Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center
Hassan, Suziana (2009) Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center. Masters thesis, Universiti Putra Malaysia.
Market segmentation has become an important tool in planning appropriate marketing strategies. It is a technique used to subdivide a heterogeneous market into homogeneous sub-groups based on the idea that a market is composed of sub-groups of people. While, nature-based product is widely adopted market using a travel motivation segmentation approach to differentiate the different criteria of visitors. The purpose of this study was to segment the nature-based tourists in KGNECC using their travel motivations which is able to recognize different types of nature-based tourist in relation to their travel attributes and characteristics. A survey was administered to a total of 401 samples of respondents using self-administered sampling design where they were asked to choose a statement related to their travel that correspond to nature-based tourist type namely as (1) ecotourist, (2) nature escapist, (3) comfortable naturalist, and (4) passive player. Multiple Discriminant Analysis (MDA) test was administered to segment and predict nature-based tourist types based on seven discriminator variables encompases of socio-demographic factor, trip characteristic factor, and travel motivation factor. Statitical analyses showed there are significantly relationship between the motivation factors and nature-based tourist groups (P<0.05).
Repository Staff Only: Edit item detail