Technical ReportPDF Available
PENANG
Market Overview
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Penang Tourists Survey 2016 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
2016. Targeting tourists with a minimum age of 18 and who have
spent minimum one night in Penang, the survey gathered 4767
tourists (2370 international and 2397 domestic) between March
and December 2016. Employing stratified random sampling
technique, the survey was conducted either by face-to-face
interviews with the respondents by enumerator or by self-
administered at selected tourist hotspots in Penang (e.g. Penang
Hill, Fort Cornwallis, Esplanade, Kek Lok Si Temple, Komtar,
Dewan Sri Pinang, Chulia Street, Armenian Street, Muntri Street,
Ah Quee Street, Acheh Street, Little India, Love Lane, Kapitan
Keling Mosque, Queensbay Mall, Gurney Paragon, Batu Ferringhi,
Balik Pulau, Pulau Aman and etc.), and the gateways to Penang,
namely airport, bus terminal 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 2016
90.4% independent travellers
61.1% are for leisure
52.3% repeat visitors
18-25 years largest age group
RM 1,359.95 average spent
5.02 nights average stay
Top 5 must-do activities in Penang
1. Experiencing local food (46.3%)
2. Sightseeing in the city (36.4%)
3. Visiting historical sites (23.1%)
4. Shopping (15.6%)
5. Visiting museum/art gallery (12.6%)
49.7% (N=2370)
International tourists
surveyed in 2016
50.3% (N=2397)
Domestic tourists surveyed
in 2016
43.7% male
tourists
56.3% female
tourists
Penang images:
World Heritage
Site (36.4%)
Local cuisine
(34.6%)
Multicultural
society (7.6%)
Sandy beaches
(5.8%)
Safe destination
(4.1%)
Shopping
paradise (3.1%)
PENANG
Market Overview
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Penang Tourists Survey 2016 2
3.82/5.00
Average satisfaction score
of Penang experience
3.36/5.00
Tourist experience met the
expectation
Average visitors
Expenditure per visit RM 1,359.95
Stay 5.02 nights
Repeat visitor 52.3%
Revisit intention 92.5%
Satisfaction score 3.82 / 5.00
92.5%
Would like to revisit Penang
in the near future
98.2%
Would like to recommend
Penang to others
International visitors
Expenditure per visit RM 1,924.60
Stay 6.39 nights
Repeat visitor 26.5%
Revisit intention 86.4%
Satisfaction score 3.85 / 5.00
Domestic visitors
Expenditure per visit RM 821.27
Stay 3.64 nights
Repeat visitor 77.7%
Revisit intention 98.5%
Satisfaction score 3.78 / 5.00
Purpose of visit
Leisure & recreation
Expenditure per visit RM 1,289.77
Stay 4.05 nights
Repeat visitor 51.6%
Revisit intention 92.5%
Satisfaction score 3.80 / 5.00
Visit friends & relatives
Expenditure per visit RM 1,227.57
Stay 7.01 nights
Repeat visitor 77.1%
Revisit intention 96.6%
Satisfaction score 3.86 / 5.00
Culture & heritage
Expenditure per visit RM 1,258.07
Stay 5.18 nights
Repeat visitor 26.1%
Revisit intention 84.3%
Satisfaction score 3.93 / 5.00
Business/meeting
Expenditure per visit RM 2,326.62
Stay 6.24 nights
Repeat visitor 71.1%
Revisit intention 95.9%
Satisfaction score 3.69 / 5.00
Shopping
Expenditure per visit RM 2,243.94
Stay 5.41 nights
Repeat visitor 67.6%
Revisit intention 100.0%
Satisfaction score 3.77 / 5.00
Education/training
Expenditure per visit RM 1,137.39
Stay 15.49 nights
Repeat visitor 58.1%
Revisit intention 97.4%
Satisfaction score 3.72 / 5.00
PENANG
Market Overview
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Penang Tourists Survey 2016 3
Age group
18 to 25 years old
Expenditure per visit RM 774.32
Stay 4.60 nights
Repeat visitor 50.0%
Revisit intention 93.1%
Satisfaction score 3.80 / 5.00
26 to 35 years old
Expenditure per visit RM 1,395.76
Stay 5.11 nights
Repeat visitor 49.9%
Revisit intention 91.8%
Satisfaction score 3.85 / 5.00
36 to 49 years old
Expenditure per visit RM 2,187.29
Stay 5.15 nights
Repeat visitor 62.6%
Revisit intention 93.6%
Satisfaction score 3.77 / 5.00
Above 50 years old
Expenditure per visit RM 2,773.91
Stay 6.70 nights
Repeat visitor 55.3%
Revisit intention 89.6%
Satisfaction score 3.86 / 5.00
Purpose of visit
Health treatment
Expenditure per visit RM 4,275.00
Stay 4.47 nights
Repeat visitor 72.4%
Revisit intention 97.4%
Satisfaction score 3.93 / 5.00
Convention/conference
Expenditure per visit RM 1,438.24
Stay 3.74 nights
Repeat visitor 58.7%
Revisit intention 100.0%
Satisfaction score 3.89 / 5.00
1. Local public transport
services
2. Prices of local public
transportation
3. Hospitality of hotel staff
4. Availability of
accommodation
5. Quality of accommodation
6. Accessibility to tourist
attractions
1. Cleanliness of beaches
and sea
2. Internet connectivity/WIFI
3. Public toilets
4. Money changer/automatic
teller machine (ATM)
5. Tourist information centre
6. Cleanliness of eating
places
7. The prices of goods
8. Signage at attractions
9. Availability of information
for tourist at entry points
10.
Sporting event
Expenditure per visit RM 630.13
Stay 3.80 nights
Repeat visitor 77.6%
Revisit intention 100.0%
Satisfaction score 3.79 / 5.00
Religion/pilgrimages
Expenditure per visit RM 2,048.89
Stay 7.29 nights
Repeat visitor 36.0%
Revisit intention 96.0%
Satisfaction score 3.92 / 5.00
Main purpose of travel to
Penang:
1. Leisure & recreation
(61.1%)
2. Culture & heritage
(13.9%)
3. Visit friends &
relatives (7.4%)
PENANG
Market Profile
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Penang Tourists Survey 2016 4
Who are they?
Penang visitors in 2016 consist of 49.7% international tourists and 50.3% domestic
tourists.
The proportion of gender is somewhat equal; 43.7% male and 56.3% 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 80 years old (median = 27 years old).
Single and educated are dominant travellers.
About 34.6% of the travellers work as professional and semi-professional. The average monthly
income for working travellers is RM 6,647.70.
Gender International tourist Domestic tourist Total
Male 47.8% 39.6%
43.7%
Female 52.2% 60.4%
56.3%
Total 100.0% 100.0% 100.0%
Age
18-25 years olda 32.7% 49.9%
41.4%
26-35 years oldb 41.0% 32.3%
36.6%
36-49 years oldc 17.1% 13.5%
15.3%
50 years oldd 9.1% 4.3%
6.7%
Total 100.0% 100.0% 100.0%
Average 32 years old 28 years old 30 years old
Marital status
Single 62.5% 67.8%
65.2%
Married 35.2% 30.8%
33.0%
Divorcee/widowed 2.2% 1.4%
1.8%
Total 100.0% 100.0% 100.0%
Note: N=4767 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 2016 5
Education attainment International tourist Domestic tourist Total
Higher Degree – Master/PhD 26.3% 10.5%
18.3%
Tertiary Education – Diploma/Degree 58.7% 67.5%
63.2%
Secondary/High School Education 14.6% 21.6%
18.1%
Primary/Elementary Education 0.3% 0.3%
0.3%
No Formal Education 0.0% 0.0%
0.0%
Total 100.0% 100.0% 100.0%
Occupation
Students 20.5% 34.7%
27.9%
Technicians & associate professionals 18.0% 18.6%
18.3%
Professionals 20.9% 12.1%
16.3%
Service, shop & market sales workers 11.9% 10.4%
11.1%
Clerical workers 10.5% 11.1%
10.8%
Not working 8.7% 4.4%
6.4%
Legislators, senior officials & managers 4.5% 2.6%
3.5%
Elementary occupations 2.9% 3.4%
3.1%
Armed forces 0.7% 1.4%
1.0%
Plant & machine-operators & assemblers 0.5% 1.2%
0.9%
Skilled agricultural & fishery workers 0.5% 0.2%
0.3%
Craft and related trades workers 0.4% 0.0%
0.2%
Total 100.0% 100.0% 100.0%
Monthly income
No income* 25.3% 39.0%
33.2%
RM 1,000 3.5% 6.0%
4.9%
RM 1,001 – RM 5,000 24.8% 48.6%
38.6%
RM 5,001 – RM 10,000 20.3% 5.3%
11.6%
RM 10,001 – RM 50,000 21.9% 1.2%
9.9%
