Implication of Single and Multiple Reasons for the Preference of Tourists:

Empirical Evidence from Sikkim

Abstract
There is a frequently asked question in tourism marketing i.e. why do people travel?
Traditionally, academicians tried to search for and list out the reasons for which people travel
with their changing taste and preferences from time to time. Sikkim is one of the mature
Himalayan States offering tourism for more than three decades. Already there are many reasons
for which tourists are visiting Sikkim. But, there is relatively a new identified question in tourism
marketing i.e. at the time of choosing a destination, is there any single pull! factor i.e. leisure
and recreation! predominating or multiple factors "ointly putting forward a com#ined effect and
there#y stimulating people to go? Again, what are the effects of other factors preceded #y one
another? After entering into the deep root of searching for the reasons of travel to a destination in
tourism literature, the availa#ility of information and its access to tourists have #een discussed as
it contri#utes to the selection of a destination for the purposes of tourism. Here, the preference
study for the destination is #ased on the structure of the market #roadly divided into the num#er
of domestic and international tourists and their respective contri#utions. $n doing so, relevant
non%parametric tests e.g. &endall's (oefficient of (oncordance, &olmogorov Smirnov Test are
taken into use for the analysis of the data collected from the field survey in four different places
of its four respective districts in Sikkim i.e. )angtok in *ast Sikkim, +amchi in South Sikkim,
,anagan in +orth Sikkim and -elling in .est Sikkim.
1
Introduction
Any destination is widely acknowledged to #e one of the most difficult products to manage and
market. /ver the coming decade, the challenges facing destination marketers are likely to #e
even greater with a whole host of issues likely to impact on the future marketing of destinations
&o0ak et.al., 1223!. 4estination consumer #ehavior is made up of various study su#"ects5 image,
attitude, perception, satisfaction, choice, motivations, decision making and so on. As a result of
its proposed close relationship with the repeat purchase or the repeat visit #ehavior, customer
satisfaction plays a vital role in the structure of consumer #ehavior models e.g. ,ountinho,
6789: ;i, 6772!. -ast empirical studies in the fields of #oth marketing and tourism confirmed the
e<istence of a strong relationship #etween overall customer satisfaction and the intention to
return and #etween overall customer satisfaction and the intention to recommend =eithaml,
Berry, > -arasuraman, 6773!. Thus, greater customer satisfaction might result in a greater
intention to repurchase or return and recommend. ?or destinations to #e a successful, marketers
will therefore need to engage the customers as never #efore, as well as to #e a#le to provide them
with the types of information and e<perience they are increasingly a#le to demand. $t is now @the
customer who can decide how and when they access their travel and tourism information, and
how and through what process they access and purchase their travel and tourism arrangements'
&ing, 1221,p. 623!. According to (ampru#i A. et. al. 1228! it is assumed that there are tourism
agents that use the tourism image as a pull factor to influence the #uying #ehavior of potential
visitors. Basically, these agents are5 internal actors, located within a particular tourism
destination, and e<ternal agents B i.e. tour%operators B which are not normally associated with
any particular destination, #ut have stakes in the travel decision process of potential visitors. $n
parallel, it is assumed that the tourism destination is a we# of relational networks where the
agents are connected #y means of colla#orative links that facilitate the supply of a tourist product
or e<perience to the visitors. Based on the cognitive and affective theories, some authors e.g.
Hsu et.al., 1228! assumed that the affective or emotional commitment for productC destination
loyalty is mediated #y the customers' emotional states toward the destination atmosphere, of
which in turn foster the functioning changes of the service area or destination. This article is a
new approach in that it considered prior purchase intention and decision to get involved in the
process of consumption of tourism products.
2
Sikkim is a small hilly state, #ounded #y vast stretches of Ti#etan plateau in the +orth, the
(hum#i Dalley, and the kingdom Bhutan in the *ast, the kingdom of +epal in the west and
4ar"eeling .est Bengal! in the South. Sikkim is famous for scenic valleys forest, snow clad
mountains, magnificent Buddhist culture and heritage and peace%loving people. Though small,
the environmental, social and cultural diversities are not so. Some scholars #elieve that the word
Sikkim involves +epalese dialect and it refers to a @new place' or the term has #een derived from
a Sanskrit word which means a @mountain crest'. The people of Sikkim have ethnic diversity.
The Bhutias came from Ti#et, the Eepchas were the a#original community, and the +epalese
came from +epal. .hen Sikkim was an independent state and faced many invasions #y its
neigh#oring countries and the king took the help of the British $ndia and, later, gifted some of its
region including 4ar"eeling to the British )overnment. +ow this 11
