Characteristics of Malaysian ecotourist segments in Kinabalu Park, Sabah

A study of Malaysian ecotourists in Kinabalu Park, Sabah—a UNESCO World Heritage Site and global biodiversity hotspot—identified three distinct segments: hard, structured, and soft ecotourists. Discriminant analysis revealed that 82% of the variance in segment differentiation was explained by trip characteristics, including expectations for services and preferences for arranged travel. Notably, 60% of respondents fell into the structured or soft ecotourist categories, reinforcing established ecotourism typologies across regions. The findings highlight common traits among ecotourists along a hard-soft spectrum, offering insights for sustainable tourism management in protected areas.

Sheena, B., Mariapan, M., & Aziz, A. (2014). Characteristics of Malaysian ecotourist segments in Kinabalu Park, Sabah. Tourism Geographies, 17(1), 1–18. https://doi.org/10.1080/14616688.2013.865069