RM 50,001 – RM 100,000 1.8% 0.0%
0.8%
> RM 100,001 2.4% 0.0%
1.0%
Total 100.0% 100.0% 100.0%
Average RM 12,989.69 RM 2,048.93 RM 6,647.70
Note: *No income respondents consist of retirees, homemakers, students and in between jobs
PENANG
Market Profile
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Penang Tourists Survey 2016 6
Gender and age group
57.8%
54.8%
46.5%
34.8%
42.2%
45.2%
53.5%
65.2%
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
18-25 years old 26-35 years old 36-49 years old above 50 years old
Male Female
Age group and monthly income (RM)
18.2%
24.0%
15.4%
19.9%
31.4%
57.8%
83.2%
25.5%
11.1%
48.5%
44.0%
42.2%
47.1%
48.8%
24.2%
16.0%
27.4%
24.9%
16.1%
13.7%
3.7% 9.2%
15.1%
8.1%
3.8%3.1%
2.1%
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
No income <1,000 1,001-5,000 5,001-10,000 10,001-50,000 50,001-100,000 >100,001
18-25 years old 26-35 y ears old 36-49 y ears old above 50 years old
PENANG
Market Profile
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Penang Tourists Survey 2016 7
The Respondents
Origin of international tourists
Gender Southeast
Asia
Western
Asia
Eastern
Asia
Oceania Europe Americas Southern
Asia
Africa
Male 43.6% 59.3% 42.4% 47.6% 48.1% 44.4% 75.2% 51.7%
Female 56.4% 40.7% 57.6% 52.4% 51.9% 55.6% 24.8% 48.3%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Age
18-25 years 29.8% 36.8% 37.1% 23.0% 33.8% 42.5% 20.2% 26.7%
26-35 years 39.5% 40.1% 44.0% 29.8% 43.8% 35.3% 56.0% 48.3%
36-49 years 23.4% 18.7% 14.6% 19.9% 13.6% 11.1% 15.6% 13.3%
50 years 7.3% 4.4% 4.2% 27.2% 8.9% 11.1% 8.3% 11.7%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Average 32 yrs 30 yrs 30 yrs 39 yrs 31 yrs 31 yrs 32 yrs 33 yrs
23.3%
Europe
27.2%
Southeast
Asia
15.9%
Eastern
Asia
8.1%
Oceania
7.7%
Western
Asia
10.6%
Americas
4.6%
Southern
Asia
2.5%
Africa
PENANG
Market Profile
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Penang Tourists Survey 2016 8
International tourists by country of origin
Europe
Western Asia
America
Austria 0.3% Bahrain 0.1% Argentina 0.5%
Belarus 0.2% Iran 0.2% Brazil 0.3%
Belgium 0.5% Iraq 0.1% Canada 3.6%
Bulgaria 0.1% Jordan 0.3% Chile 0.7%
Croatia 0.1% Kuwait 0.5% Costa Rica 0.2%
Czech Republic 0.3% Lebanon 0.1% Ecuador 0.2%
Denmark 0.6% Oman 0.6% Mexico 0.2%
Finland 0.3% Palestine 0.2%
United States 4.8%
France 2.4% Qatar 0.1% Uruguay 0.1%
Germany 5.2% Saudi Arabia 4.5% Southern Asia
Hungary 0.3% Syria 0.1% Bangladesh 0.2%
Iceland 0.1% Turkey 0.2% India 3.0%
Ireland 0.5% United Arab Emirates 0.5% Nepal 0.2%
Italy 0.3% Yemen 0.3% Pakistan 0.3%
Lithuania 0.1%
Southeast Asia Sri Lanka 0.8%
Malta 0.1% Brunei 0.7%
Africa
Netherlands 2.3% Cambodia 0.2% Algeria 0.5%
Norway 0.1%
Indonesia 9.0% Egypt 0.1%
Poland 0.6% Myanmar 0.1% Kenya 0.2%
Portugal 0.1% Philippines 1.7% Mauritius 0.1%
Russia 0.9%
Singapore 8.6% Morocco 0.1%
Spain 1.3%
Thailand 5.8% Namibia 0.1%
Sweden 0.5% Vietnam 1.2% Nigeria 0.1%
Switzerland 1.0%
Eastern Asia South Africa 0.8%
Ukraine 0.2%
China 13.1% Sudan 0.3%
United Kingdom 5.0% Japan 1.0% Tanzania 0.1%
Oceania South Korea 0.4% Uganda 0.1%
Australia 6.8% Taiwan 1.4%
New Zealand 1.2%
PENANG
Market Profile
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Penang Tourists Survey 2016 9
Origin of domestic tourists
State Malay & Bumiputera Chinese Indian Others Total
Kuala Lumpur 14.0% 12.7% 2.4% 0.6%
29.6%
Selangor 9.3% 2.9% 1.0% 0.1%
13.2%
Johor 4.8% 4.8% 0.9% 0.0%
10.6%
Perak 6.4% 2.6% 1.3% 0.3%
10.5%
Kedah 7.5% 1.3% 0.9% 0.1%
9.8%
Kelantan 3.4% 0.6% 0.0% 0.0%
4.0%
Sarawak 1.6% 2.1% 0.0% 0.1%
3.7%
Sabah 2.1% 0.9% 0.3% 0.4%
3.7%
Melaka 1.9% 1.3% 0.2% 0.0%
3.4%
Negeri Sembilan 2.1% 0.4% 0.4% 0.0%
3.0%
Perlis 1.5% 0.8% 0.2% 0.0%
2.6%
Terengganu 2.5% 0.0% 0.0% 0.0%
2.6%
Pahang 1.5% 0.7% 0.2% 0.1%
2.4%
Putrajaya 0.7% 0.0% 0.0% 0.0%
0.7%
Total 59.3% 31.0% 7.8% 1.8% 100.0%
29.6%
Kuala
Lumpur
10.6%
Johor
13.2%
Selangor
9.8%
Kedah
10.5%
Perak
4.0%
Kelantan
2.4%
Pahang
3.0%
Negeri
Sembilan
3.4%
Melaka
2.6%
Perlis
3.7%
Sabah
3.7%
Sarawak
2.6%
Terengganu
0.7%
Putrajaya
PENANG
Market Profile
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Penang Tourists Survey 2016 10
Repeat Visitors
Domestic travellers are likely to be Penang most repeat or loyal visitors. About 52.3% of
the total visitors are repeat visitors to Penang.
About half of domestic visitors (48.1%) have visited Penang between 2 to 5 times.
The number of repeat visitors among international tourists is lower (26.5%). Majority of them
are first-time visitors.
Number of visit International tourist Domestic tourist Total
First-time 73.5% 22.3% 47.7%
2 – 5 times 19.5% 48.1% 33.8%
6 – 10 times 2.1% 9.5% 5.8%
> 10 times 1.7% 6.3% 4.0%
Not sure 3.2% 13.8% 8.6%
Total 100.0% 100.0% 100.0%
Domestic repeat visitors
Number of visit Malay & Bumiputera Chinese Indian Others Total
First-time 14.5% 6.0% 1.1% 0.6%
22.3%
2 – 5 times 28.6% 15.0% 3.7% 0.7%
48.1%
6 – 10 times 5.5% 3.1% 0.9% 0.0%
9.5%
> 10 times 2.8% 2.9% 0.4% 0.3%
6.3%
Not sure 7.5% 4.2% 1.8% 0.3%
13.8%
Total 58.9% 31.3% 7.9% 1.9% 100.0%
Number of visit 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs Total
First-time 13.0% 6.6% 1.7% 1.0%
22.3%
2 – 5 times 24.0% 15.9% 6.6% 1.6%
48.1%
6 – 10 times 4.4% 3.4% 1.3% 0.4%
9.5%
> 10 times 2.3% 2.0% 1.3% 0.8%
6.4%
Not sure 6.1% 4.5% 2.6% 0.6%
13.8%
Total 49.9% 32.3% 13.5% 4.3% 100.0%
PENANG
Market Profile
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Penang Tourists Survey 2016 11
Repeat visitor and region of residence
73.3%
74.3%
65.4%
84.6%
82.9%
83.0%
83.7%
54.6%
26.7%
25.7%
34.6%
15.4%
17.1%
17.0%
16.3%
45.4%
0.0 20.0 40.0 60.0 80.0 100.0
Western Asia
Europe
Eastern Asia
Americas
Southern Asia
Africa
Oceania
Southeast Asia
First-time visitor Repeat visitor
Internati onal t ourist
First-time
visitor
73.5%
Repeat
visitor
26.5%
PENANG
Market Profile
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Penang Tourists Survey 2016 12
Repeat visitor and state of residence
8.9%
9.5%
13.3%
15.4%
18.8%
20.3%
22.0%
23.4%
28.8%
29.0%
35.5%
42.9%
45.3%
47.7%
52.3%
54.7%
57.1%
64.5%
71.0%
71.2%
76.6%
78.0%
79.7%
81.3%
84.6%
86.7%
90.5%
91.1%
0.0 20.0 40.0 60.0 80.0 100.0
Sabah
Sarawak
Pahang
Kelantan
Negeri Sembilan
Johor
Selangor
Terengganu
Kuala Lumpur
Putrajaya
Melaka
Perlis
Perak
Kedah
First-time visitor Repeat visitor
Dome stic tourist
Fi rst-ti me
visitor
22.3%
Repeat
visitor
77.7%
PENANG
Market Travel Patterns
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Penang Tourists Survey 2016 13
Purpose of Visit
Three main purposes of visit to Penang are mainly for:
1. Leisure/recreation/holiday (61.1%)
2. Culture and heritage (13.9%)
3. Visit friends/relatives (7.4%)
Purpose of visit International tourist Domestic tourist Total
Leisure/recreation/holiday 55.7% 66.3% 61.1%
Culture and heritage 22.2% 5.8% 13.9%
Visit friends/relatives (VFR) 5.1% 9.7% 7.4%
Education/teaching/training 3.2% 6.5% 4.9%
Business/meeting 4.4% 3.7% 4.1%
Shopping 1.7% 3.0% 2.3%
Sport tournament/event 0.7% 2.8% 1.8%
Health treatment 3.0% 0.3% 1.6%
Convention/conference/trade show 1.1% 1.5% 1.3%
Religion/pilgrimages 0.7% 0.4% 0.5%
Others (visa application) 2.2% 0.0% 1.1%
Total 100.0% 100.0% 100.0%
International tourist arrival by region and purpose of visit
5.0
4.2
6.4
9.2
8.4
4.5
2.2
21.7
41.2
35.3
14.4
10.1
18.3
11.9
6.6
2.5
4.0
11.9
3.1
2.7
18.3
3.9
5.5
4.2
4.9
3.8
3.1
40.0%
44.8%
49.6%
51.2%
53.2%
64.4%
71.4%
79.1%
2
6.1
5.3
2.8
4.5 9.8
4.6
2
5.0 6.7
4.0
0.0 20.0 40.0 60.0 80.0 100.