nd
$ndian State "oined $ndian
Fnion in 679G! has /ver 86H of the total geographical area under the administrative managerial
control of the ,inistry of *nvironment and ?orest, )overnment of $ndia. /ver IGH of the total
geographical area of the state is under tree cover and nearly JIH of the geographical area is set
aside as protected area network in the form of national park and wildlife sanctuary. The #asic
statistics of flora and fauna are given here under. Besides, the State is having a wide range of
species ranging from one hundred forty four mammals, five hundred fifty #irds, si< hundred fifty
#utterflies and moths, five hundred fifty orchids to over four thousand species of flowering
plants and three hundred ferns and allies *conomic Survey 1223%29, )ovt. of Sikkim! . Sikkim
is ecologically a fragile region. The state has the responsi#ility to conserve its rich #iological
diversity that includes coe<istence and protection of over G222 species of angiosperm one third
of the total national angiosperms!. Again this place has multi%ethnic communities. After
#ecoming 1G
th
state of the Fnion )overnment of $ndia in the year 679G the rapid development
activities ushered in a new era of tourism in Sikkim. $ncreased accessi#ility #y roadways and air
transport, rapid socio%economic development, competitive advantage #oth from the side of the
destination and geographical pro<imity to tourist generating states contri#uted to the
development of tourism in Sikkim. Aecogni0ing the increased tourist arrivals, accommodation
units were set up in )angtok and a few towns mostly #y outsiders without proper land use
planning and architectural design. *ver increasing tourist arrival and increasing dependence on
tourism as a powerful industry and employment generating source, restoration of peace and
harmony, hospita#le people, plenty of diversified natural and cultural resources, a typical interest
3
of the people of $ndian to discover the unknown hidden Sikkim #rought a#out a new dimension
for the development and marketing of tourism in Sikkim. 4evelopment and adoption of
marketing approach e<tensively include a demand Bsupply equili#rium and as such takes into
account tourism system. 4estination marketing is unlike a marketing of ?,() products as it
considers and more towards services. Again, in many cases the adoption and control is not fully
devolved upon corporate sectors. As a service marketing it includes customer relationship
management, internal marketing with respect to a destination where all stakeholders are part of
the product and contri#ute to the image and identity!, increased importance of strategic alliancesC
linkage etc. 4estination marketing should #e a part of destination management #ut in $ndian
destinations the concept is not in vogue and very often management and marketing are wrongly
conglomerated with one another. There is a very few destinations well managed #y scientific
research and #ackground analysis. The recently adopted policy to position the state as an
Fltimate *cotourism 4estination is really a committed responsi#ility towards sustaina#le
development. +e<t to this is rural tourism and adventure tourism. All these types of tourism will
contri#ute to the alternative tourism development in the state and the changes in types and forms
of tourism will automatically have an impact on the activities of the tourists, duration of stay, the
num#er of tourist arrivals and the tourism industry as a whole. So a proactive environment
friendly approach has already #een adopted in the Fnique Selling -roportions FS-! of Sikkim
though there are many things remaining.
Obectives of the Stud!
The o#"ectives of the study are%
To identify whether tourists have a single reason preference! or a set of reasons for
which they choose Sikkim as a destination.
To measure the differences #etween domestic tourists and their foreign counterparts with
regard to the reasons preference! for the selection of Sikkim.
To identify and measure the degree of preference for selecting various sources of
information in the same way as in the case of reasons for traveling.
"ata# $!potheses and Methodolog!
4
To understand the reasons for travel to Sikkim and selection of information for the same purpose,
, the first and foremost question is to know whether a preference e<ists or not. Again the impacts
of other factors are also measured. The primary data are collected from the four different places
of )angtak, +amchi, ,angan and -elling. Stratified random sampling method is used to
represent all districts properly.
?ollowing hypotheses are considered here for the testing.
$%& 5 There is no preference of tourists when selecting Sikkim as a tourist destination. Because,
tourists are traveling not only for a single reason, rather many other factors may have a com#ined
effect while choosing Sikkim as a tourist destination.
$%' 5 There is no preference for selecting a source of information #efore visiting Sikkim and
everything is decided su#"ect to the availa#ility or access to it.
$%( 5 $ndividual wise ranks put #y domestic and foreign tourists are consistent with regard to the
selection of causes for which they travel and sources of information #eforehand.
The non%parametric &olmogorov%Smirnov test and &endall's (oefficient of concordance are
used to measure relevant data.
)olmogorov Smirnov Test
&olmogorov%Smirnov test statistic, 4! K ma<
[ ] ! !
2
x S x F
n

