Consumer Behaviour

Journal Critique of: Pizam, A. & Milman, A. (1993). “Social Impacts of Tourism: Host Perceptions.” Annals of Tourism Research 20 (4): 650-665.

The purpose of the study was to investigate the perceptions of the residents of Nadi, Fiji, towards the impacts of tourism, specifically whether residents supported the current magnitude of tourism and favoured its expansion. The researchers did not submit formal hypotheses for their study; rather the study was exploratory in nature.

199 households within the area of Nadi were interviewed by several South Pacific part-time university students during the hours of 3pm-9pm. The instrument utilized in the interviews was a similar questionnaire of an instrument developed for tourism research on Central Florida several years ago   revised to include the distinct Fijian cultural and environmental settings.

A cluster sample was used when undertaking the research which involved dividing the population of Nadi into groups (clusters) dependant on their exact locality within the region, with a subset of each of the groups being used as a sample.

The questions put to the respondents involved different scales. For example the respondent was asked “What are your feelings about the presence of tourists in Nadi?” paired with a Likert scale ranging from “strongly oppose the presence of tourism”, “oppose somewhat the presence of tourists”, “neither oppose nor favour”, “favour somewhat”, to “strongly favour”.

The data collected through the interviews was then analysed by way of variance, t-tests and Pearson correlations so as to determine the relationship (and isolate the differences) between respondents demographic characteristics and their level of support for the tourism industry.

The findings of the study indicate that support for the tourism industry in Nadi is strong among its residents. Only a limited statistical difference between the various demographic grounds in their attitude...