Africa
Europe
Americas
Southeast Asia
Southern Asia
Oceania
East ern Asia
Western Asia
Leisure Visit friends/relatives Culture & heritage Business/meeting
Education Shopping H ealth treatm ent MIC E
Religion/Pilgrimages Sporting tournament/event Others
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 14
Purpose of visit by age group
Purpose of visit 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs Total
Leisure/recreation/holiday 63.0% 60.5% 58.2% 58.8% 61.1%
Culture and heritage 14.3% 15.2% 12.0% 8.8% 13.9%
Visit friends/relatives (VFR) 5.9% 7.7% 8.0% 13.4%
7.4%
Education/teaching/training 7.1% 3.2% 3.4% 4.1% 4.9%
Business/meeting 1.9% 4.8% 8.2% 4.1% 4.1%
Shopping 2.7% 2.1% 2.5% 1.3% 2.3%
Sport tournament/event 2.1% 1.7% 1.4% 1.6% 1.8%
Health treatment 0.7% 1.5% 3.0% 4.4% 1.6%
Convention/conference/trade show 1.0% 1.5% 1.6% 1.3% 1.3%
Religion/pilgrimages 0.4% 0.5% 0.8% 0.9% 0.5%
Others (visa application) 0.9% 1.3% 0.8% 1.6% 1.1%
Total 100.0% 100.0% 100.0% 100.0% 100.0%
Purpose of visit for first-time visitors and repeat visitors
International tourist Domestic tourist Total
Purpose of visit
First-time Repeat First-time Repeat First-time Repeat
Leisure/recreation/holiday 59.4% 45.5% 69.9% 65.3% 61.9% 60.3%
Culture and heritage 26.1% 11.3% 6.7% 5.5% 21.6% 6.9%
Visit friends/relatives (VFR) 2.6% 11.9% 6.7% 10.6% 3.6% 10.9%
Education/teaching/training 3.2% 3.5% 8.1% 6.1% 4.3% 5.5%
Business/meeting 2.6% 9.4% 1.9% 4.2% 2.5% 5.5%
Shopping 1.4% 2.4% 2.1% 3.2% 1.6% 3.0%
Sport tournament/event 0.4% 1.6% 2.2% 3.0% 0.8% 2.6%
Health treatment 1.1% 8.0% 0.2% 0.3% 0.9% 2.2%
Convention/conference/trade show 0.9% 1.8% 1.9% 1.4% 1.1% 1.5%
Religion/pilgrimages 0.8% 0.3% 0.4% 0.4% 0.7% 0.4%
Others (visa application) 1.4% 4.3% 0.0% 0.0% 1.1% 1.1%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 15
Length of Stay
Majority of visitors spend less than 3 days in Penang (54.9%).
The
average length of stay for:
International tourist is 6 days (median = 4 days)
Domestic tourists is 4 days (median = 3 days)
Only 11.9% of total visitors did not decide on their duration of stay.
Length of stay International tourist Domestic tourist Total
1 day 2.7% 7.0% 4.9%
2 days 14.1% 23.0% 18.6%
3 days 27.4% 35.3% 31.4%
4-7 days 34.3% 19.1% 26.7%
8-14 days 5.0% 1.8% 3.4%
15 days 5.4% 1.0% 3.2%
Not yet decided 11.0% 12.8% 11.9%
Total 100.0% 100.0% 100.0%
Average 6 days 4 days 5 days
Length of stay of first-time and repeat visitors
International tourist Domestic tourist Total
Length of stay
First-time Repeat First-time Repeat First-time Repeat
1 day 3.3% 1.1% 5.2% 7.5% 3.7% 5.9%
2 days 16.0% 8.9% 22.8% 23.0%
17.6% 19.5%
3 days 28.9% 23.1% 38.8% 34.3% 31.2% 31.5%
4-7 days 33.2% 37.4% 20.2% 18.7% 30.2% 23.4%
8-14 days 4.4% 6.8% 2.1% 1.8% 3.8% 3.1%
15 days 4.0% 9.6% 1.3% 0.9% 3.3% 3.1%
Not yet decided 10.3% 13.1% 9.6% 13.8%
10.1% 13.6%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 16
Average length of stay by purpose of visit
15.49 days
7.29 days
7.01 days
6.24 days
5.41 days
5.18 day s
4.47 days
4.05 days
3.80 days
3.74 days
3.67 days
0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00
Others
Convention/conference
Sporting events
Leisure & recreation
Health treatment
Culture & heritage
Shopping
Business/meeting
Visit friends & relatives
Religion/Pilgrimages
Educ ation/training
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 17
Source of Information
Three important mediums for information for tourists to Penang are:
1. Internet and social media (32.7%)
2. Words of mouth from friends and relatives (25.1%)
3. Past experience (23.7%); especially for repeat tourists
Past experiences (30.8%) are the most important sources of information for domestic tourists.
While, internet/social media (38.8%) is the strongest source of information for international tourists.
Source of information International tourist Domestic tourist Total
Internet/social media 38.8% 28.2%
32.7%
Friends/relatives/words of mouth 26.8% 23.9%
25.1%
Past experience 14.1% 30.8%
23.7%
Magazine/newspaper/guide book 10.3% 5.8% 7.7%
TV/radio 2.6% 4.8%
3.8%
Expo/exhibition/tourism fair 1.6% 3.0%
2.5%
Travel agency/tour company 3.6% 1.5%
2.4%
National government tourist office 1.2% 1.1%
1.1%
In-flight information 1.2% 1.0%
1.0%
Total 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 32.9% 33.9% 30.8% 28.8% 32.7%
Friends/relatives/words of mouth 26.6% 25.2% 21.9% 22.4% 25.1%
Past experience 22.6% 22.4% 28.3% 28.1% 23.7%
Magazine/newspaper/guide book 7.6% 7.5% 7.8% 8.7% 7.7%
TV/radio 3.9% 3.5% 4.0% 4.3% 3.8%
Expo/exhibition/tourism fair 2.3% 2.8% 1.9% 1.9% 2.5%
Travel agency/tour company 2.4% 2.1% 2.4% 3.7% 2.4%
National government tourist office 0.8% 1.3% 1.5% 1.1% 1.1%
In-flight information 0.8% 1.3% 1.4% 1.0% 1.0%
Total 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 18
Travelling Party
Majority of visitors travel to Penang with friends (39.1%) and families/relatives (22.0%).
About 16.7% of international tourists and 4.2% of domestic tourists are solo travellers.
Majority of travellers prefer to travel in small group of 2 to 5 persons. The average number of
travel companion is 5 persons (median = 3 persons).
Visitors from
Malaysia, Indonesia, Australia, Hungary, China and Singapore travelled
in large group of more than 30 persons.
Travel companion International tourist Domestic tourist Total
Friend(s) 32.6% 44.8% 39.1%
Family/relative(s) 16.3% 27.1% 22.0%
Spouse/partner 28.4% 14.8% 21.2%
Alone 16.7% 4.2% 10.1%
Business associate/colleague(s) 3.7% 5.9% 4.9%
Lecturer/teacher 1.1% 2.5% 1.9%
Other traveller met along the way 1.2% 0.6% 0.9%
Student 0.0% 0.1% 0.0%
Total 100.0% 100.0% 100.0%
Note: multiple responses
Number of travel companion International tourist Domestic tourist Total
Alone 18.1% 5.1% 11.6%
2 persons 44.9% 17.9% 31.4%
Small group 3-5 persons 24.5% 41.6% 33.1%
6-10 persons 8.8% 24.0%
16.5%
Medium group 11-29 persons 3.1% 6.9% 5.0%
Large group 30 persons 0.5% 4.4% 2.4%
Total 100.0% 100.0% 100.0%
Average 3 persons 7 persons 5 persons
Maximum number in the group 100 persons 96 persons 100 persons
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 19
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. 38.8% of visitors had planned their trip to
Penang in less than a week.
Half 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 (90.4%) are free-Independent travellers (FITs), travelling on independent
tour. While, 9.6% of them purchase vacation packages.
