Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Participating in sports 
1.60 
0.71 
3 
Watching sports events 
1.74 
0.72 
1 
Going places friends haven’t been 
1.71 
0.66 
3 
1
Based on a scale of 1=not at all important, 2=not important, 3=important, and 4=very important. 
 
 
 
 

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2007 Annual International CHRIE Conference & Exposition 
500
Table 2 
Retained, Purified, and Labeled Factors of Leisure Travel Motivations 
Leisure Travel Motivations 
Factor 
Loadings 
Eigen-
value 
Variance 
Explained 
% 
Cumulative 
Variance
% 
Cronbach 
alpha 
F1: Novelty
3.91 
18.62 
18.62 
0.64 
Meet new people/make new friends 
0.65 
Experience 
new 
things 
0.64 
Have 
fun 
0.60 
Try 
new 
foods 
0.55 
Escape everyday routine 
0.48 
Meet people with similar interests 
0.47 
Find 
thrills/excitement 
0.41 
F2: Family and Sports
2.36 
11.24 
29.86 
0.57 
Participate 
in 
sports 
0.75 
Watch 
sports 
events 
0.68 
Have fun with family 
0.52 
Be with old friends 
0.48 
F3: Intellect
1.57 
7.48 
37.34 
0.64 
Seek intellectual enrichment 
0.85 
Visit museums/historical sites 
0.81 
Learn about nature 
0.51 
F4: Necessity
1.40 
6.66 
44.00 
0.60 
Take advantage of reduced fares 
0.69 
Travel to safe places 
0.67 
Get rest and relaxation 
0.63 
Improve physical health 
0.52 
F5: Trophy
1.30 
6.19 
50.18 
0.57 
See as much as possible in the time 
available 
0.71
Tell friends about the trip 
0.54 
Go places friends haven’t been 
0.52 
Cluster membership was significantly affected by 13 of the tested 21 motivation items (Table 3). Two 
discriminant functions were derived, explaining 71% and 29% of the total variance respectively. The item “meeting 
people with similar interests” contributed to 54% of the Function 1 structure, which was the item that discriminated 
the most among the clusters. Cluster One had a high mean score compared to the other clusters on the item “meeting 
people with similar interests”; therefore, it was labeled the “social.” Cluster Three, with the highest score on the item 
“experiencing new things”, was accordingly named “novelty.” Cluster Two had the lowest mean scores on more 
than half of the discriminating items; thus it was called “inactive.” Table 4 shows that the three groups rated all the 
discriminating motivation items significantly different.