Marketing Cultural Tourism

• 발행기관: 세계문화관광학회
• 저자명: Yusnita Yusof Badaruddin Mohamed Shida Irwana Omar
• 간행물 정보: 『Conference Proceedings』9th International Joint World Cultural Tourism Conference 2008, 157~161쪽, 전체 5쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.11.30

영문 초록

The domestic tourism industry in Malaysia has been given priority by the Malaysian government in recent years. The psychographic characteristics of domestic travellers have become important area of interest because of its potential growth in the tourism sector especially in Malaysia. It is important to know the type of personality that will influence their travel behaviour and patterns. This study describes some major profiling of Malaysian domestic travellers according to its psychographic clusters. A total of 1,282 domestic travellers were randomly chosen and interviewed using questionnaire. Based on the Plog's psychographic model, the results show that Malaysians in general are adventurous in nature and like to explore and engage in adventurous activities. However, they are not truly allocentric type of explorers as Malaysians demand a little bit of comfort and security during travels, such as seeking comfortable accommodation. Despite enjoying the nature and would love to visit nature related areas, majority of them do not prefer trekking deep into the wilderness, or kayaking into the open sea, or camping out in the wilderness. The study also indicates that most of Malaysian domestic travellers are either mid-centric or psycho-centric, thus tourism operators should promote packages or activities that suit these types of travellers such as shopping, sight-seeing and cultural activities which mass tourists like to engage in group by offering group packages, group booking or grouping rates for certain activities.

목차

ABSTRACT

Introduction

the Domestic Tourism Scenario

the Domestic Tourism Campaigns and Promot Ions

the Plog’S Psychogrpahic Model

Research Objectives

Methodology

Research Findings

Discussion and Conclusion

References

Acknowledgement

키워드

Domestic Tourism Psychographic Characteristic Cultural Tourism Travel Behaviour Travel Trends Malaysia