Assignment 1: Proposal guidelines
You are asked by the General Manager of a particular Regional Tourism Organisation to put a research proposal forward to research “international and domestic visitor satisfaction” in your chosen area of an existing or new Tourism-related (F & B) establishment in New Zealand (city, town or region).
In the literature review: Give a brief overview of previous research on visitor satisfaction and tourism in New Zealand and you’re the geographical area chosen. Define and discuss the main topics that are the focus of this proposal: ‘international and domestic visitors’ and ‘visitor satisfaction’. The literature review should be organized thematically. The literature review should provide justification of why there is a need for this proposed research.
In the methodology section: Propose the overall methodology for this study, the data collection methods, the sampling, the data analysis, the ethical considerations and any threats to validity and limitations. Use the research literature to justify what you have proposed. Budget: Provide a realistic estimate of what your costs are to carry out this research study. You may want to think about some financial consideration of your time as the researcher and anyone else involved in carrying out the research.
Timeline: Provide a realistic overview of the time needed to carry out the different stages of this research study. Consider the timing of your data collection carefully and present your timeline in a diagram (such as a Gantt chart).
这篇旅游管理代写的论文要求非常详细，给学生一个大背景，然后对literature review、methodology、budget甚至图表（甘特图）都有详细的要求说明。正合我们PhD的味口，对于越详细的要求我们越好把握，一切根据Marking criteria来，最后想不拿高分都难。
Visitor Satisfaction Survey of Waiheke
Introduction and clarity of research project
This proposal research was conducted to investigate the visitors to Waiheke, one of the most famous tourist attractions in New Zealand and known as the country’s “island of wine”. The purpose of the visitor satisfaction survey is aiming to have an insight look as well as provide useful information on the experience, comments and degree of satisfaction of both domestic and international visitors to Waiheke.
The motive of this research was to get the updated feedbacks from the visitors, as well as exploring the visitors’ satisfaction with this specific place together with its tourism-related industry. Discovering the underlying problems and trying to find an effective and measurable resolution and then increase future visitation.
The current investigate aims to explore tourists’ satisfaction in the aspects of visitors’ behaviours and attitudes in relation to the benefits gained, and future visitor loyalty which would probably lead to a recommendation to their friends or relatives that this place is worth visiting.
Positively, this research would be based on the previous studies and concepts of tourist characteristics, behaviour, satisfaction and relevant consequences that could lead to customer loyalty in the context of the tourism and hospitality industry in Waiheke. The survey would also explore the relationships between visitor satisfaction and loyalty in order to have a deeper understanding of tourists’ behaviour intention. The result would help attraction developers, site planners to attract more visitors and make continuous improvement to meet the increasing demands of the tourism market (Gupta, 1995).
Waiheke Island is located in the Hauraki Gulf of New Zealand. It received international attention and became famous worldwide since 2015. With It was voted the 4th best island around the world and rated as the 5th ideal destination to visit in the world by Lonely Planet.
The island has about 30 vineyards and wine estates, their products has repeatedly won Gold Award of the World Wine Award and attracts millions of tourists to visit this small island every year. The most popular and typical tour to Waiheke island is called “Taste of Waiheke island tour” or “Wine on Waiheke”, which is a deluxe tour of wine and olive tasting at 3 finest vineyards of Waiheke and one olive grave. Fullers, the major passenger ferry operator, also estimated that there are somewhere between 400,000 and 700,000 tourists visit Waiheke per year (Expedia 2014).
This chapter would provide an overview of the previous literature related to the visitor satisfaction of New Zealand, especially for the Waiheke island.
According to the survey carried out by a few researchers at the University of Auckland, among all the visitors, 80% of them turned out to be New Zealand residents. What’s more, 91% of the domestic visitors were from the Auckland region. That means nearly half of the travellers were Aulander visiting Waiheke. For the international segment, almost 90% of the visitors came from the western countries, including 40% from the United Kingdom, 20% from Australia, smaller numbers from the Continental Europe, US, Canada and Asia. The research also discovered a regular pattern that, Waiheke and the wine tasting tour was appealing to small groups of travellers. For instance, nearly 40% of the respondents were travelled in group of two (Sosukeonline, 2016).
