An SPSS Guide for Tourism, Hospitality and Events Researchers

431 Pages·2020·31.602 MB·English

by  Rahul Pratap Singh Kaurav (editor), Dogan Gursoy (editor), Nimit Chowdhary (editor)

An SPSS Guide for Tourism,
Hospitality and Events
Researchers
This is the first book to provide the student of tourism, hospitality and events with
all that they need to undertake statistical analysis using SPSS for research in their
industry. Employing examples directly from the tourism, hospitality and events sec-
tor, it provides a comprehensive explanation on how appropriate statistical tools
and methods can be identified for this research context and provides a step-by-step
demonstration on how to carry out the chosen statistical operations.
Each chapter opens with a sector-specific case study reflecting current research
trends and issues from a range of different countries that are affecting the industry
today. This is followed by an examination of the SPSS procedures relating to the
case study and various solutions are offered. The implementation of clear, step-by-
step demonstrations on how to carry out statistical operations using a combination
of screenshots, diagrams and tables aids the reader’s understanding. Chapters close
with thorough guidance on how to appropriately write up interpretations of the
research in a report. Research implications and recommendations for tourism and
hospitality businesses are also provided, to enable them to successfully create and
manage research strategies in action.
Adopting an interdisciplinary perspective and written by a range of industry
experts from across the globe, this book will be essential for all students and
researchers in the field of tourism, hospitality and events as well as all those in
related fields with an interest in statistical data analysis.
Rahul Pratap Singh Kaurav is an Assistant Professor in Marketing and Tourism Man-
agement at the Prestige Institute of Management, Gwalior, India.
Dogan Gursoy is the Taco Bell Distinguished Professor in Hospitality Business Man-
agement in the School of Hospitality Business Management, Washington State
University, USA.
Nimit Chowdhary is a Professor at the Department of Tourism and Hospitality
Management, Jamia Millia Islamia, New Delhi, India.

An SPSS Guide for
Tourism, Hospitality
and Events Researchers
Edited by Rahul Pratap Singh Kaurav,
Dogan Gursoy and Nimit Chowdhary
First published 2021
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
52 Vanderbilt Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2021 selection and editorial matter, Rahul Pratap Singh Kaurav, Dogan Gursoy and
Nimit Chowdhary; individual chapters, the contributors
The right of Rahul Pratap Singh Kaurav, Dogan Gursoy and Nimit Chowdhary to
be identified as the authors of the editorial material, and of the authors for their
individual chapters, has been asserted in accordance with sections 77 and 78 of the
Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised
in any form or by any electronic, mechanical, or other means, now known or
hereafter invented, including photocopying and recording, or in any information
storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered
trademarks, and are used only for identification and explanation without intent to
infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Singh Kaurav, Rahul Pratap, editor. | Gursoy, Dogan, editor. |
Chowdhary, Nimit, editor.
Title: An SPSS guide for tourism, hospitality and events researchers /
edited by Rahul Pratap Singh Kaurav, Dogan Gursoy and Nimit Chowdhary.
Description: Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2021. |
Includes bibliographical references and index.
Identifiers: LCCN 2020015266 (print) | LCCN 2020015267 (ebook)
Subjects: LCSH: Tourism--Statistical methods. | Hospitality industry--Statistical
methods. | Special events--Management--Statistical methods. | SPSS (Computer file)
Classification: LCC G155.A1 S635 2021 (print) | LCC G155.A1 (ebook) |
DDC 910.285/555--dc23
LC record available at https://lccn.loc.gov/2020015266
LC ebook record available at https://lccn.loc.gov/2020015267
ISBN: 978-0-367-23657-1 (hbk)
ISBN: 978-0-367-23658-8 (pbk)
ISBN: 978-0-429-28106-8 (ebk)
Typeset in Frutiger
by KnowledgeWorks Global Ltd.
