RESEARCH METHODOLOGY
A survey was developed in order to test the proposed research questions. The survey includes three sections: the first section tries to measure the personal basic information of the samples. The second section presents the cultural values of the samples. The last section considers the travel motivation of the samples.
Among 428 copies of questionnaires was distributed to the tourists, 249 were retrieved. The return rate is 58.18 percent and there were 22 surveys received after the cut-off date. The prescreening resulted in 27 surveys being dropped. The total number of useable surveys entered into the database was 200. The useable surveys were separated into the group following an ethic. There are three groups were exceeded 30 subjects; thus, the sampling distributions were expected to be approximately normal. The three study groups were French, Spanish and German.
This research examined the relationship among demographic characteristic, cultural values as independent variables and travel motivations as dependent variables. The following 6 research questions were proposed:
1. How difference and similarity of the patterns of cultural value of each of the three nation. 2. What difference and similarity pattern of travel motivation of the three nations. 3. Does nationality have any significant impact on the cultural values and travel motivations. 4. How cultural value influence travel motivation. 5. Does demographic influence cultural value. 6. Does the third-variable that influenced the correlated variable of the
Cultural values and travel motivations which were gender, age, status, and education of the tourists?