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THE INFLUENCE OF PSYCHOLOGICAL DETERMINANTS ON VISITORS' FUTURE BEHAVIOURAL INTENTIONS IN SMALL-
SCALE EVENTS SPORTS TOURISM
ANISAH BINTI ABDUL WAFI
DOCTOR OF PHILOSOPHY UNIVERSITI UTARA MALAYSIA
2020
THE INFLUENCE OF PSYCHOLOGICAL DETERMINANTS ON VISITORS' FUTURE BEHAVIOURAL INTENTIONS IN SMALL-
SCALE EVENTS SPORTS TOURISM
ANISAH BINTI ABDUL WAFI (95513)
A Thesis submitted to the Ghazali Shafie Graduate School of Government in fulfilment of the requirements for the Doctor of Philosophy
Universiti Utara Malaysia
i
PERMISSION TO USE
In presenting this thesis in partial fulfillment of the requirements for a PhD from Universiti Utara Malaysia (UUM), I agree that Universiti Library may make it freely available for inspection. I further agree that permission for copying this thesis in any manner, either in whole or in part, for scholarly purposes may be granted by my supervisor or in their absence, by the Dean Ghazali Shafie Graduate School of Government, College of Law, Government and International Studies (COLGIS). It is understood that any copying or publication or use of this thesis or parts of it for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to Universiti Utara Malaysia for any scholarly use which may be made of any material from this thesis.
Request for permission to copy or to make other use of materials in this thesis in whole or in part should be addressed to:
Dean (Ghazali Shafie Graduate School of Government) UUM College of Law, Government and International Studies
Universiti Utara Malaysia 06010 UUM Sintok Kedah Darul Aman
ii
ABSTRACT
Small-scale events in sports tourism (SSEST) play an important role in contributing to the economy of various destinations and the local community. Despite the diversity of research in the marketing and managing of sporting events, limited studies have been conducted on sports tourism events in Malaysia, especially with regards to visitors’
psychological behaviours. Hence, the purpose of this study is to examine the influence of motivation, perceived image, perceived value, and satisfaction on visitors’ future behavioural intentions for attending small-scale events in sports tourism. This study has chosen the Theory of Planned Behaviour, the Tourist Attraction Theory and the Push and Pull Theory as theoretical backgrounds. Data was collected from self- administered questionnaires among 468 visitors who attended selected small-scale events in sports tourism in the northern region of Peninsular Malaysia. This study generally found that perceived value factors highly influenced visitors’ decisions to attend an event, followed by the motivation factor. This study also discovered direct and indirect relationships among those variables, which have been analysed using Structural Equation Modeling using AMOS (SEM-AMOS). Findings revealed that all variables have a direct relationship with visitors’ future behavioural intentions.
Meanwhile, in terms of an indirect relationship, results indicated that visitors’
satisfaction partially mediates the relationship between motivation, perceived image and perceived value towards future behavioural intentions. This study contributes to the body of knowledge with a proposed model that reveals an association between motivation, perceived image, perceived value, satisfaction, and behavioural intentions among visitors’ participating in SSEST. In addition, this study has concluded that, in order to attract visitors to attend small scale sports tourism events, organisers should enhance their understanding of visitors’ perceived values. Furthermore, state tourism authorities should design and plan strategies to develop small-scale events that are comparable to mega-sporting events as local products that will be able to attract tourists.
Keywords: Small Scale Events Sports Tourism, Motivations, Perceived Image, Perceived Value, Satisfaction, Behavioural Intentions
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ABSTRAK
Acara berskala kecil dalam pelancongan sukan memainkan peranan penting dalam menyumbang kepada ekonomi pelbagai destinasi dan masyarakat setempat. Walaupun terdapat kepelbagaian penyelidikan berkenaan pemasaran dan pengurusan acara sukan yang pernah dijalankan pada masa lalu, masih terdapat kekurangan kajian yang berkaitan dengan acara pelancongan sukan di Malaysia terutamanya berkenaan tingkah laku psikologi pengunjung. Justeru, kajian ini bertujuan untuk meneliti pengaruh motivasi, imej tanggapan, nilai tanggapan, dan kepuasan terhadap niat tingkah laku pengunjung apabila menghadiri acara pelancongan sukan berskala kecil.
