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PENANG
Market Overview
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Penang Tourists Survey 2015
1
This report presents:
Tourist Profile
Travel Pattern
Tourist Expenditure
Perception of Image
Travel Satisfaction
This report provides an overview of tourist profiles to Penang in
2015. Targeting tourists with a minimum age of 18 and who have
spent minimum one night in Penang, the survey gathered 4624
tourists (2237 international and 2387 domestic) between March
and December 2015. Employing stratified random sampling
technique, the survey was conducted either by face-to-face
interviews with the respondents by enumerator or by self-
completion at selected tourist hotspots in Penang (e.g. Penang Hill,
Fort Cornwallis, Esplanade, Kek Lok Si Temple, Komtar, Chulia
Street, Armenian Street, Little India, Pesta Pulau Pinang, Gurney
Drive, Batu Ferringhi, Teluk Bahang and Queensbay Mall), and the
gateways to Penang, namely airport, bus terminal, railway station
and ferry jetty. Enumerators asked screening questions at the
beginning of the survey to verify that the respondents were tourists
and not transient visitors or day trippers.
Tourist profile in 2015
90.0% independent travellers
55.0% are for leisure
54.2% repeat visitors
18-25 years largest age group
RM 1,335.34 average spent
8 nights average stay
Top 5 must-do activities in Penang
1. Experiencing local food (41.5%)
2. Sightseeing in the city (32.2%)
3. Visiting historical sites (23.9%)
4. Shopping (17.2%)
5. Visiting museum/art gallery (14.5%)
48.4% (N=2237)
International tourists
surveyed in 2015
51.6% (N=2387)
Domestic tourists surveyed
in 2015
47.4% male
tourists
52.6% female
tourists
Penang images as
perceived by tourists:
World Heritage
Site (43.2%)
Local cuisine
(27.3%)
Sandy beaches
(7.6%)
Multicultural
society (7.1%)
Shopping
paradise (3.7%)
PENANG
Market Overview
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Penang Tourists Survey 2015
2
3.87/5.00
Average satisfaction score
of Penang experience
3.46/5.00
Tourist experience met the
expectation
Average visitors
Spend per visit RM 1,335.34
Stay 7.51 nights
Repeat visitor 54.2%
Revisit intention 92.6%
Satisfaction score 3.87 / 5.00
92.6%
Would like to revisit Penang
in the near future
98.4%
Would like to recommend
Penang to others
International visitors
Spend per visit RM 1,787.16
Stay 10.50 nights
Repeat visitor 30.2%
Revisit intention 86.7%
Satisfaction score 3.89 / 5.00
Domestic visitors
Spend per visit RM 918.43
Stay 4.52 nights
Repeat visitor 76.6%
Revisit intention 98.0%
Satisfaction score 3.85/ 5.00
Purpose of visit
Leisure & recreation
Spend per visit RM 1,250.32
Stay 4.63 nights
Repeat visitor 55.7%
Revisit intention 92.9%
Satisfaction score 3.92 / 5.00
Visit friends/relatives
Spend per visit RM 1,197.22
Stay 8.84 nights
Repeat visitor 78.1%
Revisit intention 96.9%
Satisfaction score 3.80/ 5.00
Culture & heritage
Spend per visit RM 1,042.52
Stay 5.86 nights
Repeat visitor 31.1%
Revisit intention 84.4%
Satisfaction score 3.93 / 5.00
Business/meeting
Spend per visit RM 1,861.66
Stay 14.92 nights
Repeat visitor 63.9%
Revisit intention 97.6%
Satisfaction score 3.64 / 5.00
Shopping
Spend per visit RM 1,236.74
Stay 5.70 nights
Repeat visitor 68.1%
Revisit intention 95.7%
Satisfaction score 3.77 / 5.00
Education/training
Spend per visit RM 2,196.72
Stay 30.87 nights
Repeat visitor 50.0%
Revisit intention 96.5%
Satisfaction score 3.74 / 5.00
PENANG
Market Overview
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Penang Tourists Survey 2015
3
Age group
18 to 25 years old
Spend per visit RM 893.46
Stay 9.28 nights
Repeat visitor 50.4%
Revisit intention 93.0%
Satisfaction score 3.86 / 5.00
26 to 35 years old
Spend per visit RM 1,332.49
Stay 6.31 nights
Repeat visitor 53.9%
Revisit intention 91.7%
Satisfaction score 3.87 / 5.00
36 to 49 years old
Spend per visit RM 2,134.87
Stay 5.41 nights
Repeat visitor 58.9%
Revisit intention 93.0%
Satisfaction score 3.89 / 5.00
Above 50 years old
Spend per visit RM 2,029.63
Stay 7.88 nights
Repeat visitor 65.7%
Revisit intention 92.7%
Satisfaction score 3.93 / 5.00
Purpose of visit
Main purpose of travel to
Penang:
1. Leisure &
recreation (55.0%)
2. Culture &
heritage (16.1%)
3. Visit friends &
relatives (9.1%)
4. Education &
training (8.0%)
5. Business &
meeting (4.5%)
6. Shopping (2.5%)
7. Convention &
trade show (2.3%)
8. Sporting
tournament (1.1%)
9. Health treatment
(1.1%)
Health treatment
Spend per visit RM 3,375.00
Stay 4.89 nights
Repeat visitor 60.0%
Revisit intention 98.0%
Satisfaction score 3.80 / 5.00
Convention/conference
Spend per visit RM 1,856.42
Stay 3.81 nights
Repeat visitor 61.9%
Revisit intention 92.4%
Satisfaction score 3.64 / 5.00
Sporting event
Spend per visit RM 1,178.95
Stay 7.50 nights
Repeat visitor 52.9%
Revisit intention 92.0%
Satisfaction score 3.88 / 5.00
Religion/pilgrimages
Spend per visit RM 1,073.87
Stay 5.13 nights
Repeat visitor 64.7%
Revisit intention 100%
Satisfaction score 4.18 / 5.00
Proportion of expenditure:
Food & beverage
(27.1%)
Accommodation
(21.8%)
Shopping (17.5%)
Transportation
(17.1%)
Entertainment
(12.0%)
Others (4.5%)
PENANG
Market Profile
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Penang Tourists Survey 2015
4
Who are they?
Penang visitors in 2015 consist of 48.4% international tourists and 51.6% domestic
tourists.
The proportion of gender is almost equal; 47.4% male and 52.6% female.
Majority of visitors are youths, students and young adult travellers; aged below 35 years old. The
average age is 30 years old, ranging from 18 to 88 years old (median = 27 years old).
Single and educated are dominant travellers.
About 34.5% of the travellers work as professional and semi-professional. The average monthly
income for working travellers is RM 5,613.13.
