PenangTouristSurveyReport 2017 PDF

PENANG 2017
to u r i st s u rv ey
2 0 17
Prepared by: Prepared for:

SUSTAINABLE TOURISM RESEARCH CLUSTER, PENANG GLOBAL TOURISM SDN. BHD.
UNIVERSITI SAINS MALAYSIA
PENANG
Market Overview
This report provides an overview of tourist profiles to Penang in
2017. Targeting tourists with a minimum age of 18 and who have This report presents:
spent minimum one night in Penang, the survey gathered 4611  Tourist Profile
tourists (2405 international and 2206 domestic) between March
 Travel Pattern
and December 2017. Employing stratified random sampling
 Tourist Expenditure
technique, the survey was conducted either by face-to-face
 Perception of Image
interviews with the respondents by enumerator or by self-
administered at selected tourist hotspots in Penang (e.g. The  Travel Satisfaction
Penang Hill, Fort Cornwallis, Esplanade, Kek Lok Si Temple,
Komtar, Acheh Street, Beach Street, Chulia Street, Armenian
Street, Muntri Street, Ah Quee Street, Cannon Street, Love Lane, 52.2% (N=2405)
Kapitan Keling Mosque, Hin Bus Depot, Chew Jetty, Gurney Drive, International tourists
surveyed in 2017
and Batu Ferringhi), and important gateways to Penang, namely
airport, bus terminal and ferry jetty. Enumerators asked screening
questions at the beginning of the survey to verify that the 47.8% (N=2206)
Domestic tourists surveyed
respondents were tourists and not transient visitors or day trippers.
in 2017
Tourist profile in Quarter 2017 male

93.3% independent travellers
41.4% tourists
58.8% are for leisure female

58.6% tourists
49.9% repeat visitors
18-25 years largest age group
Penang images:
RM 1,165.71 average spent  Local cuisine
5.08 nights average stay (36.4%)
 World Heritage
Top 5 must-do activities in Penang Site (35.8%)
1. Experiencing local food (51.4%)

 Multicultural
society (8.0%)
2. Sightseeing in the city (41.1%)  Sandy beaches
(5.0%)
3. Visiting historical sites (26.1%)
 Safe destination
(3.5%)
4. Visiting museum/art gallery (14.2%)
5. Shopping (14.2%)
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Penang Tourist Survey 2017
PENANG
Market Overview
Average visitors
3.92/5.00
Average satisfaction score
of Penang experience
Expenditure per visit RM 1,165.71
Stay 5.08 nights
3.47/5.00 Repeat visitor 49.9%
Tourist experience met the Revisit intention 95.1%
expectation Satisfaction score 3.92 / 5.00
International visitors Domestic visitors

95.1%
Would like to revisit Penang
in the near future
Expenditure per visit RM 1,529.90 Expenditure per visit RM 767.73

Stay 5.93 nights Stay 4.12 nights
99.2% Repeat visitor 24.9% Repeat visitor 77.0%
Would like to recommend Revisit intention 91.4% Revisit intention 99.1%
Penang to others
Satisfaction score 3.98/ 5.00 Satisfaction score 3.85 / 5.00
Purpose of visit
Leisure & recreation Visit friends & relatives Culture & heritage
Expenditure per visit RM 1,125.09 Expenditure per visit RM 1,156.36 Expenditure per visit RM 993.71
Stay 4.08 nights Stay 5.59 nights Stay 4.36 nights
Repeat visitor 49.9% Repeat visitor 73.0% Repeat visitor 24.3%
Revisit intention 95.8% Revisit intention 98.0% Revisit intention 87.5%
Satisfaction score 3.93 / 5.00 Satisfaction score 3.88 / 5.00 Satisfaction score 4.02 / 5.00
Business/meeting Shopping Education/training
Expenditure per visit RM 2,611.54 Expenditure per visit RM 998.05 Expenditure per visit RM 863.32
Stay 8.28 nights Stay 4.08 nights Stay 16.41 nights
Repeat visitor 69.7% Repeat visitor 72.7% Repeat visitor 58.5%
Revisit intention 98.9% Revisit intention 100.0% Revisit intention 98.9%
Satisfaction score 3.80 / 5.00 Satisfaction score 3.61 / 5.00 Satisfaction score 3.83 / 5.00
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PENANG
Market Overview
Age group
18 to 25 years old 26 to 35 years old
1. Local public transport

services
Expenditure per visit RM 747.06 Expenditure per visit RM 1,302.62 2. Prices of local public
transport
3. Hospitality of hotel staff
Repeat visitor 51.1% Repeat visitor 43.9%
4. Availability of
Revisit intention 95.5% Revisit intention 94.5%
accommodation
Satisfaction score 3.92 / 5.00 Satisfaction score 3.92 / 5.00 5. Accessibility to tourist
attractions
36 to 49 years old Above 50 years old
1. Cleanliness of beaches
Expenditure per visit RM 1,717.45 Expenditure per visit RM 2,025.04
and sea
Stay 4.51 nights Stay 5.93 nights 2. Public toilets
Repeat visitor 57.1% Repeat visitor 58.6% 3. Internet connectivity/
Revisit intention 95.8% Revisit intention 94.6% WIFI
Satisfaction score 3.86 / 5.00 Satisfaction score 3.97 / 5.00 4. Cleanliness of eating
places
5. Tourist information centre
6.
Purpose of visit
Health treatment Convention/conference Main purpose of travel to
Penang:
1. Leisure & recreation
(58.8%)
Expenditure per visit RM 2,500.98 Expenditure per visit RM 1,075.76
2. Culture & heritage
(17.0%)
Revisit intention 100.0% Revisit intention 100.0% 3. Visit friends &
Satisfaction score 3.93 / 5.00 Satisfaction score 3.81 / 5.00
relatives (6.4%)
Sporting event Religion/pilgrimages 4. Education/teaching/
training (6.0%)
5. Business/meeting
Expenditure per visit RM 788.92 Expenditure per visit RM 180.00 (3.9%)
Revisit intention 100.0% Revisit intention 100.0%
Satisfaction score 3.74 / 5.00 Satisfaction score 4.00 / 5.00
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PENANG
Market Profile
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Who are they?

 Penang visitors in 2017 consist of 52.2% international tourists and 47.8% domestic
tourists.
 The respondents are 41.4% male and 58.6% female.
 Majority of visitors are youth, students and young adult travellers; aged below 35 years old. The
average age is 30 years old, ranging from 18 to 77 years old (median = 27 years old).
 Single and educated are dominant travellers.
 About 35.8% of the travellers are professional and semi-professional. The average monthly income
for working travellers is RM 7,967.12
Gender International tourist Domestic tourist Total

Male 46.7% 35.7% 41.4%
Female 53.3% 64.3% 58.6%
Total 100.0% 100.0% 100.0%
Age
a
18-25 years old 32.5% 56.4% 44.0%
b
26-35 years old 41.8% 29.4% 35.8%
c
36-49 years old 15.2% 9.6% 12.5%
d
≥ 50 years old 10.2% 4.6% 7.7%
Total 100.0% 100.0% 100.0%
Average 32 years old 27 years old 30 years old
Marital status
Single 65.8% 73.8% 69.7%
Married 32.3% 25.5% 29.1%
Divorcee/widowed 1.8% 0.6% 1.3%
Total 100.0% 100.0% 100.0%
Note: N=4611 respondents

a = youth/student traveller; b = young adult traveller; c = adult/mature traveller; d = senior traveller
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Penang Tourist Survey 2017 4
PENANG
Market Profile
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Education attainment International tourist Domestic tourist Total