Three main components in vacation packages purchased by:
International tourists: (1) air fare; (2) accommodation; and (3) food and beverages
Domestic tourists: (1) accommodation; (2) food and beverages; and (3) air fare
Time to decide on trip International tourist Domestic tourist Total
1 or 2 days before the trip 9.4% 21.0%
15.3%
A week before the trip 17.2% 29.7% 23.5%
A month before the trip 25.9% 27.4% 26.7%
1 to 3 months 22.1% 12.2% 17.1%
More than 3 months 25.4% 9.7% 17.5%
Total 100.0% 100.0% 100.0%
International tourist Domestic tourist Total
Time to decide on trip
First-time Repeat First-time Repeat First-time Repeat
1 or 2 days before the trip 8.1% 13.0% 15.6% 22.6% 9.9% 20.2%
A week before the trip 16.2% 20.1% 26.3% 30.6% 18.5% 28.0%
A month before the trip 26.1% 25.4% 32.3% 26.0% 27.5% 25.8%
1 to 3 months 22.3% 21.5% 14.4% 11.6% 20.5% 14.1%
More than 3 months 27.3% 20.1% 11.4% 9.2% 23.6% 11.9%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 20
Travel arrangement of tourist group
12.5
6.8
87.5
93.2
0% 20% 40% 60% 80% 100%
International tourist
Domestic tourist
Package tour Independent travel
Category International tourist Domestic tourist Total
Independent travel 87.5% 93.2% 90.4%
Package tour 12.5% 6.8% 9.6%
Total 100.0% 100.0% 100.0%
Package component
Accommodation 26.6% 34.8% 29.2%
Air fare 32.0% 17.5% 27.5%
Food and beverages 14.6% 19.3% 16.1%
Rental vehicle 11.0% 9.4% 10.5%
Commercial guided tour 6.2% 6.3% 6.2%
Admission fees to attractions 4.8% 9.4% 6.2%
Cruise package 4.9% 3.3% 4.4%
Total 100.0% 100.0% 100.0%
Note: multiple responses
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 21
Travel Month
About 26.7% of visitors claimed that they have no specific travel month for outbound trips.
Only 14.1% of them enjoy holidaying during December holidays. Travel trips are made
throughout the year.
Travel month of tourist group
7.1
9.2
4.9
9.5
29.3
24.5
9.4
5.2
3.9
6.4
7.3
4.6
7.3
4.7
5.5
19.5
2.6
3.1
5.0
2.8
4.4
6.8
2.4
8.2
3.0
3.3
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
January
February
March
April
May
June
July
August
Sept em ber
Oct ober
November
December
No specific month
Inter natio nal to uris t Domestic tourist
International tourist Domestic tourist Total
Travel month
First-time Repeat Total First-time Repeat Total First-time Repeat Total
January 5.3% 5.9% 5.5% 3.0% 3.4% 3.3% 4.9% 4.1% 4.5%
February 4.6% 4.8% 4.7% 2.9% 3.0% 3.0% 4.3% 3.5% 3.9%
March 7.1% 7.8% 7.3% 9.3% 7.9% 8.2% 7.6% 7.9% 7.7%
April 4.5% 5.1% 4.6% 2.9% 2.3% 2.4% 4.2% 3.0% 3.6%
May 7.8% 5.8% 7.3% 6.6% 6.9% 6.8% 7.6% 6.6% 7.1%
June 6.1% 7.1% 6.4% 4.4% 4.4% 4.4% 5.8% 5.1% 5.5%
July 8.0% 4.4% 7.1% 2.4% 2.9% 2.8% 6.9% 3.3% 5.1%
August 9.9% 7.3% 9.2% 5.0% 5.1% 5.0% 9.0% 5.7% 7.3%
September 5.2% 3.9% 4.9% 2.6% 3.3% 3.1% 4.8% 3.4% 4.1%
October 4.1% 3.3% 3.9% 2.5% 2.6% 2.6% 3.8% 2.8% 3.3%
November 5.0% 5.7% 5.2% 9.7% 9.4% 9.5% 5.9% 8.4% 7.2%
December 8.3% 12.7% 9.4% 18.6% 19.7% 19.5% 10.3% 17.8% 14.1%
No specific month 23.9% 26.1% 24.5% 30.0% 29.1% 29.3% 25.1% 28.3% 26.7%
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 2016 22
Type of Accommodation
The most preferred lodging for majority of the visitors (36.4%) is hotel and resort. Another
one third of the visitors opt for budget accommodation such as budget hotel, motel, inn, guest
house and hostel.
The influence of VFR segment is seen in the use of friend or relative’s house (11.4%).
Tourist accommodation International tourist Domestic tourist Total
Hotel/resort 40.9% 32.1%
36.4%
Budget hotel/motel/inn/guest house/hostel 41.5% 30.5%
35.8%
Friend or relative’s house 6.5% 16.1%
11.4%
Serviced apartment 3.1% 8.7%
6.0%
Residential/short term rental 4.2% 6.9%
5.6%
Homestay program in villages 2.4% 3.6%
3.1%
Bungalow/villa 1.0% 2.1%
1.6%
Others (sea cruise, yatch) 0.4% 0.0%
0.2%
Total 100.0% 100.0% 100.0%
Note: multiple responses
Preferred star rating by hotel and resort users
5-star,
23.8%
2-sta
r
, 3.7%
3-star,
33.8%
4-star,
38.8%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 23
Mode of Transportation
Majority of domestic visitors came to Penang with personal vehicle and low-cost airline.
While, low-cost airline, bus and major airline are the main transportations for
international travellers to Penang.
Public transport is the most frequent option for international visitors to move within destination
(Penang).
Besides bus and taxi, 29.5% of international visitors prefer to walk to do sightseeing in the city.
Transportation used to Penang International tourist Domestic tourist Total
Car/personal vehicle 5.8% 57.7%
31.9%
Low-cost airline 37.6% 22.7% 30.1%
Bus 24.4% 13.4% 18.8%
Major airline 22.0% 2.9% 12.4%
Train 4.9% 3.3% 4.1%
Sea cruise/ferry 4.6% 0.0% 2.3%
Others 0.7% 0.0% 0.3%
Total 100.0% 100.0% 100.0%
Note: multiple responses
Transportation used within Penang International tourist Domestic tourist Total
Public transport (bus, taxi etc) 42.9% 20.6% 32.3%
On foot 29.5% 15.4% 22.7%
Personal/company vehicle 5.6% 40.8%
22.4%
Rented vehicle (car, motorcycle,
bicycle etc) 13.9% 15.5% 14.7%
Ride-sharing/non-taxi private
transport 5.6% 5.2% 5.4%
Trishaw/rickshaw 2.5% 2.5% 2.5%
Total 100.0% 100.0% 100.0%
Note: multiple responses
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 24
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 (46.3%)
2. Sightseeing in the city (36.4%)
3. Visiting historical sites (23.1%)
4. Shopping (15.6%)
5. Visiting museum/art gallery (12.6%)
Playing golf or other sports is the least popular activity to do in Penang.
Top 5 essential activities in Penang
5.1%
6.1%
7.8%
10.8%
11.2%
11.6%
12.6%
12.6%
15.6%
23.1%
36.4%
46.3%
Experiencing local food
Sightseeing in the city
Visiting historical sites
Shopping
Visiting mus eum/art gallery
Visiting national park/hiking/trekking
Enjoying w ater sport/s w imming/sunbathing
Enjoying theme park (Escape)
Enjoying night life
Attending traditional cultural perf ormance
Getting health treatments
Playing sports
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 25
Top 5 essential activities in Penang by tourist group
6.9 5.4
6.9
7.7%
10.9%
7.1%
11.0%
14.0%
11.4%
11.3%
25.4%
40.6%
45.8%
3.3
8.0%
10.6%
15.1%
12.3%
11.3%
13.8%
19.9%
20.7%
32.3%
46.8%Experiencing local food
Sightseeing in the city
Visiting historical sites
Shopping
Visiting museum/art gallery
Visiting national park/hiking/trekking
Enjoying water sport/swimming/sunbathing
Enjoying theme park (Escape)
Enjoying night life
Attending traditional cultural performance
Getting health treatments
Playing s ports
International tourist Domestic tourist
Essential activities in Penang by age group
Activities 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs
Experiencing local food 21.4% 25.4% 22.9% 24.9%
Sightseeing in the city 18.0% 18.6% 18.0% 19.2%
Visiting historical sites 10.5% 11.7% 13.4% 15.4%
Shopping 8.0% 7.3% 8.2% 9.1%
Visiting museum/art gallery 6.5% 5.9% 7.4% 5.5%
Visiting national park/hiking/ trekking 6.5% 6.6% 5.3% 5.3%
Enjoying water sport/ swimming/sunbathing 6.3% 5.7% 5.1% 4.3%
Enjoying theme park (Escape) 7.3% 4.5% 4.4% 2.1%
Enjoying night life 5.7% 5.2% 5.5% 3.9%
Attending traditional cultural performance/
concert/theatre 4.1% 3.8% 3.9% 3.6%
Getting health treatments 2.7% 3.0% 3.9% 5.7%
Playing sports 3.1% 2.3% 2.1% 1.1%
Total 100.0% 100.0% 100.0% 100.0%
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 26
Tourist activities engaged by visitors
46.7%
44.9%
17.5%
36.1%
29.6%
22.6%
15.1%
10.0%
16.0%
4.3%
2.0%
3.0%
5.1%
6.1%
7.8%
10.8%
11.2%
11.6%
12.6%
12.6%
15.6%
23.1%
36.4%
46.3%
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0
Playing s ports
Getting health treatm ents
Attending traditional cultural
performance
Enjoying night life
Enjoying theme park
(Escape)
Enjoying water
sport/swimming/s unbathing
Visiting national
park/hiking/trekking
Visiting mus eum/art gallery
Shopping
Visiting historical sites
Sightseeing in the city
Experiencing local food
Not a priority Low priority Medium priority High priority Essential
PENANG
Market Travel Patterns
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 27
Tourist activities engaged by visitors
Activities Not a
priority
Low
priority
Medium
priority
High
priority
Essential Total
Experiencing local food 3.0% 3.1% 15.0% 32.6%
46.3% 100.0%
Sightseeing in the city 2.0% 4.0% 18.7% 38.8%
36.4% 100.0%
Visiting historical sites 4.3% 9.4% 28.4% 34.9%
23.1% 100.0%
Shopping 16.0% 16.2% 28.1% 24.0% 15.6% 100.0%
Visiting museum/art gallery 10.0% 17.3% 33.8% 26.3% 12.6% 100.0%
Visiting national park/hiking/
trekking 15.1% 18.4% 30.3% 23.6% 12.6% 100.0%
Enjoying water sport/
swimming/sunbathing 22.6% 21.2% 25.6% 19.1% 11.6% 100.0%
Enjoying theme park
(Escape) 29.6% 18.2% 23.3% 17.8% 11.2% 100.0%
Enjoying night life 36.1% 15.6% 20.6% 17.0% 10.8% 100.0%
Attending traditional cultural
performance/ concert/theatre 17.5% 23.6% 32.1% 18.9% 7.8% 100.0%
Getting health treatments 44.9% 19.4% 19.0% 10.6% 6.1% 100.0%
Playing sports 46.7% 20.4% 18.8% 8.9% 5.1% 100.0%
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 28
Expenditure
Majority of visitors spent RM 500 and below while holidaying in Penang.
