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Psychographics segmentation in Mulu National Park


Samdin, Zaiton and Abdul Aziz, Yuhanis (2015) Psychographics segmentation in Mulu National Park. American-Eurasian Journal Agriculture and Environment Science, 15. pp. 46-51. ISSN 1818-6769; ESSN:1990-4053


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
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