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Marketing Research Section 1 Group 5

Market Research


How satisfied are tourists at Mahabalipuram



Term 3

Conducted by Group 5, Section 1

Harsh Bhatnagar (151009)
Priyanka Manoj Kumar (151012)
Samer Akhter (151023)
Sreeram Kmoorthy (151033)
Mayank Modh (151057)
Anoop Krishnakumar (151077)
Kushal Kislay (151093)
Diksha Mehta (151097)


















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Marketing Research Section 1 Group 5




Contents

Introduction: ..................................................................................................................................................................... 3
Literature Review .............................................................................................................................................................. 3
Qualitative Research ......................................................................................................................................................... 4
Findings from Qualitative Research .................................................................................................................................. 4
Hypothesis ......................................................................................................................................................................... 5
Questionnaire ................................................................................................................................................................... 5
Methodology and Results: .............................................................................................................................................. 10




















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Marketing Research Section 1 Group 5
Introduction:

The main objective of the research is to find the satisfaction level of tourists at Mahabalipuram. The research work
aims to bring out bring out key drivers or services that affect the tourists experience at Mahabalipuram. Calculating
the tourist satisfaction score is a key research area in the field of tourism. Identifying such factors is crucial in
managing the sustainability and development of tourism products and services.

Mahabalipuram, also known as Mamallapuram, is a small town in Kancheepuram district in Tamil Nadu. Located
around 60 km south from the city of Chennai, Mahabalipuram has been classified as a UNESCO World Heritage Site.
Ancient Indian traders who went to countries of South East Asia sailed from the seaport of Mahabalipuram. By the
7th century, Mahabalipuram was a port city of South Indian dynasty of the Pallava dynasty. It is famous for the rock
carvings along the Coromandel coast, temples or Rathas in the form of chariots, cave sanctuaries or Mandapas, and
the Shore Temple which houses thousands of sculptures of Lord Shiva.

We started our project by going through some articles in this area of research. For this literature review, we
handpicked related articles from EBSCO and Google Scholar. After the first round of Literature review, we conducted
a set of in-depth interviews of some national and international tourists to identify a few key factors or services that
tourists find important. Information on specific and general satisfaction level regarding each item and socio-
demographic profiles of tourists were also collected.

The collected data was then grouped and analysed by Multiple Linear Regression in SPSS tool.
Literature Review

Tourist satisfaction is a vital field of study in tourism [1]. Satisfaction is defined as a psychological concept that is
associated with the feeling of being happy as a result of accomplished requirements from an activity. Product or
services certainly meet or exceed the expectations as a result of satisfaction [1, 2]. It is certainly essential to identify
the factors that influence the tourist satisfaction in order to manage the sustainability and development of tourism
products and services [1]. It has been reported that the tourist satisfaction has an imperative impression on future
selection of tourist destination. [1, 3, 4]. It has also been proved that satisfaction and number of previous visits
strongly influences the tourists intention to revisit the destination. Satisfaction is also defined as post purchase
evaluation and a function of pre-travel expectation and post-travel experience. Various factors or drivers which have
an impact on the tourist satisfaction include destination image, product diversity, safety level, infrastructure,
support, services, cleanliness, culture, natural attractions, history and points of interest, among others [1, 6].

Mahabalipuram is one of the famous tourist spots in Tamil Nadu. Studies on Tamil Nadu suggest that it is one the
most captivating tourist destinations of India and is known for its rich cultural heritage. [7, 8, 9] The tourism has
flourished in this region due to its ancient heritage. One of the unique characteristics of people is their friendly
behaviour towards the tourists and as a result the tourist places of the state usually remain overcrowded [7]. Several
factors have been stated to the responsible for Tamil Nadu being one of the favourite destinations of tourists.
Ancient temples, coastal beaches (including the one at Mahabalipuram), fascinating beautiful falls, heritage places,
monuments, ethnic groups, rituals, art and culture are some of the reasons which attract the travellers from all over
the world. The state certainly has a great potential for tourism development. [10, 11].

