Benefit Segmentation in Seaside Destination: A Domestic Tourism Perspective

Abstract

The primary purpose of this study is to examine the benefits sought by domestic tourists and activities they’re involved in while in Kuala Terengganu. A self-administered survey was obtained from a sample of 382 domestic tourists that visited the state. Cluster analysis, the Kruskal-Wallis Test, and Mann-Whitney Test were employed to examine the benefit segment variables. Results from the cluster analysis show that there are significant differences among the clusters based on visitors’ demographics in the activities that they join in Kuala Terengganu. In the meantime, Kruskal-Wallis Test and Mann-Whitney Test also show significant differences between six pairs of clusters regarding activities in the visitors’ demographics. The results can be used to assist state planners and tourism entrepreneurs determine suitable marketing mix strategies that enhance the Kuala Terengganu attractions and ensure their sustainability for receiving new and repeat tourists. The understanding of benefit segmentation will be able to help the state or marketers in identifying the character of an undecided group of domestic tourists who are not into the main tourism products.