Higher Degree – Master/PhD 29.8% 11.2% 20.9%
Tertiary Education – Diploma/Degree 53.9% 68.8% 61.0%
Secondary/High School Education 15.7% 19.7% 17.6%
Primary/Elementary Education 0.7% 0.3% 0.5%
No Formal Education 0.0% 0.0% 0.0%
Total 100.0% 100.0% 100.0%
Occupation
Students 22.8% 40.5% 31.6%
Technicians & associate professionals 18.9% 19.6% 19.3%
Professionals 21.2% 11.7% 16.5%
Service, shop and market sales workers 10.6% 9.2% 9.9%
Clerical workers 9.6% 9.9% 9.8%
Not working 8.1% 3.1% 5.6%
Legislators, senior officials & managers 4.5% 1.7% 3.1%
Elementary occupations 2.0% 2.5% 2.2%
Plant & machine-operators & assemblers 0.9% 0.9% 0.9%
Armed forces 0.7% 0.8% 0.7%
Skilled agricultural & fishery workers 0.5% 0.2% 0.3%
Craft & related trades workers 0.3% 0.0% 0.1%
Total 100.0% 100.0% 100.0%
Monthly income
No income* 25.6% 44.1% 35.4%
≤ RM 1,000 4.1% 4.2% 4.1%
RM 1,001 – RM 5,000 26.0% 44.8% 36.0%
RM 5,001 – RM 10,000 19.8% 5.3% 12.2%
RM 10,001 – RM 50,000 20.2% 1.6% 10.3%
RM 50,001 – RM 100,000 0.8% 0.0% 0.4%
> RM 100,001 3.5% 0.0% 1.7%
Total 100.0% 100.0% 100.0%
Average RM 14,752.11 RM 1,955.10 RM 7,967.12
Note: *No income respondents consist of retirees, homemakers, students and in between jobs
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PENANG
Market Profile
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Gender and age group
Male Female
35.0
29.4%
30.0
25.0
19.3%
20.0 16.5%
14.6%
15.0
10.0 6.1% 6.4%
4.2% 3.5%
5.0
0.0
18-25 years old 26-35 years old 36-49 years old above 50 years old
Age group and monthly income (RM)
100.0
87.8%
90.0
80.0
70.0 65.0%
60.0 55.3%
52.6%
50.5% 50.0% 50.0%
50.0
40.0
33.7%
30.0%
30.0 26.5%
23.4%
21.5% 19.8% 21.2%
20.0 14.0%
12.2% 12.3% 12.8%
9.3% 10% 10 8.5
10.0 6.0% 8.7%
2.6% 3.6%
1.3 1.6%
0.0
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 years old 36-49 years old above 50 years old
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PENANG
Market Profile
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The Respondents
Origin of international tourists
28.5% 15.8%
Europe 0.2%
Central Eastern
Asia Asia
4.2%
9.7% Western 4.8%
Americas Asia Southern
Asia
2.1% 26.9%
Africa Southeast
Asia
7.9%
Oceania
Gender Southeast Western Eastern Oceania Europe Americas Southern Africa Central
Asia Asia Asia Asia Asia
Male 38.4% 60.0% 41.7% 56.6% 45.8% 51.7% 70.7% 58.0% 80.0%
Female 61.6% 40.0% 58.3% 43.4% 54.2% 48.3% 29.3% 42.0% 20.0%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Age
18-25 years 28.8% 36.0% 34.6% 24.3% 41.0% 23.1% 25.0% 34.0% 40.0%
26-35 years 38.5% 50.0% 41.4% 32.3% 42.0% 48.7% 52.6% 46.0% 40.0%
36-49 years 22.6% 13.0% 14.0% 23.8% 8.6% 11.5% 11.2% 18.0% 0.0%
≥ 50 years 10.1% 1.0% 10.0% 19.6% 8.5% 16.7% 11.2% 2.0% 20.0%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Average 33 years 29 years 31 years 37 years 30 years 35 years 32 years 29 years 31 years
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PENANG
Market Profile
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International tourists by country of origin

AFRICA SOUTHEAST ASIA EUROPE
Algeria 0.1% Brunei 0.2% Austria 0.5%
Egypt 0.5% Cambodia 0.1% Belgium 0.7%
Kenya 0.1% Indonesia 10.2% Czech Republic 0.4%
Morocco 0.1% Laos 0.1% Denmark 0.2%

Nigeria 0.2% Myanmar 0.2% Estonia 0.1%
Senegal 0.1% Philippines 1.2% Finland 0.7%
Sudan 0.2% Singapore 8.1% France 2.6%
South Africa 0.7% Thailand 5.3% Germany 6.8%

AMERICA Vietnam 1.2% Greece 0.1%
Argentina 0.8% WESTERN ASIA Hungary 0.1%

Brazil 0.3% Iran 0.5% Ireland 0.2%
Canada 2.8% Iraq 0.2% Italy 0.6%
Chile 0.2% Jordan 0.3% Kazakhstan 0.6%
Mexico 0.2% Lebanon 0.1% Netherlands 0.6%
United States 5.2% Oman 0.5% Norway 0.2%
EASTERN ASIA Palestine 0.1% Poland 0.6%
China 12.0% Qatar 0.1% Portugal 0.2%
Japan 2.0% Saudi Arabia 1.6% Russia 0.8%
South Korea 0.5% Turkey 0.3% Serbia 0.1%

Taiwan 1.3% United Arab 0.2% Slovakia 0.1%
OCEANIA Yemen 0.2% Slovenia 0.1%
Australia 6.4% SOUTHTERN ASIA Spain 2.0%
Fiji 0.1% Bangladesh 0.2% Sweden 0.4%
New Zealand 1.3% India 3.7% Switzerland 0.6%
CENTRAL ASIA Maldives 0.1% Ukraine 0.4%
Kyrgyzstan 0.1% Pakistan 0.4% United Kingdom 7.3%

Tajikistan 0.1% Sri Lanka 0.5%
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PENANG
Market Profile
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Origin of domestic tourists

3.3%
Perlis
8.3%
Kedah
3.5%
Kelantan 1.8%
Terengganu 5.4%
Sabah
8.8%
Perak
2.4%
3.7% Sarawak
Pahang
14.3%
Selangor 0.6%
Putrajaya
3.3%
32.9% Negeri
Kuala Sembilan
Lumpur
3.7%
Melaka
9.0%
Johor
State Malay & Bumiputera Chinese Indian Others Total

Kuala Lumpur 13.9% 15.3% 3.1% 0.7% 32.9%
Selangor 11.1% 2.4% 0.7% 0.1% 14.3%
Johor 4.5% 3.5% 0.8% 0.3% 9.0%
Perak 4.2% 3.5% 1.0% 0.1% 8.8%
Kedah 5.7% 1.9% 0.6% 0.2% 8.3%
Sabah 3.4% 1.6% 0.1% 0.4% 5.4%
Pahang 2.4% 1.1% 0.3% 0.0% 3.7%
Melaka 1.8% 0.7% 0.2% 0.0% 3.7%
Kelantan 3.3% 0.3% 0.0% 0.0% 3.5%
Perlis 3.0% 0.4% 0.2% 0.0% 3.3%
Negeri Sembilan 2.2% 0.9% 0.2% 0.1% 3.3%
Sarawak 0.9% 1.4% 0.1% 0.0% 2.4%
Terengganu 1.7% 0.2% 0.0% 0.0% 1.8%
Putrajaya 0.5% 0.1% 0.0% 0.0% 0.6%
Total 58.4% 33.1% 6.8% 1.7% 100.0%
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PENANG
Market Profile
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Repeat Visitors
 Domestic travellers are likely to be Penang most repeat or loyal visitors. About 49.9% of
the total visitors are repeat visitors to Penang.
 Almost half of domestic visitors (46.9%) have visited Penang between 2 to 5 times.
 The number of repeat visitors among international tourists is lower (24.9%). Majority of them
are first-time visitors.
Number of visit International tourist Domestic tourist Total

First-time 75.1% 23.0% 50.1%
2 – 5 times 18.8% 46.9% 32.3%
6 – 10 times 2.0% 10.9% 6.3%
> 10 times 1.2% 4.5% 2.8%
Not sure 2.9% 14.7% 8.5%
Total 100.0% 100.0% 100.0%
Domestic repeat visitors
Number of visit Malay & Bumiputera Chinese Indian Others Total