In the current project, we have attempted to determine how satisfied tourists at Mahabalipuram are and identify
the key drivers/factors that influence the tourist satisfaction.
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Marketing Research Section 1 Group 5
Qualitative Research

For the qualitative research phase of our marketing research project we used In-depth interviewing technique. In-
Depth interview is a qualitative technique used in market research that involves conducting intense interviews.
These individual interviews are conducted with a small number of respondents to understand their perspectives on
an idea or a program, or a situation. We also used this to identify some key variables which tourists think are
important to derive satisfaction from their trip.

The prime reason for using in depth interview was to get a detailed information about tourists.
We used In-depth interviews as the qualitative research technique as they are useful when you want detailed
information about a persons thoughts and behaviours or want to explore new issues in depth. Using other
techniques such as focused group study would be expensive and time consuming. Focus group, due to nature of the
target crowd tourists, was not a feasible solution in our case, as it would be very difficult to ask tourists to give
their opinion in a group. Moreover, in-depth interview was used instead of focus groups because the potential
participants may not be included or comfortable talking openly in a group, or because we wanted to distinguish
individual (as opposed to group) opinions about the program or subject.

The primary advantage of in-depth interviews is that they provide much more detailed information than what is
available through other data collection methods, such as surveys. They also may provide a more relaxed atmosphere
in which to collect information people may feel more comfortable having a conversation with you about their
program as opposed to filling out a survey. However, there are a few limitations and pitfalls such as prone to bias,
can be time-intensive and that the interviewer must be appropriately trained in interviewing techniques, and not
generalizable.
Findings from Qualitative Research

After conducting in-depth interview, we came to know that various factors contribute to the overall satisfaction of
tourists at Mahabalipuram. Out of the qualitative research, we identify the following variables as contributor to the
satisfaction level

Identified IVs are as follows:-
Hospitality
Food
Accommodation
Hygiene and cleanliness of place
Scenic beauty and peace
Tradition and culture
Amenities
Safety




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Marketing Research Section 1 Group 5
Hypothesis Creation

Hypothesis is formulated to find an answer to the primary question of our project- Are tourists satisfied at
Mahabalipuram?

1. Null Hypothesis: Tourists are not satisfied with hospitality at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with hospitality at Mahabalipuram

2. Null Hypothesis: Tourists are not satisfied with food at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with food at Mahabalipuram

3. Null Hypothesis: Tourists are not satisfied with accommodation at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with accommodation at Mahabalipuram

4. Null Hypothesis: Tourists are not satisfied with hygiene and cleanliness at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with hygiene and cleanliness at Mahabalipuram

5. Null Hypothesis: Tourists are not satisfied with scenic beauty and peace at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with scenic beauty and peace at Mahabalipuram

6. Null Hypothesis: Tourists are not satisfied with tradition and culture at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with tradition and culture at Mahabalipuram

7. Null Hypothesis: Tourists are not satisfied with amenities at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with amenities at Mahabalipuram

8. Null Hypothesis: Tourists are not satisfied with safety at Mahabalipuram
Alternate Hypothesis: Tourists are satisfied with safety at Mahabalipuram

Questionnaire

Method used for Quantitative Analysis Survey

NOTE Order of the questionnaire was changed during survey to remove bias if any

Identified Independent variables are as follows:-
1. Hospitality
2. Food
3. Accommodation
4. Hygiene and cleanliness of place
5. Scenic beauty and peace
6. Tradition and culture
7. Amenities
8. Safety
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Marketing Research Section 1 Group 5

Dependent variable is satisfaction level of tourists

How satisfied are tourists at Mahabalipuram


1. How often do you go out on holidays
Never
Seldom / rarely
Sometimes
Often
Usually

2. I am satisfied as a tourist in Mahabalipuram
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree


3. I will revisit Mahabalipuram in future
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree

4. I will recommend my friend and relatives to visit Mahabalipuram
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree

5. I am very happy with the hospitality of locals here
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree

6. It is convenient for me as a tourist to communicate with locals
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree

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Marketing Research Section 1 Group 5


