Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes

The success of a national park as an ecotourism site depends on the visitation of ecotourists. The physical and social impacts of mass tourist at the Taman Negara (Pahang) National Park may invite conflicts between ecotourists and other tourists. The purpose of the present study was to segment ec...

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Main Author:	Abdul Rashid, Rosmalina
Format:	Thesis
Language:	English English
Published:	2005
Subjects:	Ecotourism - Pahang - Case studies
Online Access:	http://psasir.upm.edu.my/id/eprint/197/1/549034_FH_2005_11.pdf
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id	my-upm-ir.197
record_format	uketd_dc
spelling	my-upm-ir.1972013-05-27T06:46:27Z Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes 2005-11 Abdul Rashid, Rosmalina The success of a national park as an ecotourism site depends on the visitation of ecotourists. The physical and social impacts of mass tourist at the Taman Negara (Pahang) National Park may invite conflicts between ecotourists and other tourists. The purpose of the present study was to segment ecotourists based on their motivations of visits in order to understand the conflicts among ecotourist. This study eventually leads to behavioural differences related to their ecotourism attributes. Multiple Discriminant Analysis (MDA) test was administered to segment and predict ecotourist types. A total of 389 respondents were studied using convenience sampling design. From the analysis, the ecotourists in Kuala Tahan, Taman Negara (Pahang) National Park were consequently segmented into (1) Hard-Core ecotourists, (2) Mainstream ecotourists, (3) Dedicated ecotourists, and (4) Casual ecotourists. The ecotourist groups were then differentiated by fourteen variables of motivational items and three variables of travel characteristics using the discriminant function analysis. Function 1, labelled as freedom of choice, which made up of motivation factors include knowledge, lifestyle, adventure and novelty, while Function 2 was labelled as wisdom for pursuing travel, which include leisure and travel characteristics of ecotourists. The Multiple Discriminant Analysis model has shown that there were several relationships between ecotourist types and motivations and travel characteristic variables. Nevertheless, the ecotourists segmentation procedure showed that there was variation in terms of their awareness towards ecotourism attributes namely nature, learning and education, environment, and socio-cultural consciousness. Hard-core ecotourists were revealed as “true” ecotourists compared to the other types of ecotourists because they placed higher importance upon nature learning and education and environmental consciousness. Because distinctively different ecotourist types exist at the park, management and promotional efforts should also be approached and implemented differently by the Park’s management and authority in order to fulfill the needs of the different types of ecotourists, specifically the Hard-core ecotourists. The practice should also be parallel to the country’s objectives of the Park’s nature conservation. Here, the inclination of the Hard-core ecotourists toward nature necessitates more nature in-depth and cultural programmes. Ecotourism - Pahang - Case studies 2005-11 Thesis http://psasir.upm.edu.my/id/eprint/197/ http://psasir.upm.edu.my/id/eprint/197/1/549034_FH_2005_11.pdf application/pdf en public masters Universiti Putra Malaysia Ecotourism - Pahang - Case studies Faculty of Forestry English
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English English
topic	Ecotourism - Pahang - Case studies
spellingShingle	Ecotourism - Pahang - Case studies Abdul Rashid, Rosmalina Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes
description	The success of a national park as an ecotourism site depends on the visitation of ecotourists. The physical and social impacts of mass tourist at the Taman Negara (Pahang) National Park may invite conflicts between ecotourists and other tourists. The purpose of the present study was to segment ecotourists based on their motivations of visits in order to understand the conflicts among ecotourist. This study eventually leads to behavioural differences related to their ecotourism attributes. Multiple Discriminant Analysis (MDA) test was administered to segment and predict ecotourist types. A total of 389 respondents were studied using convenience sampling design. From the analysis, the ecotourists in Kuala Tahan, Taman Negara (Pahang) National Park were consequently segmented into (1) Hard-Core ecotourists, (2) Mainstream ecotourists, (3) Dedicated ecotourists, and (4) Casual ecotourists. The ecotourist groups were then differentiated by fourteen variables of motivational items and three variables of travel characteristics using the discriminant function analysis. Function 1, labelled as freedom of choice, which made up of motivation factors include knowledge, lifestyle, adventure and novelty, while Function 2 was labelled as wisdom for pursuing travel, which include leisure and travel characteristics of ecotourists. The Multiple Discriminant Analysis model has shown that there were several relationships between ecotourist types and motivations and travel characteristic variables. Nevertheless, the ecotourists segmentation procedure showed that there was variation in terms of their awareness towards ecotourism attributes namely nature, learning and education, environment, and socio-cultural consciousness. Hard-core ecotourists were revealed as “true” ecotourists compared to the other types of ecotourists because they placed higher importance upon nature learning and education and environmental consciousness. Because distinctively different ecotourist types exist at the park, management and promotional efforts should also be approached and implemented differently by the Park’s management and authority in order to fulfill the needs of the different types of ecotourists, specifically the Hard-core ecotourists. The practice should also be parallel to the country’s objectives of the Park’s nature conservation. Here, the inclination of the Hard-core ecotourists toward nature necessitates more nature in-depth and cultural programmes.
format	Thesis
qualification_level	Master's degree
author	Abdul Rashid, Rosmalina
author_facet	Abdul Rashid, Rosmalina
author_sort	Abdul Rashid, Rosmalina
title	Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes
title_short	Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes
title_full	Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes
title_fullStr	Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes
title_full_unstemmed	Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes
title_sort	segmentation of ecotourists in pahang national park based on travel and motivation attributes
granting_institution	Universiti Putra Malaysia
granting_department	Faculty of Forestry
publishDate	2005
url	http://psasir.upm.edu.my/id/eprint/197/1/549034_FH_2005_11.pdf
_version_	1747810171760934912

Segmentation of Ecotourists in Pahang National Park Based on Travel and Motivation Attributes

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