Characteristics of Malaysian ecotourist segments in Kinabalu Park, Sabah

Abstract

This study segments Malaysian ecotourists based on their experiences related to primary ecotourism attributes. The study was conducted in the Kinabalu Park, Sabah, Borneo, a UNESCO World Heritage Site, which is also listed as one of the hotspots for biodiversity in the region. The respondents for this study comprised 403 Malaysian tourists. Discriminant analysis was able to differentiate the ecotourists into three segments: hard, structured and soft ecotourists. About 82% of the explained variance in discriminating the three segments was mostly contributed by variables measuring the ecotourists’ trip characteristics that included their expectations towards services and preferences for arranged travel. Meanwhile, about 60% of the Malaysian ecotourists were categorized as structured and soft ecotourists. This study was able to find common ecotourists’ traits within a different region that further reinforced the identification of the ecotourist segments along the hard–soft ecotourism spectrum.

Keywords:

• ecotourists
• segmentation
• discriminant analysis
• ecotourism
• domestic ecotourists
• Borneo
• Sabah
• Malaysia
• South-east Asia

Acknowledgements

We would like to thank the Sabah parks management and all individuals involved, who have provided assistance throughout the survey administration of this study.

Additional information

Notes on contributors

Bidin Sheena

Bidin Sheena is a tutor at the Department of Recreation and Ecotourism, Faculty of Forestry, Universiti Putra Malaysia. Her research interests include nature-based tourism, ecotourism, ecotourists and ecotourism products. She is currently pursuing her PhD degree in ecotourism product development.

Manohar Mariapan

Manohar Mariapan (PhD) is an associate professor at the Department of Recreation and Ecotourism, Faculty of Forestry, Universiti Putra Malaysia. His research interests include environmental interpretation, nature tourism, and human and recreation dimensions.

Azlizam Aziz

Azlizam Aziz (PhD) is an associate professor at the Department of Recreation and Ecotourism, Faculty of Forestry, Universiti Putra Malaysia. His research interests include recreation marketing and business, outdoor recreation and ecotourism.