Customer Motives towards Yoga and Meditation Retreat

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  1. INTRODUCTION

The main purpose of this study is to develop a better understanding of the customer motives towards yoga and meditation retreat in NSW with a focus on Byron Bay. Yoga and meditation retreat attracts both domestic and international tourists. This study therefore develops a brief literature review based on the past studies, brief research methods to indicate how data was collected and analysed, results, conclusion, and recommendations. Under the results section, this study analyses the demographic profile of customers, statistical tests of the motives identified, and tests the relationship between customer satisfaction (domestic and international customers) with the people’s intention to return to the yoga retreat in future.

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Description

2002HSL – Introduction to Research
Quantitative report T2, 2018
Due: Week 11 (Tuesday 11 th September 9am)

ALL STUDENTS MUST SUBMIT THE QUANTITATIVE REPORT ONLINE USING THE

TURNITIN LINKS ON LEARNING@GRIFFITH.

Assignment background
The hotel owners of a small yoga and meditation retreat in Byron Bay want to develop a better
understanding of customer motives. The owners know that the yoga and meditation retreat attracts domestic
and international tourists, however they now want to develop a better understanding of:
(1) The demographic profile of yoga retreat customers;
(2) The relative importance of each motive tested;
(3) Whether the motives of domestic and international tourists are different;
(4) Whether customer satisfaction is correlated with intentions to return again in the future.
To complete the assignment you are required to:
– Write a brief literature review (300-400 words) in relation to yoga tourism motives that
includes a minimum of three academic references. The review should contain research
questions to frame the analysis, which follows.
– Write a brief method section, which outlines the analysis procedures used and provides an
outline of quantitative research.
– Present a demographic profile of customers in the form of a frequency table including each
of the demographic variables captured.
– Present a table containing the means and standard deviation values for each of the yoga
retreat motives, plus the customer satisfaction and future intentions for domestic,
international tourists and the whole sample.
– Conduct t-tests to examine whether any differences in customer motives, between the
domestic and international groups are significant (this analysis should be in the table with the
means).
– Conduct three correlations to examine the strength of the relationship between customer
satisfaction and future intention to return for the total sample, domestic and international.
Correlations (r = ) should be presented in the text not in a table.

Students will receive clear guidance on the completion of each stage of the analysis in tutorials from week 7
– week 10. Further details on this assignment can be obtained from the data file (questionnaire etc.), and the
marking guidelines.

2002HSL: Introduction to Research Assignment 3
Report Format (2000 words)
Style Requirements:
 1.5 line spacing / New Times Roman font 12.
 Remember an evaluation report is succinct and to the point. Make sure everything you write is
meaningful. Succinct writing is much better than taking many words to explain what you mean.
Spend effort in cleaning up your writing.
 Marking will be concentrated on:
 your processes
 the results, conclusions and recommendations sections
 Keep an electronic copy of your coded data, it may be requested for marking.
Report outline:
The report should be of a professional evaluative style that would be easily understandable to the hotel
managers and relevant stakeholders.
Introduction/literature review:
What the purpose of the report is; what you have done; how you did it and why you did it/why it is
important? Introduction should include a brief introduction of the purpose and a literature review exploring
yoga tourism motives with a minimum of 3 academic references. Students should also present research
questions, which frame the analysis of data.
Research methods:
What was the research design? How was the data analysed?
Results:
What was found (what came from the analysis)? A description/report plus any tables that may help explain.
The presentation of tables for the report will be covered in computer lab sessions.
Conclusions:
Your interpretation of what the data says; what the results mean. The conclusion should follow logically
from the analysis, not just repeat the analysis but restate the problem and apply research outcomes to the
problem. Apply overall finding generally to future research.
Recommendations:
What might the yoga retreat owner do to improve the wellness retreat in the future based on the data collated
on motives, satisfaction and intentions?
e.g. "It is recommended that:
1. ……………..
2. ……………..
3. ……………..

2002HSL: Introduction to Research Assignment 3
2002HSL Assignment Number 3 – Quantitative Analysis: T2, 2018
Task Requirement Mark
Formatting Word Limit 2,000 words (excluding reference list & cover page)

Writing Style
Formatting (use Times New Roman, 1.5 line spacing, 12 point font)
Consistent and accurate referencing style (APA)
Subtotal 2

Introduction

Include:
a) Definite introduction to the purpose of the study (ranges from
0 marks to -1 mark)
b) Literature Review (of yoga tourism motives), inclusive of
critical analysis of three sources (journal articles) (300-400
words)
c) Three research questions (ranges from 0 marks to -1 mark)
Subtotal

5

Research
Methods

a) Explains the key aspects of the research design (i.e.
Quantitative approach; questionnaire survey; 100 guests; Dec
– Mar 2018).
b) Identifies the data analysis process (Excel using descriptive
and inferential statistics). Explains each method used to
analyse the data, including descriptive statistics (mean,
standard deviation and correlation); and inferential statistics
(t-test) with references.
Subtotal 5

Results Include:

a) Demographic profile in table format with summary of key
findings.
b) Sample means and standard deviations for the total sample,
domestic tourists and international tourists presented in table
format with summary of key findings.
c) t-tests examining whether yoga retreat motives differ for
domestic tourists and international tourists (p values to be
included in the table for point b, above).
d) Three tests for correlations between yoga retreat satisfaction
and intention to return for:
 The whole sample
Domestic tourists
 International tourists

Interpretation of results by sections (please see ppt. guidelines)
Subtotal 10

Conclusion Present the general conclusions of the analysis and briefly answer the

three research questions.
Three specific recommendations from conclusions (with justification).
Subtotal

3
Tutor/Marker_____________ 25