Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center

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 mar...

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Main Author:	Hassan, Suziana
Format:	Thesis
Language:	English English
Published:	2009
Subjects:	Ecotourism - Pahang - Case studies Elephants - Conservation - Pahang
Online Access:	http://psasir.upm.edu.my/id/eprint/10169/1/FH_2009_13_A.pdf
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id	my-upm-ir.10169
record_format	uketd_dc
spelling	my-upm-ir.101692013-05-27T07:45:11Z Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center 2009 Hassan, Suziana 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). Ecotourism - Pahang - Case studies Elephants - Conservation - Pahang 2009 Thesis http://psasir.upm.edu.my/id/eprint/10169/ http://psasir.upm.edu.my/id/eprint/10169/1/FH_2009_13_A.pdf application/pdf en public masters Universiti Putra Malaysia Ecotourism - Pahang - Case studies Elephants - Conservation - Pahang Faculty of Forestry English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
topic	Ecotourism - Pahang - Case studies Elephants - Conservation - Pahang
spellingShingle	Ecotourism - Pahang - Case studies Elephants - Conservation - Pahang Hassan, Suziana Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center
description	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).
format	Thesis
qualification_level	Master's degree
author	Hassan, Suziana
author_facet	Hassan, Suziana
author_sort	Hassan, Suziana
title	Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center
title_short	Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center
title_full	Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center
title_fullStr	Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center
title_full_unstemmed	Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center
title_sort	segmentation of visitors using travel motivation approach at the kuala gandah national elephant conservation center
granting_institution	Universiti Putra Malaysia
granting_department	Faculty of Forestry
publishDate	2009
url	http://psasir.upm.edu.my/id/eprint/10169/1/FH_2009_13_A.pdf
_version_	1747811061980987392

Segmentation of Visitors Using Travel Motivation Approach at the Kuala Gandah National Elephant Conservation Center

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