Doctoral thesis of philosophy understanding host community attitudes towards tourism and resident tourist interaction a socio behavioural study of melbourne’s urban rural fringe

Understanding Host Community Attitudes towards Tourism and Resident-Tourist Interaction: A Socio-Behavioural Study of Melbourne’s Urban-Rural Fringe A thesis submitted in fulfillment of the requirements for the degree of Doctor of Philosophy Jiaying Zhang School of Management Business Portfolio RMIT University Melbourne, Victoria, Australia February 2008 Declaration I certify that except where due acknowledgement has been made, the work is that of the author alone; the work has not been submitted previously, in whole or in part, to qualify for any other academic award; the content of the thesis is the result of work which has been carried out since the official commencement date of the approved research program; and, any editorial work, paid or unpaid, carried out by a third party is acknowledged Jiaying Zhang Date: ii Acknowledgements The completion of this thesis is possible through the assistance, guidance and encouragement of a number of people to whom I would like to extend my sincere thanks from the bottom of my heart First, I must express my profound and heartful appreciation to my senior supervisor Dr Robert Inbakaran and associate supervisor Dr Mervyn Jackson for their invaluable advice, professional guidance, continuous encouragement and numerous inputs throughout my whole candidature I truly can not imagine accomplishing this work without their strong support I also wish to express my sincere thanks to Cindy Ferguson – tourism development officer of Murrindindi Shire Council, Grant Hawkins – tourism officer of Wyndham City Council, Mr Peter Hayes and Mr Robert Sztormwski for their considerable assistances in sample stratification and data collection, and to Ms Pixi Silverman for her editorial work My sincere thanks also go to the Australian Government for its enormous support through the grant of the Australian Postgraduate Award to me In addition, I would like to thank RMIT University, Business Portfolio, School of Management, Research Development Unit and Ms Prue Lamont for their support during my candidature Special thanks go to my peer research students in the research facility for their friendship, sharing of knowledge and cheerful words Finally, I am very grateful to my parents, my sisters and brothers for their love, mental support and motivation throughout the years Especially, I wish that my grandmother in heaven could feel my deepest thanks and memories iii Table of Contents Declaration ii Acknowledgements iii Table of contents iv List of publications x Glossary of acronyms xi List of tables xiii List of figures xv Title Abstract .2 Chapter Introduction 1.1 Background and overview of the present study .5 1.2 Aim and objectives 1.3 Research questions 1.4 Significance of the present study .9 1.5 Research methodology 11 1.6 Study area .13 1.7 Thesis structure 14 Chapter Literature review 2.1 Introduction 16 iv 2.2 Community attitudes towards tourism 16 2.2.1 Theoretical foundations in the research field 17 2.2.2 Impacts of tourism perceived by community residents 20 2.2.2.1 Economic impacts of the tourism industry 20 2.2.2.2 Social and cultural impacts of tourism 23 2.2.3 Major influential factors on host reisidents’ attitudes toward tourism 24 2.2.3.1 Frequently examined factors .25 2.2.3.2 Research gaps and deficiencies 27 2.2.3.2.1 Orthogonal dimensions of attitudes towards tourism 27 2.2.3.2.2 Influence of personality on attitudes 28 2.2.3.2.3 Urban-rural fringe 28 2.2.4 Community segments 29 2.3 Host-guest interactive behaviour 32 2.4 The TRA,TPB and TIB 35 2.4.1 The TRA and TPB 35 2.4.2 The TIB 39 2.5 The five factor model of personality 42 2.6 Research hypotheses 43 2.7 Summary 44 Chapter Methodology 3.1 Introduction 45 3.2 Research approach: Quantitative VS qualitative 45 3.3 Research instrument .46 v 3.4 Pilot test 48 3.5 Sampling design and data collection 49 3.6 Method of data analysis 50 3.6.1 Level of measurement of variables 51 3.6.2 Statistical analysis method 52 3.7 Model development and measurement of model construct 54 3.7.1 Model development procedures 54 3.7.2 Measurement of the model constructs 55 3.7.2.1 Measurement of behaviour and intention 56 3.7.2.2 Measurement of the model constructs belonging to the TRA and TPB 57 3.7.2.3 Measurement of the model constructs unique to the TIB 58 3.7.3 Measurement of personality traits 60 3.8 Summary 61 Chapter Analyses and Results 4.1 Introduction 62 4.2 Sample profile 62 4.2.1 Demographic characteristics of the respondents 62 4.2.2 Residential status of the respondents 64 4.3 Community attitudes towards tourism 65 4.3.1 Overall community attitudes towards tourism 65 4.3.2 Attitude dimensions 66 4.3.3 