Personality: Grampians

Of the 211 participants, 209 fully completed the section of the survey regarding the venturesomeness trait; however, as these only represent 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 .713, exceeding the recommended value of .6. The PCA revealed the presence of three components with eigenvalues exceeding 1, explaining 28.4%, 13.8%, and 11.6% respectively. An inspection of the scree plot revealed a clear break at the second component. It was decided to retain two components for further investigation. The two-component solution explained a total of 42.2% of the variance. Oblimin rotation was performed to assist in the interpretation of the components. Both components show a number of strong loadings; however, one item did not load substantially (above .42) on any of the components and was removed from the analysis (“open to unplanned or spontaneous experiences”, which loaded .393 on Component 1 and .345 on Component 2). The results show a weak correlation between the two factors (r=183). Therefore, as previously mentioned, it appears that Weaver’s (2012) venturesomeness scale has two components (adventure and mental stimulation). Table 5-11 illustrates the pattern and structure matrix for PCA with oblimin rotation of two-factor solution of the venturesomeness items.

Table 5-11 Pattern and Structure Matrix for PCA of the venturesomeness items - Grampians

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

.535 -.320 .630 -.037

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

or spontaneous experiences .570 .082 .393 .347

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

observe rare or unusual attractions .707 -.031 .575 .307 4. It is important to me to learn as much as

possible about the places I visit .463 .577 -.017 .743 5. I like to be physically active when I travel .653 -.238 .668 .094 6. I prefer to make all of my travel arrangements

myself .593 -.057 .505 .231

7. Mental stimulation is an important reason why I

travel .531 .597 .024 .793

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

before .284 .405 -.044 .502

9. I don’t expect a lot of services when I travel .382 -.322 .511 -.111 10. I like to experience an element of risk when I

travel .474 -.506 .705 -.234

Table 5-12 below shows the results of the cluster analysis for the “adventure” trait. The two-cluster solution differentiated only between the venturer and centric dimensions. The four-cluster solution divided one cluster into two similar ones and one with a small sample size. In addition, the post hoc comparison using the Tukey HSD test indicated that the mean score between groups for all of the items did not differ significantly between

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all groups. Hence, a three-cluster solution was accepted that allocated the sample into statistically well- differentiated groups. The results of the one-way between-groups analysis of variance suggest that 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, 211) = 22.041 p < .001; (2) travel out-of-the-way places F (2, 211) = 24.184 p < .001; (3) prefer to make my travel arrangements by myself F (2, 211) = 124.163 p < .001; (4) physically active F (2, 211) = 15.262 p < .001, (5) don’t expect a lot of services F (2, 211) = 24.351 p < .001; and (6) element of risk F (2, 211) = 84.401 p < .001. Despite reaching statistical significance; post hoc comparisons using the Tukey HSD test indicated that the mean score for some groups on certain items did not differ significantly from each other. For “make my travel arrangements by myself”, the mean score for venturer and centric did not differ significantly. Regarding being “physically active”, “I don’t expect a lot of services” and “element of risk”, the mean scores for centric and dependable did not differ significantly. Table 5-12 illustrates that of the 211 participants, 79 (37%) were allocated to the venturer cluster, 90 (43%) to the centric and only 42 (20%) to the dependable.

Table 5-12 Overall and cluster means on the adventure trait included in cluster analysis - Grampians

Item* Overall

n = 211 Venturer n = 79 Centric n = 90 Dependable n = 42 Gap**

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

4.06 4.44 3.99 3.50 (0.94)

3. I often travel to out-of-the-way places to observe rare or unusual attractions

3.93 4.30 3.91 3.29 (1.01)

5. I like to be physically active when I travel 4.10 4.43 3.94 3.83 (0.60) 6. I prefer to make all of my travel arrangements

myself 3.81 4.23 4.16 2.29 (1.94)

9. I don’t expect a lot of services when I travel 3.31 3.82 2.93 3.31 (0.51)

10. I like to experience an element of risk when I

travel 3.12 3.99 2.56 2.71 (1.28)

