Motivasi dan Implikasi Pemasaran Pelancongan ke Pulau Peranginan di Kalangan Segmen Eksekutif Muda

Jabatan Pemasaran
Fakulti Pengurusan Perniagaan
Universiti Kebangsaan Malaysia
43600 Bangi
Selangor Darul Ehsan


Abstract

This preliminary study attempts to delineate push-pull travel motivation factors to island resorts among young Malaysian executives. It also compares travel motivation of government executives to those of the private sector, so that a suitable marketing strategy can be implemented. This study, involving a questionnaire-survey of 160 respondents shows that the most important push factor was ‘relaxation’ followed by ‘knowledge and experience and ‘challenge and adventure’. The three most important pull motivation factors in order of importance were ‘natural environment’, ‘comfort’ and ‘recreational facilities’. Results indicated that significant differences exist between the government and private sector executives in terms of their travel motivations. Government executives were more concerned with ‘knowledge and experience compared to their private sector counterparts who were more concerned with relaxation’. With regards to the pull motives, ‘natural environment was crucial to government executives, while private sector executives place high priority to the pull motive of ‘comfort’. Study results can help guide island tourism marketers who intend to target the young executives market. The concept of “active vacation” is more effective for the government sector while “passive vacation” is more appropriate for their private sector counterparts.

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Citation

Mohd Ariffin, A. A. (1999). Motivasi dan Implikasi Pemasaran Pelancongan ke Pulau Peranginan di Kalangan Segmen Eksekutif Muda. Jurnal Pengurusan, 18, 89–107.

@article{ariffin1999motivasi,
  title={Motivasi dan Implikasi Pemasaran Pelancongan ke Pulau Peranginan di Kalangan Segmen Eksekutif Muda},
  author={Mohd Ariffin, Ahmad Azmi},
  journal={Jurnal Pengurusan},
 

volume={18},
  number={},
  pages={89—107},
  year={1999},
  doi={},
  publisher={Penerbit UKM},
}

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18 (1999) 89 – 107

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