Research Article

Characteristics of attached visitors in ecotourism destination

Place attachment is often used to understand visitors' characteristics and behaviors to assist in managing sensitive tourism destinations such as protected areas. This study segmented visitors by using place attachment as a segmentation basis at Penang National Park (PNP). K-means cluster analysis was used to segment the 387 respondents at PNP into three namely high, medium, and low attachment groups. The Chi-square test with Bonferroni adjusted p-value and ANOVA with Scheffe's post hoc test was used to determine the characteristics of each group according to their travel behavior and motivation to visit PNP. The results revealed that the high attachment group comprised 23.3% of the respondents. These respondents were mainly repeated visitors who visited Pantai Kerachut and were involved in nature-related activities. Their motivation to visit centered on the benefits of the settings such as to be close to nature, physically relax, reduce built-up tensions, and experience PNP while visiting the park. In contrast, the medium and low attachment groups comprised 50.4% and 26.3% of the respondents, respectively. Most of them were first-time visitors, traveled with friends and family, and visited attractions such as Teluk Aling, Teluk Duyung, Sungai Tukun, and Pasir Pandak. Their main activities were hiking and picnicking. They were motivated to visit PNP for the benefits gained from the activities, such as to do activities with family and group as well as being creative. In addition, they were pulled by the motivation to visit PNP because the park was a good place for their preferred outdoor activities, and to spend time with their companions at the park. These findings provided vital information for managers and park authorities in designing targeted programs and activities for most segments to reduce depreciative visitors' behavior at PNP.

The findings from this research have several management implications.

• 1.
  The analysis revealed that visitors with different levels of attachment differed based on their travel characteristics such as travel party, number of visits, main destinations, and main destinations in an ecotourism destination. They were also motivated by different visit motivations and setting motivations.
• 2.
  In this study, visitors in the medium attachment group visited mainly for the pursuit of outdoor activity, while the low attachment group visited primarily for social bonding. Thus, ecotourism destinations could develop activities in congruence with these groups' preferences to enhance their recreational experiences at the destination.
• 3.
  A strong attachment to the destination can nurture pro-environmental actions. Based on the study, the respondents in the high attachment group were nature-engagement-centric, while the less attached groups were activity-centric. Thus, the attachment of the less attached groups can be encouraged by adding environmental values to the activities that appeal to these groups of visitors.
• 4.
  Information can assist park authorities in dealing with visitor risk management. Research has shown that a strong attachment to a place correlates negatively with the perception of risks. High attachment visitors tend to neglect or deny the potential hazard that might occur at the place they visit.