2015*
Gender
International Domestic Total
2014**
Male 51.2% 43.8% 47.4% 44.9%
Female 48.8% 56.2% 52.6% 55.1%
Total 100.0% 100.0% 100.0% 100.0%
Age
18-25 years olda 33.9% 50.3% 42.4% 35.2%
26-35 years oldb 37.0% 31.7% 34.2% 40.1%
36-49 years oldc 18.0% 12.7% 15.3% 18.3%
≥ 50 years oldd 11.1% 5.3% 8.1% 6.4%
Total 100.0% 100.0% 100.0% 100.0%
Average 33 years old 28 years old 30 years old 31 years old
Marital status
Single 61.3% 66.9% 64.2% 57.6%
Married 35.4% 31.8% 33.5% 40.0%
Divorcee/widowed 3.3% 1.3% 2.3% 2.4%
Total 100.0% 100.0% 100.0% 100.0%
Note: *N=4624 respondents; **N=4170 respondents
a = youth/student traveller; b = young adult traveller; c = adult/mature traveller; d = senior traveller
PENANG
Market Profile
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Penang Tourists Survey 2015
5
2015
Education attainment
International Domestic Total
2014
Higher Degree – Master/PhD 30.9% 10.2% 20.2% 23.4%
Tertiary Education – Diploma/Degree 50.4% 61.4% 56.1% 60.1%
Secondary/High School Education 17.6% 27.3% 22.6% 15.4%
Primary/Elementary Education 0.9% 0.8% 0.8% 0.7%
No Formal Education 0.2% 0.3% 0.3% 0.4%
Total 100.0% 100.0% 100.0% 100.0%
Occupation
Student 26.8% 38.5% 32.9% 32.1 %
Professionals 24.3% 12.1% 17.9% 14.1%
Technicians & associate professionals 16.1% 17.0% 16.6% 15.9%
Clerical workers 8.6% 11.3%
10.0% 9.9%
Service, shop and market sales workers 8.7% 10.3% 9.5% 10.8%
Not working* 7.5% 4.3% 5.8% 6.7%
Legislators, senior officials & managers 4.7% 1.9% 3.2% 4.7%
Elementary occupations 2.0% 2.1% 2.0% 3.0%
Plant & machine-operators & assemblers 0.6% 1.0% 0.8% 1.6%
Armed forces 0.4% 1.2% 0.8% 0.8%
Skilled agricultural & fishery workers 0.3% 0.1% 0.2% 0.2%
Craft and related trades workers 0.1% 0.1% 0.1% 0.1%
Total 100.0% 100.0% 100.0% 100.0%
Monthly income
No income* 30.4% 42.4% 37.3% 43.3%
≤ RM 1,000 3.4% 5.3% 4.5% 4.3%
RM 1,001 – RM 5,000 26.6% 45.1% 37.1% 37.3%
RM 5,001 – RM 10,000 16.6% 5.8% 10.4% 7.8%
RM 10,001 – RM 50,000 20.7% 1.4% 9.7% 6.5%
RM 50,001 – RM 100,000 1.3% 0.0% 0.6% 0.5%
> RM 100,001 1.0% 0.0% 0.4% 0.2%
Total 100.0% 100.0% 100.0% 100.0%
Average RM 10,332.65 RM 2,047.61 RM 5,613.13 RM 3,465.80
Note: *No income respondents consist of retirees, homemakers, students and in between jobs
PENANG
Market Profile
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Penang Tourists Survey 2015
6
The Respondents
Origin of international tourists for 2015
Gender Southeast
Asia
Western
Asia
Eastern
Asia
Oceania Europe Americas Southern
Asia
Africa
Male 44.3% 65.1% 50.5% 55.0% 47.6% 56.7% 61.1% 66.7%
Female 55.7% 34.9% 49.5% 45.0% 52.4% 43.3% 38.9% 33.3%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Age
18-25 years 28.1% 17.8% 46.3% 31.1% 40.1% 33.2% 33.3% 31.3%
26-35 years 37.0% 47.3% 34.7% 25.8% 39.3% 37.4% 27.8% 43.4%
36-49 years 23.4% 31.5% 12.3% 16.3% 11.8% 13.9% 27.8% 19.2%
≥ 50 years 11.4% 3.4% 6.7% 26.8% 8.7% 15.5% 11.1% 6.1%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Average 34 yrs 33 yrs 30 yrs 38 yrs 31 yrs 34 yrs 34 yrs 31 yrs
24.7%
Europe
28.2%
Southeast
Asia
12.8%
Eastern
Asia
8.5%
Oceania
6.7%
Western
Asia
10.6%
Americas
4.0%
Southern
Asia
4.4%
Africa
PENANG
Market Profile
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Penang Tourists Survey 2015
7
Origin of international tourists by country
Europe
Africa Western Asia
Austria 0.5% Egypt 0.4% Bahrain 0.4%
Belgium 0.4% Libya 0.3% Iran 0.8%
Denmark 0.3% Morocco 0.2% Iraq 0.4%
England 1.3% Nigeria 1.2% Jordan 0.1%
Finland 0.6% South Africa 0.9% Kuwait 0.2%
France 2.8% Sudan 0.6% Lebanon 0.3%
Germany 6.1% Tunisia 0.3% Oman 0.4%
Hungary 0.2%
America Palestine 0.1%
Ireland 0.4% Argentina 0.3% Qatar 0.2%
Italy 0.7% Brazil 0.3% Saudi Arabia 2.0%
Malta 0.1% Canada 3.0% Syria 0.3%
Netherlands 2.4% Chile 0.3% Turkey 0.4%
Norway 0.2% United States 6.4% United Arab Emirates 0.5%
Poland 0.5%
Eastern Asia Yemen 0.4%
Romania 0.1%
China 7.0% Southeast Asia
Russia 0.5% Japan 3.1% Brunei 0.6%
Scotland 0.3% South Korea 1.7% Cambodia 0.1%
Serbia 0.1% Taiwan 1.1% Indonesia 9.0%
Slovenia 0.1% Southern Asia Laos 0.3%
Spain 1.0% Bangladesh 0.6% Myanmar 0.1%
Sweeden 1.5% India 2.8% Filipina 0.5%
Switzerland 1.2% Nepal 0.1% Singapore 8.4%
United Kingdom 4.1% Pakistan 0.3% Thailand 8.6%
Oceania Sri Lanka 0.2% Vietnam 0.6%
Australia 7.4%
Fiji 0.1%
New Zealand 1.0%
PENANG
Market Profile
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Penang Tourists Survey 2015
8
Origin of domestic tourists for 2015
2015
State
Malay Chinese Indian Bumiputera & others Total
2014
Kuala Lumpur 8.9% 12.6% 2.7% 1.0% 25.2% 21.9%
Perak 6.1% 4.5% 2.0% 0.5% 13.2% 12.6%
Kedah 6.2% 3.4% 1.7% 0.3% 11.7% 12.2%
Selangor 6.2% 2.5% 1.0% 0.4% 10.1% 11.7%
Johor 4.6% 4.1% 1.0% 0.3% 9.9% 12.6%
Melaka 3.0% 1.8% 0.4% 0.0% 5.2% 5.5%
Kelantan 4.4% 0.5% 0.0% 0.1% 5.1% 3.2%
Sarawak 0.7% 1.8% 0.2% 1.8% 4.6% 2.2%
Pahang 1.9% 1.1% 0.2% 0.1% 3.4% 4.3%
Perlis 2.7% 0.2% 0.2% 0.1% 3.3% 2.4%
Sabah 0.7% 0.9% 0.1% 1.4% 3.2% 4.1%
Negeri Sembilan 1.6% 0.6% 0.2% 0.0% 2.4% 3.9%
Terengganu 1.3% 0.2% 0.1% 0.2% 1.8% 2.2%
Putrajaya 0.9% 0.0% 0.0% 0.0% 0.9% 1.1%
Total 49.4% 34.4% 9.9% 6.3% 100.0% 100.0%
25.2%
Kuala
Lumpur
9.9%
Johor
10.1%
Selangor
11.7%
Kedah
13.2%
Perak
5.1%
Kelantan
3.4%
Pahang
2.4%
Negeri
Sembilan
5.2%
Melaka
3.3%
Perlis
3.2%
Sabah
4.6%
Sarawa
k
1.8%
Terengganu
0.9%
Putrajaya
PENANG
Market Profile
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Penang Tourists Survey 2015
9
Repeat Visitors
Domestic travellers are likely to be Penang most repeat or loyal visitors. About 76.6% of
them are repeat visitors to Penang in 2015.