.
!
2
x F
, indicates the cumulative
frequency distri#ution under null hypothesis H2! and
! x S
n
is the o#served cumulative
frequency distri#ution, with a random sample of n o#servations. Here we determine the
cumulative theoretical distri#ution under the null hypothesis and arrange the o#served
frequencies as a cumulative distri#ution #y pairing each value of
! x S
n
with compara#le
!
2
x F
.?or each pair of the cumulative distri#utions, determine
[ ] ! !
2
x S x F
n

. ?or given level of

5
significance, determine the critical value for 4 and re"ect the null hypothesis if the calculated
value of 4 is greater than the critical value.
)endall*s +oefficient of +oncordance
&endall's (oefficient of (oncordance, a non%parametric test, determines the degree of
association among several k! sets of ranking of + o#"ects or individuals. $t is considered an
appropriate measure of studying the degree of association among three or more sets of rankings.
This descriptive measure of the agreement has special applications in providing a standard
method of ordering o#"ects according to consensus when we do not have an o#"ective order of
the o#"ects. The #asis of this test is to imagine how the given data would look if there were no
agreement among the several sets of rankings, and then to imagine how it would look if there
were perfect agreement among all the sets. $n our study, the consistency of ranks was tested with
the appropriate - value. .hile computing &endall's (oefficient of (oncordance .!, the mean
of rank A"! was taken into note of with the appropriate consistency.
Here,
1
! s Rj Rj =

1 J
6 !
61
s
W
k N N
=

kK+um#er of sets of rankings i.e. the num#er of respondents

+Knum#er of o#"ects ranked
1 J
6
61 ! k N N
K ma<imum possi#le sum of square deviations i.e. the sum s which would occur
with perfect agreement among k rankings.
Results and "iscussion
Tourism and Activities of Tourists in Sikkim
.hen tourists were asked to put their opinion on the #asis of a simple rank to know the reasons
for traveling to Sikkim, the ma"ority of tourists unanimously accepted the leisure and recreation
6
as the first and foremost reason #ehind. $t is further strengthen empirically with a non%parametric
&olmogorov% Smirnov! test to verify whether there is any preference of reason for which they
are choosing Sikkim. The result was positive as null hypothesis was re"ected and @preference for
the reasons to travel' was found with 4
6
K2.273 i.e. )reater than the ta#ulated value!. So, null
hypothesis contradicts the alternative Hypothesis and it implies that there is a preference among
tourists for selecting only one reason #eing the most important while visiting Sikkim instead of
several reasons held responsi#le for each respondent. But, the different tourists considered
different reason as they found to #e the most important to them. So, the measurement of
consistency of the opinion was important along with the study of other reasons for each
respondent. Along with the first preference of leisure and recreation , the second priority was
found to the same reason to provide an accompany to friends and relatives during the trip. This is
#ecause of a significant trend among the domestic tourists who travel to provide accompany to
their relatives and family mem#ers or friends "ointly sharing the e<penditure. Besides, a
significant num#er of tourists is traveling to Sikkim for ecotourism 66.IIH! and adventure
tourism 7.7GH! with third and forth positions respectively. Another significant noticea#le trend
came to light with the &endall's (oefficient of (oncordance for testing consistency with the null
hypothesis that @$ndividual wise ranks are consistent'. The p value of ranks given #y all 126
respondents was highly insignificant. The same was true for all such tests conducted separately
for domestic tourists and international tourists respectively #ut the purposes of travel considered
#y foreign tourists were different. The mean of ranks are showing that the foreign tourists are
visiting Sikkim for ecotourism, adventure tourism and special interest tourism and Buddhist
heritages and pilgrimages. The opinion survey also indicated that the most of the foreign tourists
consider Sikkim as one of the cheap destinations #ut at the same time costs of services and
facilities are inflated and not at per with their e<pectation. ?ollowing is the ta#le showing the
mean of ranks for the purpose of travel while considering the reasons for visiting Sikkim.
1
Test Statistic was D =4!K ma<
[ ] ! !
2
x S x F
n

4!K ma<
[ ] ! !
2
x S x F
n

K 2.JI8 Holiday Eeisure and Aecreation!

