solution

Tourists’ view of destination image. Refer to the Journal of Destination Marketing & Management (October 2015) study of tourist destination image, Exercise 10.11 (p. 607). Recall that the study analyzed the posts submitted on TripAdvisor about The Historic Areas of Istanbul (Turkey) page. In addition to destination image component, the researchers also classified each post according to Type of comment (positive only, negative only, or both positive and negative) and Gender of the poster (male or female). An analysis of the data collected for the sample of 125 tourists who identified their gender is provided in the accompanying Excel/XLSTAT printout.

a. Specify the null and alternative hypotheses for testing whether Type of comment posted to TripAdvisor depends on Gender.

b. Locate the p-value of the chi-square test for independence on the XLSTAT printout. Compare this value with  = .10 and make the appropriate conclusion.

c. Examine the expected (theoretical) cell counts shown on the printout and read the accompanying note at the bottom of the output. Explain why the inference you made in part b may be invalid.

d. Apply Fisher’s exact test for the contingency table. Use the exact p-value shown at the bottom of the printout. What do you conclude?

Exercise 10.11

Tourists’ view of destination image. Tourism Web sites such as Trip Advisor provide a medium for online marketing of a travel destination. Actual tourists’ evaluations and reviews of this marketing tool—called destination image—were assessed in a study published in the Journal of Destination Marketing & Management (October 2015). The study focused on a sample of 505 tourists who submitted posts on TripAdvisor about The Historic Areas of Istanbul (Turkey) page. The researchers classified each post according to destination image component: Cognitive (awareness of the destination), Affective (feelings toward the destination), or Conative (action taken). The results are summarized in the accompanying table. On the basis of the sample data, can you conclude that in the population of posts to a travel destination Web site there are no differences in the percentages of posts classified into the three destination image categories? Test using  = .10.