About half of domestic visitors (46.9%) have visited Penang between 2 to 5 times.
The number of repeat visitors among international tourists is lower (30.2%). Majority of them
are first-time visitors.
2015
Number of visit
International Domestic Total
2014
First-time 69.8% 23.4% 45.8% 48.0%
2 – 5 times 18.3% 46.9% 33.1% 29.8%
6 – 10 times 2.5% 10.0% 6.4% 7.6%
> 10 times 1.0% 3.9% 2.5% 2.4%
Not sure 8.4% 15.8%
12.2% 12.1%
Total 100.0% 100.0% 100.0% 100.0%
Domestic repeat visitors for 2015
Number of visit Malay Chinese Indian Bumiputera & others Total
First-time 11.6% 7.0% 2.0% 2.8% 23.4%
2 – 5 times 24.5% 15.4% 4.0% 2.9% 46.9%
6 – 10 times 5.5% 3.3% 0.9% 0.3% 10.1%
> 10 times 2.1% 1.2% 0.4% 0.3% 3.9%
Not sure 6.6% 6.4% 1.9% 0.7% 15.6%
Total 50.3% 33.4% 9.3% 7.0% 100.0%
Number of visit 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs Total
First-time 21.0% 15.8% 6.3% 2.8% 45.8%
2 – 5 times 13.8% 11.3% 4.9% 3.2% 33.1%
6 – 10 times 2.4% 2.0% 1.3% 0.7% 6.4%
> 10 times 0.7% 0.9% 0.4% 0.5% 2.5%
Not sure 4.5% 4.3% 2.5% 0.9% 12.1%
Total 42.4% 34.2% 15.3% 8.1% 100.0%
PENANG
Market Travel Patterns
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Penang Tourists Survey 2015
10
Purpose of Visit
Three main purposes of visit to Penang are mainly for:
1. Leisure/recreation/holiday (55.0%)
2. Culture and heritage (16.1%)
3. Visit friends/relatives (9.1%)
2015
Purpose of visit
International Domestic Total
2014
Leisure/recreation/holiday 49.9% 59.7% 55.0% 57.0%
Culture and heritage 25.6% 7.1% 16.1% 8.9%
Visit friends/relatives (VFR) 5.7% 12.3% 9.1% 10.8%
Education/teaching/training 6.8% 9.2% 8.0% 10.0%
Business/meeting 4.9% 4.1% 4.5% 7.0%
Shopping 2.1% 2.9% 2.5% 2.3%
Convention/conference/trade show 2.1% 2.4% 2.3% 1.6%
Sporting tournament/event 0.6% 1.6% 1.1% 1.2%
Health treatment 2.0% 0.2% 1.1% 0.9%
Religion/pilgrimages 0.3% 0.5% 0.4% 0.4%
Total 100.0% 100.0% 100.0% 100.0%
International tourist arrival by region and purpose of visit
1.5
12.5%
1.5%
7.4%
3.9%
13.7%
3.7%
1.1%
0.0 5.0 10.0 15.0 20.0 25.0 30.0
Southeast Asia
Western A sia
Eastern As ia
Oceania
Eur op e
Americas
Southern Asia
Africa
Leisure Visit friends/relatives Culture & heritage Business/meeting Education
Shopping Health treatment MIC E Religion/Pilgrimages Sporting events
PENANG
Market Travel Patterns
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Penang Tourists Survey 2015
11
Purpose of visit by age group
Purpose of visit 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs Total
Leisure/recreation/holiday 53.0% 57.2% 55.5% 56.3% 55.1%
Culture and heritage 17.1% 16.7% 13.6% 12.6% 16.1%
Visit friends/relatives (VFR) 8.4% 9.3% 9.5% 11.3%
9.1%
Education/teaching/training 12.8% 4.2% 5.4% 4.3% 8.0%
Business/meeting 2.1% 6.0% 7.7% 4.3% 4.4%
Shopping 3.1% 2.3% 1.1% 2.9% 2.5%
Convention/conference/trade show 1.3% 2.2% 3.6% 4.8% 2.3%
Sporting tournament/event 1.6% 0.6% 0.9% 0.8% 1.1%
Health treatment 0.4% 1.2% 2.1% 2.4% 1.1%
Religion/pilgrimages 0.3% 0.4% 0.6% 0.3% 0.4%
Total 100.0% 100.0% 100.0% 100.0% 100.0%
Purpose of visit for first-time visitors and repeat visitors
International Domestic Total
Purpose of visit
First-time Repeat First-time Repeat First-time Repeat
Leisure/recreation/holiday 50.4% 48.7% 60.9% 59.4% 53.2% 56.5%
Culture and heritage 30.0% 15.4% 7.7% 6.9% 24.2% 9.2%
Visit friends/relatives (VFR) 3.0% 11.8% 8.1% 13.6% 4.3% 13.1%
Education/teaching/training 7.4% 5.6% 12.7% 8.1% 8.8% 7.4%
Business/meeting 3.7% 7.5% 3.0% 4.5% 3.5% 5.3%
Shopping 1.7% 3.0% 2.0% 3.2% 1.7% 3.2%
Convention/conference/trade show 1.8% 3.0% 2.2% 2.5% 1.9% 2.6%
Sporting tournament/event 0.6% 0.7% 2.7% 1.2% 1.1% 1.1%
Health treatment 1.2% 4.0% 0.4% 0.2% 0.9% 1.2%
Religion/pilgrimages 0.3% 0.3% 0.4% 0.5% 0.3% 0.4%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
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Penang Tourists Survey 2015
12
Length of Stay
Majority of visitors spend less than a week in Penang (77.1%).