Kajian ini memilih Teori Tingkah laku Terancang (Theory of Planned Behavoiur), Teori Penarikan Pelancong (The Tourist Attraction Theory) dan Teori Tolakan dan Tarikan (Push and Pull Theory) sebagai teori asas kajian. Data dikumpul melalui soal selidik yang diedarkan kepada 468 pengunjung yang menghadiri acara pelancongan sukan berskala kecil terpilih di wilayah utara Semenanjung Malaysia. Secara umumnya, kajian ini mendapati bahawa faktor nilai tanggapan amat mempengaruhi keputusan pengunjung untuk menghadiri acara ini, diikuti dengan motivasi. Kajian ini turut mengkaji hubungan langsung dan tidak langsung antara semua pemboleh ubah dengan analisis Structural Equation Modeling menggunakan AMOS (SEM-AMOS).
Hasil dapatan mendapati bahawa kesemua pemboleh ubah kajian merupakan peramal yang signifikan kepada niat tingkah laku pengunjung. Sementara itu, dari segi hubungan tidak langsung, dapatan kajian mendapati kepuasan pengunjung menunjukkan hubungan separa pengantara di antara motivasi, imej tanggapan dan nilai tanggapan terhadap niat tingkah laku pengunjung. Berdasarkan model yang dicadangkan, kajian ini menyumbang kepada bidang pengetahuan yang menjelaskan perkaitan antara motivasi, imej tanggapan, nilai tanggapan, kepuasan, dan niat tingkah laku dalam kalangan pengunjung yang mengikuti acara pelancongan sukan berskala kecil. Di samping itu, kajian ini menyimpulkan bahawa, untuk menarik pengunjung untuk hadir ke acara pelancongan sukan berskala kecil, penganjur hendaklah mempertingkatkan kefahaman mereka terhadap nilai tanggapan pengunjung. Selain itu, pihak berkuasa pelancongan negeri harus mereka bentuk dan merancang strategi untuk membangunkan acara pelancongan sukan berskala kecil yang setanding dengan acara sukan berskala mega sebagai produk tempatan yang boleh menjadi tarikan kepada pelancong.
Kata Kunci: Pelancongan Acara Pelancongan Sukan Berskala Kecil, Motivasi, Imej Tanggapan, Nilai Tanggapan, Kepuasan, Niat Tingkah laku
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ACKNOWLEDGEMENT
In the name of Allah, the Most Gracious and Most Merciful, All praise to Allah for all his blessing and guidance which provide me the strength to face all the challenge and trails in completing this research. My love and appreciation goes to my parents, Mr.
Abdul Wafi bin Ahmad and Mdm. Latipah binti Zakaria, brothers and sisters who instilled in me the value of hard work and dedication. The innumerable sacrifices which they have made for me are something for which I will always be grateful.
I would like to convey my grateful thanks to my supervisor Assoc. Prof. Dr. Lim Khong Chiu, who had been giving me a support and advice for the completion of this research and also to Dr. Johan Afendi Ibrahim and Prof. Dr. Kalsom Kayat who always giving the valuable information, correcting errors, just to ensure the best effort has been given in the completion and achievement of this work. Without the intelligent idea and guidance from them this research will not exist at all. I also would like to thank all of my friends those whom also had been giving me a support, advice and motivation to the completion of this work.
Again, sincere appreciations are given to my beloved parents and to all of my family members and friends for their patience, prayers and understanding over the entire period of my study.