Influential factors on attitudes 69 4.3.3.1 Socio-demographics 69 vi 4.3.3.2 Income dependence on tourism 74 4.3.3.3 Usage of local recreation resources .75 4.3.3.4 Voluntary participation in local tourism activities 76 4.3.3.5 Personality 76 4.4 Segmentation of community residents 79 4.4.1 Clustering base, procedure and results 79 4.4.2 Cluster profiles 81 4.4.3 Between-cluster differences on attitudes towards tourism 84 4.4.4 Between-cluster differences on tourism related behaviours 85 4.5 Evaluation of the TRA, TPB and TIB in predicting resident-tourist interactive behaviour 87 4.5.1 Test of assumptions associated with multiple regression 87 4.5.2 Evaluation of the TRA model 89 4.5.3 Evaluation of the TPB model 90 4.5.4 Evaluation of the TIB model 92 4.5.5 Comparisons between the TRA, TPB and TIB model 95 4.6 Developing a new model predicting resident-tourist interactive behaviour 95 4.6.1 Model development and validity 96 4.6.2 Examination of the effects of moderating factors 97 4.6.2.1 Moderating effects of gender .98 4.6.2.2 Moderating effects of age 98 4.6.2.3 Moderating effects of personality traits .99 4.6.2.4 Moderating effects of attitudes towards general tourism 100 4.7 Summary 101 vii Chapter Interpretation and Discussion 5.1 Introduction 103 5.2 Community attitudes towards tourism 103 5.3 Effects of intrinsic factors on attitudes .107 5.3.1 Orthogonal dimensions of community attitudes towards tourism 107 5.3.2 Intrinsic variables only affecting one orthogonal dimension of attitudes 108 5.3.3 Influential variables affecting both dimensions of attitudes 111 5.3.4 Non-influential intrinsic variables 115 5.4 Community segmentation 116 5.4.1 Socio-demographic segmentation approach 116 5.4.2 Cluster profiles in terms of attitudes towards tourism 118 5.4.2.1 Profiles for residents perceiving the least benefits and the most costs 118 5.4.2.2 Profiles for residents perceiving the most benefits and the least costs 120 5.4.2.3 Profiles for residents perceiving moderate benefits and moderate costs 122 5.5 Modelling resident-tourist interactive behaviour 127 5.5.1 Theoretical foundation of the model 127 5.5.2 Validity and reliability 128 5.5.3 Model constructs and interrelationships 129 5.5.3.1 Proximal predictors for resident-tourist interactive behaviour 129 5.5.3.2 Distal predictors for resident-tourist interactive behaviour .130 5.5.4 Effect of external moderators 132 5.5.5 Implications for tourism authorities 135 5.6 Summary 137 viii Chapter Conclusions, Limitations and Implications 6.1 Introduction 138 6.2 Conclusions 138 6.3 Limitations of the present study 140 6.4 Implications for future research 141 6.5 Summary 143 References .144 Appendix A Invitation Letter 157 Appendix B Questionnaire 159 ix List of Publications Zhang, J, Inbakaran, RJ & Jackson, M (2006), ‘Understanding community attitudes towards tourism and host-guest interaction in the urban-rural border region’ Tourism Geographies, vol 8, no 2, pp 182-204 Zhang, J, Inbakaran, RJ & Jackson, M (2006), ‘Regional community attitudes towards tourism: indemnification of community clusters in Murrindindi Shire, Victoria’ Proceedings of the 16th CAUTHE Annual Conference Victoria University, Melbourne, Australia 6-9 February 2006 ISBN: 0-9750585-1-7 Inbakaran, RJ, Jackson, M & Zhang J (2007), ‘Application of the theory of planned behaviour to predict pro-tourism attitude in differing rural community segments inside regional Victoria, Australia: a hierarchical regression analysis’ Journal of Hospitality and Tourism, vol 5, no 1, pp 51-66 Inbakaran, RJ, Jackson, M & Zhang, J (2006), ‘Understanding resident attitudes and pro-tourist behaviour towards regional tourism development: application of the theory of planned behaviour’ Proceedings of the International Conference on Natural Hazards and Disasters: Local to Global Perspective Sri Krishnadevaraya University, Andhra Pradesh, India November 2006 ISSN: 0973-5062 Inbakaran, RJ, Jackson, M & Zhang, J (2006), ‘Sensible tourism in sensitive regions: a case study analysis’ Proceedings of the International Conference on Natural Hazards and Disasters: Local to Global Perspective Sri Krishnadevaraya University, Andhra Pradesh, India November 2006 ISSN: 0973-5062 Inbakaran, RJ, Jackson, M, Gao, H & Zhang, J (2005), ‘Understanding the travel perspectives of a border tourism region: a cluster analysis of potential travellers in Shandong’ Proceedings of the International conference on Border Tourism and Community Development, Xishuangbanna, China July 6-9, 2005 ISBN: 7-5032-3017-7 Jackson, M, Inbakaran, RJ, Gao, H & Zhang, J (2005), ‘A hidden influence of border tourism: a psychographic segmentation study of potential outbound tourists’ Proceedings of the International conference on Border Tourism and Community Development, Xishuangbanna, China July 6-9, 2005 ISBN: 