Segmenting Nature-based Tourists and Perception of Servicescape at Taman Negara (National Park Malaysia)

• 발행기관: 세계문화관광학회
• 저자명: Carol Teo Boon Chui Faizah Abdul Rahim Faridah Hj. Hassan RosidahMusa Jamaliah Md Yusof Rohiyati Hj Hashim
• 간행물 정보: 『Conference Proceedings』10th International Joint World Cultural Tourism Conference 2009, 158~167쪽, 전체 10쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.11.30

영문 초록

Taman Negara (TN) Malaysia, as one of the oldest rainforest national parks in the world has attracted many tourists. Foreign tourist arrivals have declined in recent years and local visitors exceeded foreigners (DWNP Report, 2006). Travel destination selection can become a complex phenomenon because it is influenced by several factors. There is no differentiation as many leading destinations are offering excellent attractions, services and facilities. As a result, there is a need for destinations to portray a unique identity and servicescape and it is becoming more critical than ever. Tourists perceive destinations in many ways, looking for different 'signs', culture and the whole experience and adventure at a national park (Backhaus, 2003). Visits to TN are looking for authenticity with untainted, natural environment in harmony with local traditional culture. Understanding nature-based tourists through segmentation is deemed important for park management. This paper explores segmenting nature-based tourists at TN. This has significant value for nature-based segmentation strategy for TN. Few researches have embarked on environmental dimensions of servicescape in a tourist setting. There is a dearth of study on how tourists perceive servicescape in nature-based tourism. This study fills the gap by exploring tourist perceptions on the importance and satisfaction of servicescape at TN. Service quality on tourist-related and park support services is also examined. Methodology involved qualitative studies using personal interviews and focus group interviews with park stakeholders. Quantitative study entails on-site survey using questionnaire approach to 265 park visitors. Findings revealed extreme sport, leisure, fun and educational adventures as core segments of tourist activities at TN. The main tourist segments identified are hedonist, fun, leisure seekers and nature lovers. Tourists perceived servicescape as very important at TN. Overall servicescape satisfaction was fair. Visitors were dissatisfied with park cleanliness and hygiene. Service quality of transportation, hotels and restaurants, tour guide, public services were rated for reliability, quality, consistency and ease of use. Managerial implications on marketing-mix strategies formulation to park management and tourism marketers are discussed.

목차

ABSTRACT

Introduction and Background of the Study

Objectives of the Research

Segmenting Park Visitor

Servicescape in Nature Tourism Setting

Methodology

Findings

Service Quality of Support Services at Taman Negara

Summary of Results and Implications

References

키워드

Servicescape segmenting service quality nature-based tourism