7
Table &: )endall*s , Rank Sho-ing the Purposes of Travel to Sikkim
?actor All tourists 4omestic Tourists ?oreign Tourists
,ean
of
Aanks
Aa
nks
,ean of
Aanks
Aa
nks
,ean of
Aanks
Aanks
Holidaying,
leisure and
recreation
6.3I 6 6.I7 6 J.27 1
Social visiting
friends and
relatives,
marriage etc.!
G.87 8 G.96 9 9.18 8
Aeligious and
pilgrimage
G.81 9 G.97 8 G.8I 3
Adventure and
sports
I.69 I I.JG I J.6J J
-roviding
holiday
opportunity to
spouseC
familyCattendant
I.66 J J.93 1 3.J2 9
*co tourism J.87 1 I.23 J J.67 I
Aural tourism G.I9 3 G.GI 3 I.18 G
Special interest G G G.17 G 1.87 6
8


Source: Primar! "ata# '%%./%0
Note: The statistical analysis has been made using SPSS statistical package
Availabilit! of Information Pertaining to the Tourism and Activities of Tourists in Sikkim
As a ma"ority among all destination stakeholders, tourists were asked @how do they collect
information regarding their trip #eforehand'. An interesting result was #rought to notice that the
9
ma<imum num#er of tourists of JJ.8JH, 17.8GH and JI.8JH depend on internet and use%net
facility as a source of updated , relia#le information for accommodation, transportation and
attraction respectively see ta#le 1!. Again, informal destination information or what do we
understand #y information through friends, relatives and other visitors was given the second
importance with 13.83H 16.87HL I.79H!, J6.8IH 12.7HL 62.7IH! and 11.88H 61.7JH
L 7.7GH! for, accommodation, transportation and attraction respectively. These figures clearly
show that tourists rely more on informal information for their accommodation than any other
sources. $nternet service is found to #e the single largest source of information for attraction with
JI.8JH followed #y guide#ook, friends, relatives and other visitors and the offices of the
department of tourism with 18.83H, 11.88H and 62.7IH respectively. &eeping in view the
importance of each source of information the strategy for sustaina#le marketing and promotion
shall revolve around the weight introduced #y per cent ages. Tourists were also asked to rank the
source of information separately for each principalC service provider to know their preference
and access to the source. This was important for identifying the appropriate mean to use and
accordingly to give correct weight. ?ollowing is the ta#le showing the num#er of respondents for
each principal supplier of tourism in Sikkim.
Table ': Table Sho-ing 1se of 2arious Sources of Information before 2isiting Sikkim
Source of
Information
Transportation Accommodation Attraction
)uide Book G3
19.83!
GI
13.89!
G8
18.83!
-rint ,edia 1
.77!
G
1.I7!
1
.77!
TelevisionCAadio G
1.I7!
1
.77!
J
6.I7!
$nternet 38
JJ.8J!
32
17.8G!
92
JI.8J!
AelativesC ?riends II
16.87!
I1
12.7!
13
61.7J!
-eople Disited
other than
?riendsCAelatives!
62
I.79!
11
62.7I!
12
7.7G!
Tourism
4epartment /ffices
!
63
9.73!
63
9.73!
11
62.7I!
Source: Primar! "ata# '%%./%0
10
Note: Figures in the parentheses indicate percentage of respondents marking the
concerned problem of booking as 1 (being the most important)
Apparently, it appears that the ma<imum num#er of people use internet as the appropriate
source of information even for all ma"or principals of tourism products in Sikkim. But another
suita#le non%parametric &olmogorov%Smirnov test was done #y setting the null hypothesis that
@there is no preference for selecting a source of information #efore visiting Sikkim'. Here
!
2
x F
indicate the cumulative frequency distri#ution under null hypothesis and
! x S
n
is the
o#served cumulative frequency distri#ution, with a random sample of n o#servations. Here we
used the same test statistic separately for accommodation, transportation and attraction. The
calculated value of mode
[ ] ! !
2
x S x F
n

for each principal is given here under.

Table (: Table Sho-ing the +omputed 2alues of the Test Statistic " for Attraction#
Accommodation and Transportation
Source: Primar! "ata# '%%./%0
(onsidering the ma<imum value of 4 at each case we can conclude that there is a priority for
the selection of an appropriate source of information when planning to visit Sikkim. But which
one or two or more are given priority for each case can not #e computed #y the &%Smirnov test
and as such ,ean of Aanks
j
R
! was used to compute further ranks for each component of
travel. A ta#le is given here under showing the ,ean of Aanks
j
R
! derived from the non%
parametric &endall's (oefficient of (oncordance rank test. Here the +ull Hypothesis H2! was @
$ndividual wise Aanks are (onsistent'. As the p value was greater than 2.62 we accepted the
+ull Hypothesis and considered the mean of ranks as a suita#le rank test for showing the ranks
of priority considered in each case.
4ifference )uide
Book
-rint
,edia
T.D.CAadio $nternet AelativesC
?riends
-eople
already
Disited
Tourism
4epartment
/ffices!
[ ] ! !
2
x S x F
n