The
average expenditure per visitor is RM 1,359.95 (median = RM 600.00)
The
largest spending tourist group is international traveller, representing 69.1% of total
spend by Penang visitors
The
largest spending age group is young adult traveller (26-35 years old), representing
38.3% of total spend by Penang visitors
Expenditure International tourist Domestic tourist Total
RM 500 35.4% 60.3% 48.2%
RM 501 – RM 1,000 25.3% 22.8% 24.0%
RM 1,001 – RM 5,000 32.2% 16.3% 24.1%
RM 5,001 – RM 10,000 5.0% 0.5% 2.7%
RM 10,001 2.1% 0.0% 1.0%
Total 100.0% 100.0% 100.0%
Average RM 1,924.60 RM 821.27 RM 1,359.95
Median RM 1,000.00 RM 500.00 RM 600.00
Minimum RM 50.00 RM 50.00 RM 50.00
Maximum RM 50,000.00 RM 10,000.00 RM 50,000.00
Total expenditure RM 3,752,979.00 RM 1,678,680.00 RM 5,431,659.00
Total expenditure at destination by tourist group
35.4%
25.3%
32.2%
5.0% 2.1%
60.3%
22.8%
16.3%
0.5% 0.0%
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
< RM 500 RM 501 – RM 1,000 RM 1,001 – RM 5,000 RM 5,001 – RM 10,000 > RM 10,000
International tourist Domes tic tourist
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 29
Total expenditure at destination by age group
Expenditure 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs
RM 500 69.0% 41.3% 22.4% 20.1%
RM 501 – RM 1,000 17.2% 29.9% 26.9% 25.7%
RM 1,001 – RM 5,000 12.7% 25.4% 42.7% 42.0%
RM 5,001 – RM 10,000 0.9% 2.5% 6.0% 7.4%
RM 10,001 0.2% 0.8% 1.9% 4.8%
Total 100.0% 100.0% 100.0% 100.0%
Average RM 774.32 RM 1,395.76 RM 2,187.29 RM 2,773.91
Median RM 400.00 RM 700.00 RM 1,200.00 RM 1,500.00
Minimum RM 50.00 RM 50.00 RM 60.00 RM 100.00
Maximum RM 50,000.00 RM 50,000.00 RM 35,000.00 RM 30,000.00
Total expenditure RM 1,250,527.00 RM 2,079,681.00 RM 1,347,369.00 RM 746,182.00
Total expenditure at destination by first-time visitors and repeat visitors
International tourist Domestic tourist Total
Expenditure
First-time Repeat First-time Repeat First-time Repeat
RM 500 40.4% 21.9% 61.4% 60.0% 45.5% 50.5%
RM 501 – RM 1,000 25.4% 24.9% 23.7% 22.5% 25.0% 23.1%
RM 1,001 – RM 5,000 28.8% 41.4% 14.2% 16.9% 25.3% 23.0%
RM 5,001 – RM 10,000 4.0% 7.8% 0.7% 0.5% 3.2% 2.3%
RM 10,001 1.3% 4.0% 0.0% 0.0% 1.0% 1.0%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Average (RM) 1,680.70 2,584.91 795.50 828.57 1,467.78 1,264.55
Median (RM) 750.00 1,500.00 500.00 500.00 600.00 500.00
Minimum (RM) 50.00 50.00 50.00 50.00 50.00 50.00
Maximum (RM) 50,000.00 35,000.00 10,000.00 10,000.00 50,000.00 35,000.00
Total expenditure (RM) 2,393,314.00 1,359,665.00 358,771.00 1,319,909.00 2,752,085.00 2,679,574.00
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 30
Proportion of expenditure by tourist group
Category International tourist Domestic tourist Total
Food and beverages 25.5% 28.1% 26.7%
Accommodation 24.1% 24.4% 24.3%
Local transportation 23.1% 15.4% 19.4%
Shopping 12.4% 15.7% 14.0%
Entertainment 10.6% 10.8% 10.7%
Others 4.3% 5.5% 4.9%
Total 100.0% 100.0% 100.0%
Average expenditure at destination by length of stay
RM1,348.36
RM4,832.05
RM3,395.11
RM1,745.73
RM1,010.30
RM715.06
RM458.15
0
1000
2000
3000
4000
5000
6000
1 day 2 days 3 days 4-7 days 8-14 days 15 days Not yet
decided
PENANG
Market Expenditure Pattern
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 31
Total expenditure at destination by length of stay
RM525,862
RM594,342
RM458,340
RM1,906,333
RM1,314,402
RM544,873
RM87,507
0
500000
1000000
1500000
2000000
2500000
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/
holiday 47.5% 24.3% 24.9% 2.6% 0.7%
100.0%
Culture and heritage 55.3% 22.3% 19.0% 2.5% 0.9%
100.0%
Visit friends/relatives
(VFR) 50.7% 24.6% 22.9% 0.7% 1.1%
100.0%
Education/teaching/
training 47.5% 23.2% 27.1% 2.2% 0.0%
100.0%
Business/meeting 35.0% 26.8% 28.7% 5.1% 4.5%
100.0%
Shopping 40.2% 26.4% 25.3% 4.6% 3.4%
100.0%
Sport tournament/event 66.7% 22.7% 10.7% 0.0% 0.0%
100.0%
Health treatment 15.4% 11.5% 53.8% 11.5% 7.7%
100.0%
Convention/conference/
trade show 56.9% 13.7% 21.6% 7.8% 0.0% 100.0%
Religion/pilgrimages 27.8% 33.3% 22.2% 16.7%
0.0% 100.0%
Others (visa application) 51.1% 38.3% 10.6% 0.0% 0.0% 100.0%
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 32
Image of Penang
Majority of visitors perceived the image of Penang to be:
1. World Heritage Site (36.4%)
2. Local cuisine (34.6%)
3. Multicultural society (7.6%)
Only 0.3% of tourists are likely to associate Penang’s image with education hub.
The images of Penang as perceived by visitors
0.3%
0.9%
1.1%
1.4%
1.7%
3.0%
3.1%
4.1%
5.8%
7.6%
34.6%
36.4%World heritage site
Local c uisine
Multicultural society
Sandy beaches
Safe destination
Shopping paradise
Hills/jungles/green
Healthcare destination
Nightlife entertainment
Cultural performance
International events
Education hub
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 33
Image of Penang International tourist Domestic tourist Total
World Heritage Site 38.5% 34.3%
36.4%
Local cuisine 27.3% 41.9%
34.6%
Multicultural society 11.4% 3.9%
7.6%
Sandy beaches 5.8% 5.9%
5.8%
Safe destination 4.5% 3.7%
4.1%
Shopping paradise 2.5% 3.7%
3.1%
Hills/jungles/green 3.6% 2.5%
3.0%
Healthcare destination 2.9% 0.6%
1.7%
Nightlife entertainment 1.5% 1.3%
1.4%
Cultural performance 1.4% 0.8%
1.0%
International events 0.4% 1.3%
0.9%
Education hub 0.3% 0.3%
0.3%
Total 100.0% 100.0% 100.0%
Image of Penang 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs
World Heritage Site 34.8% 36.3% 39.7% 38.7%
Local cuisine 36.6% 35.0% 30.4% 30.7%
Multicultural society 7.1% 8.1% 7.9% 7.7%
Sandy beaches 7.0% 5.2% 4.3% 5.4%
Safe destination 3.6% 4.9% 2.9% 5.4%
Shopping paradise 2.5% 2.9% 5.2% 2.6%
Hills/jungles/green 3.0% 3.0% 3.1% 3.2%
Healthcare destination 1.2% 1.2% 3.2% 4.2%
Nightlife entertainment 1.4% 1.5% 1.0% 1.3%
Cultural performance 1.4% 0.9% 1.0% 0.6%
International events 0.9% 0.8% 1.0% 0.3%
Education hub 0.3% 0.3% 0.3% 0.0%
Total 100.0% 100.0% 100.0% 100.0%
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 34
Penang Image Assessment
The figure below illustrates the average score of the elements of Penang’s image based on the
Scale of 1 to 5.