First-time 15.8% 5.8% 0.5% 0.4% 22.4%
2 – 5 times 28.3% 15.3% 2.6% 0.9% 47.1%
6 – 10 times 5.3% 4.6% 1.0% 0.1% 11.1%
> 10 times 1.9% 1.8% 0.7% 0.0% 4.5%
Not sure 6.9% 5.5% 2.3% 0.1% 14.9%
Total 58.2% 33.1% 7.1% 1.6% 100.0%
Number of visit 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs Total
First-time 21.5% 20.1% 5.4% 3.2% 50.1%
2 – 5 times 15.0% 10.2% 4.4% 2.6% 32.3%
6 – 10 times 2.7% 1.9% 1.0% 0.7% 6.3%
> 10 times 1.1% 0.9% 0.4% 0.3% 2.8%
Not sure 3.7% 2.7% 1.3% 0.8% 8.5%
Total 44.0% 35.8% 12.5% 7.7% 100.0%
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PENANG
Market Profile
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Repeat visitor and region of residence
0.7%
Africa
1.4%
0.9% International tourist

Western Asia
3.2%
1.2% Repeat
Southern Asia visitor
3.7% 24.9%
First-
2.2% time
Oceania visitor
5.7% 75.1%
2.1%
Americas
7.6%
2.8%
Eastern Asia
12.9%
11.4%
Southeast Asia
15.5%
3.6%
Europe
24.9%
0.0 5.0 10.0 15.0 20.0 25.0 30.0
Repeat visitor First-time visitor
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PENANG
Market Profile
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Repeat visitor and state of residence
27.2%
Kuala Lumpur
6.0%
10.3%
Selangor
3.7%
7.7%
Perak
1.0%
7.2%
Kedah
1.1%
Domestic tourist
6.6%
Johor
2.4%
First-
time
2.8%
Perlis visitor
0.5% 23.0%
2.7%
Sabah
2.8%
Repeat
visitor
2.6% 77.0%
Pahang
1.1%
2.5%
Kelantan
1.0%
2.2%
Negeri Sembilan
1.0%
1.9%
Melaka
0.8%
1.4%
Sarawak
1.1%
1.2%
Terengganu
0.6%
Repeat visitor First-time visitor
0.5%
Putrajaya
0.0%
0.0 5.0 10.0 15.0 20.0 25.0 30.0
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PENANG
Market Travel Patterns
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Purpose of Visit
 Three main purposes of visit to Penang are mainly for:
1. Leisure/recreation/holiday (58.8%)
2. Culture and heritage (17.0%)
3. Visit friends/relatives (VFR) (6.4%)
Purpose of visit International tourist Domestic tourist Total

Leisure/recreation/holiday 53.8% 64.2% 58.8%
Culture and heritage 26.5% 6.7% 17.0%
Visit friends/relatives (VFR) 4.0% 9.0% 6.4%
Education/teaching/training 4.0% 8.2% 6.0%
Business/meeting 4.0% 3.7% 3.9%
Health treatment 4.1% 0.5% 2.3%
Sport tournament/event 0.7% 4.1% 2.3%
Shopping 0.9% 2.5% 1.7%
Convention/conference/trade show 0.5% 1.1% 0.8%
Others 1.4% 0.0% 0.7%
Religion/pilgrimages 0.1% 0.1% 0.1%
Total 100.0% 100.0% 100.0%
International tourist arrival by region and purpose of visit
Oceania 70.9% 3.2 16.9 4.8
Western Asia 67.0% 8.0 11.0 5.0 7.0 2
Southern Asia 61.2% 6.0 12.9 6.9 4.3 3.4
Eastern Asia 60.2% 4.5 17.4 6.9 7.1
Americas 57.3% 6.0 29.9 3.0
Africa 50.0% 10.0 20.0 6.0 12.0 2
Southeast Asia 49.2% 3.6 16.9 4.6 7.1 2 13.8
Europe 45.9% 2 47.2 2.8
Central Asia 40.0% 20.0 20.0 20.0
0.0 20.0 40.0 60.0 80.0 100.0

Leisure Visit friends/relatives Culture & heritage Business/meeting
Education Shopping Health treatment MICE
Religion/Pilgrimages Sporting tournament/event Others
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PENANG
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Purpose of visit by age group
Purpose of visit 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs Total
Leisure/recreation/holiday 61.5% 57.6% 51.0% 61.4% 58.8%
Culture and heritage 15.4% 19.7% 16.5% 14.6% 17.0%
Visit friends/relatives (VFR) 5.1% 7.2% 8.2% 6.5% 6.4%
Education/teaching/training 10.5% 2.5% 3.0% 1.7% 6.0%
Business/meeting 1.5% 4.5% 9.5% 4.8% 3.9%
Health treatment 1.0% 2.3% 4.7% 6.5% 2.3%
Sport tournament/event 1.8% 2.6% 4.0% 1.4% 2.3%
Shopping 1.9% 1.5% 1.6% 1.4% 1.7%
Convention/conference/trade show 0.5% 0.8% 1.0% 1.7% 0.8%
Others 0.5% 1.2% 0.5% 0.0% 0.7%
Religion/pilgrimages 0.2% 0.0% 0.0% 0.0% 0.1%
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 55.8% 47.8% 69.4% 62.6% 58.8% 58.8%
Culture and heritage 30.8% 13.7% 7.5% 6.4% 25.7% 8.3%
Visit friends/relatives (VFR) 2.4% 8.5% 6.9% 9.6% 3.4% 9.3%
Education/teaching/training 3.9% 4.3% 8.9% 8.0% 5.0% 7.0%
Business/meeting 2.5% 8.7% 1.8% 4.2% 2.3% 5.4%
Health treatment 1.5% 11.8% 0.4% 0.5% 1.3% 3.4%
Sport tournament/event 0.8% 0.3% 3.4% 4.4% 1.4% 3.3%
Shopping 0.8% 1.3% 1.4% 2.8% 0.9% 2.4%
Convention/conference/trade show 0.4% 1.0% 0.0% 1.4% 0.3% 1.3%
Others 1.0% 2.5% 0.2% 0.0% 0.8% 0.7%
Religion/pilgrimages 0.1% 0.0% 0.2% 0.1% 0.1% 0.0%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
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PENANG
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Length of Stay
 About half of visitors spend less than 3 days in Penang (53.7%).
 The average length of stay for:
√ International tourist is 6 days (median = 3 days)
√ Domestic tourists is 4 days (median = 3 days)
 Only 12.5% of total visitors did not decide on their duration of stay.
Length of stay International tourist Domestic tourist Total

1 day 2.0% 2.6% 2.3%
2 days 17.4% 22.6% 19.9%
3 days 27.5% 35.9% 31.5%
4-7 days 32.3% 21.8% 27.2%
8-14 days 5.4% 1.7% 3.7%
≥15 days 4.2% 1.6% 3.0%
Not yet decided 11.2% 13.8% 12.5%
Total 100.0% 100.0% 100.0%
Average 6 days 4 days 5 days
Length of stay of first-time and repeat visitors

Length of stay
1 day 2.2% 1.2% 2.4% 2.6% 2.2% 2.3%
2 days 18.6% 13.8% 21.9% 22.8% 19.3% 20.5%
3 days 28.6% 24.2% 36.9% 35.6% 30.4% 32.6%
4-7 days 32.3% 32.2% 25.0% 20.8% 30.7% 23.7%
8-14 days 4.7% 7.7% 1.0% 1.9% 3.9% 3.4%
≥15 days 3.7% 5.8% 1.6% 1.6% 3.2% 2.7%
Not yet decided 9.9% 15.2% 11.2% 14.6% 10.2% 14.7%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
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PENANG
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Average length of stay by purpose of visit
Education/training 16.41 days
Health treatment 8.32 days
Business/meeting 8.28 days
Visit friends & relatives 5.59 days
Others 5.41 days
Culture & heritage 4.36 days
Religion/Pilgrimages 4.25 days
Leisure & recreation 4.08 days
Shopping 4.08 days
Convention/conference 3.79 days
Sporting events 3.59 days
0.00 5.00 10.00 15.00 20.00
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PENANG
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Source of Information
 Three important mediums for information for tourists to Penang are:
1. Internet and social media (34.3%)
2. Words of mouth from friends and relatives (25.3%)
3. Past experience (23.1%); especially for repeat tourists
 Past experiences (30.6%) are the most important sources of information for domestic tourists.
While, internet/social media (40.0%) is the strongest source of information for international tourists.
Source of information International tourist Domestic tourist Total

