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Abstract
Motives to Travel, Destination Image, and British Virgin Islands Tourists’ Satisfaction
by
Sherrine N Augustine
MPM, Keller School of Management, 2009
MIS, Keller School of Management, 2006
BS, DeVry University, 2005
Doctoral Study Submitted in Partial Fulfillment
of the Requirements for the Degree of
Doctor of Business Administration
Walden University
June 2017
Abstract
Use the following guidelines when writing the abstract. Begin with a wow statement
illuminating the problem under study. Identify the design (case study, phenomenological,
quasi-experimental, correlation) Note: Do not mention the method
(qualitative/quantitative) in the abstract. Identify the study population and geographical
location. Identify the theoretical (quantitative) or conceptual framework (qualitative) that
grounded the study; in APA style, theory/conceptual framework names are lower case.
Describe the data collection process (e.g., interviews, surveys, questionnaires). Describe
the data analysis process (e.g., modified van Kaam method to identify themes in
qualitative studies or t test, ANOVA, or multiple regression in quantitative studies). Do
not mention software used. Identify two or three themes that morphed from the study
(qualitative). Present the statistical results for each research question (quantitative
studies). Describe how these data may contribute to social change (use the word social
change and identify who specifically may benefit). Ensure the first line in the abstract is
not indented. Ensure abstract does not exceed one page. Use plural verbs with data (e.g.,
the data were). Write all numbers as digits (i.e., 1, 2, 10, 20) and not spelled out unless at
the beginning of a sentence. Add an abbreviation in parentheses after spelling out a term
in full only if the abbreviation is used again in the abstract.
Motives to Travel, Destination Image, and British Virgin Islands Tourists’ Satisfaction
by
Sherrine N Augustine
MPM, Keller School of Management, 2009
MIS, Keller School of Management, 2006
BS, DeVry University, 2005
Doctoral Study Submitted in Partial Fulfillment
of the Requirements for the Degree of
Doctor of Business Administration
Walden University
June 2017
Dedication
This is an optional page for a dedication. If you include a dedication, use regular
paragraph spacing as shown here (not centered, italicized, or otherwise formatted). The
dedication should not exceed one page. If you are not including a dedication, delete the
heading and text on this page.
Acknowledgments
This is an optional page for acknowledgments. It is a nice place to thank the
faculty, family members, and friends who have helped you reach this point in your
academic career. The acknowledgments should not exceed one page.
No page number appears on any of the pages up to this point. If you do not wish
to include this page, delete the heading and the body text, taking care to not delete the
section break under this text.
Table of Contents
List of Tables ……………………………………………………………………………………………………… iv
List of Figures ……………………………………………………………………………………………………….v
Section 1: Foundation of the Study…………………………………………………………………………..1
Background of the Problem ……………………………………………………………………………….1
Problem Statement ……………………………………………………………………………………………2
Purpose Statement …………………………………………………………………………………………….2
Nature of the Study …………………………………………………………………………………………..3
Research Question ……………………………………………………………………………………………4
Hypotheses ………………………………………………………………………………………………………4
Theoretical or Conceptual Framework ………………………………………………………………..5
Operational Definitions ……………………………………………………………………………………..6
Assumptions, Limitations, and Delimitations ……………………………………………………….7
Assumptions……………………………………………………………………………………………… 7
Limitations ……………………………………………………………………………………………….. 7
Delimitations …………………………………………………………………………………………….. 8
Significance of the Study …………………………………………………………………………………..8
A Review of the Professional and Academic Literature ……………………………………….10
Application to the Applied Business Problem ……………………………………………… 11
Theoretical Framework …………………………………………………………………………….. 11
British Virgin Islands ……………………………………………………………………………….. 11
Transition ………………………………………………………………………………………………………19
i
Section 2: The Project …………………………………………………………………………………………..21
Purpose Statement …………………………………………………………………………………………..21
Role of the Researcher …………………………………………………………………………………….22
Participants …………………………………………………………………………………………………….22
Research Method ……………………………………………………………………………………………23
Research Design……………………………………………………………………………………………..25
Population and Sampling …………………………………………………………………………………25
Ethical Research……………………………………………………………………………………………..28
Data Collection Instruments …………………………………………………………………………….29
Demographic Survey Items……………………………………………………………………….. 31
Destination Image ……………………………………………………………………………………. 32
Push and Pull Motives to Travel ………………………………………………………………… 32
Tourist Satisfaction ………………………………………………………………………………….. 33
Instrument Reliability and Validity ……………………………………………………………. 34
Data Collection Technique ………………………………………………………………………………34
Data Analysis …………………………………………………………………………………………………36
Statistical Analyses ………………………………………………………………………………….. 37
Assumptions……………………………………………………………………………………………. 38
Interpreting Results ………………………………………………………………………………….. 40
Software and Data ……………………………………………………………………………………. 41
Study Validity ………………………………………………………………………………………………..41
Transition and Summary ………………………………………………………………………………….44
ii
References …………………………………………………………………………………………………………..46
Appendix A: National Institutes of Health Training Certificate ………………………………….68
Appendix B: Implied Consent Form ……………………………………………………………………….69
Appendix C: Survey Questions ………………………………………………………………………………71
iii
List of Tables
Table 1. A Sample Table Showing Correct Formatting ….Error! Bookmark not defined.
