Factors Influencing the Preference for German Farm Tourism : A Path Model Approach

Sidali,Katia Laura . A. Spiller 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

This paper aims to analyse the preference for German Farm tourism among the German population. For this reason, we conducted an empirical study in Germany during summer 2007 and we applieda structural equation model based on partial leasts quares(PLS) to analyse the data. In the following chapters we will introduce the literature review and our conceptual frame work. We will then outline the procedures we adopted and the results of the empirical analysis. In the final part so me conclusions will be presented and a discussion will follow in order to draw the future directions of our research. According to our hypotheses, the possibility that agri- tourism enters in the evoked set of an individual is higher: H1: The higher the information degree about it. H2: The lower the influence of the social stimuli H3: The higher the physical exposure to it (experience) H4: The higher the wellness image of agri-tourism. H5: The higher the traditional image of agri-tourism. H6: The higher the exciting image of agri-tourism H7: The higher the perceived value for money. Our further hypotheses affirm that the possibility that agri-tourism enters in the evoked set of an individual is higher: H8: The lower the perceived risk. H9: The higher the motive to enjoy a holiday in the nature. H10: The higher the motive to enjoy a sport holiday. H11: The lower the motive to have an organized holiday. H12: The lower the motive to have a holiday abroad. H13: The lower the motive of action and night life. H14: The higher the motive to spend a holiday with the family. H15: The lower the motive to spend a city holiday. Finally, our model has some socio-demographics data. As we mentioned before, German agri-tourism has traditionally been the travel destinaiton of laarge-size families, with low-to middle income. For that reason, our final hypothesises are the following: the possibility that agri-tourism enters in the evoked-set of an individual is higher: H16 : The higher the number of family members. H17 : The lower the family income. Since in this study we use a path model with a PLS approach, we are able to state some interrelations among the exogenous latent variables: H18: The motive of sport holiday has a positive influence towards nature motives. H19: The physical exposition to agri- tourism has a positive influence towards information. H20: The motive of family holiday has a negative influence toward the motive of action and night life. H21: Social stimuli have a positive influence towards individuals risk perceptions. H22: Social stimuli have negative influence towards experience. Data for this study were gathered via administrated questionnaires during the summer 2007 within the frame of an academic "marketing research" course. The corresponding t-values are assessed using the bootstrapping method with 500 re-samples. In our model 61% of the degree of appreciation of German agri-tourism (evoked set) is explained by five independent variables: value for money (0.335 ✶✶✶) (H7) experience (0.267✶✶) (H3), exciting image (0.204✶) (H6) organization (-0.162✶) (H11) and holiday abroad (-0.156✶) (H12). The variance explained (R²) for the other endogenous variables are the following: nature 24.3%, information 14.1%, action holiday 13.8%, risk perception 5.8% and experience 2.4%. An overview can be inferred from table 5. The results also allow us to test each of the proposed hypotheses. With exception of organization and abroad, none of the others travel style factors (H9 to H15) seem to have any significant impact towards evoked set which leads to the rejection of the respective hypotheses. As expected, social stimuli have a significant influence on individuals' risk perception (J21 accepted), however neither the former nor the latter have a valuable impact on evoked set (rejection of H2 and H8). Besides, since the influence of social stimuli towards experience is 本文目的是研究德国人对德国农场旅游的偏好。我们在2007年夏天对德国人进行了研究。使用基于最小二乘法(PLS)的结构方程模型分数据。下面的章节中将进行文献综述, 提出概念模型, 分析过程和结果讨论、结论和未来研究方向。 根据假设, 农业旅游增张的可能性将随着以下因素的增长而提高: 假设1:农业旅游增张的可能性将随着息化程度的增长而提高。 假设2:农业旅游增张的可能性将随着社会刺激的影响的增长而提高。 假设3:农业旅游增张的可能性将随着体验的增长而提高。 假设4:农业旅游增张的可能性将随着农业旅游健康形象的增长而提高。 假设5:农业旅游增张的可能性将随着农业旅游传统形象的增长而提高。 假设6:农业旅游增张的可能性将随着农业旅游刺激形象的增长而提高。 假设7:农业旅游增张的可能性将随着感知经济价值的增长而提高。 进一步的假设是农业旅游增张的可能性将随着以下因素的降低而提高: 假设8:农业旅游增张的可能性将随着感知风险的降低而提高。 假设9:农业旅游增张的可能性将随着自然度假动机的降低而提高。 假设10:农业旅游增张的可能性将随着运动度假动机的降低而提高。 假设11:农业旅游增张的可能性将随着团体度假动机的降低而提高。 假设12:农业旅游增张的可能性将随着出国度假动机的降低而提高。 假设13:农业旅游增张的可能性将随着以娱乐和夜生活动机的降低而提高。 假设14:农业旅游增张的可能性将随着家庭度假的降低而提高。 假设15:农业旅游增张的可能性将随着城市度假动机的降低而提高。 模型中还有一些社会人口统计数据, 一直以来, 德国农业旅游被中低收入的大家庭作为旅游目的地, 因此我们假设: 假设16:农业旅游增张的可能性将随着家庭成员数量增多而提高。 假设17:农业旅游增张的可能性将随着家庭收入的降低而提高。 基于PLS的路径模型分析能显示外生潜变量之间的关系。 假设18:运动度假动机对自然度假动机有积极影响。 假设19:体验对信息有积极影响。 假设20:家庭度假动机对娱乐和夜生活动度假动机有消极影响。 假设21:社会刺激对个体风险感积有积极影响。 假设22:社会刺激对经历有积极影响。 我们在2007年夏天的营销研究科课堂上采用有监督的问卷搜集数据。用500个重复抽样的bootstrapping方法作t检验。61%的德国农业旅游影响因素被5个变量解释经济价值(0.335***)(H7)体验(0.267**)(H3),刺激形象(0.204)(H6)组织(-0.162*)(H11) and 出国度假(-0.156*)(H12). 其他内生变量的方差解释如下:自然24.3%, 信息 14.1%, 娱乐度假 13.8%, 风险感知 5.8%和体验 2.4%。 除了团体和出国, 没有其他旅游方式因子对拒绝假设有显著影响, 社会刺激对个体风险感知有显著影响, 但H2和H8被拒绝。除此之外社会

