Investigation to determine the role of two demand conditions (travel risk perceptions and digital media usage) on the competitiveness of emerging destinations

The datasets are for a PhD (Marketing Management) thesis.

The datasets show the following:

1. Statistical Package for Social Sciences (SPSS28) outputs showing moderation tests done with travel risk perceptions as moderator. The files can be opened using the SPSS software.
2. Hypotheses table showing tested on all relationships showing the hypothesised path, standardised regression weight, p-value and whether the hypothesis is supported or not.
3. Excel outputs for South Africa and Zimbabwe showing output descriptives of all questions asked in the survey instrument.
4. Excel outputs showing single regression results for both South Africa and Zimbabwe.
5. Extracts from qualitative data on tourists' responses to questions on travel risk perceptions during COVID-19.
6. Correlation matrix for South Africa Zimbabwe showing the correlation between 10 independent variables.

The correlation matrix show the following:

1. The correlation matrix for South Africa shows multicollinearity of the following 10 independent variables: Innovativeness & Optimism, Insecurity, Ease of use, Usefulness, digital media preferences, Hedonic and Utilitarian digital media usage, Affective image, Cognitive image 1 and Cognitive image 2. The correlation matrix for Zimbabwe shows multicollinearity of the following 10 independent variables: Innovativeness & Optimism, Insecurity, Ease of use, Usefulness, digital media preferences, Hedonic and Utilitarian digital media usage, Affective image 1 and Affective image 2, Cognitive image 1 and Cognitive image 2.
2. A quantitative survey was employed as a means to collect data from the largest sample possible. The research was cross-sectional, and structured online questionnaires were used to expedite the data collection process. Data was collected from international leisure tourists (18 years and above) that have travelled to South Africa and Zimbabwe. A sample size of 251 was achieved, of which 124 had visited South Africa and 184 Zimbabwe, where 58 respondents had visited both countries. In order to reach this sample size, the survey instrument was issued to respondents over a 180-day period (i.e., six months). The Qualtrics software was used to build, distribute and analyse the survey. The link generated on Qualtrics was sent to ZIMPARKS and South African Tourism (SAT) for onward distribution to tourists in their databases on a convenience sampling, available cases basis.

The researcher resorted to sending the links (i.e., South Africa and Zimbabwe) separately to the LinkedIn platform on the 18th of April 2021 in an effort to generate more responses, after encountering a slow and low response rate which reflected on the Qualtrics platform. Convenience sampling in the form of a snowball sampling technique was also used in the selection of sample elements from the tourist population group. This was to increase the response rate and allow for a sufficient sample size. Snowball sampling was followed by sharing the survey links with colleagues in the Tourism and Hospitality Department at the Midlands State University’s Faculty of Business Sciences, as well as colleagues in the tourism and hospitality sectors for distribution within their circles.