7-5032-3017-7 x References Gatch, CL & Kendzierski, D 1990, 'Predicting exercise intentions: the theory of planned behavior', Research Quarterly For Exercise and Sport, vol 61, no 1, pp 100-2 Gilbert, D & Clark, M 1997, 'An exploratory examination of urban tourism impact, with reference to residents attitudes, in the cities of Canterbury and Guildford', Cities, vol 14, no 6, pp 343-52 Godin, G, Maticka-Tyndale, E, Adrien, A, Manson-Singer, R, William, D & 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Canadian Psychology, vol 34, pp 390-400 156 APPENDIX A Invitation Letter Dear resident, I am a current doctoral student in the School of Management, Business Portfolio, RMIT University My thesis topic is “Understanding community attitudes towards tourism and resident-tourist interaction – A socio-behavioural study of Melbourne’s urban-rural fringe” The aim of this research project is to enlist your opinions and attitude towards the tourism development in your local community and identify how to build a harmonious relationship between you (the host) and visiting tourists Recommendations for better tourism management and planning will be made by the completion of this study I am inviting you to participate in this research by completing the enclosed questionnaire It will take you approximately 10-15 minutes to complete For your convenience, all you need to is to tick in the space that best describes your status and opinions Participation in this research is voluntary and you may withdraw at anytime This project is subject to the Ethics Policy and Procedures of RMIT University None of the statements in this survey are considered intrusive or invasive of your privacy I guarantee that your response will remain completely anonymous The data collected will only be used for my thesis and the results may appear in academic publications In both circumstances, you will not be identified, as only group data will be reported If you have any queries regarding this project, please not hesitate to contact me or my senior supervisor Dr Robert Inbakaran, phone (03) 99251534, E-mail robert.inbakaran@rmit.edu.au or my second supervisor Dr Merv Jackson, phone (03) 99257367, E-mail merv.jackson@rmit.edu.au or RMIT Business Human Research Ethics Sub-committee, phone (03) 9925 5594, e-mail rdu@rmit.edu.au 157 Your participation is invaluable for the success of this project It will be much appreciated if you could mail your completed questionnaire with the prepaid and pre-addressed envelop before the 10th of December 2004 Yours Sincerely, Jiaying Zhang School of Management Business Portfolio RMIT University Phone: (03) 9925-1698 E-mail: jiaying.zhang@rmit.edu.au 158 APPENDIX B Questionnaire Instructions: There are five sections in this questionnaire For sections to 4, please tick to what extent you agree with each statement in the appropriate cell For section 5, please answer each question by ticking the number that best describes your background information Section 1: Attitudes towards tourism development in your community Attitudes towards tourism strongly disagree disagree neutral agree strongly agree Tourism development in general has put our local communities offside The general quality of life has become better because of tourism development The arrival of international tourists in my community has helped me to have a better perspective of the world International tourists should be made to pay more than the domestic tourists to enjoy local tourism resources Tourism development has interfered with our culture and heritage Tourists have made product/service prices increase in my community Our local economy has developed thanks to tourism development Most residents in my region benefit on account of the tourism industry My community would be a dull place if tourism did not develop to this extent 10 Tourists have brought infectious diseases to our local community 159 Section 2: Tourism activities and interactive behaviour with tourists TOURISM RELATED ACTIVITIES strongly disagree disagree neutral agree strongly agree times and more times I visit local tourist sites on a monthly basis I take interstate or overseas holidays every year I often offer my assistance to tourism promotional events/activities in my region I often attend local community meetings that focus on tourism development I often actively interact/talk to tourists visiting my community in the past five years I always actively provide my assistance to tourists who need help in the past five years For the following three behaviours, please indicate how many times you have practiced each in the past month none time times Greeting tourists visiting my community Talking to tourists visiting my community Offering help to tourists visiting my community Section 3: Issues about your interactive behaviour towards tourists