Internet/social media 40.0% 29.8% 34.3%
Friends/relatives/words of mouth 27.6% 23.5% 25.3%
Past experience 13.6% 30.6% 23.1%
Magazine/newspaper/guide book 10.5% 5.8% 7.9%
TV/radio 1.7% 4.2% 3.1%
Travel agency/tour company 3.2% 1.5% 2.3%
Expo/exhibition/tourism fair 1.2% 3.0% 2.2%
National government tourist office 1.2% 0.9% 1.0%
In-flight information 1.0% 0.7% 0.8%
Total 100.0% 100.0% 100.0%
Note: multiple responses
Source of information by age group
Source of information 18-25 years 26-35 years 36-49 years > 50 years Total
Internet/social media 34.5% 36.3% 31.7% 28.3% 34.3%
Friends/relatives/words of mouth 25.9% 25.9% 23.2% 22.3% 25.3%
Past experience 23.3% 20.9% 25.3% 27.9% 23.1%
Magazine/newspaper/guide book 6.4% 8.6% 9.5% 10.6% 7.9%
TV/radio 3.3% 2.8% 3.4% 3.3% 3.1%
Travel agency/tour company 2.1% 2.0% 2.7% 3.6% 2.3%
Expo/exhibition/ tourism fair 2.8% 1.6% 2.3% 1.3% 2.2%
National government tourist office 1.0% 1.0% 1.1% 1.8% 1.0%
In-flight information 0.7% 1.0% 0.9% 1.0% 0.8%
Total 100.0% 100.0% 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
Information wished to know before arriving at Penang
Information Frequency Total

1 Attractions 239 19.4%
2 Cuisine 216 17.6%
3 Public transportation 120 9.8%
4 Accommodation 95 7.7%
5 Eating places 69 5.6%
6 Weather 47 3.8%
7 Maps 37 3.0%
8 Traffic report 31 2.5%
9 Bus info & routes 30 2.4%
10 Street Art 29 2.4%
11 Culture 27 2.2%
12 History 26 2.1%
13 Beach 17 1.4%
14 Heritage 13 1.1%
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PENANG
........................................................................
Travelling Party
 Majority of visitors travel to Penang with friends (41.3%) and family members (20.5%).
 About 15.0% of international tourists and 4.4% 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 and Indonesia travelled in large group of more than 30 persons.
Travel companion International tourist Domestic tourist Total

Friend(s) 33.7% 48.8% 41.3%
Family/relative(s) 28.0% 13.0% 20.5%
Spouse/partner 15.4% 25.3% 20.4%
Alone 15.0% 4.4% 9.7%
Business associate/colleague(s) 5.0% 4.5% 4.8%
Lecturer/teacher 1.3% 3.3% 2.3%
Other traveller met along the way 1.6% 0.7% 1.1%
Total 100.0% 100.0% 100.0%
Number of travel companion International tourist Domestic tourist Total

Alone 16.3% 5.2% 11.0%
2 persons 45.2% 20.3% 33.3%
Small group 3-5 persons 26.7% 43.5% 34.7%
6-10 persons 6.9% 20.0% 13.2%
Medium group 11-29 persons 3.2% 5.9% 4.5%
Large group ≥ 30 persons 1.7% 5.0% 3.3%
Total 100.0% 100.0% 100.0%
Average 4 persons 7 persons 5 persons
Maximum number in the group 130 persons 85 persons 130 persons
........................................................................
PENANG
........................................................................
Travel Planning and Arrangement

 Planning the trip is important to all tourists. With the ease of internet booking engines, the duration
for trip arrangement becomes shortened. About 35.6% of visitors planned their trips to Penang in
less than a week.
 About 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 (93.3%) are free-Independent travellers (FITs), travelling on independent
tour. While, 6.7% 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) rental vehicle
Time to decide on trip International tourist Domestic tourist Total

1 or 2 days before the trip 9.4% 19.4% 14.1%
A week before the trip 16.3% 27.3% 21.5%
A month before the trip 24.5% 28.0% 26.2%
1 to 3 months 24.9% 14.7% 20.0%
More than 3 months 25.0% 10.7% 18.1%
Total 100.0% 100.0% 100.0%
International tourist Domestic tourist Total tourist

Time to decide on trip
1 or 2 days before the trip 9.1% 10.2% 15.0% 20.7% 10.4% 17.9%
A week before the trip 14.8% 20.7% 22.5% 28.8% 16.5% 26.6%
A month before the trip 23.8% 26.5% 30.6% 27.2% 25.3% 27.0%
1 to 3 months 25.1% 24.3% 16.8% 14.0% 23.3% 16.7%
More than 3 months 27.2% 18.3% 15.2% 9.3% 24.5% 11.7%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
Travel arrangement of tourist group
Domestic tourist 96.2%
International tourist 90.7%
0.0 20.0 40.0 60.0 80.0 100.0 120.0

Package tour Independent travel
Category International tourist Domestic tourist Total

Independent travel 90.7% 96.2% 93.3%
Package tour 9.3% 3.8% 6.7%
Total 100.0% 100.0% 100.0%
Package component International tourist Domestic tourist Total
Accommodation 27.2% 31.9% 28.4%
Air fare 27.8% 12.7% 24.0%
Food and beverages 15.1% 19.1% 16.1%
Rental vehicle 8.2% 17.2% 10.5%
Commercial guided tour 8.0% 8.9% 8.2%
Admission fees to attractions 7.6% 3.8% 6.6%
Cruise package 6.2% 6.4% 6.3%
Total 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
Travel Month
 About 26.1% of visitors claimed that they have no specific travel month for outbound trips.
Travel trips are made throughout the year.
Travel month of tourist group

35.0
International tourist Domestic tourist
29.6
30.0
25.0 23.4
20.0
17.1
15.0
11.2
10.0 8.4
7.4 7.1 7.5 8.0
6.7 6.1 6.4 6.4
4.9 5.6 4.9 5.6 5.4
4.8 4.7
5.0 3.3 3.2 3.8
2.8 2.4 3.0
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Travel month
First-time Repeat Total First-time Repeat Total First-time Repeat Total
January 5.0% 4.6% 4.9% 2.3% 3.5% 3.3% 4.5% 3.8% 4.2%
February 5.6% 5.6% 5.6% 2.8% 2.8% 2.8% 5.2% 3.6% 4.4%
March 7.3% 7.7% 7.4% 6.4% 7.3% 7.1% 7.1% 7.4% 7.2%
April 4.9% 5.2% 4.9% 3.1% 3.2% 3.2% 4.5% 3.8% 4.2%
May 6.8% 6.0% 6.7% 6.1% 6.2% 6.1% 6.7% 6.1% 6.4%
June 5.6% 5.7% 5.6% 4.4% 5.0% 4.8% 5.4% 5.2% 5.3%
July 7.3% 3.6% 6.4% 2.2% 2.5% 2.4% 6.4% 2.8% 4.7%
August 8.6% 4.1% 7.5% 2.6% 3.1% 3.0% 7.5% 3.4% 5.6%
September 8.8% 5.6% 8.0% 6.7% 5.1% 5.4% 8.4% 5.2% 6.9%
October 4.6% 4.8% 4.7% 3.3% 3.9% 3.8% 4.4% 4.2% 4.3%
November 6.3% 6.9% 6.4% 12.3% 11.0% 11.2% 7.3% 9.9% 8.5%
December 7.4% 11.3% 8.4% 15.0% 17.6% 17.1% 8.8% 15.9% 12.2%
No specific month 21.7% 28.9% 23.4% 32.8% 28.8% 29.6% 23.7% 28.8% 26.1%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
Type of Accommodation
 The most preferred lodging for majority of the visitors (37.3%) is budget accommodation
such as budget hotel, motel, inn, guest house and hostel. 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 (8.5%).
Tourist accommodation International tourist Domestic tourist Total