When you update the List of Tables, the table number and title will come in
without a period between them; you will need to manually add that period after all table
numbers, as shown for Table 1. In addition, the title will retain the italics from the
narrative when the List of Tables is updated. Once your list is finalized, select the entire
list, and change it to plain type.
Note that tables are numbered in sequence beginning with 1. Do not number
tables according to the section in which they appear (Table 4-1, 5-2, etc.) In the List of
Tables, table numbers are followed by a period, not a colon or a dash. This applies to
figure numbers in the List of Figures as well.
iv
List of Figures
Figure 1. Figure caption, sentence case …………………………………………………………………..xx
The List of Figures is not set up to automatically update. If you have figures in
your document, type them in manually here, following the example above.
Alternately, follow the instructions in the Instructions for Using the Walden DBA
Template, which will allow automatic updating of the List of Figures.
v
1
Section 1: Foundation of the Study
Business leaders in developing countries are emphasizing development and
promotion of tourism (Bazneshin, Hosseini, & Azeri, 2015). Altunel and Erkut (2015)
argued that providing a superior visitor experience is associated with high levels of
tourist satisfaction. Additionally, more leaders are acknowledging how important tourist
satisfaction is in today’s competitive world as a means to reap economic benefits
(Bazneshin et al., 2015). The purpose of this comparative study is to examine whether
tourists’ motivation to travel and destination image influence tourists’ satisfaction in the
British Virgin Islands (BVI).
Background of the Problem
Researchers have differing views of critical factors for ensuring a positive
customer experience in the tourism industry. Tourism marketers are facing increasing
competition, innovation, and branding in a dynamic market worldwide (Hultman,
Skarmeas, Oghazi, & Beheshti, 2015), leading destination marketers to adopt innovative
strategies to emphasize the destination uniqueness and tourists’ satisfaction (Hultman et
al., 2015; Rajaratnam, Munikrishnan, Sharif, & Nair, 2014). Rajaratnam et al.
proclaimed the importance for destination leaders to assess tourist satisfaction so they can
better understand how tourist satisfaction is related to destination of choice. Researchers
have noted some destination leaders have not addressed tourist satisfaction, nor attempted
to address consumer dissatisfaction (Batista, Couto, Botelho, & Faias, 2014; Fernandes &
Correia, 2013). Pratminingsih, Rudatin, and Rimenta (2014) concluded travel motivation
2
and destination image are fundamental travel behaviors of a visitor in assessing tourist
satisfaction.
Problem Statement
Since 2011, the tourism industry has experienced a number of turbulent events
resulting in a decrease in the number of travelers (Chien, Yen, & Hoang, 2012). Despite
the turbulent events, more than one billion tourists travel internationally, which
contributes 9% to the global gross domestic product (Hsieh & Kung, 2013). The general
business problem is when a destination does not meet visitors’ needs, tourists will not be
satisfied and a destination will not be competitive (Grigaliūnaitė & Pilelienė, 2014). The
specific business problem is that some tourism officials and managers in the British
Virgin Islands (BVI) do not know whether a relationship exists between destination
image, push and pull motives to travel, and tourists’ satisfaction.
Purpose Statement
The purpose of the quantitative correlational study is to examine if a relationship
exists between destination image, push and pull motives to travel, and tourists’
satisfaction. The first predictor variable is destination image. Push and pull motives, a
predictor construct, consists of thirteen predictor variables: push knowledge, push
sightseeing variety, push adventure, push relax, push lifestyles, push family, pull event
and activities, pull sightseeing variety, pull easy access and affordability, pull history and
culture, pull variety seeking, pull adventure, and pull natural resources. The criterion
variable is tourist satisfaction. I will study the population of departing tourists in the BVI
for the period of October 2016 to December 2016, which is the peak of the tourist season
3
at all ports of entry in the British Virgin Islands. The implication for positive social
change is to contribute to the economic enhancement of the British Virgin Islands, which
will help to generate employment and entrepreneurship opportunities for residents.
Nature of the Study
The method for the proposed study is quantitative and the design is comparative.
The quantitative method is most appropriate for the proposed study because researchers
use the quantitative method to examine any existing relationships among variables
(Westerman, 2012). Also, how one or more variables affect or influence other variables
(Ott, Longnecker, & Ott, 2001). The proposed study involves examining the potential
influence of motivation to travel and destination image on and BVI tourist satisfaction.