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TABLE OF CONTENTS
PERMISSION TO USE i
ABSTRACT ii
ABSTRAK iii
ACKNOWLEDGEMENT iv
TABLE OF CONTENTS v
LIST OF FIGURES x
LIST OF TABLES xi
LIST OF ABBREVIATIONS xiii
LIST OF APPENDICES xiv
CHAPTER ONE : INTRODUCTION 1
1.1 Background of Study 1
1.2 Problem Statement 7
1.3 Research Objectives 16
1.4 Research Questions 16
1.5 Operational Definitions 17
1.6 Scope of Study 19
1.7 Hypotheses 19
1.8 Significance of the Study 20
1.8.1 Theoretical Contribution 21
1.8.2 Practical Contribution 22
1.9 Structure of the Thesis 24
CHAPTER TWO : LITERATURE REVIEW 25
2.1 Introduction 25
2.2 Sports Tourism 25
2.3 Events Sports Tourism 27
2.4 Overview of the Events Sports Tourism in Malaysia 31
2.5 The Concept of Events Experience 33
2.6 Socio-demographic Profile of the Sport Visitors 34
2.7 Motivation 38
2.7.1 Relationship between Motivation and Behavioural Intentions 43
2.8 Perceived Image 46
2.8.1 Relationship between Perceived Image and Behavioural Intentions 49
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2.9 Perceived Value 51
2.9.1 Relationship between Perceived Value and Behavioural Intentions 55
2.10 Satisfaction 57
2.10.1 Relationship between Satisfaction and Behavioural Intentions 60 2.10.2 Relationship between Motivation and Satisfaction 62 2.10.3 Relationship between Perceived Image and Satisfaction 65 2.10.4 Relationship between Perceived Value and Satisfaction 66
2.11 Behavioural Intentions 67
2.12 Mediating Role of Satisfaction 71
2.13 Theoretical Perspective 75
2.13.1 Theory of Planned Behaviour 75
2.13.2 Theory of Tourist Attraction 76
2.13.3 Push and Pull Theory 78
2.13.4 Adapted Model of Small-Scale Sports Event 79
2.14 Research Conceptual Framework 81
2.15 Conclusion 84
CHAPTER THREE : METHODOLOGY 86
3.1 Introduction 86
3.2 Research Design 86
3.3 Population and Sample 87
3.4 Instrument Design 89
3.4.1 Questionnaire Designs 90
3.4.2 Measurement Scale 92
3.4.3 Questionnaire Items 93
3.4.3.1 Motivation 93
3.4.3.2 Perceived Image 94
3.4.3.3 Perceived Value 95
3.4.3.4 Satisfaction 96
3.4.3.5 Behavioural Intentions 97
3.5 Standardisation of Data 98
3.6 Pilot Study 98
3.7 Validity and Reliability 99
3.8 Data Analysis of the Pilot Study 103
3.8.1 Factor Analysis 103
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3.8.2 Factor Analysis of Motivation 104
3.8.3 Factor Analysis of Perceived Image 106
3.8.4 Factor Analysis of Perceived Value 107
3.8.5 Factor Analysis of Satisfaction 108
3.8.6 Factor Analysis of Behavioural Intentions 109
3.9 Reliability Analysis 110
3.9.1 Motivation 110
3.9.2 Perceived Image 111
3.9.3 Perceived Value 112
3.9.4 Satisfaction 112
3.9.5 Behavioural Intentions 113
3.10 Data Collection 114
3.11 Data Analysis 115
3.11.1 Structural Equation Modeling (SEM) 116
3.11.2 Hypothesis Testing 117
3.12 Ethical Consideration 118
3.13 Conclusion 118
CHAPTER FOUR : FINDINGS 120
4.1 Introduction 120
4.2 Questionnaire Survey’s Response Rate 121
4.3 Demographic Profile of Respondents 121
4.4 Factor Analysis of Measurement Scale 123
4.4.1 Factor Analysis of Motivation 123
4.4.2 Factor Analysis of Perceived Image 125
4.4.3 Factor Analysis of Perceived Value 126
4.4.4 Factor Analysis of Satisfaction 126
4.4.5 Factor Analysis of Behavioural Intentions 128
4.5 Reliability Analysis 128
4.6 Descriptive Statistical Analysis of the Measurement Scale 132
4.6.1 Visitors’ Motivation 132
4.6.2 Visitors’ Perceived Image 133
4.6.3 Visitors’ Perceived Value 135
4.6.4 Visitors’ Satisfaction 135
4.6.5 Visitors’ Behavioural Intentions 137
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4.7 Descriptive Statistics of the Variables 137
4.8 SEM Analysis Strategy 139
4.9.1 Missing Data Analysis 140
4.9.2 Test of Multivariate Assumption 140
4.9.2.1 Detecting Outliers 140
4.9.2.2 Normality Assessment 141
4.9.2.3 Sample Size 141
4.9.2.4 Multicollinearity 142
4.10 Assessing the Validity of the Constructs 143
4.10.1 Convergent Validity 143
4.10.2 Discriminant Validity 145
4.10.3 Correlation among Variables 147
4.11 Confirmation Factor Analysis (CFA) and Measurement Model 148
4.11.1 Estimation and Model Fit 149