The
average length of stay for:
√ International tourist is 11 days (median = 4 days)
√ Domestic tourists is 5 days (median = 3 days)
Only 13.3% of total visitors did not decide on their duration of stay.
2015
Length of stay
International Domestic Total
2014
1 day 2.3% 5.2% 3.8% 3.6%
2 days 15.1% 19.8% 17.5% 11.7%
3 days 24.2% 32.2% 28.3% 20.7%
4-7 days 33.1% 22.3% 27.5% 32.4%
8-14 days 7.3% 2.8% 5.0% 6.2%
≥15 days 7.6% 1.7% 4.6% 7.3%
Not yet decided 10.4% 16.0% 13.3% 17.9%
Total 100.0% 100.0% 100.0% 100.0%
Average 11 days 5 days 8 days 9 days
Length of stay of first-time and repeat visitors
International Domestic Total
Length of stay
First-time Repeat First-time Repeat First-time Repeat
1 day 2.4% 2.1% 5.6% 5.0%
3.3% 4.2%
2 days 17.1% 10.4% 19.2% 20.0%
17.6% 17.4%
3 days 25.1% 22.0% 36.6% 30.8%
28.1% 28.5%
4-7 days 33.7% 31.7% 24.7% 21.5%
31.3% 24.3%
8-14 days 5.4% 11.7% 2.2% 3.1% 4.6% 5.4%
≥15 days 6.1% 11.1% 1.1% 1.9% 4.8% 4.4%
Not yet decided 10.1% 11.1% 10.8% 17.7%
10.2% 15.9%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
13
Average length of stay by purpose of visit (2014-2015)
6.45
6.43
5.87
5.06
5.33
4.63
8.84
5.86
14.92
30.87
5.70
4.89
3.81
5.13
7.50
30.43
3.59
3.71
11.05
7.34
0.00 5. 00 10.00 15.00 20.00 25.00 30.00 35.00
Leisure
Visit friends/relatives
Culture & heritage
Business/meeting
Education
Shopping
Health treatment
MICE
Religion/Pilgrimages
Sporting events
2014 2015
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
14
Source of Information
Three important mediums for information for tourists to Penang are:
1. Internet and social media (29.8%)
2. Words of mouth from friends and relatives (25.2%)
3. Past experience (24.5%); especially for repeat tourists
Past experiences (30.3%) are the most important sources of information for domestic tourists.
While, internet/social media (35.4%) is the strongest source of information for international tourists.
2015
Source of information
International Domestic Total
2014
Internet/social media 35.4% 25.9% 29.8% 27.6%
Friends/relatives/words of mouth 27.4% 23.6% 25.2% 26.2%
Past experience 16.1% 30.3% 24.5% 22.3%
Magazine/newspaper/guide book 11.0% 6.8% 8.5% 9.5%
TV/radio 2.0% 5.3% 3.9% 5.3%
Expo/exhibition/tourism fair 1.4% 3.5% 2.7% 3.8%
Travel agency/tour company 3.6% 2.0% 2.7% 3.2%
National government tourist office 1.9% 1.4% 1.6% 1.3%
In-flight information 1.1% 1.2% 1.1% 0.9%
Total 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
Source of information by age group
Source of information 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs Total
Internet/social media 30.1% 31.5% 28.7% 22.9% 29.8%
Friends/relatives/words of mouth 26.6% 24.8% 22.4% 24.5% 25.2%
Past experience 22.8% 24.1% 26.7% 30.8% 24.5%
Magazine/newspaper/guide book 8.9% 8.6% 7.7% 7.6% 8.5%
TV/radio 4.2% 3.4% 4.4% 4.1% 3.9%
Expo/exhibition/ tourism fair 2.5% 2.5% 3.5% 2.5% 2.7%
Travel agency/tour company 2.5% 2.3% 3.2% 3.9% 2.7%
National government tourist office 1.5% 1.4% 1.9% 2.5% 1.6%
In-flight information 0.9% 1.3% 1.4% 1.1% 1.1%
Total 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
15
Travelling Party
Majority of visitors travel to Penang with friends (37.8%) and family members (25.2%).
About 19.2% of international tourists and 4.2% of domestic tourists are solo travellers.
Domestic tourists are unlikely to travel together with other travellers they met along the way.
Majority of travellers prefer to travel in small group of 3 to 5 persons. The average number of
travel companion is 7 persons (median = 3 persons).
Visitors from
Malaysia, Singapore and Thailand travelled in large group of more than 30
persons.
2015
Travel companion
International Domestic Total
2014
Friend(s) 33.2% 41.6% 37.8% 30.0%
Family/relative(s) 18.0% 31.1% 25.2% 28.4%
Spouse/partner 21.4% 11.7% 16.1% 18.1%
Alone 19.2% 4.2% 11.0% 11.2%
Business associate/colleague(s) 4.5% 6.3% 5.4% 4.9%
Lecturer/teacher 1.9% 4.2% 3.2% 2.2%
Other traveller met along the way 1.7% 0.6% 1.1% 0.4%
Tour group member 0.0% 0.2% 0.2% 4.9%
Total 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
2015
Number of travel companion
International Domestic Total
2014
Alone 21.1% 5.3% 13.0% 14.3%
2 persons 38.7% 14.5% 26.2% 23.0%
Small group 3-5 persons 24.8% 42.4% 33.9% 36.6%
6-10 persons 6.2% 19.7%
13.2% 15.3%
Medium group 11-29 persons 5.5% 7.5% 6.5% 7.8%
Large group ≥ 30 persons 3.6% 10.6% 7.2% 3.1%
Total 100.0% 100.0% 100.0% 100.0%
Average 5 persons 9 persons 7 persons 6 persons
Maximum number in the group 53 persons 120 persons 120 persons 100 persons
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
16
Travel Planning and Arrangement
Planning the trip is deemed necessary to all tourists. With the ease of internet booking engine, the
duration for trip arrangement becomes shortened. Majority of visitors had planned their trip to
Penang in less than a month.
49.5% of domestic tourists (especially the repeat visitors) are likely to have the shortest planning
and booking period, i.e. a week before departure.
Majority of visitors (90.0%) are free-Independent travellers (FITs), travelling on independent
tour. While, 10.0% of them purchase vacation packages.
