Citation
Abstract
Market segmentation is a crucial tool in ecotourism, which is used to identify and categorise the tourists. This paper describes the profile of tourists to Mulu National Park (MNP) based on the types of psychographic segmentation (activities, interest and opinion) in ecotourism. In general, the purpose of this paper is to present affective segmentation of tourists to MNP. It was found that tourists in MNP are heterogeneous which indicated that tourists’ characteristics are diverse in many aspects. Tourists with different background and characteristic of age, gender, level of income and education level are different in their preferences and taste. The result discusses several implications of market segmentation for nature tourism product promotion, development and marketing strategy.
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Additional Metadata
| Item Type: | Article |
|---|---|
| Divisions: | Faculty of Economics and Management Faculty of Forestry Institute of Tropical Forestry and Forest Products |
| DOI Number: | https://doi.org/10.5829/idosi.aejaes.2015.15.s.207 |
| Publisher: | IDOSI Publications |
| Keywords: | Ecotourism; Psychographic segmentation; Tourist; Mulu National Park |
| Depositing User: | Ms. Nida Hidayati Ghazali |
| Date Deposited: | 28 Mar 2022 08:10 |
| Last Modified: | 28 Mar 2022 08:10 |
| Altmetrics: | http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.5829/idosi.aejaes.2015.15.s.207 |
| URI: | http://psasir.upm.edu.my/id/eprint/46040 |
| Statistic Details: | View Download Statistic |
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