A statistical contribution on the film tourism. A case study

Abstract

The evaluation of the impact that the images perceived by the spectators have in the destination choices they make as tourists is a growing research field, not only in Tourism and Marketing Management but also among the Behavioural Sciences. Based on a questionnaire previously developed on a Film Tourism sub-project, with qualitative variables in nominal and ordinal scale, a survey was conducted during a number of film screenings hosted by Tomar's (a medium-sized city in Portugal) Film Society. After the characterization of the random sample with the sociodemographic variables, the nonparametric test Pearson chi-square was applied to test the null hypothesis of independence between the variable "Gender" and the variables "Have you ever visited a place by influence of a film?" or "Destination-dream by strong influence of a film". Given that the null hypothesis is not rejected, there is no statistical evidence to consider a dependence/relationship between these variables. Other finding is statistically significant Spearman correlations between some variables, such as "Education level" and "The average number of activities of Film Tourism".