Standardizing the Questionnaire of Ski Resort Visitor's Motivation

The current study aimed at examining the standardization of a questionnaire named ‘Ski Resort Visitors’ Motivation’ (Wei, 2009) in Tehran province. The population consisted of all the ski resort visitors in Tehran province (Dizin, Abali, Shemshak, and Tochal). Using Morgan table, 370 out of more than 10000 visitors were selected as the sample of the study. The data were collected Wei’s (2008) 22-item questionnaire comprising of six components: experience, physical fitness, relaxation, self-achievement, professional skills and interpersonal relationships. The questionnaire was scored based on the 5-point Likert scale. Face and content validities of the questionnaire were verified by sport management professors in sport tourism discipline as well as several psychometric scholars; the reliability was obtained by Cronbach’s alpha (α=0.84). Exploratory factor analysis was used to examine factor structure and conformity factor analysis was employed to determine the construct validity using SPSS and LISREL. The results revealed that the questionnaire had an acceptable internal consistency and Cronbach’s alpha coefficients were 0.65 to 0.86 for its components. Moreover, the structure of the questionnaire showed an acceptable fit with data, and all measures of good fit verified the model. The factor analysis results were almost similar to the results of the studies conducted in the original culture and the reliability and validity coefficients were close to those of the other studies. Thus, as this questionnaire is suitable, it can be used to identify and know ski resort visitors’ motivations.