4.11.2 CFA Procedure 151
4.11.3 Assessment of Exogenous and Endogenous Variables 157 4.11.4 Model ModificationIt is important to test the model whether it can fit the data 158
4.12 Research Hypotheses Testing 160
4.12.1 Analysis of the Direct Relationship 160
4.12.2 Analysis of Satisfaction as a Mediating Effect 163
4.13 Summary 166
CHAPTER FIVE : DISCUSSION AND CONCLUSION 168
5.1 Introduction 168
5.2 Research Overview 169
5.3 Demographic Characteristics of Visitors 170
5.4 Visitors’ Motivation for attending SSEST 173
5.5 Visitors’ Perceived Image of the SSEST 176
5.6 Visitors’ Perceived Value of the SSEST 178
5.7 Visitors’ Satisfaction with the SSEST 179
5.8 Predictors of Future Behavioural Intentions in SSEST 181 5.9 Relationship between Independent Variables and Visitors’ Behavioural Intentions
in Participating the SSEST 184
5.9.1 Motivation and Future Behavioural Intentions 185 5.9.2 Perceived Image and Future Behavioural Intentions 185
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5.9.3 Perceived Value and Future Behavioural Intentions 186 5.9.4 Satisfaction and Future Behavioural Intentions 187 5.10 Mediating Effects of the Visitors’ Satisfaction 187
5.11 Confirmation of the Proposed Model for SSEST 191
5.12 Summary of other Findings 194
5.13 Implication of the Research 196
5.13.1 Theoretical Implications 196
5.13.2 Managerial Implications 199
5.14 Limitations and Suggestions for Future Studies 203
5.15 Conclusion 204
REFERENCES 207
APPENDICES 230
x
LIST OF FIGURES
Figure 2. 1 Theory of Planned Behaviour 76
Figure 2. 2 The Model of Tourist Attraction 78
Figure 2. 3 A Model of Small-Scale Sports Event by Koo et al. (2014) 81
Figure 2. 4 Proposed Conceptual Framework 84
Figure 3. 1 Mediation Model 118
Figure 4. 1 The Model of Discriminant Validity 147
Figure 4. 2 Measurement Model 151
Figure 4. 3 The Final Measurement Model 155
Figure 4. 4 The Goodness of Fit Values 156
Figure 4. 5 Measurement Model of Fit Indices 158
Figure 4. 6 Final Measurement Model of Fit Indices 160
Figure 4. 7 Model of Hypotheses Analysis 161
Figure 4. 8 Mediating Analysis for Motivation 164
Figure 4. 9 Mediating Analysis for Perceived Image 164 Figure 4. 10 Mediating Analysis for Perceived Value 164 Figure 5. 1 Confirmation of the Proposed Model for SSEST 194
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LIST OF TABLES
Table 3. 1 The summarisation of adapting questionnaires 90
Table 3. 2 Measurement items for motivation 93
Table 3. 3 Measurement items for perceived image 95
Table 3. 4 Measurement items for perceived value 96
Table 3. 5 Measurement items for satisfaction 97
Table 3. 6 Measurement items for behavioural intentions 97 Table 3. 7 KMO and Bartlett's Test of Sphericity (Motivation) 105 Table 3. 8 The Analysis of Pilot study for PCA with Oblimin Rotation of
Motivation Items (n=138) 105
Table 3. 9 KMO and Bertlett's Test of Sphericity (Perceived Image) 106 Table 3. 10 The Analysis of Pilot study for PCA with Oblimin Rotation of Perceived
Image (n=138) 106
Table 3. 11 KMO and Bartlett's Test of Sphericity (Perceived Value) 107 Table 3. 12 The Analysis of Pilot Study for PCA with Oblimin Rotation of Perceived
Value (n=138) 108
Table 3. 13 KMO and Bartlett's Test of Sphericity (Satisfaction) 108 Table 3. 14 The Analysis of Pilot for PCA Oblimin Rotation of Satisfaction (n=138)
109
Table 3. 15 KMO and Bartlett's Test of Sphericity (Behavioural Intentions) 110 Table 3. 16 The Analysis of Pilot Study with Oblimin Rotation of Behavioural
Intentions (n=138) 110
Table 3. 17 The Pilot Study's Subscale and Cronbach's Alpha Value for Motivation
(n=138) 110
Table 3. 18 The Pilot Study's Subscale and Cronbach's Alpha Value for Perceived
Image (n=138) 111
Table 3. 19 The Pilot Study's Subscale and Cronbach's Alpha Value for Perceived
Value (n=138) 112
Table 4. 1 Summary for the Response Rate of the Questionnaires Survey 121 Table 4. 2 Descriptive Statistics for Respondents' Demographic Characteristics (n =
468) 122
