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Psychographics segmentation in Mulu National Park

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 purp...

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Main Authors: Samdin, Zaiton, Abdul Aziz, Yuhanis
Format: Article
Language:English
Published: IDOSI Publications 2015
Online Access:http://psasir.upm.edu.my/id/eprint/46040/1/Psychographics%20segmentation%20in%20Mulu%20National%20Park.pdf
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spelling oai:psasir.upm.edu.my:46040 http://psasir.upm.edu.my/id/eprint/46040/ Psychographics segmentation in Mulu National Park Samdin, Zaiton Abdul Aziz, Yuhanis 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. IDOSI Publications 2015 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/46040/1/Psychographics%20segmentation%20in%20Mulu%20National%20Park.pdf 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 https://www.idosi.org/aejaes/aejaes15(tesms)15.htm 10.5829/idosi.aejaes.2015.15.s.207
institution UPM IR
collection UPM IR
language English
description 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.
format Article
author Samdin, Zaiton
Abdul Aziz, Yuhanis
spellingShingle Samdin, Zaiton
Abdul Aziz, Yuhanis
Psychographics segmentation in Mulu National Park
author_facet Samdin, Zaiton
Abdul Aziz, Yuhanis
author_sort Samdin, Zaiton
title Psychographics segmentation in Mulu National Park
title_short Psychographics segmentation in Mulu National Park
title_full Psychographics segmentation in Mulu National Park
title_fullStr Psychographics segmentation in Mulu National Park
title_full_unstemmed Psychographics segmentation in Mulu National Park
title_sort psychographics segmentation in mulu national park
publisher IDOSI Publications
publishDate 2015
url http://psasir.upm.edu.my/id/eprint/46040/1/Psychographics%20segmentation%20in%20Mulu%20National%20Park.pdf
_version_ 1819296691312918528
score 13.4562235

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