Budget hotel/motel/inn/guest house/hostel 41.8% 32.7% 37.3%
Hotel/resort 41.3% 30.2% 35.7%
Friend or relative’s house 3.3% 13.9% 8.5%
Serviced apartment 4.5% 7.7% 6.1%
Residential/short term rental 4.4% 7.3% 5.8%
Homestay program in villages 2.9% 5.6% 4.3%
Bungalow/villa 0.8% 2.6% 1.7%
Others (sea cruise) 1.1% 0.0% 0.6%
Total 100.0% 100.0% 100.0%
Preferred star rating by hotel and resort users
1-start,
2-star,
0.4%
4.7%
5-star,
20.1%
3-star,
37.1%
4-star,
37.7%
........................................................................
PENANG
........................................................................
Mode of Transportation
 Majority of domestic visitors came to Penang with personal vehicle and low-cost airline.
While, low-cost airline and bus 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

Low-cost airline 34.1% 23.5% 29.1%
Car/personal vehicle 6.9% 49.3% 27.2%
Bus 27.1% 18.8% 23.1%
Major airline 19.6% 3.5% 11.9%
Train 5.9% 4.7% 5.3%
Sea cruise/ferry 5.6% 0.2% 3.0%
Others 0.7% 0.0% 0.4%
Total 100.0% 100.0% 100.0%
Transportation used within Penang International tourist Domestic tourist Total

Public transport (bus, taxi etc) 42.6% 23.2% 33.7%
On foot 29.5% 17.9% 24.2%
Personal/company vehicle 5.6% 34.8% 19.0%
Rented vehicle (car, motorcycle,
12.9% 13.9% 13.4%
bicycle etc)
Ride-sharing/non-taxi private
7.6% 8.3% 7.8%
transport
Trishaw/rickshaw 1.8% 1.9% 1.9%
Total 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
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 (51.4%)
2. Sightseeing in the city (41.1%)
3. Visiting historical sites (26.1%)
4. Visiting museum/art gallery (14.2%)
5. Shopping (14.2%)
 Playing golf or other sports and getting health treatments are the least popular activity to do in
Penang.
Top 5 essential activities in Penang
Experiencing local food 51.4%
Sightseeing in the city 41.1%
Visiting historical sites 26.1%
Visiting museum/art gallery 14.2%
Shopping 14.2%
Visiting national park/hiking/trekking 13.7%
Enjoying water sport/swimming/sunbathing 11.2%
Enjoying theme park (Escape) 10.6%
Enjoying night life 10.5%
Attending traditional cultural performance 8.8%
Playing sports 5.9%
Getting health treatments 5.9%
........................................................................
PENANG
........................................................................
Top 5 essential activities in Penang by tourist group
Experiencing local food 51.1% 51.8%
Sightseeing in the city 45.4% 36.4%
Visiting historical sites 30.3% 21.6%
Visiting museum/art gallery 13.6% 14.9%
Shopping 11.2% 17.5%
Visiting national park/hiking/trekking 14.6% 12.7%
Enjoying water sport/swimming/sunbathing 10.3%12.1%
Enjoying theme park (Escape) 6.1 15.5%
Enjoying night life 10.7 10.2
Attending traditional cultural performance 9.1 8.5

Playing sports 4.5 7.5
Getting health treatments 6.5 5.2
Essential activities in Penang by age group
Activities 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs

Experiencing local food 23.0% 25.8% 22.8% 23.9%
Sightseeing in the city 18.3% 20.2% 19.2% 21.1%
Visiting historical sites 10.3% 13.2% 15.4% 15.2%
Visiting national park/hiking/trekking 6.9% 6.8% 4.5% 4.0%
Shopping 7.0% 5.7% 6.9% 9.0%
Visiting museum/art gallery 6.1% 6.5% 8.2% 9.1%
Enjoying water sport/ swimming/sunbathing 6.2% 4.8% 3.7% 3.3%
Enjoying theme park (Escape) 6.7% 3.7% 3.2% 2.0%
Enjoying night life 6.1% 4.2% 3.6% 2.4%
Attending traditional cultural performance/
4.1% 4.1% 4.6% 4.0%
concert/theatre
Getting health treatments 2.4% 2.4% 4.6% 4.0%
Playing sports 3.0% 2.5% 3.2% 1.8%
Total 100.0% 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
Tourist activities engaged by visitors

51.4%
Experiencing local food
2.0%
41.1%
Sightseeing in the city
1.5%
26.1%
Visiting historical sites
3.7%
14.2%
Visiting museum/art gallery
9.1%
14.2%
Shopping
17.5%
13.7%
Visiting national park/hiking/trekking
14.2%
11.2%
Enjoying water
sport/swimming/sunbathing
23.9%
10.6%
Enjoying theme park (Escape)
31.8%
10.5%
Enjoying night life
34.9%
8.8%
Attending traditional cultural
performance
16.7%
5.9%
Playing sports
50.4%
5.9%
Getting health treatments
48.5%
0.0 10.0 20.0 30.0 40.0 50.0 60.0

Essential High priority Medium priority Low priority Not a priority
........................................................................
PENANG
........................................................................
Tourist activities engaged by visitors
Not a Low Medium High Essential Total

Activities
priority priority priority priority
Experiencing local food 2.0% 2.3% 12.5% 31.8% 51.4% 100.0%
Sightseeing in the city 1.5% 2.5% 16.2% 38.7% 41.1% 100.0%
Visiting historical sites 3.7% 8.2% 27.1% 34.9% 26.1% 100.0%
Visiting museum/art gallery 9.1% 16.8% 32.7% 27.1% 14.2% 100.0%
Shopping 17.5% 19.0% 26.2% 23.1% 14.2% 100.0%
Visiting national park/hiking/
14.2% 18.9% 29.3% 23.9% 13.7% 100.0%
trekking
Enjoying water sport/
23.9% 22.3% 24.1% 18.6% 11.2% 100.0%
swimming/sunbathing
Enjoying theme park
31.8% 19.0% 22.4% 16.2% 10.6% 100.0%
(Escape)
Enjoying night life 34.9% 16.1% 21.0% 17.6% 10.5% 100.0%
Attending traditional cultural
16.7% 24.1% 32.5% 17.9% 8.8% 100.0%
performance/concert/theatre
Getting health treatments 48.5% 18.4% 17.2% 10.0% 5.9% 100.0%
Playing sports 50.4% 17.7% 16.6% 9.3% 5.9% 100.0%
........................................................................
PENANG
Market Expenditure Pattern
........................................................................
Expenditure
 Majority of visitors spent between ≤ RM 500 while holidaying in Penang.
 The average expenditure per visitor is RM 1,165.71 (median = RM 500.00)
 The largest spending tourist group is international traveller, representing 68.5% of total
spend by Penang visitors
 The largest spending age group is young adult traveller (26-35 years old), representing
43.4% of total spend by Penang visitors
Expenditure International tourist Domestic tourist Total

