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

Planned Consumption 
Given that each statement regarding the likelihood to engage in services was binary coded, it is possible to 
interpret the means among, and between, the four groups, as shown in Table 2. Overall, the findings are interesting 
to marketing planners, and to academics, in the sense that they illustrate key differences between American and 
Japanese respondents.

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2007 Annual International CHRIE Conference & Exposition 
386
Table 2
Analysis of Planned Activities During Hawaii Vacation
Planned to Engage in the 
following (0 = No, 1 = Yes)
U.S. 
Packaged 
U.S. 
Independent 
Japan 
Packaged 
Japan 
Independent 
Services: Tours 
Helicopter or Airline Tour 
.17 
.17 
.02 
.01 
Boat/Submarine Tour 
.51 
.41* 
.21 
.21 
Tour Bus Excursion 
.66 .25*** .31 .15*** 
Private Limousine/Van Tour 
.11 
.10 
.14 
.16 
Own (self-guided) Tour 
.54 
.75*** 
.42 
.63*** 
Services: Water Activities 
Swim/Sunbath at Beach .86 .89 
.75 .81 
Surfing/Body Boarding 
.28 
.43** 
.17 
.24* 
Scuba Diving/Snorkeling 
.41 
.50 
.19 
.21 
Jet ski/Parasail/Windsurf 
.12 
.18 
.11 
.06 
Services: Land Activities 
Golf .08 
.19** 
.04 
.08* 
Tennis .00 
.09** 
.02 
.08** 
Running/Jogging/Fitness 
Walking 
.33 .44* .07 .14** 
Health Spa/Gym 
.17 
.23 
.08 
.11 
Backpacking/Hiking/Camping .22 
.33* 
.04 
.08 
Sport Event or Tournament 
.05 
.08 
.02 
.02 
Services: Entertainment 
Lunch/Dinner Cruise 
.62 
.54 
.37 
.24** 
Lounge Act or Stage Show 
.45 
.36 
.16 
.16 
Nightclub/Dancing/Karaoke 
.26 .44*** .08 .18*** 
Fine Dining 
.55 
.61 
.05 
.14*** 
Movies/Plays/Concerts .17 
.30** 
.03 .13*** 
Services: Shopping 
Department Stores 
.43 
.54* 
.63 
.68 
Designer Boutiques 
.34 .36 .65 .50*** 
Hotel Stores 
.47 
.49 
.40 
.28** 
Mall Stores 
.61 
.64 
.73 
.76 
Swap Meets or Flea Markets .46 
.47 .11 
.24*** 
Discount/Outlet Stores 
.24 
.24 
.47 
.48 
Grocery Stores 
.39 
.47 
.50 
.69*** 
Convenience Stores 
.62 
.67 
.63 
.75** 
Duty Free Stores 
.25 .24 .78 .72 
Services: Cultural
Cultural/Historic/Sacred Site .54 
.59 
.29 
.24 
Museum/Art Gallery 
.30 
.37 
.14 
.21* 
Polynesian Show/Luau 
.71 
.58** 
.18 
.13 
Art/Craft Fair 
.12 .21* .03 .03 
Festival .20 
.19 
.03 
.11** 
Parade .17 
.19 
.02 
.14*** 
Note. *** 
p
< .01, ** 
p
< .05, * 
p
< .10.

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2007 Annual International CHRIE Conference & Exposition 
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In order to probe specific consumption differences between packaged and independent tourists, three 
logistic regression analyses were conducted. Te first analysis focuses on planned consumption differences between 
American packaged and independent respondents. The second analysis focuses on consumption differences 
between Japanese packaged and independent respondents. The third analyses focuses on consumption differences 
between American and Japanese packaged respondents.
American Packaged vs. Independent
. Logistic regression was employed to predict the probability that a 
respondent was either part of a packaged tour or an independent traveler from America. The predictor variables 
were the respondents expressed likelihood to engage in a variety of services and activities, as shown in Table 2, 
during their stay. The model was able to successfully classify 85% of the respondents, and the Hosmer and 
Lemeshow test indicated that the null hypothesis regarding overall model fit could not be rejected, 
χ
2
(8) = 4.78, 
p
= 
.78.
Table 3 shows the logistic regression coefficient, Wald test, and odds ratio for each of the significant 
predictors. Employing a .05 criterion of statistical significance, only two of predictors had significant effects. The 
odds ratio illustrates that American packaged respondents are 6 times more likely than independent respondents to 
take a tour bus excursion and about half as likely, compared to independent travelers, to shop at department stores 
during their stay.