Three main components in vacation packages purchased by:
√ International tourists: (1) accommodation; (2) air fare; and (3) food and beverages
√ Domestic tourists: (1) accommodation; (2) food and beverages; and (3) air fare
2015
Time to decide on trip
International Domestic Total
2014
1 or 2 days before the trip 9.0% 19.5%
14.4% 13.9%
A week before the trip 17.7% 30.0% 24.1% 33.8%
A month before the trip 24.8% 28.1% 26.5% 31.5%
1 to 3 months 21.9% 12.8% 17.2% 11.0%
More than 3 months 26.6% 9.6% 17.8% 9.8%
Total 100.0% 100.0% 100.0% 100.0%
International Domestic Total
Time to decide on trip
First-time Repeat First-time Repeat First-time Repeat
1 or 2 days before the trip 9.8% 7.2% 13.8% 21.2%
10.8% 17.4%
A week before the trip 14.6% 25.0% 21.9% 32.5% 16.5% 30.5%
A month before the trip 22.5% 30.0% 33.0% 26.5% 25.3% 27.5%
1 to 3 months 24.2% 16.4% 14.9% 12.2% 21.8% 13.3%
More than 3 months 28.9% 21.3% 16.5% 7.5% 25.6% 11.2%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
17
Travel arrangement of tourist group
87.1
92.7
12.9
7.3
0% 20% 40% 60% 80% 100%
International tourist
Domestic tourist
Independent travel Package tour
2015
Category
International Domestic Total
2014
Independent travel 87.1% 92.7% 90.0% 83.4%
Package tour 12.9% 7.3% 10.0% 16.6%
Total 100.0% 100.0% 100.0% 100.0%
Package component
Accommodation 26.5% 29.3% 27.6% 27.6%
Air fare 26.5% 15.3% 22.1% 15.8%
Food and beverages 13.9% 17.4% 15.3% 20.0%
Rental vehicle 10.3% 12.8% 11.3% 12.0%
Commercial guided tour 10.4% 11.6% 10.9% 12.0%
Admission fees to attractions 6.1% 9.7% 7.5% 8.3%
Cruise package 6.4% 3.9% 5.4% 4.3%
Total 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
18
Travel Month
About 23.8% of visitors claimed that they have no specific travel month for outbound trips.
Only 14.0% of them enjoy holidaying during December holidays. Nevertheless, travel trips are
made throughout the year.
Travel arrangement of tourist group
5.2 5.3 4.5
6.9
9.9
6.0
12.0
23.5
10.2
5.9
4.4
6.2
5.3
6.6 7.5 7.9
18.2
24.1
4.0
4.3
4.4
2.22.3
6.4
3.2
3.4
0.0
5.0
10.0
15.0
2
0.0
2
5.0
3
0.0
January
Febru
ary
Mar ch
April
May
June
July
August
Sep
te
mbe r
Oct ob er
November
December
No
specific mont
h
International tourist Domestic tourist
International Domestic Total
Travel month
First-time Repeat Total First-time Repeat Total First-time Repeat Total
January 5.1% 5.6% 5.2% 3.2% 3.5% 3.4% 4.7% 4.1% 4.4%
February 4.8% 6.3% 5.3% 3.3% 3.2% 3.2% 4.5% 4.1% 4.3%
March 5.6% 8.8% 6.6% 9.4% 5.6% 6.4% 6.4% 6.6% 6.5%
April 4.0% 5.7% 4.5% 3.7% 2.0% 2.3% 3.9% 3.1% 3.5%
May 5.1% 5.9% 5.3% 8.6% 7.3% 7.5% 5.9% 6.9% 6.5%
June 6.7% 5.2% 6.2% 7.6% 7.9% 7.9% 6.9% 7.1% 7.0%
July 8.0% 4.4% 6.9% 1.3% 2.4% 2.2% 6.5% 3.0% 4.6%
August 11.6% 6.0% 9.9% 4.8% 4.2% 4.4%
10.2% 4.8% 7.2%
September 6.1% 6.0% 6.0% 4.2% 4.4% 4.3% 5.6% 4.8% 5.2%
October 3.5% 6.5% 4.4% 2.3% 4.5% 4.0% 3.2% 5.0% 4.2%
November 5.6% 6.5% 5.9% 10.4% 12.5% 12.0% 6.7% 10.7% 8.9%
December 9.8% 10.9% 10.2% 13.4% 19.4% 18.2% 10.6% 16.9% 14.0%
No specific month 24.2% 22.2% 23.5% 27.7% 23.1% 24.1% 25.0% 22.8% 23.8%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
19
Type of Accommodation
The most preferred lodging for majority of the visitors (39.3%) is budget accommodation
such as budget hotel, motel, inn, guest house and hostel. About one third of the visitors opt for
hotel and resort.
The influence of VFR segment is seen in the use of friend or relative’s house (14.3%).
2015
Tourist accommodation
International Domestic Total
2014
Budget hotel/motel/inn/guest house/hostel 46.1% 33.3%
39.3% 37.2%
Hotel/resort 38.6% 32.7%
35.5% 31.5%
Friend or relative’s house 5.7% 21.9%
14.3% 11.7%
Serviced apartment 5.7% 4.7%
5.2% 10.4%
Homestay program in villages 1.8% 5.9%
4.0% 2.0%
Bungalow/villa 1.3% 1.3%
1.3% 7.0%
Others (cruise ship, campsite etc) 0.8% 0.3%
0.5% 0.2%
Total 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
Preferred star rating by hotel and resort users
4-star,
48.6%
5-star,
20.4%
1-star, 0.8%
2-star, 2. 7%
3-star,
27.6%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
20
Mode of Transportation
Majority of domestic visitors came to Penang with personal vehicle and bus. While, bus
is the main transportation for international travellers to Penang.
Public transport is the most frequent option for international visitors to move within destination
(Penang).
Besides bus and taxi, 22.1% of international visitors prefer to walk to do sightseeing in the city.
2015
Transportation used to Penang
International Domestic Total
2014
Bus 33.8% 25.3% 29.4% 18.3%
Car/personal vehicle 5.9% 50.9%
29.2% 33.4%
Low-cost airline 32.5% 18.6% 25.3% 19.7%
Major airline 18.3% 3.1% 10.4% 26.1%
Train 4.8% 1.9% 3.3% 1.1%
Others (sea cruise/ferry/van) 4.8% 0.2% 2.4% 1.4%
Total 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
2015
Transportation used within Penang
International Domestic Total
2014
Personal/company vehicle 23.7% 7.2% 40.3% 23.1%
Public transport (bus, taxi etc) 36.1% 46.4% 25.8% 32.4%
Rented vehicle (car, motorcycle,
bicycle etc) 15.4% 14.2% 16.6% 24.0%
On foot 22.1% 29.9% 14.2% 13.6%
Trishaw/rickshaw 2.7% 2.3% 3.1% 7.0%
Total 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
21
Tourist Activities
Penang visitors engaged in a wide range of tourism activities while in Penang.
Five must-do tourist activities are:
1. Experiencing local food (41.5%)
2. Sightseeing in the city (32.2%)
3. Visiting historical sites (23.9%)
4. Shopping (17.2%)
5. Visiting museum/art gallery (14.5%)
Playing golf or other sports is the least popular activity to do in Penang.