Visit the eResources: www.routledge.com/9780367236588
Contents
List of figures vii
List of tables xiii
List of case studies xvii
List of contributors xix
Preface xxvii
Forewords xxxi
1 Why research in tourism, hospitality and events? 1
Rahul Pratap Singh Kaurav, Nimit Chowdhary and Dogan Gursoy
2 Why do we need SPSS? 20
Rahul Pratap Singh Kaurav, Dogan Gursoy and Monika Prakash
3 Basic operations with SPSS 35
Mehmet Sarıı¸s ık and Osman Çulha
4 Understanding data 61
Verena Tandrayen-Ragoobur and Sheereen Fauzel
5 Understanding data: real life applications 82
Li-Shiue Gau and Michael Naylor
6 Basics of statistics 106
Chanda Gulati and Prerana Baber
7 Comparing means: parametric tools 124
Deepika Upadhyaya
8 Comparing means: non-parametric tools 142
Shyju P. J. and Rajeev P. V.
9 Deciphering relationships 172
Anil Gupta and Anish Yousaf
v
Contents
10 Understanding causality: mediation and moderation in
tourism studies 192
Peter J. Mkumbo and Patrick J. Rosopa
11 Classic Chi-square 223
Princess Lekhondlo Ramokolo
12 Methods of reliability and validity 243
Sneha Rajput
13 Factor analysis 265
Yasin Emre Oguz, Beybala Timur and Cihan Seçilmis¸
14 Cluster analysis 284
Ana Brochado
15 Discriminant analysis 304
Ruturaj Baber and Yogesh Upadhyay
16 Conjoint analysis 318
Marisol Alonso-Vazquez
17 Importance–performance analysis of travel agency services for
outbound tourists in India 343
Senthil Kumaran Piramanayagam and Partho Pratim Seal
18 Multidimensional scaling 355
Zeynep A. Gedikoglu, Nes¸ e Yilmaz and Gyunghoon Kim
19 Introduction to multi-criteria decision-making
modelling (MCDM) 375
Yusuf Karakus¸
Index 393
vi
List of figures
2.1 Position of SPSS in the competitive market 25
2.2 SPSS screenshots 28
2.3 SPSS screenshots 30
2.4 SPSS screenshots 31
2.5 SPSS screenshots 32
2.6 SPSS screenshots 33
2.7 SPSS screenshots 33
3.1 Data View screen 37
3.2 Variable View screen 38
3.3 Completed Variable View (variables’ names and specifications) 39
3.4 Data entered into SPSS 40
3.5 Save data for the first time 41
3.6 Open Data Dialog window 42
3.7 Importing a data file from another source 42
3.8 Summarize Cases procedure 43
3.9 Replace Missing Values 44
3.10 Compute Variable 45
3.11 Recode into Same Variables 46
3.12 Recode into Same Variables: old and new values for
group variables 47
3.13 Recoding into Different Variables 48
3.14 Recode into Different Variables: old and new values for
group variables 48
3.15 Select Cases 49
3.16 Select Cases: If 50
3.17 Sort Cases in terms of Income in Ascending Order 51
3.18 Sort Cases in terms of more than one variable at a time 52
3.19 Add Cases to already active file 53
3.20 Add Cases from external file 53
3.21 Add Variables to already active file 54
3.22 Add Variables from external file 55
3.23 Split File 56
4.1 Tourist arrivals in Mauritius, 1980–2018 63
4.2 Tourism earnings and tourism earnings per tourist 63
4.3 Data View of IBM SPSS Data Editor 64
4.4 Variable types in SPSS 65
4.5 Variable types in SPSS 68
vii
List of figures
4.6 Chart commands in SPSS 69
4.7 Average expenditure per tourist (Rs) by main country
of residence, 2017 69
4.8 Commands to generate descriptive statistics in SPSS 70
4.9 Recoding continuous variables into different
categories/variables in SPSS 72
4.10 Histogram showing accommodation expenditure pattern by
tourists in Mauritius, 2017 72
4.11 Number of nights spent by tourists in Mauritius, 2017 73
4.12 Average length of stay in Mauritius by main country
of residence, 2017 74
4.13 Crosstabulations in SPSS 74
4.14 Accommodation type used by tourists in Mauritius, 2017 75
4.15 Commands on SPSS to generate crosstabulations and percentages
by age category 77
4.16 Tourist perceptions on price, quality and variety of products and
value for money 78
5.1 Number of visitors to Taiwan (2001–2018) and a
