Personality: Cairns

Of the 209 participants, 207 fully completed the section of the survey regarding the venturesomeness concept; however, as these only represented 0.9%, the missing data was replaced with the mean. As previously mentioned, prior to performing the PCA, the suitability of the data for this type of analysis was assessed. Inspection of the correlation matrix revealed the presence of many coefficients of .3 and above. The Kaiser- Meyer-Olkin value was .83, exceeding the recommended value of .6. The PCA revealed the presence of two components with eigenvalues exceeding 1, explaining 32.4% and 11.4% respectively. An inspection of the scree plot revealed a clear break at the second component. It was decided to retain the two components for further investigation. The two-component solution explained a total of 43.8% of the variance. Oblimin rotation was performed to assist in the interpretation of the components. Both components showed a number of strong loadings and there was a relatively weak correlation between the two factors (r=387). As previously mentioned, the results of the analysis support the previous claim that Weaver’s (2012) instrument is measuring two components within the venturesomeness personality trait (adventure and mental stimulation). Based on these results, two-cluster analysis procedures were conducted to segment the visitors based on the two personality traits. Table 5-7 shows the pattern and structure matrix for PCA with oblimin rotation of two-factor solution of the venturesomeness items.

Table 5-7 Pattern and Structure Matrix for PCA of the venturesomeness items - Cairns

Pattern Matrix Structure Matrix

Item Component

1 Component 2 Component 1 Component 2

1. I am willing to inconvenience myself physically to see something that interests me when I travel

.642 .047 .661 .296

2. When I travel, I tend to be open to unplanned

or spontaneous experiences .693 -.074 .664 .195

3. I often travel to out-of-the-way places to

observe rare or unusual attractions .536 .274 .642 .482 4. It is important to me to learn as much as

possible about the places I visit -.105 .836 .219 .795 5. I like to be physically active when I travel .479 .279 .587 .465 6. I prefer to make all of my travel arrangements

myself .074 .527 .278 .556

7. Mental stimulation is an important reason why I

travel .057 .712 .333 .734

8. I prefer to visit places that I have never visited before

.440 .016 .446 .187

9. I don’t expect a lot of services when I travel .561 .046 .579 .263 10. I like to experience an element of risk when I

travel .810 -.179 .740 .134

Table 5-8 below shows the results of the cluster analysis for the “adventure” trait. The two-cluster solution differentiated only between the venturer and centric dimensions, while the four-cluster solution divided the centric cluster into two similar clusters. Hence, a three-cluster solution was accepted that allocated the sample into

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statistically well-differentiated groups. A one-way between-groups analysis of variance was conducted to explore whether the three-cluster solution groups were significantly different from each other. The results suggest there was a statistically significant difference at the p < .001 level on the items’ scores for the three groups: (1) willing to inconvenience myself F (2, 209) = 64.800 p < .001; (2) open to unplanned or spontaneous experiences F (2, 209) = 67.400 p < .001; (3) travel to out-of-the-way places F (2, 209) = 44.032 p < .001; (4) physically active F (2, 209) = 16.379 p < .001; (5) visit places I have never visited F (2, 209) = 16.379 p < .001; (6) I don’t expect a lot of services F (2, 209) = 21.199 p < .001; and (7) element of risk F (2, 209) = 75.047 p < .001. Despite reaching statistical significance, post hoc comparisons using the Turkey HSD test indicate that the mean score for some groups on certain items did not differ significantly from each other. For example, for the item regarding being “physically active”, the mean score for centric and venturer did not differ significantly. Also, regarding “I don’t expect a lot of services”, the mean score for centric and dependable did not differ significantly. Table 5-8 illustrates that of the 209 participants, 69 (33%) were allocated to the venturer cluster, 108 (52%) to the centric and only 32 (15%) to the dependable.

Table 5-8 Overall and cluster means on the adventure trait included in cluster analysis - Cairns

Item* Overall

n = 209 Venturer n = 69 Centric n = 108 Dependable n = 32 Gap**

1. I am willing to inconvenience myself physically to see something that interests me when I travel

3.86 4.42 3.88 2.56 (1.86)

2. When I travel, I tend to be open to unplanned or spontaneous experiences

4.19 4.83 4.06 3.25 (1.58)

3. I often travel to out-of-the-way places to

observe rare or unusual attractions 3.89 4.51 3.72 3.13 (1.38)

5. I like to be physically active when I travel 4.00 4.39 3.87 3.63 (0.76) 8. I prefer to visit places that I have never visited

before 4.27 4.78 4.13 3.66 (1.12)

9. I don’t expect a lot of services when I travel 3.25 3.80 3.06 2.75 (1.05) 10. I like to experience an element of risk when I

travel

2.92 3.83 2.68 1.81 (2.02)

*Item number and description as administered in the survey **Difference in mean between the venturer and dependable clusters

Cronbach alpha = .738. If any of the items were removed from the scale, the Cronbach alpha would decrease. A one-way between-groups analysis of variance suggests that the mean of the various items is significantly different from each other.

