Travel and Tourism domain has segmented tourist behaviour into three types:

 Ethnic Value Seekers - To learn about alien cultures

 Activity Value Seekers - Various activities place has to offer
 Recreation Value Seekers – To escape routine life and seek recreation

Three age groups have been provided and we have to analyse whether there is a relationship
between age group and travel motivation or not.

We analyse that total of 30 sample are provided, out of which,

For tourist type, frequency-

Tourist
Categorical Value Frequency
Type

A Ethnic Value Seekers 10

B Activity Value Seekers 10
Recreation Value
C 10
Seekers

Total 30

And for age group, frequency-

Tourist
Categorical Value Frequency
Type

E >40 year age 7

F 30-40 year age 10
G 20-30 year age 13

Total 30

And we observe-
For Tourist Group, all groups i.e. A, B, C have same frequency of 10 each out of 30.
For Age Group, type E has frequency of 7, type F has frequency of 10 and type G has
frequency of 13 out of 30.
And all values are there with no value missing.
Chi Square post hoc test

The Chi-Square Test of Independence governs whether there is an connotation between

categorical variables (i.e., whether the variables are independent or related). It is a
nonparametric test.

Hypothesis-

The null hypothesis ad alternative hypothesis of the Chi-Square Test of Independence can be
expressed as-

Ho- There is no relation between age group and travel motivation

Ha- There is a relation between age group and travel motivation

Steps-

1. Open the Crosstabs dialog (Analyze > Descriptive Statistics > Crosstabs).
2. Select Tourist Type as the row variable, and Age as the column variable.
3. Click Statistics. Check Chi-square, and tick Phi and Cramer’s V, then click Continue.
4. Click Cells, Check Adjusted Unstandardised
5. Click OK.

Output-

The first table is the Case Processing summary, which tells us the number of valid cases used
for analysis

The next tables are the crosstabulation and chi-square test results.
The key result in the Chi-Square Tests table is the Pearson Chi-Square.

 The value of the test statistic is 19.826

 Degree of freedom is given as (3-1)(3-1)=4
 corresponding p-value of the test statistic is p = 0.001

Decision and Conclusion-

Since the p-value is less than our chosen significance level (α = 0.05), we reject the null
hypothesis. Rather, we conclude that there is a relation between age group and travel
motivation.

Positive significant associations explained in excel.