≤ RM 500 41.2% 64.2% 52.2%
RM 501 – RM 1,000 26.9% 22.3% 24.7%
RM 1,001 – RM 5,000 28.3% 13.1% 21.0%
RM 5,001 – RM 10,000 2.7% 0.4% 1.6%
≥ RM 10,001 0.9% 0.1% 0.5%
Total 100.0% 100.0% 100.0%
Average RM 1,529.90 RM 767.63 RM 1,165.71
Median RM 700.00 RM 500.00 RM 500.00
Minimum RM 50.00 RM 50.00 RM 50.00
Maximum RM 150,000.00 RM 15,000.00 RM 150,000.00
Total expenditure RM 3,036,847.00 RM 1,394,008.00 RM 4,430,855.00
Total expenditure at destination by tourist group

70.0 64.2%
60.0
50.0
41.2%
40.0
26.9% 28.3%
30.0
22.3%
20.0
13.1%
10.0
2.7%
0.4% 0.9 % 0.1%
0.0
< RM 500 RM 501 – RM 1,000 RM 1,001 – RM 5,000 RM 5,001 – RM 10,000 > RM 10,000
........................................................................
PENANG
........................................................................
Total expenditure at destination by age group
Expenditure 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs

≤ RM 500 66.8% 49.0% 27.7% 22.9%
RM 501 – RM 1,000 20.1% 26.5% 34.5% 26.8%
RM 1,001 – RM 5,000 12.2% 22.4% 34.5% 43.6%
RM 5,001 – RM 10,000 0.8% 1.4% 2.5% 6.1%
≥ RM 10,001 0.1% 0.7% 0.8% 0.7%
Total 100.0% 100.0% 100.0% 100.0%
Average RM 747.06 RM 1,302.62 RM 1,717.45 RM 2,025.04
Median RM 400.00 RM 600.00 RM 1,000.00 RM 1,127.50
Minimum RM 50.00 RM 50.00 RM 50.00 RM 50.00
Maximum RM 30,000.00 RM 150,000.00 RM 30,000.00 RM 20,000.00
Total expenditure RM 1,235,634.00 RM 1,815,856.00 RM 812,353.00 RM 567,012.00
Total expenditure at destination by first-time visitors and repeat visitors

Expenditure
≤ RM 500 44.8% 30.2% 65.4% 63.8% 49.3% 55.1%
RM 501 – RM 1,000 26.5% 28.2% 21.9% 22.4% 25.5% 23.9%
RM 1,001 – RM 5,000 25.7% 36.3% 12.3% 13.3% 22.8% 19.3%
RM 5,001 – RM 10,000 2.2% 4.3% 0.5% 0.4% 1.8% 1.4%
≥ RM 10,001 0.8% 1.0% 0.0% 0.1% 0.6% 0.3%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
Average (RM) 1,446.64 1,784.61 766.60 767.93 1,298.68 1,031.12
Median (RM) 600.00 1,000.00 425.00 500.00 600.00 500.00
Minimum (RM) 100.00 50.00 100.00 50.00 100.00 50.00
Maximum (RM) 150,000.00 15,000.00 7,000.00 15,000.00 150,000.00 15,000.00
Total expenditure (RM) 2,164,171.00 872,676.00 318,904.00 1,075,104.00 2,483,075.00 1,947,780.00
........................................................................
PENANG
........................................................................
Proportion of expenditure by tourist group
Category International Domestic Total

Food and beverages 24.7% 26.7% 25.6%
Accommodation 25.2% 25.3% 25.3%
Local transportation 23.9% 17.1% 20.8%
Shopping 12.2% 14.9% 13.4%
Entertainment 10.0% 11.1% 10.5%
Others 4.0% 4.9% 4.4%
Total 100.0% 100.0% 100.0%
Average expenditure at destination by length of stay
........................................................................
PENANG
........................................................................
Total expenditure at destination by length of stay
Total expenditure at destination by purpose of visit
≤ RM 500 RM 501 – RM 1,001 – RM 5,001 – ≥ RM 10,001 Total

Expenditure
RM 1,000 RM 5,000 RM 10,000
Leisure/recreation/
53.7% 23.6% 20.6% 1.7% 0.5% 100.0%
holiday
Culture and heritage 51.9% 30.0% 16.3% 1.6% 0.3% 100.0%
Visit friends/relatives
51.4% 25.9% 20.9% 1.4% 0.5% 100.0%
(VFR)
Education/teaching/
63.3% 18.1% 17.6% 0.5% 0.5% 100.0%
training
Business/meeting 33.6% 29.3% 32.1% 4.3% 0.7% 100.0%
Health treatment 12.4% 23.6% 59.6% 2.2% 2.2% 100.0%
Sport tournament/event 63.4% 17.2% 19.4% 0.0% 0.0% 100.0%
Shopping 50.9% 24.6% 22.8% 1.8% 0.0% 100.0%
Convention/conference/
48.5% 30.3% 18.2% 3.0% 0.0% 100.0%
trade show
Others 44.4% 37.0% 18.5% 0.0% 0.0% 100.0%
Religion/pilgrimages 100.0% 0.0% 0.0% 0.0% 0.0% 100.0%
........................................................................
PENANG
Market Perception of Penang Image
........................................................................
Image of Penang
 Majority of visitors perceived the image of Penang to be associated with:
1. Local cuisine (36.4%)
2. World Heritage Site (35.8%)
3. Multicultural society (8.0%)
 Only 0.4% of tourists are likely to associate Penang’s image with international events and
education hub, respectively.
.
The images of Penang as perceived by visitors
Local cuisine 36.4%
World heritage site 35.8%
Multicultural society 8.0%
Sandy beaches 5.0%
Safe destination 3.5%
Shopping paradise 2.7%
Healthcare destination 2.5%
Nightlife entertainment 1.6%
Hills/jungles/green 2.4%
Cultural performance 1.4%
International events 0.4%
Education hub 0.4%
........................................................................
PENANG
........................................................................
Image of Penang International tourist Domestic tourist Total

Local cuisine 27.7% 45.9% 36.4%
World Heritage Site 39.5% 31.8% 35.8%
Multicultural society 12.2% 3.5% 8.0%
Sandy beaches 4.1% 6.0% 5.0%
Safe destination 3.3% 3.6% 3.5%
Shopping paradise 2.2% 3.1% 2.7%
Healthcare destination 4.0% 1.0% 2.5%
Hills/jungles/green 2.8% 2.0% 2.4%
Nightlife entertainment 1.6% 1.5% 1.6%
Cultural performance 1.9% 0.8% 1.4%
Education hub 0.5% 0.3% 0.4%
International events 0.3% 0.5% 0.4%
Total 100.0% 100.0% 100.0%
Image of Penang 18-25 yrs 26-35 yrs 36-49 yrs > 50 yrs
Local cuisine 40.3% 35.8% 28.8% 28.9%
World Heritage Site 30.4% 38.5% 43.1% 41.9%
Multicultural society 7.2% 9.2% 8.0% 7.1%
Sandy beaches 6.6% 3.8% 3.6% 3.7%
Healthcare destination 1.2% 2.6% 5.0% 5.7%
Safe destination 3.1% 3.4% 3.3% 6.2%
Shopping paradise 3.2% 1.4% 3.5% 4.2%
Hills/jungles/green 3.2% 2.0% 1.7% 1.1%
Cultural performance 1.6% 1.4% 1.2% 0.3%
Nightlife entertainment 2.1% 1.4% 1.0% 0.3%
Education hub 0.5% 0.2% 0.7% 0.0%
International events 0.5% 0.4% 0.0% 0.6%
Total 100.0% 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
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
Boring 4.05 Exciting
Dirty 3.60 Clean
Noisy 3.33 Quiet
Smelly 3.49 Fresh
Unfriendly 4.07 Friendly
Unpleasant 4.04 Pleasant
Distressing 3.90 Relaxing
Unsafe 3.94 Safe
1 Score 5
Image Score 1 Score 2 Score 3 Score 4 Score 5 Image