screenshot of the SPSS 85
5.2 Multiple line graphs made by Excel 86
5.3 Spaghetti plot made in SPSS 86
5.4 Males and females of samples each year 88
5.5 A screenshot of the SPSS about Export Output 89
5.6 A screenshot of the SPSS about Frequencies: statistics 89
5.7 A screenshot of the SPSS about Split File 92
5.8 A screenshot of the SPSS about Recode into Different Variables 93
5.9 A screenshot of the SPSS about Compute Variable 93
5.10 Histogram by all cases of 2017 dataset 94
5.11 Histogram by cases between 2.5% and 97.5% consumption
of 2017 dataset 95
5.12 A screenshot of the SPSS about one-way ANOVA 98
5.13 Total money spent in Taiwan by age group, 2017 99
5.14 Scatter plot of GDP per capita and hotel bills 102
5.15 Scatter plot of currency rate and cosmetics and
perfumes spending 103
6.1 Coding of data 109
6.2 Selecting applicable tool 109
6.3 Selecting variables for examination 110
6.4 Moving variable to box for examination 111
6.5 Selection of tools to be used 112
6.6 Output of the measures of central tendency 112
6.7 Understanding skewness for normal distribution 113
6.8 Identifying outlier in graph plot 114
6.9 Selecting statistical tool for detecting outliers for multivariate
normality 115
6.10 Selecting statistical tool for detecting outliers 116
6.11 Transferring variables to boxes for examination 117
viii
List of figures
6.12 Selecting options for examination 118
6.13 Transferring variables to boxes for examination 119
6.14 Normality plot for multivariate normality 120
6.15 Boxplot for identifying outliers 120
6.16 Histogram for normal distribution 121
6.17 Q-Q plot for normal distribution 121
6.18 Detrended Q-Q plot for normal distribution 122
6.19 Boxplot for depicting outliers 122
7.1 Variable View of case data in SPSS 125
7.2 Data View of case data in SPSS 126
7.3 Split File for city-wise results in SPSS 128
7.4 One-Sample T Test dialog box 129
7.5 SPSS Independent-Samples T Test dialog box 131
7.6 Grouping variable box 132
7.7 Paired-Samples T Test dialog box 136
7.8 One-Way ANOVA dialog box 139
7.9 Post Hoc Multiple Comparisons dialog box 140
8.1 Process for conducting Chi-square test for goodness of fit (Step 1) 149
8.2 Process for conducting Chi-square test for goodness of fit (Step 2) 149
8.3 Process for conducting Chi-square Test for independence (Step 1) 151
8.4 Process for conducting Chi-square Test for independence (Step 2) 151
8.5 Process for conducting Chi-square Test for independence (Step 3) 152
8.6 Process of conducting McNemar’s Test (Step 1) 154
8.7 Process of conducting McNemar’s Test (Step 2) 154
8.8 Process of conducting Cochran’s Q Test (Step 1) 157
8.9 Process of conducting Cochran’s Q Test (Step 2) 157
8.10 Process of conducting Mann-Whitney U Test (Step 1) 159
8.11 Process of conducting Mann-Whitney U Test (Step 2) 159
8.12 Process of conducting Mann-Whitney U Test (Step 3) 161
8.13 Process of conducting Mann-Whitney U Test (Step 4) 161
8.14 Process of conducting Wilcoxon Signed Rank Test (Step 1) 163
8.15 Process of conducting Wilcoxon Signed Rank Test (Step 2) 163
8.16 Process of conducting Kruskal Wallis Test (Step 1) 165
8.17 Process of conducting Kruskal Wallis Test (Step 2) 166
8.18 Process for Friedman Test (Step 1) 168
8.19 Process for Friedman Test (Step 2) 168
9.1 SPSS data file 173
9.2 Scatterplot for data set 174
9.3 Scatterplot between destination image and destination risk 175
9.4 Scatterplot between tourist satisfaction and revisit intention 176
9.5 Bivariate coefficient of correlation (Step 1) 176
9.6 Bivariate coefficient of correlation (Step 2) 177
9.7 Partial coefficient of correlation (Step 1) 179
9.8 Partial coefficient of correlation (Step 2) 179
9.9 Partial coefficient of correlation (Step 3) 180
9.10 Simple linear regression (Step 1) 183
9.11 Simple linear regression (Step 2) 184
ix