Travel patterns and the wine tour
It makes Waiheke an ideal destination for a day trip due to the proximity from downtown to Auckland, which only takes approximately 35 minutes by ferry. About 75% of the travellers were day trippers (Sosukeonline, 2016).
Information collected from the previous survey showed that, Waiheke enjoys a relatively high level of loyalty form its customers and most of them are repeat visitors. As a result, up to 92% travellers from Auckland had visited Waiheke before and three quarters of visitors surveyed had previously visited. Although the primary reason people visit Waiheke is to visit the beaches and natural attractions. Researches also demonstrated that the significant attractors are the cultural attractions and the special events, which including art galleries and wineries. Wine tour is a key tourist attraction in Waiheke, which gives the island an edge in the summer tourism market among Auckland area and attracting more dedicated wine tourists overseas (Hepworth, 1994).
Perception and concepts of visitor satisfaction
It should be noted that the degree of visitor satisfaction could be measured in many different ways and contexts. Common areas in which perceptions of visitor satisfaction or dissatisfaction are presented could be summarized as below:
- a. The physical environment and the natural values, which including conservational, ecological and geological.
- b. The quality, availability and range of appropriate facilities, services and the products.
- c. The pristine and peaceful images of the site. As most tourists’ expectation about New Zealand is related to the images of peaceful and tranquillity and hoping to have an unspoilt environment and eco-nature experiences. Some researches reflected concerns about the overdeveloped in the nature state and perceived crowding.
- d. Warm relationships with local people and friendly attitudes. Help the visitors gain cultural experiences by understanding more about the local culture and traditions.
- e. Provision of information services, such as the pre-trip information, audible & visible demonstrations and the availability of interpretative information.
All of the aspects and factors mentioned above is suggested to take into consider when designing the new research process (Harrison, 2004).
Difficulties Waiheke faced
Waiheke usually appears as a stunning summertime destination at first impression. Some surveys indicate that many visitation was produced through a series of promotion activities; and these events predominantly promoted in summertime. All of the possible reasons mentioned above created the seasonality of visitor patterns in Waiheke, which could probably lead to several difficulties. For example, the capacity constraints of the area would face great challenges and the demand for the ferries varied a lot from summer holidays to winter times. During the peak times, the excess demand of ferries would cause delays or long queue time for passengers while there were few passengers in winter. Similarity, crowded buses, shortage of taxis, difficulty to make reservation and pressure on toilet facilities, all of these would lead to a low satisfaction degree and become hidden problems in Waiheke’s tourism industry.
The purposes of this section are to give an outline of the data collection methodology selected for the research, and then justify how the sampling and questionnaire is designed (Andrew, 2003).
This visitor survey would be a sample survey of approximately 1,000 domestic and international visitors to Waiheke island who aged over 16 years older (because the wine tour only accepts people over 16s). This research would consider a two-way data collection method. This first way is to conduct a web-based survey, which intend to put questionnaires online and reach to millions of potential respondents. The other way is to collect email addresses of the travellers trip to Waiheke; and send them the online survey link via emails. Because these respondents are more eligible and agreeing to participate the survey, it could be believed that, the data collected from this group of people would be more accurate and helpful to the findings (Witte, 2000).
Data analysis process:
Once the responses were received, the total number of responses should be calculated and then divided the number in each categories according to the survey purpose. And then analyse all the detail data followed by the questionnaire using filter, compare and show rules. Finally generated the result in the form of a spreadsheet and used for the future analysis (Christopher, 2014).
As for the online surveys, the data collected would be stored automatically and being analyzed straight away through the system even when the survey is still open. Through the online survey tools, it is easily to get visual representations in graphs and tables.
But there is a problem that, the result generated from online survey would be likely to yield less accurate information than sending email questionnaire to the specific tourists.
