0.90), environmental integration (0.35), and the uniqueness of attractions (0.47) all had a p value greater than 0.05. This means that there are no significant differences in those success factors and variables between male and female food tourists. Conversely, the range of attractions (0.00), safety and security (0.04), capacity and queue management (0.01), interaction/involvement with park characters (0.00) had a value p value of less than or equal to 0.05. This means there are significant differences (finish the sentence). Discuss at least one dimension where there was a significant difference and at least one dimension where there was no significant difference between male and female food tourists and provide assumptions for both. From the p value data, capacity and queue management (0.00) shows a significant difference in what female and male food tourists importance ratings were. From this it could be assumed that stereotypically males are less patient than females. In contrast, Table 2 indicates that the uniqueness of attractions (0.47) provides no significant difference in dimension ratings in destination food image of female and male food tourists. From this result it could be assumed that The Marvel Comic Hero’s theme park provided a satisfactory unique identity for both genders. Research Question 4 Discussion of correlation results – what was the relationship between the intention to visit a destination and destination food image for the male food tourists, female food tourists and the total sample of food tourists You should use these 3 sentences don’t change, has to be the same. For the total sample, the correlation between the overall ratings of their intention to visit a destination and destination food image is r=0.54. This means that there is a moderate positive correlation. For the male sample, the correlation between the overall ratings of their intention to visit a destination and destination food image is r=0.83. This means that there is a strong positive correlation. For the female sample, the correlation between the overall ratings of their intention to visit a destination and destination food image is r=0.23. This means that there is a weak positive correlation. No assumptions are required for this question so do NOT include any please. Remember, the Results section is worth the most marks so it should be the longest section. Conclusions: The conclusion should contain a brief summary of major findings of your results, ie. a very brief summary of the answers to the four research questions Comparisons must be made between findings from this study and those discussed in the literature review (use the authors’ names when referring to the literature review findings). The purpose of this report was to investigate customer importance ratings of a fine dining restaurant and whether differences existed between male and female customers regarding those ratings. The research found that (briefly summarise all of your results here – do not go into detail; just give a mini version of your answers to the four research questions). Comparing the results of this study and the literature review of previous studies, (some/several/no) similarities and differences can be found. For the similarities, the literature review demonstrated that safety and security (reference), and queue management for rides (reference) and attractions (reference) are the major critical theme park success factors. This coincides with the results of this study as safety and security was the most important factor for (both females and males -This is only an example – you have write down what actually happened in your report). For the differences, the literature review indicates that staff’s knowledge of the park is also an important factor, and it can show the professionalism of theme parks, further achieving favorable customer experience, which effectively results in customer revisit intentions. However, this cannot be found in the results of this report. No future research comment is needed, so do not provide one please. Recommendations: What might destination marketing organisations (DMOs) do to improve the attractiveness of their destinations for food tourists based on the ratings and/or major findings of this study. They must come from discussions you have made in the ‘Results’ section – don’t just make them up. So, look at your discussion in the Results section and choose a dimension from there that you discussed and create a recommendation about it. For example, if you discussed the ‘appearance of food’ dimension in your Results section, then develop a recommendation about it here but ONLY IF YOU DISCUSSED IT IN THE RESULTS SECTION. What dimension is rated as the least important? What can be done with/about it? How can the recommendation be achieved? These must make sense and be achievable. You must have three recommendations For example: It is recommended that as there is a significant difference between male and female food tourists’ ratings regarding dimension x (p value 0.03), destination marketing organisations should increase male tourists’ perceptions …. This could be achieved by firstly ensuring that there is an equal amount of fast paced and more laid-back rides and activities for all customers. As female food tourists rated the importance of xxxxxxx dimension as being low (x mean), it is recommended that destination marketing organisations rectify this problem by ensuring that (write here what the management should do). This could be achieved by… As male food tourists indicated xxxxxxx as having a low/high dimension rating (x mean), it is recommended that the destination marketers/destination marketing organisations address/acknowledge this problem/positive fact. This could be achieved by… References: (on a new page) (delete all of this and everything else covered in yellow before you submit your report) List all references used in the report. See the end of the template from Assignment 1 for help in APA7referencing. There are no appendices.
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