Hampi: an Investigation of Tourists' Motivation, Activities and Performance of the Destination
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Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2, December 2014 ISSN 2348 1986 HAMPI: AN INVESTIGATION OF TOURISTS' MOTIVATION, ACTIVITIES AND PERFORMANCE OF THE DESTINATION Nichola Anastasia Ramchurjee* Department of Environmental Science, Yuvaraja’s College Autonomous, Constituent University of Mysore, Mysore, 570 005, Karnataka, India [email protected] Suresha S. Department of Environmental Science, Yuvaraja’s College Autonomous, Constituent University of Mysore, Mysore, 570 005, Karnataka, India Mobile: +91-9448755001 [email protected] Abstract The study investigates the characteristics of tourists who visited the cultural/heritage destinations in Hampi. It examines the concept that tourist satisfaction of a destination is a function of importance, performance, and travel motivation. It further evaluates both foreign and domestic tourists’ opinions of ecotourism attributes in Karnataka and their habits and attitudes towards the environment. The questionnaire survey was conducted at the world’s largest open-air museum situated in Hampi, Bellary. Importance–performance gap analyses were used to evaluate tourists' opinions on the importance and performance of ecotourism characteristics for the thirteen activities offered. Factor analyses were used to evaluate the habits and opinions of tourists in their home countries and thus their behaviours while on vacation. The study found that the tourists were typically highly educated, traveling with friends or family to learn and explore nature, new cultures and traditions. The study also showed high importance and performance levels of ecotourism characteristics through activities and opinions of the tourists in Hampi. Keywords: tourists, Hampi, travel motivations, ecotourism activities, opinions, Importance– performance gap \ 24 Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2, December 2014 ISSN 2348 1986 1. Introduction In recent decades, tourism has become the world’s largest industry, with $3.4 trillion in annual revenue. Tourism is a favorite leisure activity and is evident in the rise in the volume of travelers who seek adventure, wonderful climate, nature appreciation and experience, recreation and relaxation and interaction with local people. The motivation which causes someone to choose a certain destination and thus the activities these destination has to offer while on vacation is an interesting issue, which allows for a better understanding of people’s behavior in the area of leisure spending and their environmental consciousness. Motivations are the fundamental reasons for a particular traveling behavior and plays a vital role in understanding the decision making process of tourists, as well as assessing the subsequent satisfaction of tourist’s expectation (Snepenger, King, Marshall, & Uysal, 2006). In general, the term motivation is simply the processes that answer the question about why and how people’s behavior is activated and directed. Therefore, motivation is considered as the internal factors that raise and control human behavior. Motivation is described as a driving force that makes us move (Solomon, 2004). Solomon (2004) further stated that motivation itself is the processes that leads people to behave as they do, and the processes begin when a need arises that a consumer wishes to satisfy. Romando (2008) has defined motivation as an “internal drive” that moves people to act and gives direction to the behavior. Fodness (1994), indicated that motivations are thus the basis of all behavior, including traveling. Tourist motivation, therefore, can be defined as “the global integrating network of biological and cultural forces which gives value and direction to travel choices, behavior and experience” (Pearce, Morrison & Rutledge, 1998). When motives are transformed into motivations, the process of choosing specific destinations and activities begins. This initiation process in a tourist context includes factors or questions such as with whom to travel, when to travel, earlier experiences and recommendations from friends and relatives that will affect individual travel motivation and behavior. Traveling with children, for instance, will most likely influence the degree of planning and pre-booking, and ensuring that there are activities for the children available at the destination. For most people, a tourist trip will certainly add something new and enriching to their life. As Prebensen (2007) has written in her research regarding travel motivations, “once an individual has the right motivation to travel, the type of holiday and destination is often decided based on his/her perception or value of the various options in the marketplace. She furthermore states that “people then go on holiday for many reasons and they participate in the ‘production’ of the holiday in various ways”. The decision to travel during the holiday, therefore, might reflect the need to get away from everyday life. Even so, the search for pleasure, referred to as positive reinforcement (Iso- Ahola, 1983), is more often present, resulting in feelings such as pleasure and joy. Despite these thoughts about broad groups’ motivations for traveling, the numerous products (destinations, activities and more or less pre-packaged products) offered in the marketplace, 25 Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2, December 2014 ISSN 2348 1986 together with the fact that motivation is a sum of many motives, makes the picture challenging. However, understanding the basis of tourists’ motivations can help tourism organizations or companies to form good business policies and strategies to maintain and develop their own business. According to The Free Dictionary website 2010, activity is defined as “the state or quality of being active”; “lively action or movement”; or “a specified pursuit in which a person partakes”. Based on these definitions, tourist activities can be seen as tourists’ behaviors of choosing to visit destinations and/or participate in various kinds of recreations. Hence, activities in a tourism context can be understood both as those activities that exist at the destinations, and tourists’ action of choosing certain destinations for their vacations. Additionally, since tourists’ activities have taken place during their vacations, the activities will have taken place as leisure activity. This refers to the activities without any compulsion. According to Beard and Ragheb 1983, leisure activities, have been described as “non-work pursuits” that people participate in without obligation. Intuitively, one should expect that tourists with similar needs and motives would choose similar destinations and related activities. The relationship between motivation and choice, however, is often not that simple. A person might choose one type of activity based on a variety of reasons. Sunbathing might be chosen for the reason of relaxing, to get a tan or to become fit. Different activities can meet the same type of need as well (e.g. walking, dancing and sunbathing can all contribute to the individual’s need for relaxation). The choice of destination can also be explained by the fact that several destinations can meet a variety of needs (e.g. relaxation, getting in shape, accomplishment, warm temperatures and nice atmosphere). Consequently, tourists with different motives might choose the same destination and choose similar or different activities while staying there. In contrast, tourists with similar motives might also choose different destinations and different types of activities. The article has three specific objectives: (1) to investigate the relationships between tourists’ motivation and activities offered at the destinations (2) to analyze foreign and domestic tourists’ travel motivations; and (3) to evaluate tourists’ opinions of ecotourism attributes in Karnataka and their habits and attitudes towards the environment. 2. Research Methodology The sample population in this research was composed of tourists, both foreign as well as domestic. The data was collected between May - December, 2011. The goal was to give a survey form to each tourist that the authors came in contact with at the ecotourism site visited. Each tourist approached was informed about the objectives of the research and the information required that is about their demographic and trip characteristics and travel motivations. Of the 450 questionnaires distributed, 434 were returned (96.4% response rate). The survey instrument was a six-page questionnaire, divided into three sections. The first and last sections consisted of questions on travel characteristics and demographics. The questions 26 Journal of Kashmir for Tourism and Catering Technology Vol. 1, No. 2, December 2014 ISSN 2348 1986 on travel motivation attributes used a 4-point scale from strongly disagree, to strongly agree. The second section consisted of 14 ecotourism attributes in Karnataka for which the tourists were asked to evaluate their perception of importance and performance of each attribute. Data from both the close-ended questions and open-ended questions were coded. They were then computed and analyzed by using the Statistical Package for Social Sciences (SPSS). Descriptive statistics, including simple frequencies and mean ratings on the respondents’ demographic and trip characteristics were computed. Study Site The Karnataka state in southwest India is a favorite destination for tourists and the chosen site for this investigation. Hampi (Figure 1) is a village in Bellary,