UPM Institutional Repository

Profiling the segments of visitors in adventure tourism: comparison between visitors by recreational sites


Matthew, Nitanan Koshy and Shuib, Ahmad and Ramachandran, Sridar and Mohammad Afandi, Syamsul Herman and Kunjuraman, Velan (2019) Profiling the segments of visitors in adventure tourism: comparison between visitors by recreational sites. International Journal of Business and Society, 20 (3). pp. 1076-1095. ISSN 1511-6670


The identification and understanding of the need of the customers are important for market segmentation specifically for tourism marketers. Failure to do such would fail to address the need of adventure visitors, and consequently resulting in dissatisfaction. Hence, this study focuses on the distinction between the sociodemographic, visit characteristics and customers’ satisfaction on recreation and facilities of adventure visitors at the recreational sites in Endau Rompin National Park (ERNP) namely the Endau Rompin Peta and Endau Rompin Selai. On-site data were collected from a sample of the visitors from both sites. The satisfaction of the visitors was evaluated using the perception analysis. In addition, cluster analysis was carried out. The study found that majority of the age of tourists is less than or equal to 30 years old, attained tertiary education level, earn above RM 5,000, single, visit in groups, first time visitors, knew the park through word of mouth, visit for leisure and recreation as well as team building, spent more than two days, stayed in camp and belong to the southern region in both recreational sites. The outcome is expected to be a guide for the operators of adventure tourism. This is aimed to facilitate plans toward formulating robust marketing strategies that would enhance the satisfactions of the visitors.

Download File

[img] Text (Abstract)
Profiling the segments of visitors in adventure tourism comparison between visitors by recreational sites.pdf

Download (60kB)

Additional Metadata

Item Type: Article
Divisions: Institute of Tropical Agriculture and Food Security
Faculty of Forestry and Environment
School of Business and Economics
Publisher: Universiti Malaysia Sarawak
Keywords: Adventure tourism; Clustering; Socio-demographic; Visit characteristics; Satisfaction; Visitor profiling
Depositing User: Mas Norain Hashim
Date Deposited: 26 Nov 2020 21:26
Last Modified: 26 Nov 2020 21:26
URI: http://psasir.upm.edu.my/id/eprint/81858
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item