Top 5 essential activities in Penang
41.5%
32.2%
23.9%
17.2%
14.5%
12.3%
12.0%
11.4%
10.9%
9.7%
6.0%
5.0%
Experiencing local food
Sightseeing in the city
Visiting historical sites
Shopping
Visiting museum/art gallery
Visiting national park/hiking/trekking
Enjoying w ater sport/sw imming/sunbathing
Enjoying night life
Enjoying theme park (Escape)
Attending traditional cultural perf ormance
Health treatments
Playing sports
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
22
Tourist activities engaged by visitors
Activities Not a
priority
Low
priority
Medium
priority
High
priority
Essential Total
Experiencing local food 1.9% 3.3% 16.8% 36.5%
41.5% 100.0%
Sightseeing in the city 1.4% 3.0% 19.5% 43.9%
32.2% 100.0%
Visiting historical sites 3.1% 7.2% 26.6% 39.2%
23.9% 100.0%
Shopping 13.8% 14.7% 27.1% 27.1% 17.2% 100.0%
Visiting museum/art gallery 7.9% 14.9% 32.7% 29.9%
14.5% 100.0%
Visiting national park/hiking/
trekking 13.1% 16.6% 31.3% 26.7% 12.3% 100.0%
Enjoying water sport/
swimming/sunbathing 19.7% 19.4% 26.3% 22.6% 12.0% 100.0%
Enjoying night life 31.7% 15.0% 23.1% 18.8% 11.4% 100.0%
Enjoying theme park (Escape) 27.0% 16.8% 25.7% 19.5% 10.9% 100.0%
Attending traditional cultural
performance/concert/theatre 13.0% 20.2% 34.0% 23.1% 9.7% 100.0%
Health treatments 38.6% 20.1% 23.1% 12.2% 6.0% 100.0%
Playing sports 42.5% 19.6% 21.9% 10.9% 5.0% 100.0%
Note: multiple responses
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
23
Top 5 essential activities in Penang
4.9
4.8
4.2 5.8
8.5%
11.0%
9.9%
10.6%
11.5%
13.3%
24.3%
34.5%
39.7%
7.2%
10.8%
16.5%
11.8%
14.0%
13.9%
17.3%
20.8%
23.5%
30.2%
43.1%Experiencing local food
Sightseeing in the city
Visiting historical sites
Shopping
Visiting museum/art gallery
Visiting national park/hiking/trekking
Enjoying w ater sport/sw imming/sunbathing
Enjoying night life
Enjoying theme park (Escape)
Attending traditional cultural perf ormance
Health treatments
Playing sports Inter national tourist Domestic tourist
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
24
Essential activities in Penang by age group
Activities 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs
Experiencing local food 19.1% 23.4% 21.6% 22.9%
Sightseeing in the city 15.7% 17.5% 15.5% 18.3%
Visiting historical sites 10.9% 12.2% 13.9% 16.4%
Shopping 8.7% 8.8% 8.9% 8.2%
Visiting museum/art gallery 7.1% 6.8% 7.7% 11.1%
Visiting national park/hiking/trekking 7.1% 6.0% 5.8% 3.4%
Enjoying water sport/swimming/sunbathing 7.0% 5.8% 5.5% 3.3%
Enjoying night life 6.2% 5.7% 5.5% 4.1%
Enjoying theme park (Escape) 7.4% 4.2% 4.5% 1.6%
Attending traditional cultural performance/
concert/theatre 5.0% 4.8% 4.9% 4.6%
Health treatments 3.0% 2.6% 3.8% 3.7%
Playing sports 2.9% 2.1% 2.4% 2.3%
Total 100.0% 100.0% 100.0% 100.0%
Note: multiple responses
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
25
Expenditure
Majority of visitors spent between ≤ RM 500 while holidaying in Penang.
The
average expenditure per visitor is RM 1,335.34 (median = RM 600.00)
The
largest spending tourist group is international traveller, representing 64.2% of total
spend by Penang visitors
The
largest spending age group is young adult traveller (26-35 years old), representing
34.8% of total spend by Penang visitors
2015
Expenditure
International Domestic Total
2014
≤ RM 500 42.5% 55.3% 49.2% 28.9%
RM 501 – RM 1,000 22.0% 22.9% 22.5% 25.9%
RM 1,001 – RM 5,000 30.2% 21.0% 25.4% 41.9%
RM 5,001 – RM 10,000 4.3% 0.7% 2.4% 2.5%
≥ RM 10,001 1.1% 0.1% 0.6% 0.8%
Total 100.0% 100.0% 100.0% 100.0%
Average RM 1,787.16 RM 918.43 RM 1,335.34 RM 1,718.12
Median RM 700.00 RM 500.00 RM 600.00 RM 1,000.00
Minimum RM 25.00 RM 25.00 RM 25.00 RM 30.00
Maximum RM 109,000.00 RM 20,000.00 RM 10,900.00 RM 60,000.00
Total expenditure RM 3,224,029.00 RM 1,795,522.00 RM 5,019,551.00 RM 5,372,554.00
Total expenditure at destination by tourist group
1.1%
4.3%
30.2%
22.0%
42.5%
0.1%
0.7%
21.0%
22.9%
55.3%
0.0
10.0
20.0
30.0
4
0.0
50.0
60.0
< RM 500 RM 501 – RM 1,000 RM 1,001 – RM 5,000 RM 5,001 – RM 10,000 > RM 10,000
Inte rnati on al to uris t Domes tic tourist
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
26
Total expenditure at destination by age group
Expenditure 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs
≤ RM 500 67.8% 42.3% 27.2% 27.4%
RM 501 – RM 1,000 18.1% 25.7% 26.0% 24.8%
RM 1,001 – RM 5,000 12.4% 29.2% 41.9% 41.5%
RM 5,001 – RM 10,000 1.2% 2.5% 4.0% 5.3%
≥ RM 10,001 0.5% 0.3% 1.0% 0.9%
Total 100.0% 100.0% 100.0% 100.0%
Average RM 893.46 RM 1,332.49 RM 2,134.87 RM 2,029.63
Median RM 400.00 RM 800.00 RM 1,000.00 RM 1,000.00