Table 4. 3 Factor Analysis of Motivation (n = 468) 124 Table 4. 4 Factor Analysis of Perceived Image (n = 468) 125 Table 4. 5 Factor Analysis of Perceived Value (n = 468) 126 Table 4. 6 Factor Analysis of Satisfaction (n = 468) 127 Table 4. 7 Factor Analysis of Behavioural Intentions (n =468) 128 Table 4. 8 Coefficient Alpha of Motivation (n = 468) 129
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Table 4. 9 Coefficient Alpha of Perceived Image (n = 468) 130 Table 4. 10 Coefficient Alpha of Perceived Value (n = 468) 130 Table 4. 11 Coefficient Alpha of Satisfaction (n = 468) 131 Table 4. 12 Coefficient Alpha of Behavioural Intentions (n = 468) 131 Table 4. 13 Descriptive Analysis of the Motivation Attributes (n = 468) 133 Table 4. 14 Descriptive Analysis of Motivation Constructs (n = 468) 133 Table 4. 15 Descriptive Analysis of Perceived Image Attributes (n = 468) 134 Table 4. 16 Descriptive Analysis of Perceived Image Constructs (n = 468) 134 Table 4. 17 Descriptive Analysis of Perceived Value Attributes (n = 468) 135 Table 4. 18 Descriptive Analysis of Visitors' Satisfaction Attributes (n = 468) 136 Table 4. 19 Descriptive Analysis of Visitors’ Satisfaction Constructs (n = 468) 136 Table 4. 20 Descriptive Analysis of Behavioural Intentions (n = 468) 137 Table 4. 21 Descriptive Statistics for All Variables 139 Table 4. 22 Skewness and Kurtosis of the Measurement Variables 141
Table 4. 23 Collinearity Statistics for Variables 143
Table 4. 24 Collinearity Statistics for Constructs 143
Table 4. 25 Variance Extracted 144
Table 4. 26 Square Root of Variance Extracted 146
Table 4. 27 Discriminant Validity 146
Table 4. 28 Pearson Correlation Analysis 148
Table 4. 29 Standardised Regression Weight 153
Table 4. 30 Model-of-fit-indices 157
Table 4. 31 Measurement Model of Fit Indices 158
Table 4. 32 The Research Direct Hypotheses 161
Table 4. 33 Direct Hypotheses Testing Results of the Model 161 Table 4. 34 The Hypotheses for Satisfaction as a Mediating Variables 163
Table 4. 35 Mediating Effects of Satisfaction 164
Table 4. 36 Summary of the Hypotheses 165
Table 5. 1 Model-of-fit Indices Value 191
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LIST OF ABBREVIATIONS
CFA : Confirmatory Factor Analysis EFA : Exploratory Factor Analysis GFI : Goodness- of- Fit Index IFI : Incremental Fit Index
MyCEB : Malaysia Convention and Exhibition Bureau RMSEA : Root Means Square Error of Approximation SSEST : Small-Scale Events Sports Tourism
SEM : Structural Equation Modelling TPB : Theory of Planned Behaviour
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LIST OF APPENDICES
Appendix A Questionnaires 230
Appendix B Translator Certificate 239
Appendix C Skewness and Kurtosis 241
1
CHAPTER ONE INTRODUCTION
1.1 Background of Study
Events tourism has become one of the quick-growing tourism industries. Some of the features that attracted tourists to participate in events tourism are festivals and special events. Besides that, sport-related travel is a prominent practice in tourism where people travel to a destination to join or attend sports events. Gibson (1998) stated that events sports tourism consists of several categories such as hallmark events, mega- events, and small-scale events sports tourism (SSEST). SSEST is defined as a normal season or a small unique sports events which provide the residents with more advantage, but a small number of difficulty compared to hallmark or mega sporting events (Higham, 1999). On the other hand, Gibson, Willming, and Holdnak (2003) specify that small scale-sports events like common season of sporting games, domestic tournament and masters or disabled sports activity, for example, soccer, adventure, and outdoor events such as cyclethon, skiing, marathon, motocross championship, mountain bike challenge, and many more.
The difference between SSEST compared to mega or hallmark events is small-scale sports events has a slightly lower national impact because the events are organised in a community. The events have a small impact due to the minimal funding, the use of existing infrastructure, and the low coverage of publicity. Besides the use of minimal funding, SSEST is more feasible in terms of crowding and congestions. Like stated
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