Suavizado químico

From the literature review and the conceptual framework (Figure 3.2), the following general hypotheses regarding the type and use of information in travel guidebooks have been developed:

1. Travel guidebooks are used more by independent travellers than by package tourists;

2. The source of travel information used by independent travellers differs according to cultural background, travel experience, and knowledge of the destination;

3. The types of information sought in travel guidebooks by independent travellers differ according to cultural background of the tourists, travel experience, and knowledge of the destination;

4. The use of travel guidebooks to enhance travel quality is perceived differently according to cultural background and travel experience of the tourists.

5. The physical characteristics of travel guidebooks preferred by independent travellers differs according to cultural background and travel experience.

6. Information obtained from travel guidebooks by independent travellers has different levels of importance for each cultural group, and these different

importance levels impact upon the level of satisfaction with the travel guidebook.

3.6. Thesis structure

The research requires data collection covering on-site information needs of independent travellers from different cultural groups and focusing on travel guidebooks as a source of information. The study requires the analysis of the type of information required by independent travellers in travel guidebooks during the trip. To test the first hypothesis, it is considered to be important that a small sample of package-tour travellers is included in the survey.

Chapters 5, 6 and 7 will test the six general hypotheses and the analysis has been divided as follows:

After an initial overview of the travel behaviour and demographic profile of the respondents, the use of travel guidebooks will be analysed according to type of travel. If the null hypothesis in hypothesis one (travel guidebooks are used more by independent travellers than package tourists ) is rejected, then only the independent sample is used to test hypotheses 2, 3, 4, 5, and 6.

Specifically through Chi-Square tests, Mann-Whitney U tests and Kruskal-Wallis tests, Chapter 5 will test hypotheses one and two.

Hypothesis one:

1.1. Independent travellers use travel guidebooks more than package tourists;

Hypothesis two:

2.1. The source of travel information used by independent travellers varies according to cultural background;

2.2. The source of travel information used by independent travellers varies according to travel experience;

2.3. The source of travel information used by independent travellers varies according to knowledge of the destination.

Through factor analysis, Mann-Witney U tests and Kruskal-Wallis tests, Chapter 6 will test hypotheses three, four and five.

Hypothesis three:

3.1. The type of information sought in travel guidebooks by independent travellers differs according to the cultural background of the tourists; 3.2. The type of information sought in travel guidebooks by independent

travellers differs according to travel experience;

3.3. The type of information sought in travel guidebooks by independent travellers differs according to knowledge of the destination;

Hypothesis four:

4.1. Different cultural groups perceive the use of travel guidebook to enhance travel quality differently;

4.2 Travellers with different travel experience perceive the use of travel guidebook to enhance travel quality differently.

Hypothesis five:

5.1. The physical attributes of travel guidebooks preferred by independent travellers differ according to cultural background;

5.2. The publication edition attributes of travel guidebook preferred by independent travellers differ according to travel experience.

Through structural equation models Chapter 7 will test hypothesis 6. Hypothesis six:

6. Information obtained from travel guidebooks by independent travellers has different levels of importance for the traveller, and these different importance levels impact upon the level of satisfaction with the guidebook.

The next chapter (Chapter 4) will discuss the research methodology used to test the general hypotheses, and to collect the data for data analysis.

CHAPTER 4

METHODOLOGY

Cross-cultural research is comparative research (Venkatesh, 1995), and cross- cultural comparisons and analyses are used in many behavioural studies. Cross-cultural research involves a comparison between groups or cultures and the uniqueness of such research lies in the fact that its factor of comparison is different cultures. These cultures affect consumer behaviour while at the same time being affected by consumer beliefs and attitudes (Van Raaij, 1978).

One characteristic of cross-cultural research is that it is common to use convenience sampling with little control exercised over the distribution of the sample. In some cases a single research instrument cannot be used for samples drawing upon different cultures because of the need to research varying aspects of cultural diversity (Brislin, et al., 1973). Another challenge for the conduct of cross-cultural research in consumer behaviour is that it has been mainly developed in western countries, utilising western concepts and instruments. This may introduce ethnocentrism to the types of questions and concepts employed, and in the explanation given to the results (Berry, et al., 1992).

The present research involves a cross-cultural research based on consumer behaviour. More specifically, it aims to investigate the different information needs and search requirements between Japanese, Chinese, Korean, and North American travellers. It becomes clear that the challenges of this research lie in sampling,

formal equivalence of the research instruments, conceptual validity, theoretical structure of the measuring instruments, and ethnocentrism.