Minimum RM 30.00 RM 25.00 RM 30.00 RM 25.00
Maximum RM 10,900.00 RM 50,000.00 RM 100,000.00 RM 30,000.00
Total expenditure RM 1,375,036.00 RM 1,746,891.00 RM 1,233,952.00 RM 645,422.00
Total expenditure at destination by first-time visitors and repeat visitors
International Domestic Total
Expenditure
First-time Repeat First-time Repeat First-time Repeat
≤ RM 500 49.3% 26.9% 56.7% 55.0% 51.2% 47.5%
RM 501 – RM 1,000 22.1% 21.8% 23.7% 22.7% 22.5% 22.5%
RM 1,001 – RM 5,000 24.1% 44.0% 18.0% 21.8% 22.5% 27.7%
RM 5,001 – RM 10,000 3.3% 6.4% 1.4% 0.5% 2.9% 2.1%
≥ RM 10,001 1.2% 0.9% 0.2% 0.0% 1.0% 0.2%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Average (RM) 1,559.92 2,305.26 928.41 915.64 1,399.50 1,283.44
Median (RM) 550.00 1,200.00 500.00 500.00 500.00 600.00
Minimum (RM) 30.00 25.00 30.00 25.00 30.00 25.00
Maximum (RM) 109,000.00 100,000.00 20,000.00 10,000.00 109,000.00 100,000.00
Total expenditure (RM)1,956,135.00 1,267,894.00 396,430.00 1,399,092.00 2,352,565.00 2,666,986.00
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
27
Proportion of expenditure by tourist group
Category International Domestic Total
Food and beverages 26.0% 28.1% 27.1%
Accommodation 23.3% 20.4% 21.8%
Shopping 15.5% 19.4% 17.5%
Local transportation 19.5% 14.8% 17.1%
Entertainment 11.5% 12.4% 12.0%
Others 4.2% 4.8% 4.5%
Total 100.0% 100.0% 100.0%
Average expenditure at destination by length of stay
RM 559.12 RM 821.92 RM 893.20
RM 1,428. 33
RM 2,495.05
RM 5,465.39
RM 1,362.20
0
1000
2000
3000
4000
5000
6000
1 day 2 days 3 days 4-7 days 8-14 days ≥15 days Not y et
decided
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
28
Total expenditure at destination by length of stay
RM 72,685
RM 547,396
RM 967,331
RM 1,574, 024
RM 484,040
RM 770,620
RM 603,455
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
1 day 2 days 3 days 4-7 days 8-14 days ≥15 days Not yet
decided
Total expenditure at destination by purpose of visit
Expenditure ≤ RM 500 RM 501 –
RM 1,000
RM 1,001 –
RM 5,000
RM 5,001 –
RM 10,000
≥ RM 10,001 Total
Leisure/recreation/holid
ay 48.9% 23.4% 25.6% 1.7% 0.4%
100.0%
Culture and heritage 54.7% 21.5% 21.0% 2.7% 0.2%
100.0%
Visit friends/relatives
(VFR) 48.4% 24.2% 24.8% 2.3% 0.3%
100.0%
Education/teaching/trai
ning 52.1% 18.4% 22.6% 4.2% 2.7%
100.0%
Business/meeting 32.9% 24.4% 36.0% 6.1% 0.6%
100.0%
Shopping 64.0% 12.8% 18.6% 4.7% 0.0%
100.0%
Convention/conference/
trade show 42.0% 22.2% 33.3% 1.2% 1.2%
100.0%
Sporting
tournament/event 50.0% 15.8% 34.2% 0.0% 0.0%
100.0%
Health treatment 5.9% 23.5% 52.9% 14.7% 2.9%
100.0%
Religion/pilgrimages 60.0% 13.3% 26.7% 0.0% 0.0%
100.0%
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
29
Image of Penang
Majority of visitors perceived the image of Penang as:
1. World Heritage Site (43.2%)
2. Local cuisine (27.3%)
3. Sandy beaches (7.6%)
Only 0.7% of international tourists are likely to associate Penang with international events image.
The images of Penang as perceived by visitors
0.7%
1.2%
1.5%
1.6%
2.6%
3.5%
3.7%
7.1%
7.6%
27.3%
43.2%
World heritage site
Local cuisine
Sandy beac hes
Multicultural society
Shopping paradis e
Safe destination
Hills/jungles/green
Cultural performance
Nightlife entertainment
Healthcare dest ination
International events
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
30
2015
Image of Penang
International Domestic Total
2014
World heritage site 43.9% 42.6% 43.2% 41.2%
Local cuisine 23.6% 30.6% 27.3% 17.7%
Sandy beaches 6.4% 8.8% 7.6% 9.2%
Multicultural society 11.4% 3.2% 7.1% 8.6%
Shopping paradise 3.0% 4.3% 3.7% 4.9%
Safe destination 3.8% 3.3% 3.5% 9.3%
Hills/jungles/green 1.7% 3.4% 2.6% 2.6%
Cultural performance 2.2% 1.0% 1.6% 1.2%
Nightlife entertainment 1.5% 1.5% 1.5% 1.5%
Healthcare destination 2.0% 0.5% 1.2% 1.6%
International events 0.5% 0.9% 0.7% 1.7%
Total 100.0% 100.0% 100.0% 100.0%
Image of Penang 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs
World heritage site 41.5% 43.4% 45.8% 46.5%
Local cuisine 27.1% 28.3% 26.1% 26.1%
Sandy beaches 8.9% 7.0% 7.9% 3.8%
Multicultural society 5.3% 8.3% 7.4% 10.9%
Shopping paradise 5.1% 2.8% 2.3% 2.7%
Safe destination 3.4% 3.4% 3.9% 2.7%
Hills/jungles/green 4.0% 1.7% 1.3% 1.4%
Cultural performance 1.5% 1.7% 1.5% 1.9%
Nightlife entertainment 1.8% 1.3% 1.3% 0.8%
Healthcare destination 0.7% 1.3% 1.5% 3.0%
International events 0.7% 0.7% 1.0% 0.3%
Total 100.0% 100.0% 100.0% 100.0%
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
31
Penang Image Assessment
The graphs below illustrate the average score of the elements of Penang’s image based on the
Scale of 1 to 5.
