The study, based on large samples collected from tourists or potential tourists to New Zealand from Australia, Japan and Germany, identifies the most popular tourist attractions for people from these countries.
Intending tourists were interviewed in their homes about their intentions before coming to New Zealand. The second interview was at airports when leaving concerning satisfaction with New Zealand and what tourists found as highlights. The results are important for developing facilities in New Zealand and helping target advertising for both young people and the elderly who may have different wishes.
This research was performed by Juergen Gnoth (Dept. of Marketing, University of Otago).
Data
Various data sets with between 367 and 1019 observations
Various data sets with between 37 and 115 variables
| id |
Categorical |
Individual identifier, not used in analysis. |
| bActivity |
Categorical |
7 levels. Ratings of intention to engage with the particular activity while in New Zealand, from 1 (definitely not) to 7 (that’s why I’m going). |
| Gender |
Categorical |
2 levels. 1 (male) and 2 (female). |
| Age |
Continuous |
Years. |
| Occup |
Categorical |
11 levels. 1 (highly professional/administrative), 2 (lower professional/technical), 3 (clerical/highly skilled), 4 (skilled), 5 (semi-skilled), 6 (unskilled), 7 (student), 8 (unemployed), 9 (home-maker), 10 (volunteer work), 11 (retired). |
| Education |
Categorical |
4 levels. 1 (high school), 2 (college/short uni), 3 (University Degree), 4 (Graduate school). |
| Income |
Categorical |
12 levels. Varies by country. 1 (under 300), 2 (300-400), 3 (400-500), 4 (500-600), 5 (600-700), 6 (700-800), 7 (800-900), 8 (900-1000), 9 (1000-1500), 10 (1500-2000), 11 (2000-2500), 12 (over 2500). |
| aActivity |
Categorical |
4 levels. Frequency the activity was engaged in while in New Zealand, 1 (never) to 4 (very frequently). |
| hActivity |
Binary |
1 (activity considered a highlight), 0 (activity not considered a highlight). |
| PostHoliday |
Categorical |
7 levels. Overall satisfaction following holiday, 1 (absolutely dissatisfied), 7 (absolutely satisfied). |
| LengthStay |
Continuous |
Days stayed in New Zealand. |
| LastStay |
Continuous |
Days since last stay in New Zealand. |
| OftenStay |
Discrete |
Count of stays in New Zealand. |
| Budget |
Continuous |
Travel budget. |
| TravelStyle |
Categorical |
3 levels. Package, SemiPackage, Free (independent travel). |
| Transport |
Categorical |
7 levels. Bus, Campervan, Car, Plane, Train, Other, Comb (combination of transport options). |
| Accom |
Categorical |
7 levels. Hotel, Motel, Backpackers, BnB (bed and breakfast), Camper, Private, Comb (combination of accomodation options). |
| Alone |
Binary |
1 (travelled alone), 0 (did not travel alone) |
| Family |
Binary |
1 (travelled with family), 0 (did not travel with family) |
| Friends |
Binary |
1 (travelled with friends), 0 (did not travel with friends) |
| Partner |
Binary |
1 (travelled with partner), 0 (did not travel with partner) |
| TourGroup |
Binary |
1 (travelled with a tour group), 0 (did not travel with a tour group) |
There are 6 files associated with this presentation, 2 for each country of tourist origin (Australia, Germany, Japan). The first contains the data you will need to complete the lesson tasks, and the second contains descriptions of the variables included in the data file.