This chapter will focus on primary data that have been collected though the research process as mentioned in Chapter 3 to meet Objectives Two and Three. Most of the information from the respondents will be described in form of tables and charts. A total of 150 responses were received but only 105 of them were fully completed…
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There were 45 questionnaires that were incomplete because respondents misunderstood the questions where they were required to give only one answer. Therefore, those questionnaires which contained this incorrect data are shown by an asterisk in order to avoid causing bias within the analysis. The public view about Eastbourne was tested to measure the reliability of items by using Cronbach’s alpha. The Cronbach’s alpha of collected data in public view is 0.932 for standardised variables (Refer to Appendix E). In addition, this chapter will show critical analysis in so far as it relates the discussion and the of the research main findings from the questionnaires and interviews back to the literature review provided in chapter 2.
There were 105 respondents in the entire survey process of which 56% were females, while 44% were male. This shows that the study population was female dominated. Table 1 and Chart 1 below elaborate the gender diversity of the respondents.
The comparison of the age bracket versus the gender diversity revealed mixed dominance as shown in Chart 2 below. However, the 18-25 year old age bracket has the highest percentage of respondents at 36%. This shows that at least one third of the respondents were in the youngest age range surveyed. The later oldest age bracket of 56 – 65 years old has the lowest percentage of respondents at 3%, which could indicate that events may not be attractive to people in this age range. It is quite striking to note that there is a strong correlation between youth and willingness to participate in this study and this may be connected with the greater participation rates of young people in activities such as sports events and music festivals, and the “pull factor” of fun and entertainment. (Lee and Beeler, 2009) Chart 2: Age Bracket vs. Gender Correlation The respondents’ nationality alongside the age brackets revealed that 74 were British, while the remainder were 31 foreigners from places such as Belgium, Thailand, Spain, China, Liberia, Poland, Fiji, France and Croatia. Table 2 below shows the dominant nationality representations across the age brackets. Table 2: Nationality vs. Age Bracket Correlation Frequency Percent Valid Percent Cumulative Percent Valid British 74 71 71 71 Other 31 29 29 100.00 Total 105 100.00 100.00 The mode for the highest education level was college, followed closely by the university graduates, secondary school and others, as shown in Chart 3 below. The most educated respondents were aged from 36 years to 45 years old and 46 years to 55 years with college qualifications. Chart 3: Highest Education vs. Age Bracket Even though Eastbourne has various attractions, the Event city failed to register a single interest in the respondents’ minds. The Seaside Town had the biggest attraction at 78% with the males just as interested in it as the it as the females, followed by the ‘old people’s town’ with the females (27%) more interested than the males(10%) and, finally, Eastbourne Pier which attracted males more than females at 6%. The following Chart 4 shows the mind attraction scales Chart 4: What is the first thing that comes to your mind when thinking about Eastbourne? The female respondents notice the social demographics of the town much more than the male
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One of the ways that they accomplish this goal is by strategically hosting events. There may be many reasons why a destination wants to hold events, but the economic benefits derived from increased tourism serves as a prime motivation.
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