Boring 1.6% 2.1% 17.9% 46.6% 31.4% Exciting
Dirty 2.0% 8.3% 35.1% 36.4% 18.2% Clean
Noisy 4.0% 13.2% 40.9% 29.3% 12.6% Quiet
Smelly 2.7% 9.3% 40.0% 32.0% 16.0% Fresh
Unfriendly 1.8% 3.0% 17.0% 43.1% 35.0% Friendly
Unpleasant 1.7% 2.4% 18.2% 45.0% 32.6% Pleasant
Distressing 2.5% 4.0% 23.2% 41.6% 28.7% Relaxing
Unsafe 1.8% 3.3% 23.9% 40.9% 30.1% Safe
I felt safe walking alone in Penang International Domestic Total

During daytime 56.4% 64.7% 60.0%
At night 43.6% 35.3% 40.0%
Total 100.0% 100.0% 100.0%
........................................................................
PENANG
........................................................................
International visitor
Dirty 3.58 Clean
Noisy 3.40 Quiet
Smelly 3.49 Fresh
Unsafe 4.09 Safe
1 Score 5
Domestic visitor
Dirty 3.63 Clean
Noisy 3.26 Quiet
Smelly 3.49 Fresh
Unsafe 3.78 Safe
1 Score 5
........................................................................
PENANG
........................................................................
First-time visitor
Dirty 3.60 Clean
Noisy 3.39 Quiet
Smelly 3.49 Fresh
Unsafe 4.03 Safe
1 Score 5
Repeat visitor
Dirty 3.61 Clean
Noisy 3.28 Quiet
Smelly 3.49 Fresh
Unsafe 3.85 Safe
1 Score 5
........................................................................
PENANG
........................................................................
Male visitor
Dirty 3.57 Clean
Noisy 3.32 Quiet
Smelly 3.48 Fresh
Unsafe 4.01 Safe
1 Score 5
Female visitor
Dirty 3.63 Clean
Noisy 3.34 Quiet
Smelly 3.50 Fresh
Unsafe 3.89 Safe
1 Score 5
........................................................................
PENANG
........................................................................
Age group - 18 to 25 years old
Dirty 3.57 Clean
Noisy 3.26 Quiet
Smelly 3.44 Fresh
Unsafe 3.83 Safe
1 Score 5
Dirty 3.64 Clean
Noisy 3.38 Quiet
Smelly 3.52 Fresh
Unsafe 4.02 Safe
1 Score 5
........................................................................
PENANG
........................................................................
Dirty 3.61 Clean
Noisy 3.42 Quiet
Smelly 3.56 Fresh
Unsafe 4.00 Safe
1 Score 5
Age group - Above 50 years old
Dirty 3.67 Clean
Noisy 3.34 Quiet
Smelly 3.57 Fresh
Unsafe 4.09 Safe
1 Score 5
........................................................................
PENANG
Travel Satisfaction
........................................................................
Travel Satisfaction Score

Average visitor
Average satisfaction score 3.92 / 5.00

Not at all satisfied 0.5%
Slightly satisfied 2.5%
Somewhat satisfied 20.8%
Very satisfied 57.6%
Extremely satisfied 18.7%
Average experience - expectation score 3.47 / 5.00

Did not meet expectations 0.5%
Partially met expectations 7.0%
Met expectations 45.8%
Exceeded expectations 37.9%
Far exceeded expectations 8.8%
Penang revisit intention
Willingness to recommend Penang
........................................................................
PENANG
Travel Satisfaction
........................................................................
International visitor Domestic visitor
Average satisfaction score 3.98 / 5.00 Average satisfaction score 3.85 / 5.00
Not at all satisfied 0.8% Not at all satisfied 0.1%
Slightly satisfied 2.1% Slightly satisfied 2.8%
Somewhat satisfied 17.5% Somewhat satisfied 24.4%
Very satisfied 57.6% Very satisfied 57.5%
Extremely satisfied 22.0% Extremely satisfied 15.1%
Average experience - expectation score Average experience - expectation score

3.55 / 5.00 3.39 / 5.00
Did not meet expectations 0.5% Did not meet expectations 0.5%
Partially met expectations 6.8% Partially met expectations 7.3%
Met expectations 39.6% Met expectations 52.4%
Exceeded expectations 43.1% Exceeded expectations 32.2%
Far exceeded expectations 9.9% Far exceeded expectations 7.6%
Penang revisit intention Penang revisit intention
Willingness to recommend Penang Willingness to recommend Penang
........................................................................
PENANG
Travel Satisfaction
........................................................................
First-time visitor Repeat visitor

3.52 / 5.00 3.43 / 5.00
........................................................................
PENANG
Travel Satisfaction
........................................................................
Male visitor Female visitor
Average satisfaction score 3.91/ 5.00 Average satisfaction score 3.92 / 5.00

3.48 / 5.00 3.47 / 5.00
........................................................................
PENANG
Travel Satisfaction
........................................................................
Age group
18 to 25 years old 26 to 35 years old

3.44 / 5.00 3.52 / 5.00
........................................................................
PENANG
Travel Satisfaction
........................................................................
36 to 49 years old Above 50 years old
Average satisfaction score 3.86/ 5.00 Average satisfaction score 3.97 / 5.00

3.44 / 5.00 3.49 / 5.00
........................................................................
PENANG
Travel Satisfaction
........................................................................
What tourist LIKE about Penang?
Like Frequency Total

1 Cuisine 1351 45.7%
2 Friendly people 378 12.8%
3 Street Art 189 6.4%
4 Culture 149 5.0%
5 Attraction 123 4.2%
6 Atmosphere 87 2.9%
7 Buildings 56 1.9%
8 Beach 48 1.6%
9 Heritage 48 1.6%
10 Accommodation 41 1.4%
11 Nightlife 38 1.3%
12 Scenery 37 1.3%
14 Architecture 34 1.1%
........................................................................
PENANG
Travel Satisfaction
........................................................................
What tourists DISLIKE about Penang?
Dislike Frequency Total

1 Traffic congestion 257 33.6%
2 Weather 83 10.8%
3 Dirty 59 7.7%
4 Rude Drivers 43 5.6%
5 Public toilet 37 4.8%
6 Wi-Fi connectivity 23 3.0%
8 Side Walk 18 2.3%
9 Smelly drain 17 2.2%
10 Rude people 16 2.1%
11 Crowded 16 2.1%
12 Food 15 2.0%
13 Car parking 15 2.0%
14 Safety 12 1.6%
........................................................................
PENANG
Travel Satisfaction
........................................................................
Tourist expectation of Penang destination attributes

17.1%
Hospitality of immigration officials at the
entrance point
17.9%
Check-in/check-out process at the
airport
17.5%
Availability of information for tourist at
entry points
18.1%
Local public transport services
19.4%
Accessibility to tourist attractions
20.3%
Prices of local public transportation
25.9%
Availability of accommodation
21.6%
Quality of accommodation
21.2%
Hospitality of hotel staff
19.9%
Price of accommodation
22.4%
Internet connectivity/WIFI
20.6%
Money changer/automatic teller machine
ATM
21.2%
Shopping facilities
16.0%
Public toilets
18.6%
Signage at attractions
17.9%
Tourist information centre
16.5%
The prices of goods
21.6%
Variety of tourist attractions
17.8%
Nightlife entertainments
19.3%
Cleanliness of beaches and sea
21.9%
Prices of food and beverages
26.8%
Availability of Halal food
18.4%
Cleanliness of eating places
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0
Excellent Good Average Below average Poor
........................................................................
PENANG
Travel Satisfaction
........................................................................
Tourist expectation of Penang destination attributes
Below
Attribute Poor Average Good Excellent Total
average
Accessibility
Hospitality of immigration officials 1.8% 5.7% 38.1% 37.3% 17.1% 100.0%
at the entrance point
1.3% 5.2% 34.8% 40.8% 17.9% 100.0%
airport
Availability of information for
1.5% 5.6% 34.1% 41.3% 17.5% 100.0%
tourist at entry points
Local public transport services 1.8% 7.9% 33.8% 38.5% 18.1% 100.0%
Accessibility to tourist attractions 0.7% 4.1% 29.8% 45.9% 19.4% 100.0%
Prices of local public transportation 1.3% 5.5% 34.0% 38.9% 20.3% 100.0%
Accommodation
Availability of accommodation 0.7% 3.2% 25.0% 45.3% 25.9% 100.0%
Quality of accommodation 0.8% 4.1% 28.4% 45.1% 21.6% 100.0%