Average visitor
3.98
3.57
3.35
3.46
4.02
3.99
3.90
3.89
Boring
Dirty
Noisy
Smelly
Unfriendly
Unple asant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
Image Score 1 Score 2 Score 3 Score 4 Score 5 Image
Boring 1.4% 2.6% 21.3%
45.4% 29.2% Exciting
Dirty 2.2% 7.8%
38.0% 35.1% 16.9% Clean
Noisy 3.3% 12.7%
42.8% 28.1% 13.1% Quiet
Smelly 2.7% 10.4%
40.7% 30.6% 15.6% Fresh
Unfriendly 1.8% 3.3% 19.5%
41.7% 33.6% Friendly
Unpleasant 1.5% 3.5% 20.1%
44.5% 30.5% Pleasant
Distressing 1.7% 4.5% 23.7%
42.2% 27.9% Relaxing
Unsafe 2.0% 3.8% 25.8%
40.0% 28.4% Safe
I felt safe walking alone in Penang International tourist Domestic tourist Total
During daytime 57.0% 63.7% 60.1%
At night 43.0% 36.3% 39.9%
Total 100.0% 100.0% 100.0%
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 35
International visitor
4.03
3.98
4.15
4.19
3.43
3.41
3.52
3.96
Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
Domestic visitor
3.75
3.82
3.83
3.86
3.49
3.29
3.61
4.01
Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 36
First-time visitor
3.96
3.55
3.39
3.45
4.12
4.08
3.93
3.96
Boring
Dirty
Noisy
Smelly
Unfriendly
Unple asant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
Repeat visitor
3.83
3.87
3.91
3.93
3.47
3.31
3.59
4.01
Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 37
Male visitor
3.98
3.57
3.34
3.46
4.02
3.98
3.89
3.98
Boring
Dirty
Noisy
Smelly
Unfriendly
Unple asant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
Female visitor
3.82
3.91
4.00
4.02
3.46
3.36
3.57
3.99
Boring
Dirty
Noisy
Smelly
Unfriendly
Unple asant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 38
Age group - 18 to 25 years old
3.80
3.89
3.95
3.97
3.46
3.32
3.56
4.00
Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
Age group - 26 to 35 years old
3.93
3.91
4.03
4.04
3.46
3.37
3.58
3.97
Boring
Dirty
Noisy
Smelly
Unfriendly
Unpleasant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
PENANG
Market Perception of Penang Image
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 39
Age group - 36 to 49 years old
3.94
3.86
3.97
4.03
3.51
3.38
3.59
3.98
Boring
Dirty
Noisy
Smelly
Unfriendly
Unple asant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
Age group - Above 50 years old
4.08
4.02
4.08
4.18
3.37
3.34
3.51
3.99
Boring
Dirty
Noisy
Smelly
Unfriendly
Unple asant
Distressing
Unsafe Safe
Relaxing
Pleasant
Friendly
Fresh
Quiet
Clean
Exciting
15Score
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 40
Travel Satisfaction Score
Average visitor
Average satisfaction score 3.82 / 5.00
Not at all satisfied 0.4%
Slightly satisfied 3.1%
Somewhat satisfied 25.7%
Very satisfied 56.0%
Extremely satisfied 14.8%
Average experience - expectation score 3.36 / 5.00
Did not meet expectations 0.7%
Partially met expectations 8.9%
Met expectations 49.8%
Exceeded expectations 34.6%
Far exceeded expectations 6.0%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 41
International visitor
Average satisfaction score 3.85 / 5.00
Not at all satisfied 0.4%
Slightly satisfied 3.6%
Somewhat satisfied 23.1%
Very satisfied 55.9%
Extremely satisfied 17.0%
Average experience - expectation score
3.39 / 5.00
Did not meet expectations 1.1%
Partially met expectations 9.6%
Met expectations 45.4%
Exceeded expectations 36.5%
Far exceeded expectations 7.4%
Penang revisit intention
Willingness to recommend Penang
Domestic visitor
Average satisfaction score 3.78 / 5.00
Not at all satisfied 0.3%
Slightly satisfied 2.6%
Somewhat satisfied 28.3%
Very satisfied 56.1%
Extremely satisfied 12.7%
Average experience - expectation score
3.33 / 5.00
Did not meet expectations 0.3%
Partially met expectations 8.2%
Met expectations 54.2%
Exceeded expectations 32.7%
Far exceeded expectations 4.6%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 42
First-time visitor
Average satisfaction score 3.82 / 5.00
Not at all satisfied 0.3%
Slightly satisfied 4.3%
Somewhat satisfied 23.7%
Very satisfied 56.4%
Extremely satisfied 15.3%
Average experience - expectation score
3.37 / 5.00
Did not meet expectations 1.3%
Partially met expectations 9.8%
Met expectations 45.8%
Exceeded expectations 36.5%
Far exceeded expectations 6.6%
Penang revisit intention
Willingness to recommend Penang
Repeat visitor
Average satisfaction score 3.81 / 5.00
Not at all satisfied 0.4%
Slightly satisfied 2.1%
Somewhat satisfied 27.6%
Very satisfied 55.6%
Extremely satisfied 14.4%
Average experience - expectation score
3.35 / 5.00
Did not meet expectations 0.2%
Partially met expectations 8.0%
Met expectations 53.6%
Exceeded expectations 32.9%
Far exceeded expectations 5.4%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 43
Male visitor
Average satisfaction score 3.85 / 5.00
Not at all satisfied 0.4%
Slightly satisfied 2.3%
Somewhat satisfied 24.5%
Very satisfied 57.6%
Extremely satisfied 15.1%
Average experience - expectation score
3.39 / 5.00
Did not meet expectations 0.7%
Partially met expectations 6.9%
Met expectations 50.6%
Exceeded expectations 35.9%
Far exceeded expectations 5.9%
Penang revisit intention
Willingness to recommend Penang
Female visitor
Average satisfaction score 3.80 / 5.00
Not at all satisfied 0.3%
Slightly satisfied 3.7%
Somewhat satisfied 26.7%
Very satisfied 54.7%
Extremely satisfied 14.6%
Average experience - expectation score
3.34 / 5.00
Did not meet expectations 0.7%
Partially met expectations 10.4%
Met expectations 49.3%
Exceeded expectations 33.6%
Far exceeded expectations 6.1%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 44
Age group
18 to 25 years old
Average satisfaction score 3.80 / 5.00
Not at all satisfied 0.4%
Slightly satisfied 3.5%
Somewhat satisfied 25.8%
Very satisfied 55.9%
Extremely satisfied 14.4%
Average experience - expectation score
3.36 / 5.00
Did not meet expectations 1.0%
Partially met expectations 8.8%
Met expectations 49.5%
Exceeded expectations 34.5%
Far exceeded expectations 6.2%
Penang revisit intention
Willingness to recommend Penang
26 to 35 years old
Average satisfaction score 3.85 / 5.00
Not at all satisfied 0.3%
Slightly satisfied 2.6%
Somewhat satisfied 24.4%
Very satisfied 57.3%
Extremely satisfied 15.4%
Average experience - expectation score
3.37 / 5.00
Did not meet expectations 0.6%
Partially met expectations 9.0%
Met expectations 50.1%
Exceeded expectations 34.0%
Far exceeded expectations 6.4%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 45
36 to 49 years old
Average satisfaction score 3.77 / 5.00
Not at all satisfied 0.3%
Slightly satisfied 3.9%
Somewhat satisfied 29.0%
Very satisfied 52.4%
Extremely satisfied 14.4%
Average experience - expectation score
3.35 / 5.00
Did not meet expectations 0.6%
Partially met expectations 9.1%
Met expectations 50.0%
Exceeded expectations 36.1%
Far exceeded expectations 4.3%
Penang revisit intention
Willingness to recommend Penang
Above 50 years old
Average satisfaction score 3.86 / 5.00
Not at all satisfied 0.6%
Slightly satisfied 1.9%
Somewhat satisfied 24.5%
Very satisfied 57.4%
Extremely satisfied 15.7%
Average experience - expectation score
3.40 / 5.00
Did not meet expectations 0.0%
Partially met expectations 8.2%
Met expectations 50.0%
Exceeded expectations 35.2%
Far exceeded expectations 6.6%
Penang revisit intention
Willingness to recommend Penang
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 46
What tourist LIKE about Penang?
Like Frequency Total
1 Cuisine 1109 41.0%
2 The people 352 13.0%
3 Ambience 138 5.1%
4 Street Art 127 4.7%
5 Culture 124 4.6%
6 Attractions 97 3.6%
7 Multicultural 68 2.5%
8 Beach 66 2.4%
9 Shopping 65 2.4%
10 Buildings 45 1.7%
11 World Heritage Site 42 1.6%
12 Art 40 1.5%
13 Heritage 37 1.4%
14 Architecture 32 1.2%
15 Clean 27 1.0%
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 47
What tourist DISLIKE about Penang?