7. The place of vacation is clean and hygienic
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree

8. How would you rate the quality of beaches in Mahabalipuram
Very bad
Bad
Good
Very good
Excellent

9. The hotels in Mahabalipuram are rightly priced
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree

10. The service and quality of hotels in Mahabalipuram
Very bad
Bad
Good
Very good
Excellent

11. How would you rate the quality of beaches in Mahabalipuram
Very bad
Bad
Good
Very good
Excellent

12. How would you rate the place for mental peace and relaxation
Very bad
Bad
Good
Very good
Excellent

13. How do you rate the scenic beauty and closeness to nature at Mahabalipuram
Very bad
Bad
Good
Very good
Excellent

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Marketing Research Section 1 Group 5

14. The restaurants serve hot and fresh food
Strongly Disagree
Disagree
Neither agree, nor disagree
Agree
Strongly Agree

15. The menu offer an excellent selection of items
Strongly Disagree
Disagree
Neither agree, nor disagree
Agree
Strongly Agree

16. The quality of food served in restaurants in Mahabalipuram is excellent
Strongly Disagree
Disagree
Neither agree, nor disagree
Agree
Strongly Agree

17. Restaurants in Mahabalipuram are easily available
Strongly Disagree
Disagree
Neither agree, nor disagree
Agree
Strongly Agree

18. Rate the quality of security at Mahabalipuram
Poor
Fair
Good
Very good
Excellent

19. How would you rate access to medical help in Mahabalipuram
Poor
Fair
Good
Very good
Excellent

20. How would you rate access to ATM machines in Mahabalipuram
Poor
Fair
Good
Very good
Excellent

21. How would you rate access to phone and internet connectivity Mahabalipuram
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Marketing Research Section 1 Group 5
Poor
Fair
Good
Very good
Excellent

22. Do you agree that history and culture of Mahabalipuram attracts tourists from all over the world?
Strongly disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly agree

23. How do you find the architecture of the temples at Mahabalipuram?
Poor
Fair
Good
Very good
Excellent

24. Please select your gender
Male
Female

25. What is your marital status
Single
Married
Divorced / Widowed

26. Education
High School
Senior secondary
Graduate
Post Graduate
Doctorate

27. What is your nationality:

28. What is your occupation
Student
Self employed
Service
Retired
Others




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Marketing Research Section 1 Group 5
Methodology and Results:

1. Data Cleansing:- Respondents were quite indifferent towards the Safety construct and many of them opted
not to respond for the same. Responses for safety by tourists was quite unsatisfactory in context of our
research work as most of them didnt register their opinion in the survey. Hence, to have a good data set
which will lead us to a reliable conclusion, we decided it is suitable to drop the Safety variable.Since the
respondents didnt give response for safety constructs, we eliminated this variable as part of data cleansing
process.

2. Reliability Statistics:- Cronbachs Alpha was calculated for each independent variable with the help of SPSS.
Results are demonstrated below:

Hospitality 0.705
Food 0.766
Accommodation 0.611
Hygiene and cleanliness of place 0.634
Scenic Beauty and Peace 0.653
Tradition and culture 0.757
Amenities 0.670

The above table indicates that each independent variable has high consistency among its constructs which
augurs well for the research and analysis.

3. Mean of different parameters: Below table consists of the Mean scores for Dependent and Independent
variables received from the survey.

Average DV - IV Scores
Parameter Average Score
DV 4.12162
Hospitality 3.757
Food 3.851
Accommodation 2.932
Hygiene 3.203
Scenic Beauty 3.108
Culture 4
Amenities 2.8918

4. Correlation matrixes obtained from SPSS gave us an insight about the inter-relationships between the
independent variables.

