SOCIAL PSYCHOLOGY OF TOURISM Alessandra Fermani alessandra.fermani@unimc.it SOCIAL PSYCHOLOGY OF TOURISM

Variables variable type: numeric or string Dependent: satisfation Independent: age, gender Ordinal: children, adolescents, adult etc… Likert scale eg. 1= never (disagree) 2 3 4 5 6 7 = always (agree) (odd - better) Dummy: dicotomic variables eg. Yes/no or gender

P-value Pearson for example: you have a sample of 200 people (100 are males and 100 are females). You want to understand if males, compared to females, choose more sustainable hospitality. Frequencies show that 51% of men choose this type of hospitality vs 49% of females. Can this result be considered significant? Are males really eco-oriented? We can only make these assumptions if we calculate statistical significance 12/05/2019 TITOLO PRESENTAZIONE

Formula: Trust index reliability significance eg Formula: Trust index reliability significance eg. percentages/differences 2 groups -gender p<.05 good level p<.01, p<.001 Rule of transcription: eg: (F (1,361) = 8.12, p < .001, η .09)

Descriptive statistics To take statistics: Frequencies, mean, median, mode to operate dispersion, use standard deviation (SD)

Mean or average In statistics, mean and expected value are used synonymously to refer to one measure of the central tendency either of a probability distribution or of the random variable characterized by that distribution. Eg. 10 students, grades in a test: 5,7,4,8,5,6,5,7,6,4 mean equal 5,7 because (5+7+4+8+5+6+5+7+6+4/10 = 5,7)

Standard deviation Deviazione standard o varianza = dispersione dei dati attorno alla media In statistics and probability theory, the standard deviation (SD) (represented by the Greek letter sigma, σ) measures the amount of variation or dispersion from the average Classroom A – student’s grades: 2,7,4,4,3,4,5,4,4,1,6,4,4,5,4,3….level of student more similar Classroom B - student’s grades: 6,4,3,4,5,5,2,3,4,2,1,3,5,7,4,6 mean is 4 (GPA), the same in both, but classes are different. the classroom B is more different compare to classrom A and the SD is the index that measures.

Median = In statistics, the median is the numerical value separating the higher half of a data sample, a population, or a probability distribution, from the lower half. The central position in a orderly distribution. Legenda: 1 very good, 2 good, 3 not bad, 4 sufficient, 5 not sufficient 9 students scores: 1,4,1,2,3,2,5,2,4 Put in order 1,1,2,2,2,3,4,4,5 Median= (9+1)/2 = 5; 5th position is 2 (good) Formula i= n+1/2 Corrisponde al valore che occupa la posizione centrale in una distribuzione ordinata ! valore al di sopra o al di sotto del quale sta il 50% dei casi (o un uguale numero di casi)

Mode The mode is the value that appears most often in a set of data. unimodal bimodal Eg. 100 subjects are divided into three categories of trip/tourism: 33 prefer adventure; 54 romantic; 13 sustainable The mode is «category of romantic trip» because this category is most represented