Dislike Frequency Total
1 Traffic congestion 353 29.7%
2 Weather 103 8.7%
3 Expensive 70 5.9%
4 Dirty 59 5.0%
5 Public transport 51 4.3%
6 Public toilet 45 3.8%
7 Car parking 42 3.5%
8 Rude driver 41 3.4%
9 Beach 39 3.3%
10 Noisy 31 2.6%
11 Rude people 28 2.4%
12 Crowded 26 2.2%
13 Smelly drain 25 2.1%
14 Eating places 23 1.9%
15 Cleanliness 22 1.8%
16 Cuisine 22 1.8%
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 48
Tourist expectation of Penang destination attributes
16.9%
24.4%
18.9%
18.8%
17.7%
19.4%
15.8%
17.0%
17.3%
15.7%
20.9%
20.6%
23.2%
18.9%
21.4%
21.1%
22.8%
16.7%
17.6%
16.1%
15.6%
16.3%
15.7%
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0
Cleanliness of e ating places
Availability of Halal food
Prices of food and beverages
Cleanliness of be aches and
sea
Nightlife entertainments
Varie ty of tour ist a ttractio ns
The prices of goods
Tourist information centre
Signage at attractions
Public toilets
Shopping facilities
Money changer/automatic
teller machine ATM
Inte rnet co nnecti vity/WIFI
Price of accommodation
Hospitality of hotel staff
Quality of accommodation
Availability of
accommodation
Prices of local public
tran spor tation
Acces sibili ty to to uris t
attractions
Local public transport
services
Availability of information for
tourist at entry points
Check-in/check-out process
at the airport
Hospitality of immigration
officials at the entrance point
Poor Below average Average Good Excellent
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 49
Tourist expectation of Penang destination attributes
Attribute Poor Below
average Average Good Excellent Total
Accessibility
Hospitality of immigration officials
at the entrance point
2.0% 5.6% 39.2% 37.6%
15.7% 100.0%
Check-in/check-out process at the
airport 1.5% 4.9% 36.4% 41.0%
16.3% 100.0%
Availability of information for
tourist at entry points 1.8% 6.3% 35.2% 41.1%
15.6% 100.0%
Local public transport services 2.2% 8.8% 34.7% 38.1%
16.1% 100.0%
Accessibility to tourist attractions 1.0% 5.0% 32.9% 43.5%
17.6% 100.0%
Prices of local public transportation 1.7% 6.3% 36.1% 39.2%
16.7% 100.0%
Accommodation
Availability of accommodation
0.8%
3.4%
28.7%
44.2%
22.8%
100.0%
Quality of accommodation 0.8% 4.8% 30.7% 42.6%
21.1% 100.0%
Hospitality of hotel staff 0.8% 3.8% 30.6% 43.4%
21.4% 100.0%
Price of accommodation 1.2% 5.1% 32.9% 41.9%
18.9% 100.0%
Tourist Amenities
Internet connectivity/WIFI
2.6%
7.4%
30.7%
36.1%
23.2%
100.0%
Money changer/automatic teller
machine (ATM) 1.5% 6.4% 31.3% 40.1%
20.6% 100.0%
Shopping facilities 1.0% 5.7% 32.2% 40.2%
20.9% 100.0%
Public toilets 5.0% 11.0% 35.7% 32.6% 15.7% 100.0%
Signage at attractions 1.7% 7.0% 35.8% 38.3%
17.3% 100.0%
Tourist information centre 1.9% 7.0% 36.4% 37.7%
17.0% 100.0%
The prices of goods 1.5% 6.8% 37.9% 38.0%
15.8% 100.0%
Variety of tourist attractions 1.3% 4.8% 32.4% 42.0%
19.4% 100.0%
Nightlife entertainments 2.7% 7.7% 36.8% 35.0%
17.7% 100.0%
Cleanliness of beaches and sea 2.9% 8.3% 34.0% 36.1%
18.8% 100.0%
Food/Meals
Prices of food and beverages
1.5%
6.2%
34.4%
39.0%
18.9%
100.0%
Availability of Halal food 1.7% 4.8% 31.1% 37.9%
24.4% 100.0%
Cleanliness of eating places 2.2% 8.1% 37.9% 34.9%
16.9% 100.0%
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 50
Tourist experience of Penang destination attributes
13.3%
24.6%
20.1%
12.7%
16.2%
20.0%
13.6%
13.0%
13.9%
10.5%
20.9%
17.1%
18.1%
20.0%
28.5%
23.7%
26.8%
23.8%
18.7%
21.8%
14.5%
18.3%
16.4%
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Cleanliness of eating places
Availability of Halal food
Prices of food and
beverages
Cleanliness of beaches and
sea
Nightlife entertainments
Variety of tourist attractions
The prices of goods
Tourist information centre
Signage at attractions
Public toilets
Shopping facilities
Money changer/automatic
teller machine ATM
Inte rnet co nnecti vity/WIFI
Price of accommodation
Hospitality of hotel staff
Quality of accommodation
Availability of
accommodation
Prices of local public
tran spo rtatio n
Acces sib ility to to uris t
attractions
Local public transport
services
Availability of inform ation for
tourist at entry points
Check-in/check-out process
at the airport
Hospitality of im migration
officials at the entrance point
Poor Below average Average Go od Excellent
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 51
Tourist experience of Penang destination attributes
Attribute Poor Below
average Average Good Excellent Total
Accessibility
Hospitality of immigration officials
at the entrance point
3.4% 5.2% 32.3% 42.7%
16.4% 100.0%
Check-in/check-out process at the
airport 2.1% 5.2% 28.5% 46.0%
18.3% 100.0%
Availability of information for
tourist at entry points 3.2% 8.1% 31.9% 42.3%
14.5% 100.0%
Local public transport services 2.5% 6.5% 26.6% 42.7%
21.8% 100.0%
Accessibility to tourist attractions 1.6% 5.3% 26.6% 47.8%
18.7% 100.0%
Prices of local public transportation 2.6% 6.8% 25.9% 40.9%
23.8% 100.0%
Accommodation
Availability of accommodation
1.3%
3.4%
23.0%
45.4%
26.8%
100.0%
Quality of accommodation 1.1% 4.5% 25.0% 45.7%
23.7% 100.0%
Hospitality of hotel staff 1.1% 4.5% 22.5% 43.4%
28.5% 100.0%
Price of accommodation 2.0% 6.5% 28.7% 42.8%
20.0% 100.0%
Tourist Amenities
Internet connectivity/WIFI
6.5%
11.8%
29.3%
34.4%
18.1%
100.0%
Money changer/automatic teller
machine (ATM) 3.1% 8.8% 31.7% 39.4%
17.1% 100.0%
Shopping facilities 1.7% 6.5% 29.4% 41.6%
20.9% 100.0%
Public toilets 8.3% 15.8% 35.2% 30.2% 10.5% 100.0%
Signage at attractions 3.1% 8.8% 33.6% 40.7%
13.9% 100.0%
Tourist information centre 3.3% 10.2% 34.8% 38.6% 13.0% 100.0%
The prices of goods 3.2% 9.9% 34.8% 38.4%
13.6% 100.0%
Variety of tourist attractions 1.9% 6.4% 28.3% 43.4%
20.0% 100.0%
Nightlife entertainments 3.5% 9.2% 33.9% 37.2%
16.2% 100.0%
Cleanliness of beaches and sea 8.9% 12.8% 33.1% 32.4% 12.7% 100.0%
Food/Meals
Prices of food and beverages
3.3%
8.6%
29.4%
38.7%
20.1%
100.0%
Availability of Halal food 2.2% 6.5% 28.1% 38.6%
24.6% 100.0%
Cleanliness of eating places 3.9% 11.0% 36.0% 35.8% 13.3% 100.0%
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 52
Holiday Satisfaction = Experience - Expectation
Average visitor
Note: Win = improvement of visitor's expectation; Loss = reduction in visitor's expectation; Drawline = closely matching
of visitor's expectation
LOSS
W
IN
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 53
Summary of result for average tourist
Expectation (Expt) Experience (Exp) t-TEST
No Attribute
Mean SD Mean SD
(Exp
Expt)1 t2 SIG3
Accessibility
1 Hospitality of immigration officials
at the entrance point 3.59 0.886 3.64 0.932 0.05 0.173 0.863
2 Check-in/check-out process at the
airport 3.66 0.859 3.73 0.891 0.07 -2.762 0.006
3 Availability of information for
tourist at entry points 3.62 0.882 3.57 0.944 -0.05 4.252 0.000
4 Local public transport services 3.57 0.935 3.75 0.949 0.18 -8.944 0.000
5 Accessibility to tourist attractions 3.72 0.846 3.77 0.867 0.05 -3.487 0.000
6 Prices of local public transportation 3.63 0.891 3.76 0.975 0.13 -5.434 0.000
Accommodation
7 Availability of accommodation 3.85 0.840 3.93 0.866 0.08 -5.781 0.000
8 Quality of accommodation 3.79 0.856 3.86 0.865 0.07 -4.795 0.000
9 Hospitality of hotel staff 3.81 0.844 3.94 0.887 0.13 -7.423 0.000
10 Price of accommodation 3.72 0.868 3.72 0.922 0.00 0.856 0.392
Tourist Amenities
11 Internet connectivity/WIFI 3.70 0.990 3.46 1.111 -0.24 12.153 0.000
12 Money changer/automatic teller
machine (ATM) 3.72 0.915 3.59 0.971 -0.13 7.860 0.000
13 Shopping facilities 3.74 0.887 3.73 0.919 -0.01 0.129 0.897
14 Public toilets 3.43 1.040 3.19 1.085 -0.24 13.860 0.000
15 Signage at attractions 3.62 0.907 3.53 0.942 -0.09 5.704 0.000
16 Tourist information centre 3.61 0.912 3.48 0.957 -0.13 8.446 0.000
17 The prices of goods 3.60 0.885 3.49 0.956 -0.11 6.681 0.000
18 Variety of tourist attractions 3.73 0.872 3.73 0.916 0.00 -0.080 0.936
19 Nightlife entertainments 3.57 0.957 3.53 0.982 -0.04 2.081 0.037
20 Cleanliness of beaches & sea 3.59 0.978 3.27 1.115 -0.32 16.672 0.000
Food/Meals
21 Prices of food and beverages 3.68 0.901 3.64 1.001 -0.04 2.668 0.008
22 Availability of Halal food 3.78 0.927 3.77 0.965 -0.01 0.610 0.542
23 Cleanliness of eating places 3.56 0.936 3.44 0.983 -0.12 8.144 0.000
Note: 1. Mean of differences; 2. Value of t; 3. SIG: Level of significance, ***p<0.001 (1:1000); Statements highlighted in light
green indicate satisfaction, while statements highlighted in light red indicate dissatisfaction
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 54
International visitor
Note: Win = improvement of visitor's expectation; Loss = reduction in visitor's expectation; Drawline = closely matching
of visitor's expectation
LOSS
W
IN
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 55
Summary of result for international tourist
Expectation (Expt) Experience (Exp) t-TEST
No Attribute
Mean SD Mean SD
(Exp
Expt)1 t2 SIG3
Accessibility
1 Hospitality of immigration officials
at the entrance point 3.59 0.927 3.68 0.953 0.09 -0.936 0.349