Furthermore, within quantitative research, researchers statistically analyze numerical data
(Turner, Balmer, & Coverdale, 2013; Venkatesh, Brown, & Bala 2013). For the
proposed study, I will collect and analyze numerical data. A qualitative method is not
appropriate because the method is not suitable when examining the potential influence of
variables on one or more other variables, and the method does not produce a single,
objective view of reality (Goodbody & Burns, 2011). A mixed method is not suitable for
the proposed study since researchers use mixed method studies to answer qualitative and
quantitative research questions within one study (Bryman, 2012); the proposed study has
only one quantitative research question.
The design of the proposed study is correlational. The correlational design is an
appropriate design when the researcher is seeking to examine a non-causal relationship
between or among variables (Green & Salkind, 2014). The current study involves
4
examining if a relationship exists between destination image, push and pull motives to
travel, and tourists’ satisfaction. Destination image, as well as push and pull motives to
travel (the two predictor variables), cannot be manipulated and people cannot be
randomly assigned to each; therefore, I cannot examine a causal relationship (Green &
Salkind, 2014). The comparative design, a common quantitative design, is not
appropriate as the purpose is not to compare variables (Atchley, Wingenbach, & Akers,
2013; Gay, Mills, & Airasian, 2014). An experimental design is not appropriate as
experimental designs requires researchers to manipulate the independent variables, which
is not possible given the nature of the study variables.
Research Question
The study has one research question: What is the relationship between destination
image, push knowledge, push sightseeing variety, push adventure, push relax, push
lifestyles, push family, pull event and activities, pull sightseeing variety, pull easy access
and affordability, pull history and culture, pull variety seeking, pull adventure, pull
natural resources, and BVI tourists’ satisfaction?
Hypotheses
Null Hypothesis (H10): There is no statistically significant relationship between
destination image, push knowledge, push sightseeing variety, push adventure, push relax,
push lifestyles, push family, pull event and activities, pull sightseeing variety, pull easy
access and affordability, pull history and culture, pull variety seeking, pull adventure, pull
natural resources, and BVI tourists’ satisfaction.
5
Alternative Hypothesis (H1a): There is a statistically significant relationship
between destination image, push knowledge, push sightseeing variety, push adventure,
push relax, push lifestyles, push family, pull event and activities, pull sightseeing variety,
pull easy access and affordability, pull history and culture, pull variety seeking, pull
adventure, pull natural resources, and BVI tourists’ satisfaction.
Theoretical or Conceptual Framework
The theoretical framework for the proposed study is expectancy-disconfirmation
theory. In 1980, Oliver developed expectancy-disconfirmation theory—a cognitive
theory of customer satisfaction—focused on customers making post purchase evaluative
judgments concerning a specific buying decision. According to Oliver (1980), people are
either satisfied or dissatisfied as a result of a positive or negative difference between
expectation and perception before and after a service is performed.
The purpose of the quantitative comparative study is to examine if motivation to
travel and destination image significantly influence tourist satisfaction. According to
expectancy-disconfirmation theory, pre-travel perceived expectations should affect tourist
satisfaction with a destination (Oliver, 1980). Furthermore, tourists will make judgments
about their tourist destination experience based on their original perceived expectations.
If tourist judgments about the destination are positive, they are likely to be more satisfied.
When tourists are satisfied, they will communicate positive experiences to motivate
others to make a purchase or a repeat purchase (Mohamad, Ab Ghani, Mamat, and
Mamat, 2014).
6
Operational Definitions
Providing operational definitions of terms that a reader may not understand, and
which readers will not find in a basic academic dictionary, is critical. Below are
operational definitions for technical terms, jargon, and special words I refer to in the
study. The definitions come from scholarly sources and are listed in alphabetical order.
Destination competitiveness. Destination competitiveness refers to a country’s
ability to create value and integrate relationships within an economic and social model
that takes into account a destination’s natural capital and its preservation for future
generations (Dimoska & Trimcev, 2012; Hallmann, Müller, Feiler, Breuer, & Roth,
2012).
Destination image. Destination image is a combination of a tourist’s impression,
as well as various tourism products, attractions, and attributes of the destination (Whang,
Yong, & Ko, 2015).
Tourist satisfaction. Tourist satisfaction is a psychological state that develops
when the travel experience satisfies the traveler’s desires, expectations, and needs
(Leung, Woo, & Ly, 2013).
Tourism sustainability. Tourism sustainability refers to accountability for the
current and future social, economic and environmental impact of the destination while
addressing the needs of the visitor (Crnogaj, Rebernik, Bradac Hojnik, & Omerzel
Gomezelj, 2014; Yüzbaşıoğlu, Topsakal, & Çelik, 2014).
7
Assumptions, Limitations, and Delimitations
Reflecting on and identifying potential shortcomings and the boundaries of a
study is critical (Merriam, 2014). By making the shortcomings and boundaries clear to
readers, researchers can be transparent, indicate how such shortcomings a …
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