Resumen de Demostrating an exploratory-confirmatory factor approach to travel activity patterns: a study of French pleasure travelers to North America
SooCheong Jang, Clark Hu, Alastair M. Morrison, Joseph T. O'Leary
An effective way of understanding travelers' preference in a destination is to investigate travel activity patterns. This study took a two-stage approach to discover how travel activities can be explored and verified by a manageable number of dimensions. Activity participation data collected from 434 French outbound pleasure travelers were factor analyzed to explore possible underlying activity dimensions by an exploratory factor analysis (EFA). Using eight explored activity dimensions (including Nature, Sightseeing, Local Lifestyle, Culture & Social, Beach & Outdoor, City Touring, Shopping & Dining, and Entertainment), a model was then hypothesized and validated based on a confirmatory factor analysis (CFA) to verify the tenability of the dimension structure. The authors also discuss the managerial implications of the findings and recommend the practical use of activity dimensions in destination marketing by prioritizing budget allocations based on activity participation rates.