2 Check-in/check-out process at the
airport 3.65 0.895 3.77 0.898 0.12 -3.901 0.000
3 Availability of information for
tourist at entry points 3.59 0.920 3.55 1.001 -0.04 2.444 0.015
4 Local public transport services 3.49 0.994 3.79 0.966 0.30 -10.182 0.000
5 Accessibility to tourist attractions 3.69 0.871 3.81 0.893 0.12 -5.540 0.000
6 Prices of local public transportation 3.64 0.924 3.86 0.997 0.22 -7.054 0.000
Accommodation
7 Availability of accommodation 3.85 0.850 4.00 0.882 0.15 -7.030 0.000
8 Quality of accommodation 3.74 0.901 3.89 0.900 0.15 -6.461 0.000
9 Hospitality of hotel staff 3.83 0.863 4.07 0.892 0.24 -10.367 0.000
10 Price of accommodation 3.72 0.889 3.74 0.964 0.02 -0.334 0.738
Tourist Amenities
11 Internet connectivity/WIFI 3.66 1.031 3.43 1.166 -0.23 7.525 0.000
12 Money changer/automatic teller
machine (ATM) 3.68 0.951 3.57 1.014 -0.11 4.468 0.000
13 Shopping facilities 3.64 0.935 3.70 0.941 0.06 -2.506 0.012
14 Public toilets 3.27 1.116 3.06 1.136 -0.21 8.400 0.000
15 Signage at attractions 3.51 0.944 3.47 0.967 -0.04 1.939 0.053
16 Tourist information centre 3.53 0.943 3.43 1.006 -0.10 4.711 0.000
17 The prices of goods 3.59 0.907 3.55 0.971 -0.04 2.419 0.016
18 Variety of tourist attractions 3.68 0.890 3.70 0.951 0.02 -0.427 0.669
19 Nightlife entertainments 3.53 0.978 3.54 1.008 0.01 -0.197 0.844
20 Cleanliness of beaches & sea 3.53 1.045 3.15 1.195 -0.38 12.686 0.000
Food/Meals
21 Prices of food and beverages 3.68 0.929 3.75 0.995 0.07 -3.188 0.001
22 Availability of Halal food 3.72 0.988 3.77 1.008 0.05 -1.531 0.126
23 Cleanliness of eating places 3.46 0.977 3.41 1.004 -0.05 2.438 0.015
Note: 1. Mean of differences; 2. Value of t; 3. SIG: Level of significance, ***p<0.001 (1:1000); Statements highlighted in light
green indicate satisfaction, while statements highlighted in light red indicate dissatisfaction
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 56
Domestic visitor
Note: Win = improvement of visitor's expectation; Loss = reduction in visitor's expectation; Drawline = closely matching
of visitor's expectation
LOSS
W
IN
PENANG
Travel Satisfaction
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Penang Tourists Survey 2016 57
Summary of result for domestic tourist
Expectation (Expt) Experience (Exp) t-TEST
No Attribute
Mean SD Mean SD
(Exp
Expt)1 t2 SIG3
Accessibility
1 Hospitality of immigration officials
at the entrance point 3.60 0.836 3.52 0.869 -0.08 1.812 0.070
2 Check-in/check-out process at the
airport 3.67 0.814 3.63 0.868 -0.04 1.127 0.260
3 Availability of information for
tourist at entry points 3.67 0.835 3.59 0.873 -0.08 3.737 0.000
4 Local public transport services 3.66 0.858 3.67 0.913 0.01 -0.473 0.636
5 Accessibility to tourist attractions 3.74 0.818 3.72 0.836 -0.02 0.861 0.389
6 Prices of local public transportation 3.61 0.855 3.60 0.912 -0.01 0.791 0.429
Accommodation
7 Availability of accommodation 3.85 0.830 3.86 0.843 0.01 -0.860 0.390
8 Quality of accommodation 3.83 0.807 3.83 0.824 0.00 0.157 0.875
9 Hospitality of hotel staff 3.79 0.823 3.79 0.858 0.00 0.773 0.440
10 Price of accommodation 3.72 0.845 3.71 0.875 -0.01 1.686 0.092
Tourist Amenities
11 Internet connectivity/WIFI 3.73 0.946 3.48 1.053 -0.25 9.966 0.000
12 Money changer/automatic teller
machine (ATM) 3.75 0.877 3.60 0.927 -0.15 6.803 0.000
13 Shopping facilities 3.84 0.827 3.77 0.896 -0.07 2.915 0.004
14 Public toilets 3.57 0.942 3.31 1.021 -0.26 11.365 0.000
15 Signage at attractions 3.73 0.857 3.59 0.915 -0.14 6.227 0.000
16 Tourist information centre 3.68 0.876 3.52 0.908 -0.16 7.369 0.000
17 The prices of goods 3.60 0.864 3.44 0.937 -0.16 7.076 0.000
18 Variety of tourist attractions 3.78 0.852 3.76 0.880 -0.02 0.359 0.720
19 Nightlife entertainments 3.62 0.935 3.53 0.955 -0.09 3.337 0.001
20 Cleanliness of beaches & sea 3.65 0.910 3.38 1.027 -0.27 10.860 0.000
Food/Meals
21 Prices of food and beverages 3.68 0.874 3.52 0.993 -0.16 6.963 0.000
22 Availability of Halal food 3.83 0.875 3.77 0.932 -0.06 2.280 0.023
23 Cleanliness of eating places 3.66 0.884 3.47 0.960 -0.19 9.337 0.000
Note: 1. Mean of differences; 2. Value of t; 3. SIG: Level of significance, ***p<0.001 (1:1000); Statements highlighted in light
green indicate satisfaction, while statements highlighted in light red indicate dissatisfaction
... While Penang has always received a steady stream of foreign visitors, there has been more domestic tourists compared to foreign ones on a 60 to 40 ratio in recent years (Looi, 2016). Domestic travellers were in fact Penang's most loyal visitors whereby approximately 77.7 per cent of the domestic visitors surveyed were actually repeat visitors in contrast to the international tourists at 26.5 per cent (Omar and Mohamed, 2017). Generally, the domestic travellers surveyed reported extremely high revisit intentions (98.5 per cent) especially among the younger aged ones (18-to 36-year olds) (Omar and Mohamed, 2017). ...
... Domestic travellers were in fact Penang's most loyal visitors whereby approximately 77.7 per cent of the domestic visitors surveyed were actually repeat visitors in contrast to the international tourists at 26.5 per cent (Omar and Mohamed, 2017). Generally, the domestic travellers surveyed reported extremely high revisit intentions (98.5 per cent) especially among the younger aged ones (18-to 36-year olds) (Omar and Mohamed, 2017). Hence, the objectives of the study were to identify the consumption values that may influence young domestic travellers' attitude towards Penang street food and also to determine the intervening factor that connects the young domestic travellers' attitude towards Penang street food and their continuous quest for Penang street food. ...
Article
Purpose The purpose of this paper is to understand the process that leads to the revisit intentions of young domestic travellers to Penang for its multi-ethnic street food based on the ABC model of attitudes and the theory of consumption values. Design/methodology/approach Data were collected online from 305 local Generation Y and Z travellers via a purposive sampling method and analysed using SmartPLS v.3.2.6. Findings Taste value had the most salient effect on attitude towards Penang street food followed by emotional value. The impact of attitude on the intention to revisit Penang for its street food is mediated by place attachment. Practical implications Apart from ensuring the authentic taste of multi-ethnic street food is preserved, campaigns crafted to boost street food tourism should communicate how eating street food can manifest in feelings of enjoyment, pleasure and excitement to the young travellers as well as highlight the identity of the place as an incomparable street food destination. Originality/value This study demonstrates that continuous revisits to a destination for street food is affective-driven with the significant role of place attachment as a mediator and the intangible force of emotional value (apart from taste value) influencing attitude towards street food.
... Based on Penang Tourist Survey technical report prepared by Omar and Mohamed, the total number of tourists in Penang between March and December 2016 is 4767 population which include 2370 international and 2397 domestic [11]. The population, N = 4500, the appropriate sample size is ± 354 [12]. ...
Article
Full-text available
This paper evaluates sustainable urban bus service quality based on passenger perception and expectation in local tourism destinations in order to attain a comprehension of tourists' attitudes towards local public transport. The study focuses on the combination of route 101 and 102 by Rapid Penang bus to investigate passenger satisfaction because the bus is the main public transport used by most tourist who use both routes. Data collection by questionnaire survey from 201 valid questionnaires was analysed using sustainable assessment model for both routes. The focus groups of this study are local and foreign tourist as the perceived service quality has a significant positive influence on tourist satisfaction. Moreover, previous experience moderates the relationship between perceived service quality and satisfaction. Results obtained indicate 28 indicators in measuring performance of service quality offered, and 6 vital attributes are identified including; reliability, understanding, accessibility, physical facilities, environment and safety. Gap value obtained are sorted according to worst factor ranking wherein reliability (-1.094), safety (-1.076), physical facility (-1.029), understanding (-1.023), accessibility (-0.792) and environment (-0.772) respectively. This factors have significant effect on overall tourist satisfaction assessment. The findings of this study aims to suggest some interesting implications for practitioners and researchers based on factors that considered important by tourists.
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