Factors Influencing the Preference for German farm Tourism: A Path Model Approach

Sidali, Katia Laura,Spiller, A. Korean Academy of Marketing Science 2008 마케팅과학연구 Vol.18 No.4

This paper aims to analyse the preference for German farm tourism among the German population. For this reason, we conducted an empirical study in Germany during summer 2007 and we applieda structural equation model based on partial leasts quares(PLS) to analyse the data. In the following chapters we will introduce the literature review and our conceptual frame work. We will then outline the procedures we adopted and the results of the empirical analysis. In the final part so me conclusions will be presented and a discussion will follow in order to draw the future directions of our research. According to our hypotheses, the possibility that agri-tourism enters in the evoked set of an individual is higher: H1: The higher the information degree about it. H2: The lower the influence of the social stimuli. H3: The higher the physical exposure to it (experience). H4: The higher the wellness image of agri-tourism. H5: The higher the traditional image of agri-tourism. H6: The higher the exciting image of agri-tourism. H7: The higher the perceived value for money. Our further hypotheses affirm that the possibility that agri-tourism enters in the evoked set of an individual is higher: H8: The lower the perceived risk. H9: The higher the motive to enjoy a holiday in the nature. H10: The higher the motive to enjoy a sport holiday. H11: The lower the motive to have an organized holiday. H12: The lower the motive to have a holiday abroad. H13: The lower the motive of action and night life. H14: The higher the motive to spend a holiday with the family. H15: The lower the motive to spend a city holiday. Finally, our model has some socio-demographics data. As we mentioned before, German agri-tourism has traditionally been the travel destination of large-size families, with low-to-middle income. For that reason, our final hypothesises are the following: the possibility that agri-tourism enters in the evoked-set of an individual is higher: H16: The higher the number of family members. H17: The lower the family income. Since in this study we use a path model with a PLS approach, we are able to state some interrelations among the exogenous latent variables: H18: The motive of sport holiday has a positive influence towards nature motives. H19: The physical exposition to agri-tourism has a positive influence toward information. H20: The motive of family holiday has a negative influence toward the motive of action and night life. H21: Social stimuli have a positive influence towards individuals risk perceptions. H22: Social stimuli have negative influence towards experience. Data for this study were gathered via administrated questionnaires during the summer 2007 within the frame of an academic "marketing research" course. The corresponding t-values are assessed using the bootstrapping method with 500 re-samples. In our model 61% of the degree of appreciation of German agri-tourism (evoked set) is explained by five independent variables: value for money ($0.335^{{\ast}{\ast}{\ast}}$) (H7) experience ($0.267^{{\ast}{\ast}}$) (H3), exciting image ($0.204^{\ast}$) (H6) organisation ($-0.162^{\ast}$) (H11) and holiday abroad ($-0.156^{\ast}$) (H12). The variance explained ($R^2$) for the other endogenous variables are the following: nature 24.3%, information 14.1%, action holiday 13.8%, risk perception 5.8% and experience 2.4%. An overview can be inferred from table 5. The results also allow us to test each of the proposed hypotheses. With exception of organization and abroad, none of the others travel style factors (H9 to H15) seem to have any significant impact towards evoked set which leads to the rejection of the respective hypotheses. As expected, social stimuli have a significant influence on individuals' risk perception (H21 accepted), however neither the former nor the latter have a valuable impact on evoked set (rejection of H2 and H8). Besides, since the influence of social stim