Segmentation of local youths' leisure motivations towards local tourist attractions.

• Main Authors: Foo, Wan Ying., Hong, Yuwen., Soh, Hui Fang.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/15278
• Institution: Nanyang Technological University

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.