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Display: 20

    • Page 110

    • Page 110
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    • 100 Figure 2. Austrian Communication Effectiveness Grid Note. Sources of Information: Key to Figure 3 1. Broadcast advertising 2. Print Advertising 3. Internet/email 4. Outdoor advertising 5. Trade shows 6. Familiarization or journalist/press...
    • Scholar Archive
    • Page 118

    • Page 118
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    • 108 sources such as referrals from family, friends and work colleagues (McCartney et al., 2008; Sönmez & Sirakaya, 2002; and Dore & Crouch, 2003). Respondents were asked whether or not they heard about Austria from individual advertising sources...
    • Scholar Archive
    • 1916 110

    • 1916 110
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    • 111\UR Service· to the stu­\! V dents this year has giv­en satisfaction; our. val ues and prices have kept them cOIning right alo11g. Our ailn is to be mod­ern, bu t not extreme; he11ce our goods are Ed. E. Crouse Shoe Shop \Alho said Ed Crouse...
    • BAC-CSU-SUSC Yearbooks
    • Page 128

    • Page 128
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    • 118 Tables 7 and 8 represent the frequency and descriptive analyses, respectively, for Section F: Information Sources. Table 7 indicates whether or not the respondents had heard about Austria from the given source while Table 8 shows whether or not...
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    • Page 126

    • Page 126
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    • 119 1 very litlle like me 2 a litHe like me 3 somewhat like me 4/ikeme 5 a lot li/(e me 23.__I like to setup little 'what if" experiments (fur example ·What lNOuld happen if I put a grasshopper in a jar with a spider?"). 24. I enjoy dong jigsaw...
    • Scholar Archive
    • Page 16

    • Page 16
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    • 12 are designed by The Center for Disease Control and Prevention. They suggest that children should participate in aerobic and activities daily, muscle-­‐strengthening activities three days a week, and bone-­‐strengthening activities twice a we...
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    • Page 131

    • Page 131
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    • 121 Preliminary SEM Data Analysis The Confirmatory Factor Analysis (CFA) model specified one second-order factor: information sources (IS), as well as four first-order factors: destination image (DI); socio-cultural preferences (SCP); travel...
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    • Page 138

    • Page 138
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    • 128 Hypothesis 1: Information sources have a positive effect on travel motive Hypothesis 1 predicted that information sources would positively affect travel motive and was supported with a coefficient of 0.264. Respondents indicated sources...
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    • Page 140

    • Page 140
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    • 130 Hypothesis 6 predicted that travel motive has a positive effect on visiting intention and was supported with a coefficient of 0.138; supporting results of the previous study conducted by McCartney, Butler and Bennett (2008). A strong...
    • Scholar Archive
    • Page 142

    • Page 142
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    • 132 tourism authorities may need only to ensure that relevant information reaches the specified target audience. Hypothesis 3 predicted that information sources would positively affect visiting intention and was also not supported by this study....
    • Scholar Archive
    • Page 143

    • Page 143
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    • 133 Hypothesis 5 predicted that travel motive has a positive effect on destination image and was supported with a coefficient of 0.118. When prospective visitors have high travel motivation, they tend to have strong destination image of Austria....
    • Scholar Archive
    • Page 158

    • Page 158
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    • 148 Table 3 Travel Motives (N=973) Motivation Factors M* SD Learn new things 5.75 1.21 Experience a new culture 6.08 1.09 Get away from the demands of daily life 5.52 1.46 Relax physically and mentally 5.67 1.34 Visit friends and relatives 4.34...
    • Scholar Archive
    • Page 163

    • Page 163
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    • 153 Table 7 Information Sources: Frequency (N=973) Yes No Frequency Percentage Frequency Percentage Broadcast advertising (n=969) 162 16.72 807 83.28 Print Advertising (n=969) 471 48.61 498 51.39 Internet/email (n=970) 655 67.53 315 32.47 Outdoor...
    • Scholar Archive
    • Page 164

    • Page 164
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    • 154 Table 8 Information Sources: Importance (N=973) Yes No M* SD M* SD Broadcast advertising (n=969) 4.47 1.54 3.17 1.61 Print Advertising (n=969) 5.30 1.37 3.91 1.71 Internet/email (n=970) 5.62 1.37 4.04 1.75 Outdoor advertising (n=970) 4.90 1.61...
    • Scholar Archive
    • Page 168

    • Page 168
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    • 158 Table 12 Reliability, Discriminant Validity, and Convergent Validity Constructs Cronbach‘s alpha Discriminant validity Convergent validity Information source A 0.713 0.073 to 0.586 0.424 to 0.486 Information source B 0.879 -0.049 to 0.507...
    • Scholar Archive
    • Page 169

    • Page 169
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    • 159 Table 13 Factor Correlations among Seven Factors Factors 1 2 3 4 5 6 7 1. Information source A 1.00 2. Information source B 0.586 1.00 3. Information source C 0.350 0.507 1.00 4. Socio-cultural preference 0.116 0.056 0.066 1.00 5. Travel...
    • Scholar Archive

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