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WCTP RESEARCH PRACTICUM 1 Winnipeg's Cultural Tour Package

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WCTP RESEARCH PRACTICUM 1 Winnipeg's Cultural Tour Package Running head: WCTP RESEARCH PRACTICUM 1 Winnipeg's Cultural Tour Package Research Practicum by Sijing Liao A Practicum Submitted to the Faculty of Graduate Studies of the University of Manitoba in partial fulfilment of the requirements of the degree of Master of Science Faculty of Management Department of Marketing University of Manitoba Winnipeg Copyright © 2015 by Sijing Liao WCTP RESEARCH PRACTICUM 2 Abstract A cultural tour package is essentially a travel package that bundles tourism products and services together with themes based on the destination's culture. Winnipeg's Cultural Tour Package Research project, proposed by Winnipeg Symphony Orchestra (WSO), is a project aiming to structure a tourism package centered at Winnipeg's performing arts and cultural attractions. Through the program, we identify customers' preference for the cultural items as well as the factors related to the preference. We also provide a marketing plan suggesting the direction of starting the program based on SWOT and marketing mix analyses. The research is contributable to both the marketing and the cultural tourism literatures. Also, in practical, the research stands at a macro level to demonstrate the benefits of integrating cultural items in Winnipeg and to suggest ways for WSO to cooperate with other cultural or supporting institutions to offer the program. WCTP RESEARCH PRACTICUM 3 Acknowledgement I would express my deep appreciation to my advisor, Dr.Edward Bruning, for his inspiration, kind help and support throughout my program. I am very grateful that Dr.Edward Bruning took his time and effort to instruct me to be a better student and also a growing marketing researcher. And I am glad that I can be his student. I would like to thank you Trudy Schroeder, the CEO of Winnipeg Symphony Orchestra, to give me the opportunity to work with WSO and work on the project. And I want to thank you Dr. Malcolm Smith for his academic suggestions and support. Also, I appreciate the support of Dr. Eveline Milliken for supporting my project. What's more, I am grateful for the financial support (the funding for the lottery) of the Department of Marketing, which helps me make the research implement smoothly. WCTP RESEARCH PRACTICUM 4 Table of Contents Introduction ..................................................................................................................................... 8 Purpose and Motivation .............................................................................................................. 8 Process of the Research ............................................................................................................... 9 Scope of the Research ............................................................................................................... 10 Literature Review.......................................................................................................................... 11 Consumer Choice Model ........................................................................................................... 12 Cultural Tourism ....................................................................................................................... 14 The Benefits of Cultural Tourism ............................................................................................. 14 Important Elements in Cultural Tourism .................................................................................. 15 Museum ................................................................................................................................. 15 Art Gallery ............................................................................................................................. 15 Performing Arts ..................................................................................................................... 16 Customer Analysis of Cultural Tourism ................................................................................... 16 Product Bundling....................................................................................................................... 17 Definition and Characteristics of Bundling Products ............................................................ 17 General Motivation of Consuming and Offering Bundles .................................................... 18 Product Components on Consumer Evaluation ..................................................................... 19 The Relationship Between Price and Consumer Evaluation ................................................. 20 Preferred Promotion of Bundles ............................................................................................ 21 Place (Distribution)................................................................................................................ 22 Customers' Overall Evaluation of Bundles ............................................................................ 23 Summary ....................................................................................................................................... 24 WCTP RESEARCH PRACTICUM 5 Case Studies of Cultural Tourism ................................................................................................. 25 Project Procedures and Overall Model ......................................................................................... 25 Hypothesis Development .............................................................................................................. 27 Conjoint Analysis Model .......................................................................................................... 27 Hypotheses ................................................................................................................................ 28 Goal of Experiencing Culture ................................................................................................ 29 Attitude. ................................................................................................................................. 30 Prior Experience .................................................................................................................... 31 Demographics ........................................................................................................................ 31 Gender ................................................................................................................... 32 Income................................................................................................................... 33 Methodology ................................................................................................................................. 34 Sample Collection ..................................................................................................................... 34 Data Cleansing Procedure ......................................................................................................... 35 Conjoint Analysis .................................................................................................................. 36 Purchase Intention Model ...................................................................................................... 37 MCAR Test............................................................................................................................ 37 Sample Demographics............................................................................................................... 38 Measurement ............................................................................................................................. 39 Study 1: Conjoint Analysis ....................................................................................................... 40 Study 2: Purchase Intention Analysis........................................................................................ 42 Purchase Intention of Cultural Tour Package (PICTP) ......................................................... 42 Goal of Experiencing Culture (GEC) .................................................................................... 42 WCTP RESEARCH PRACTICUM 6 Attitudes towards Culture Activities (ACA) ......................................................................... 43 Prior Purchase Experience of Tourism Package (PPETP) .................................................... 44 Purchase Experience of Cultural Activities (PECA) ............................................................. 45 Prior Exposure of Arts (PEA) ................................................................................................ 45 Gender ................................................................................................................................... 46 Income ................................................................................................................................... 46 Correlation Check ..................................................................................................................... 47 Results ........................................................................................................................................... 48 Study 1: Conjoint Analysis ...................................................................................................... 48 Model Fit ............................................................................................................................... 48 Analysis
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