Segmentation of local youths' leisure motivations towards local tourist attractions.
Singapore tourism industry has been growing robustly in past few years. Singapore Tourism Statistics has shown that Singaporean’s contribution to the Total Tourism Receipts was falling constantly over the years. This can be an indication that Singapore tourist attractions may not appeal to the lo...
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| Main Authors: | , , |
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| 其他作者: | |
| 格式: | Final Year Project |
| 語言: | English |
| 出版: |
2009
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| 主題: | |
| 在線閱讀: | http://hdl.handle.net/10356/15278 |
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| 總結: | Singapore tourism industry has been growing robustly in past few years. Singapore
Tourism Statistics has shown that Singaporean’s contribution to the Total Tourism Receipts
was falling constantly over the years. This can be an indication that Singapore tourist
attractions may not appeal to the locals. Given the locals is a lucrative segment to the
tourism industry, thus it is important for tourism marketer to understand the leisure
motivations and psychographic characteristics of Singaporeans.
The purpose of this study is to examine locals’ leisure motivations by adopting the push
and pull motivation theory. From this study, five different psychographic profiles were
identified through the segmentation of 100 local youths’ leisure motivations. This was
derived from factor analysis followed by cluster analysis to segment the leisure motivations
of our respondents. Subsequently, clusters identified were then matched with their rankings
of attractions. Based on the distinct characteristics and travel preferences of each cluster,
several packages, promotional concepts and suitable communication medium were
recommended. The findings of the study will provide important marketing implications for
the vendors in the tourism sector to develop effective marketing strategies, as well as the
basis for the future developments of tourism in Singapore. |
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