for Accommodation
2.6J3 2.221 2.66G. 2.286 2.6G9 2.23I 2

[ ] ! !
2
x S x F
n

for Transportation
2.613 2.228 2.61G 2.2J6 2.279 2.23J 2
[ ] ! !
2
x S x F
n

for Attraction
2.6I3 2.26J 2.66G 2.276 2.299 2.2JI 2
11
Table 3: Mean of Ranks for 2arious Sources of Information +ollected b! Tourists 2isiting
Sikkim
Source of
$nformation
Attraction Accommodation Transportation
,ean of
ranks
Aanks ,ean of ranks f Aanks ,ean of
ranks
Aanks
)uide #ook 1.G 1 1.87 1 1.3I 1
-rint media I.G3 G I.83 3 I.8I G.G
TDC Aadio G.G1 9 3.6J 9 G.86 9
$nternet 1.J3 6 1.G3 6 1.G2 6
Aelatives
and ?riends
I.JG I J.67 J J.96 I
-eople
already
Disited
I.71 3 I.2G G I.8I G.G
/ffices of
Tourism
4epartment
J.98 J I.JJ I J.33 J
Source: Primar! "ata# '%%./%0
Note: Statistical analysis has been made using SPSS statistical Package
Though the num#er of internet users in our country is significantly low, yet the same is not true
for tourism industry and as such the use of internet is the most widely used and prefera#le source
of firsthand information #efore visiting Sikkim. The second most user friendly source of prior
information is guide#ook for all cases of attraction, accommodation and transportation.
$nterestingly, third rank J.67! for the source of information of accommodation was @Aelatives
and ?riends' while the same rank is given to the @/ffices of tourism 4epartments!' for attraction
and transportation respectively. ?or transport and accommodation related information in or
around Sikkim tourists depends on Aelatives and ?riends J.96! and e<perienced people I.2G!
with the rank four in either case. But the same rank is given to the )uide #ook as a source of
attraction. ?ifth rank is given to print media, -eople already visited and #oth G.G! for attraction,
accommodation and transportation respectively.
+onclusion
12
The preference for leisure and recreation clearly advocates a leisure%centric, institutionali0ed
form of development that may result in a radiation of mass tourism
1
into other parts of the State.
So, there is a high possi#ility of the same development%replica in other areas considered for
tourism development. $t is further strengthen with the second most important rank which is
@providing accompany to relatives and friends participating in leisure and recreation'. .hen
consistency of the opinion of the respondents was tested for all tourists, an inconsistency was
found #etween the opinion of domestic tourists and their international counterparts. This is really
contradictory to the recently adopted policy of the government to alternative tourism as most of
the foreign tourists are visiting Sikkim for special interest, ecotourism, adventure tourism etc. $t
is noticed that the foreign tourists are visiting Sikkim for ecotourism, adventure tourism and
special interest tourism and Buddhist heritages and pilgrimages instead of the leisure and
recreation. $t is found in tourism literature that tourists travel the places disseminating relatively
more information regarding attraction, accessi#ility and hosting of people. So, the choice of
sources of information was tested and analy0ed in the same way. This comparative measurement
of choice for attraction, accommodation and transportation see ta#le J! e<hi#ited an increasing
tendency to use informal sources as #eing the most important for accommodation. $nstead of
formal sources of information from a travel agent, tour operator, hotel or other formal proponent,
tourists use depend on the friends and relatives with a high degree of trust and relia#ility. .hen
asked for, tourists are primarily indicated discrepancy in price of tourism products and services,
including the price for accommodation. $t is found that Sikkim has a conventional pro#lem of
determining its pricing strategy as the same products are priced differently to different segments
of tourists and the price ranges vary largely Bata#yal, 1262!. ;et, Sikkim is one of the cheapest
destinations to many foreign tourists. 4estination productC package pricing strategy needs to #e
formulated #y the 4estination ,anagement /rgani0ation or the tourism department as the ape<
decision making authority. Aegional disparity among tourists, seasonal fluctuations, difference
among demographic and psychographic profiles of tourists, control and co%ordination #etween
private and pu#lic sectors, e<tent of adoption of sustaina#le development principles are found to
#e the important parameters influencing destination productCpackage relationship in Sikkim.
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15