High degree of correlation was observed between Food, Scenic Beauty and Peace, Tradition and
culture and amenities
High degree of correlation was also observed between Accommodation and Hygiene and cleanliness
of the place
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Marketing Research Section 1 Group 5

























5. Data reduction techniques were applied due to high correlations and thus Factor Analysis was performed
where highly correlated independent variables were categorised into factors by SPSS. Thus, we obtained
three different factors:

Analysis:-
Three factors have Eigen values greater than 1 this is clear from the scree plot below and they
contribute to 30, 16 and 15 of the variances, i.e., variance in these 3 factors explain 62 % of cumulative
variance in our y variable, which is satisfaction of tourists.
The loadings of some constructs are not completely significant in just one factor. For example,
Hospitality has medium loading in factor 2 and high loading in factor 3
Similar observation was seen for hygiene and culture.
Therefore, we used varimax rotation so as to ensure high loadings for any construct are present only in
1 factor and 1 construct has very low loading in other 2 factors.
Extraction method used: Prinicipal Component Analysis
Rotation method used: Varimax with Kaiser normalization








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Marketing Research Section 1 Group 5















Post rotation, as we can see, one construct has high loading in only 1 factor and very low loading in other 2
factors. Thus, SPSS has split the variables into 3 factors that can be grouped together and given 1 name.
Post rotation, the 3 factors that were provided by SPSS (measured based on loading of a construct under 1
factor). The factors and the constructs that can be grouped are:-

Factor 1: Food, Scenic beauty, culture and amenities
Factor 2: Accommodation and Hygiene/Cleanliness
Factor 3: Hospitality

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Marketing Research Section 1 Group 5


















6. Regression Analysis: After factor analysis, we conducted regression on the newly derived factors. The first
step in the regression analysis is the ANOVA table. In the below screenshot, we can see that the result of the
regression has high significance (0.000). Since the results in Anova have high significance, we can go ahead
with our analysis of the report.









The Model Summary table shows that the adjusted R Square value for our data is .191 and the Standard Error is .602.





From the R square value, we can say that 22.4 % variation in tourist satisfaction (dependent variable) can be
explained because of variation in the independent variables. Adjusted R square is .191. There is a slight difference
between R square and Adjusted R square which means that some of the factors were insignificant.


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Marketing Research Section 1 Group 5
Significance Analysis:-
Food_scenic_culture_amenities and Hospitality have a significance level of 0.001 and 0.01 respectively and
acco_hygience has a significance of .447. From the results we conclude that food_scenic_culture_amenities and
hospitality are significant and acco_hygience are not significant factors.
The Beta coefficients respectively for food_scenic_culture_amenities and hospitality are .373 and .280. The beta
coefficients are positive which means these factors and dependent variable-satisfaction are positively related. Beta
co efficient explains the standard deviation and based on it, we can say that food_scenic_culture_amenities have a
higher impact than hygiene. For 1 standard deviation increase in food_scenic_culture_amenities, satisfaction
standard deviation will increase by .373 times, and .280 times for hospitality.
Thus we can say that two of the three factors are significant in explaining our DV. These two factors are
food_scenic_culture_amenities and hospitality.





The slopes are .250, -.054 and .187 and the y intercept is 4.135. Based on the unstandardized coefficient, we can
frame the equation between dependent variable and independent variable as:-
Satisfaction = .250* food_scenic_culture_amenities + (-.054)* acco_hygience + .187*hospitality + 4.135
Conclusion

Based on the results generate factor analysis, Anowa and regression, we conclude that
1. Hypothesis 3 and 4 are accepted. Thus,
Tourists are not satisfied with accommodation, hygiene and cleanliness at Mahabalipuram

2. Hypothesis 1,2,5,6 and 7 are rejected. Thus,
Tourists are satisfied with hospitality, food, scenic beauty, tradition and culture and amenities.

With the analysis of the regression tables, we can conclude that Food, Scenic beauty, Culture, Amenities, and
Hospitality of the locals (Independent Variables) are key determinants or factors that contribute towards Tourist
Satisfaction in Mahabalipuram (Dependent Variables). Although, it seems from the research that the tourists were
not satisfied with accommodation, hygiene and cleanliness at Mahabalipuram. But if we see the results there is high
satisfaction level shown by tourists in Mahabalipuram.
Though our survey shows accommodation, hygiene and cleanliness were not significant in our research, but it needs
to be probed further as it could be a possibility that we might have missed some crucial aspects towards driving
satisfaction level of tourists.
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Marketing Research Section 1 Group 5
References

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