Average visitor
3.86
3.84
3.95
3.98
3.48
3.30
3.55
3.95Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
Image Score 1 Score 2 Score 3 Score 4 Score 5 Image
Boring 1.6% 2.8% 22.0% 46.6% 27.0%
Interesting
Dirty 2.1% 9.0% 36.8% 36.0% 16.2% Clean
Noisy 3.9% 13.7% 42.8% 27.3% 12.3% Quiet
Smelly 2.5% 10.1% 39.9% 32.4% 15.2% Fresh
Unfriendly 1.5% 3.5% 21.2% 42.5% 31.3% Friendly
Unpleasant 1.7% 3.3% 21.9% 44.3% 28.8% Pleasant
Distressing 1.9% 5.0% 26.1% 41.2% 25.8% Relaxing
Unsafe 2.1% 4.4% 26.6% 39.6% 27.3% Safe
I felt safe walking alone in Penang International Domestic Total
During daytime 57.4% 62.8% 60.1%
At night 42.6% 37.2% 39.9%
Total 100.0% 100.0% 100.0%
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
32
International visitor
3.94
3.90
4.08
4.11
3.41
3.33
3.50
3.91Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
Domestic visitor
3.78
3.78
3.83
3.87
3.54
3.28
3.60
3.98Boring
Dirty
Noisy
Smelly
Unfr ie ndly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
33
First-time visitor
3.93
3.52
3.33
3.43
4.05
4.03
3.87
3.89
Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
Repeat visitor
3.96
3.58
3.28
3.52
3.93
3.89
3.81
3.83
Boring
Dirty
Noisy
Smelly
Unfriendly
Unple asant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
34
Male visitor
3.92
3.86
3.95
3.99
3.50
3.36
3.56
3.94
Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
Female visitor
3.80
3.82
3.95
3.98
3.46
3.25
3.54
3.95
Boring
Dirty
Noisy
Smelly
Unfrie ndly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
35
Age group - 18 to 25 years old
3.78
3.80
3.90
3.94
3.47
3.25
3.54
3.95Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
Age group - 26 to 35 years old
3.89
3.83
3.97
4.00
3.45
3.30
3.54
3.93Boring
Dirty
Noisy
Smelly
Unfrie ndly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
36
Age group - 36 to 49 years old
4.02
3.92
4.01
4.04
3.59
3.47
3.64
3.98Boring
Dirty
Noisy
Smelly
Unfrie ndly
Unpleasant
Distressing
Unsafe
15Score
Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
Age group - Above 50 years old
3.86
3.91
4.05
4.09
3.40
3.27
3.50
3.95
Boring
Dirty
Noisy
Smelly
Unfrie ndly
Unpleasant
D
istressing
Unsafe
1
5
Score
Safe
Relaxin
g
Pleasan
t
Friendly
Fresh
Quiet
Clean
Exciting
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
37
Travel Satisfaction Score
Average visitor
Average satisfaction score 3.87 / 5.00
Not at all satisfied 0.3%
Slightly satisfied 1.7%
Somewhat satisfied 24.5%
Very satisfied 57.3%
Extremely satisfied 16.1%
Average experience - expectation score 3.46 / 5.00
Did not meet expectations 0.4%
Partially met expectations 7.4%
Met expectations 46.0%
Exceeded expectations 38.0%
Far exceeded expectations 8.2%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
38
International visitor
Average satisfaction score 3.89 / 5.00
Not at all satisfied 0.4%
Slightly satisfied 1.8%
Somewhat satisfied 21.6%
Very satisfied 60.4%
Extremely satisfied 15.7%
Average experience - expectation score
3.50 / 5.00
Did not meet expectations 0.6%
Partially met expectations 7.0%
Met expectations 41.9%
Exceeded expectations 42.4%
Far exceeded expectations 8.1%
Penang revisit intention
Willingness to recommend Penang
Domestic visitor
Average satisfaction score 3.85 / 5.00
Not at all satisfied 0.3%
Slightly satisfied 1.6%
Somewhat satisfied 27.2%
Very satisfied 54.4%
Extremely satisfied 16.5%
Average experience - expectation score
3.42 / 5.00
Did not meet expectations 0.2%
Partially met expectations 7.9%
Met expectations 49.8%
Exceeded expectations 33.9%
Far exceeded expectations 8.2%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
39
First-time visitor
Average satisfaction score 3.89 / 5.00
Not at all satisfied 0.4%
Slightly satisfied 1.9%
Somewhat satisfied 22.9%
Very satisfied 57.4%
Extremely satisfied 17.3%
Average experience - expectation score
3.50 / 5.00
Did not meet expectations 0.5%
Partially met expectations 8.3%
Met expectations 41.7%
Exceeded expectations 39.6%
Far exceeded expectations 9.8%
Penang revisit intention
Willingness to recommend Penang
Repeat visitor
Average satisfaction score 3.86 / 5.00
Not at all satisfied 0.2%
Slightly satisfied 1.6%
Somewhat satisfied 25.9%
Very satisfied 57.2%
Extremely satisfied 15.1%
Average experience - expectation score
3.43 / 5.00
Did not meet expectations 0.3%
Partially met expectations 6.7%
Met expectations 49.6%
Exceeded expectations 36.6%
Far exceeded expectations 6.8%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
40
Male visitor
Average satisfaction score 3.89 / 5.00
Not at all satisfied 0.1%
Slightly satisfied 1.5%
Somewhat satisfied 23.6%
Very satisfied 58.9%
Extremely satisfied 15.9%
Average experience - expectation score
3.51 / 5.00
Did not meet expectations 0.3%
Partially met expectations 6.3%
Met expectations 43.9%
Exceeded expectations 40.7%
Far exceeded expectations 8.8%
Penang revisit intention
Willingness to recommend Penang
Female visitor
Average satisfaction score 3.86 / 5.00
Not at all satisfied 0.5%
Slightly satisfied 1.9%
Somewhat satisfied 25.4%
Very satisfied 55.9%
Extremely satisfied 16.3%
Average experience - expectation score
3.41 / 5.00
Did not meet expectations 0.5%
Partially met expectations 8.5%
Met expectations 47.9%
Exceeded expectations 35.5%
Far exceeded expectations 7.6%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2015
41
Age group
18 to 25 years old
Average satisfaction score 3.86 / 5.00
Not at all satisfied 0.6%
Slightly satisfied 2.2%
Somewhat satisfied 24.1%
Very satisfied 57.2%
Extremely satisfied 15.9%
Average experience - expectation score
3.46 / 5.00
Did not meet expectations 0.6%
Partially met expectations 7.6%
Met expectations 45.6%
Exceeded expectations 37.3%
Far exceeded expectations 8.9%
Penang revisit intention
Willingness to recommend Penang
26 to 35 years old
Average satisfaction score 3.87 / 5.00
Not at all satisfied 0.1%
Slightly satisfied 1.3%
Somewhat satisfied 25.1%
Very satisfied 58.0%
Extremely satisfied 15.5%
Average experience - expectation score
3.44 / 5.00
Did not meet expectations 0.2%
Partially met expectations 7.8%
Met expectations 47.0%
Exceeded expectations 37.6%
Far exceeded expectations 7.4%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
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Penang Tourists Survey 2015
42
36 to 49 years old
Average satisfaction score 3.89 / 5.00
Not at all satisfied 0.1%
Slightly satisfied 1.4%
Somewhat satisfied 24.3%
Very satisfied 57.8%
Extremely satisfied 16.4%
Average experience - expectation score
3.49 / 5.00
Did not meet expectations 0.4%
Partially met expectations 6.3%
Met expectations 45.0%
Exceeded expectations 40.5%
Far exceeded expectations 7.7%
Penang revisit intention
Willingness to recommend Penang
Above 50 years old
Average satisfaction score 3.93 / 5.00
Not at all satisfied 0.0%
Slightly satisfied 1.3%
Somewhat satisfied 24.4%
Very satisfied 54.2%
Extremely satisfied 20.1%
Average experience - expectation score
3.49 / 5.00
Did not meet expectations 0.0%
Partially met expectations 7.0%
Met expectations 46.1%
Exceeded expectations 37.8%
Far exceeded expectations 9.1%
Penang revisit intention
Willingness to recommend Penang