Another problem would be the return rate and the data collection period. Experiment carried out by Yun and Trumbo shows that, there is only 72% return rate within a one-month period by combining email and postal survey forms (Yun & Trumbo,2000). That is to say, it is possible takes long time to collect enough responses.
Considering about the limitations claimed above, the web-based survey and email distribution would be used in combination in order to improve the quality of the results and the sample representativeness.
There are several limiting factors exists in the survey that, many data and information collected from the previous research were undertaken sometime in the past. That means most of the data were out of date. It would have an adverse effect on the research because the validity information might mislead the researcher and makes it meaningless to compare the new collected data and the validity one.
The following chart shows the estimated budget this research would cost. In some cases, researchers would offer incentives to the participants. In this survey, a 50 dollar valued gift would be provided to increase the responses, and it would be sent in the form of luck drew.
This section showed how the research were planned, including different stages of the study and the time arranged to collect data. (the figures below might be a bit small, so a relatively version would be attached in the Appendix section)
This study had been encompassed a wide range of researches about both domestic and international visitors’ satisfactions with their trip in Waiheke to a greater or lesser extent. It would provide a broad understanding of the visitor satisfactions after they visited Waiheke. What’s more important, through the investigation, it would have a deep insight into the motivations, expectations and the factors contributes to visitor satisfaction, helping tourism operators know their customer and market better. Thus they could make adjustments in time and tailor their service and product accordingly.
From the research, it is expected to find a way to deal with the pressures from the tourists to Waiheke as well as sustaining the service quality during the off- season. Restauranteurs and transport operators would be suggested to address issues according to seasonality. Considering about the enjoyment of the visit and tourist satisfaction may probably affected by the weather. Enterprises in Waiheke are encouraged to propose innovative initiatives and carry out more promotion events to expand the visitor value proposition to all reason activities.
Andrews, D., Nonnecke, B., Preece, J. (2003) Electronic survey methodology: A case study in reaching hard to involve Internet Users. International Journal of Human-Computer Interaction. 16, 2, 185-210.
Christopher Peters. How to Design and Analyze a Survey. Retrieved April 16, 2017, from https://zapier.com/learn/forms-surveys/design-analyze-survey/
Activities and Tours in Auckland, New Zealand. (2017). Newzealand.com. Retrieved 16 April 2017, from http://www.newzealand.com/uk/plan/business/fullers-taste-of-waiheke/
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexical and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.
Gupta, A., & Chen, I. (1995). Service quality: Implications for management development. The International Journal of Quality & Reliability Management, 28-35.
Harrison, P., & Shaw, R. (2004). Consumer satisfaction and post-purchase intentions: An exploratory study of museum visitors. International Journal of Arts Management, 6(2), 23-32.
Hepworth, M., & Mateus, P. (1994). Connecting customer loyalty to the bottom line. Canadian Business Review, 21(4), 40-44.
Reading.ac.uk. Retrieved 16 April 2017, from https://www.reading.ac.uk/ssc/resources/ApproachesToTheAnalysisOfSurveyData.pdf
Sosukeonline.com. Retrieved 16 April 2017, from http://www.sosukeonline.com/editorunlockedlibrary/doc.php?doc_id=535&action=inline
Taste of Waiheke Island Tour - Auckland | Expedia. (2017). Expedia.co.uk. Retrieved 16 April 2017, from https://www.expedia.co.uk/things-to-do/taste-of-waiheke-island-tour.a298802.activity-details
Tourismnewzealand.com. Retrieved 10 April 2017, from http://www.tourismnewzealand.com/media/1765/wine-tourism-profile.pdf
Waiheke Montepulciano Scoops Prestige Award. Scoop News. Scoop.co.nz. 2007-08-27. Retrieved 2017-01-09.
Witte, J.C., Amoroso, L.M. and Howard, P.E.N. (2000) ‘Research methodology: method and representation in Internet-based survey tools – mobility, community, and cultural identity in Survey2000’, Social Sciences Computer Review, 18 (2): 179–95.