visiting your community “Interactive behaviour with tourists” is defined here as any friendly behaviour towards visiting tourists, such as greeting tourists, talking to tourists, providing help to tourists and introducing local tourists site to them Issues about interacting/talking with tourists strongly strongly disagree neutral agree disagree agree I intend to interact with tourists visiting my community in the coming year I would try to interact with tourists visiting my community as much as I can in the coming year I estimate that I have many chances to interact with tourists visiting my community in the coming year My family/friends, whose opinion I value, would approve me to interact with tourists My family/friends, whose opinion I value, interact with tourists visiting their communities 160 Section 3: Continued Issues about interacting/talking with tourists strongly disagree neutral agree disagree strongly agree For me, to interact with tourists visiting my region in the coming year would be possible It is up to me whether or not to interact with tourists visiting my region To what extent could 8.1 Time constraint the following elements 8.2 Shyness could impede your 8.3 Emotion interacting with a 8.4 Language tourist? Interacting with a tourist is proof of a local resident’s friendliness 10 I consider myself to be friendly 11 A resident who interacts with tourists shows his/her communicative characteristic 12 I consider myself to be communicative 13 Interacting with tourists would be in my principles 14 I would feel guilty if I did not interact with tourists visiting my community 15 Interacting 15.1 valuable in promoting with tourists local tourism visiting my 15.2 impressive to tourists community 15.3 positive to the image would be : of my community 15.4 a waste of time 15.5 a good opportunity for me to know other people or cultures 16.1 having the same 16 I consider that religion as mine (including people should non-religious) interact with 16.2 of my age tourists if they are 16.3 with same gender in the following 16.4 living in the same situations: community 17.1 pleasant 17 For me, to 17.2 enjoynable interact with 17.3 stressful tourists is: 17.4 boring 161 Section 4: Statements about your personality traits strongly disagree Personality statements disagree neutral agree strongly agree I look forward to visiting new tourist developments in my community I am open-minded about future tourism development in my community My ability to be organized allows me to complete things on time People can depend on me to get things done I would prefer to learn about different cultures by talking to overseas tourists I like to be friendly to tourists and make them feel welcome I am happy to provide directions for tourists who are lost I get annoyed by congestion caused by increased tourists I am worried about the impact of future tourism development in my community 10 I am anxious when large numbers of tourists visit my community Section 5: General information about yourself What is your gender? 1) male 2) female Which of the following age group you belong to? 1) 18-24 4) 35-39 7) 50-54 2) 25-29 5) 40-44 8) 55-59 3) 30-34 6) 45-49 9) 60-69 10) 70-79 11) 80 + Which best describes your highest level of education that you have reached? 1) primary school 3) TAFE 2) Secondary school 4) Tertiary Which of the following household type best describes you? 1) single 4) one parent family 2) couple family with children 5) other 3) couple family without children 162 Section 5: continued How far is your residential place from a major visitor attraction in your area? (in kilometers) 3) 11-20 5) 31-40 1) ≤ 2) 6-10 4) 21-30 6) 40 + How long have you been residing in this town/region? (in years) 1) ≤ 3) 6-10 5) 21-30 2) 2-5 4) 11-20 6) 30 + Were you born in Australia? 1) Yes 7) Absentee land owner 2) No Do you speak any language(s) other than English at home? 1) Yes 2) No Is your occupation/study connected to the tourism industry (either directly or indirectly)? 1) Yes 2) No 10 Have you ever voluntarily involved yourself in community tourism promotional activities? 1) Yes 2) No You have completed the questionnaire Thank you very much for your time and cooperation 163 ... 4.16 xv UNDERSTANDING COMMUNITY ATTITUDES TOWARDS TOURISM AND RESIDENT- TOURIST INTERACTION: A SOCIO- BEHAVIOURAL STUDY OF MELBOURNE’S URBAN- RURAL FRINGE Abstract As an important component of tourism, ... provided a good representation of Melbourne’s urban- rural fringe These seven areas had a total population of 707,774 (calculations based on Australian Bureau of Statistics 2001) Figure 1.1 Map of Melbourne’s. .. rural or urban areas Research into urban- rural fringe (a area that does not clearly fit into the neat categories of either ? ?urban? ?? or ? ?rural? ??) was limited (Weaver & Lawton 2001) Given the rapid