Table 5-9 below shows the results of the cluster analysis for the “mental stimulation” trait. The three-cluster solution was accepted that allocated the sample to statistically well-differentiated groups. The two-cluster solution combined the high and low clusters from the three-cluster solution. The four-cluster solution was not accepted as the post hoc comparisons using the Tukey HSD test indicated that the mean score for all groups did not differ significantly from each other on the three items. The results from the one-way between-groups analysis of variance suggest that there was a statistically significant difference between the three-cluster solution groups at the p < .001 level on the items’ scores: (1) learn as much as possible about the places I visit F (2, 209) = 74.738 p < .001; (2) prefer to make all of my travel arrangements myself F (2, 209) = 293.845 p < .001; and

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(3) mental stimulation is an important reason why I travel F (2, 209) = 14.053 p < .001. Table 5-9 illustrates that of the 209 participants, 102 (49%) were allocated to the high mental stimulation cluster; 81 (39%) to the medium mental stimulation cluster and 26 (12%) to the low mental stimulation cluster.

Table 5-9 Overall and cluster means on the mental stimulation trait included in cluster analysis - Cairns

Item* Overall

n = 209 n = 102 High Medium n = 81 n = 26 Low Gap**

4. It is important to me to learn as much as possible about the places I visit

4.00 4.43 3.84 2.81 (1.62)

6. I prefer to make all of my travel arrangements

myself 3.73 4.44 2.63 4.35 (0.09)

7. Mental stimulation is an important reason why I

travel 3.82 4.11 3.57 3.43 (0.68)

*Item number and description as administered in the survey **Difference in mean between the high and low clusters

Cronbach alpha = .516. A one-way between-groups analysis of variance suggests that the mean of the various items is significantly different from each other.

Table 5-10 shows the relationship between demographic characteristics and the two personality traits (adventure and mental stimulation trait). The results show a strong relationship between the “adventure” trait and age, type of visitor, culture, household status and estimated expenditure in tourism activities. It appears that venturers are more likely to be within the younger groups, international visitors, born overseas, single and having a minor estimated expenditure than visitors within the centric and dependable groups. Regarding time spent, it appears that dependables are more willing to stay longer at the destination than the visitors within the other two groups. Regarding the “mental stimulation” trait, the results show a strong relationship between this variable and education level and travelling party. It appears that visitors with a high mental stimulation trait are more likely to hold a postgraduate qualification than participants within the other two groups. Regarding travelling party, the percentage of visitors travelling alone is higher on the high mental stimulation group in comparison with the other two groups.

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Table 5-10 Demographic characteristics of the personality traits in Cairns

Adventure trait Mental stimulation trait

Item Variables Venturer

n= 69 Centric n=108 Dependable n = 32 n = 102 High Medium n = 81 n = 26 Low

Gender Female 54% 57% 66% 60% 53% 61% Male 46% 43% 34% 40% 47% 39% Age* 15-29 44% 26% 6% 26% 32% 27% 30-44 23% 21% 25% 22% 20% 35% 45-64 22% 31% 41% 30% 31% 19% 65+ 12% 22% 28% 22% 17% 19% P < .05; Cramer’s V = .207

Type visitor* Domestic 44% 62% 69% 60% 57% 46%

International 56% 38% 31% 40% 43% 54%

P < .05; Cramer’s V = .196

Culture* Born in Australia 32% 41% 63% 41% 41% 42%

Born overseas 68% 59% 37% 59% 59% 58%

P < .05; Cramer’s V = .201

Household* Single 44% 29% 10% 31% 35% 31%

Young/midlife couple no

children or not @ home 51% 56% 47% 55% 51% 50%

Parent with children @

home 6% 16% 31% 14% 15% 19%

P < .05; Cramer’s V = .185

Employment

status Not working/retired 49% 53% 50% 46% 59% 46%

Part time/casual 22% 13% 16% 22% 12% 7%

Full time 29% 34% 34% 32% 28% 46%

Education

level* Less than undergraduate 41% 41% 56% 33% 49% 62%

Undergraduate 28% 30% 22% 28% 31% 15%

Postgraduate 32% 30% 22% 38% 20% 23%

P < .05; Cramer’s V = .173

Travelling

party* Alone _{With others} 22% _78% 15% _{85% 91%} 9% 23% _{77% 91%} 9% 15% _85%

P < .05; Cramer’s V = .175

Time spent Day trip 3% 0% 6% 1% 3% 4%

1 night 4% 4% 3% 3% 6% 0% 2-3 nights 30% 27% 9% 22% 28% 31% 4+ nights 62% 69% 81% 75% 63% 65% Estimated expenditure in tourism activities* $0-49 15% 8% 9% 12% 7% 15% $50-199 30% 19% 6% 27% 15% 19% $200+ 55% 72% 84% 62% 30% 65% P < .05; Cramer’s V = .163

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