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

Cronbach alpha = .662. 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 5-13 below shows the results of the cluster analysis for the “mental stimulation” trait. The three-cluster solution was accepted as it allocated the sample to statistically well-differentiated groups. The two-cluster solution combined the medium and high 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 two items. The results of the one-way between-groups analysis of variance suggest that there was a statistically significant difference at the p < .001 level on the items’ scores for the three groups: (1) learn as much as possible about the places I visit F (2, 211) = 172.603 p < .001; and (2) mental stimulation is an important reason why I travel F (2, 211) = 118.671 p < .001. From Table 5-13, it is clear that of the 211 participants, 40 (49%) were allocated to the high mental stimulation cluster; 109 (39%) to the medium mental stimulation cluster and 62 (12%) to the low mental stimulation cluster.

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Table 5-13 Overall and cluster means on the mental stimulation trait included in cluster analysis - Grampians

Item* Overall n = 211 High n = 40 Medium n = 109 Low n = 62 Gap**

4. It is important to me to learn as much as

possible about the places I visit 3.85 4.38 4.18 2.92 (1.46)

7. Mental stimulation is an important reason why I

travel 3.78 5.00 3.69 3.16 (1.84)

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

Cronbach alpha = .605. The item “I prefer to visit places that I have never visited before” was removed from the scale as the Cronbach alpha increased from .542 to .605 if the item was deleted.

Table 5-14 (on the following page) shows the relationship between demographic characteristics and the two personality traits (adventure and mental stimulation). Contrary to Katherine’s and Cairn’s results, it appears that only travelling party has a strong relationship with the “adventure” trait. It appears that venturers are more likely travel alone than the other two groups. Regarding the “mental stimulation” trait, the results only suggest a strong relationship between this variable and gender. The percentage of female visitors within the high and medium mental stimulation group is higher than the percentage within the low mental stimulation group.

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Table 5-14 Demographic characteristics of the personality traits at the Grampians

Adventure trait Mental stimulation trait

Item Variables Venturer

n = 79 Centric n = 90 Dependable n = 42 n = 40 High Medium n = 109 n = 62 Low

Gender* Female 49% 60% 60% 58% 64% 40% Male 51% 40% 40% 42% 36% 59% P < .05; Cramer’s V = .209 Age 15-29 41% 26% 48% 25% 39% 36% 30-44 23% 24% 24% 20% 21% 31% 45-64 25% 37% 19% 40% 26% 27% 65+ 11% 13% 10% 15% 14% 6%

Type visitor Domestic 51% 62% 52% 50% 57% 58%

International 49% 38% 48% 50% 43% 42%

Culture Born in Australia 38% 40% 38% 35% 39% 42%

Born overseas 62% 60% 62% 65% 62% 58%

Household Single 34% 29% 29% 28% 30% 34%

Young/midlife couple no

children or not @ home 53% 57% 43% 50% 55% 50%

Parent with children @

home 13% 14% 29% 22% 15% 16%

Employment

status Not working/retired _{Part time/casual} 38% _19% 39% _16% 38% _26% 48% _20% 39% _22% 32% _13%

Full time 43% 46% 36% 33% 39% 55%

Education

level Less than undergraduate 32% 38% 43% 33% 32% 47%

Undergraduate 42% 31% 33% 35% 37% 34%

Postgraduate 27% 31% 24% 33% 31% 19%

Travelling

party* Alone _{With others} 14% _{86% 96%} 4% _100% 0% 10% _{90% 95%} 5% 10% _90%

P < .05; Cramer’s V = .215

Time spent Day trip 11% 10% 24% 5% 15% 16%

1 night 15% 23% 24% 15% 22% 21% 2-3 nights 56% 53% 45% 63% 49% 53% 4+ nights 18% 13% 7% 18% 15% 10% Estimated expenditure in tourism activities $0-49 90% 79% 79% 88% 78% 89% $50-199 10% 21% 21% 13% 22% 11% $200+ 0% 0% 0% 0% 0% 0%

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