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Although tourism is a key industry in Malaysia s
economy, the focus of planners here is on
international mass tourists. With their low budget
travel modes, backpackers are not perceived to be a
high yield segment. The purpose of this work is to
describe the characteristics of the international
backpackers to Malaysia as a distinct market
segment; specifically to understand their
consumption patterns, travel characteristics and
motivations. An understanding of backpacker
characteristics will enable tourism marketers to
structure the right marketing mix to meet the needs
of this niche segment. The work comments on how
tourism authorities in Malaysia should deal
objectively with the dilemma of planning for small-
scale developments in both the urban and rural
areas. These include issues related to host-guest
interactions, infrastructures and sustainability.
This work will be useful for tourism managers,
researchers, students and academicians who are
interested in the management of backpacker tourism
around the world.
economy, the focus of planners here is on
international mass tourists. With their low budget
travel modes, backpackers are not perceived to be a
high yield segment. The purpose of this work is to
describe the characteristics of the international
backpackers to Malaysia as a distinct market
segment; specifically to understand their
consumption patterns, travel characteristics and
motivations. An understanding of backpacker
characteristics will enable tourism marketers to
structure the right marketing mix to meet the needs
of this niche segment. The work comments on how
tourism authorities in Malaysia should deal
objectively with the dilemma of planning for small-
scale developments in both the urban and rural
areas. These include issues related to host-guest
interactions, infrastructures and sustainability.
This work will be useful for tourism managers,
researchers, students and academicians who are
interested in the management of backpacker tourism
around the world.