Hospitality of hotel staff 0.4% 3.7% 28.4% 46.3% 21.2% 100.0%
Price of accommodation 0.8% 4.6% 30.9% 43.8% 19.9% 100.0%
Tourist Amenities
Internet connectivity/WIFI 2.7% 6.6% 30.4% 37.9% 22.4% 100.0%
Money changer/automatic teller

1.4% 5.6% 31.0% 41.5% 20.6% 100.0%
machine (ATM)
Shopping facilities 1.4% 5.7% 30.7% 41.1% 21.2% 100.0%
Public toilets 4.3% 9.7% 34.3% 35.8% 16.0% 100.0%
Signage at attractions 1.5% 5.8% 33.9% 40.1% 18.6% 100.0%
Tourist information centre 1.4% 6.2% 34.0% 40.5% 17.9% 100.0%
The prices of goods 1.3% 5.8% 34.8% 41.6% 16.5% 100.0%
Variety of tourist attractions 0.8% 4.5% 29.0% 44.1% 21.6% 100.0%
Nightlife entertainments 2.6% 7.5% 33.1% 39.0% 17.8% 100.0%
Cleanliness of beaches and sea 2.6% 7.5% 32.8% 37.8% 19.3% 100.0%
Food/Meals
Prices of food and beverages 1.2% 6.1% 31.0% 39.8% 21.9% 100.0%
Availability of Halal food 1.4% 4.5% 28.6% 38.7% 26.8% 100.0%

Cleanliness of eating places 1.9% 7.6% 35.5% 36.6% 18.4% 100.0%
........................................................................
PENANG
Travel Satisfaction
........................................................................
Tourist experience of Penang destination attributes

18.3%
Hospitality of immigration officials at the
entrance point
20.3%
airport
16.3%
Availability of information for tourist at
entry points
24.0%
Local public transport services
21.9%
Accessibility to tourist attractions
27.8%
Prices of local public transportation
30.2%
Availability of accommodation
24.5%
Quality of accommodation
29.5%
Hospitality of hotel staff
22.0%
Price of accommodation
19.8%
Internet connectivity/WIFI
19.6%
machine ATM
22.8%
Shopping facilities
12.4%
Public toilets
17.2%
Signage at attractions
16.4%
Tourist information centre
16.4%
The prices of goods
23.5%
Variety of tourist attractions
17.9%
Nightlife entertainments
15.8%
Cleanliness of beaches and sea
25.0%
Prices of food and beverages
29.4%
Availability of Halal food
16.3%
Cleanliness of eating places
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Excellent Good Average Below average Poor
........................................................................
PENANG
Travel Satisfaction
........................................................................
Tourist experience of Penang destination attributes
Below
Attribute Poor Average Good Excellent Total
average
Accessibility
Hospitality of immigration officials 2.3% 4.6% 31.3% 43.4% 18.3% 100.0%
1.6% 4.9% 27.9% 45.2% 20.3% 100.0%
airport
2.4% 7.2% 32.3% 41.3% 16.2% 100.0%
Local public transport services 1.4% 5.8% 25.7% 43.1% 24.0% 100.0%
Accessibility to tourist attractions 1.0% 4.3% 24.6% 47.9% 27.7% 100.0%
Prices of local public transportation 1.6% 4.5% 23.4% 42.5% 27.7% 100.0%
Accommodation
Availability of accommodation 0.9% 3.8% 20.6% 44.5% 30.2% 100.0%
Quality of accommodation 1.1% 4.7% 24.1% 45.6% 24.5% 100.0%
Hospitality of hotel staff 1.1% 4.3% 21.8% 43.1% 29.4% 100.0%
Price of accommodation 1.4% 5.9% 27.7% 43.1% 22.0% 100.0%
Tourist Amenities
Internet connectivity/WIFI 5.6% 10.6% 28.1% 35.9% 19.7% 100.0%
2.9% 8.5% 29.5% 39.4% 19.5% 100.0%
machine (ATM)
Shopping facilities 1.8% 6.5% 27.7% 41.1% 22.7% 100.0%
Public toilets 7.1% 13.7% 34.0% 32.5% 12.4% 100.0%
Signage at attractions 3.2% 7.9% 30.9% 40.7% 17.1% 100.0%
Tourist information centre 3.2% 9.3% 32.2% 38.5% 16.4% 100.0%
The prices of goods 2.5% 8.7% 31.7% 40.6% 16.4% 100.0%
Variety of tourist attractions 1.3% 6.4% 25.9% 42.9% 23.4% 100.0%
Nightlife entertainments 3.4% 9.7% 30.5% 38.0% 17.8% 100.0%
Cleanliness of beaches and sea 6.8% 12.7% 29.9% 34.5% 15.7% 100.0%
Food/Meals
Prices of food and beverages 2.8% 7.5% 25.8% 38.9% 25.0% 100.0%
Availability of Halal food 2.1% 6.8% 24.7% 36.3% 29.1% 100.0%
Cleanliness of eating places 3.7% 11.7% 31.6% 36.7% 16.3% 100.0%
........................................................................
PENANG
Travel Satisfaction
........................................................................
Holiday Satisfaction = Experience - Expectation
Average visitor
LOSS
WIN
Note: Win = improvement of visitor's expectation; Loss = reduction in visitor's expectation; Drawline = closely matching
of visitor's expectation
........................................................................
PENANG
Travel Satisfaction
........................................................................
Summary of result for average tourist
Expectation (Expt) Experience (Exp) (Exp − t-TEST

No Attribute 1 3
Mean SD Mean SD Expt) t
2
SIG
Accessibility
Hospitality of immigration officials
1 3.62 0.895 3.71 0.895 0.09 -1.495 0.135
2 3.69 0.867 3.78 0.881 0.09 -2.375 0.018
airport
3 3.68 0.877 3.62 0.922 -0.06 3.684 0.000
4 Local public transport services 3.63 0.926 3.83 0.907 0.20 -10.420 0.000
5 Accessibility to tourist attractions 3.79 0.823 3.86 0.844 0.07 -4.403 0.000
6 Prices of local public transportation 3.72 1.011 3.91 0.909 0.19 -8.070 0.000
Accommodation
7 Availability of accommodation 3.92 0.832 3.99 0.860 0.07 -5.289 0.000
8 Quality of accommodation 3.82 0.841 3.87 0.874 0.05 -3.269 0.001
9 Hospitality of hotel staff 3.84 0.812 3.96 1.000 0.12 -6.993 0.000
10 Price of accommodation 3.77 0.846 3.78 0.900 0.01 -0.751 0.453
Tourist Amenities
11 Internet connectivity/WIFI 3.71 0.975 3.54 1.093 -0.17 8.808 0.000
12 3.74 0.893 3.64 0.982 -0.10 6.383 0.000
machine (ATM)
13 Shopping facilities 3.75 0.899 3.77 0.933 0.02 -1.438 0.150
14 Public toilets 3.50 1.010 3.29 1.077 -0.21 12.051 0.000
15 Signage at attractions 3.68 0.892 3.61 0.964 -0.07 5.007 0.000
16 Tourist information centre 3.67 0.888 3.56 0.978 -0.11 7.445 0.000
17 The prices of goods 3.66 0.865 3.60 0.947 -0.06 4.175 0.000
18 Variety of tourist attractions 3.81 0.849 3.81 0.909 0.00 -0.120 0.905
19 Nightlife entertainments 3.62 0.949 3.57 1.002 -0.05 2.376 0.018
20 Cleanliness of beaches & sea 3.64 0.961 3.40 1.105 -0.24 12.983 0.000
Food/Meals
21 Prices of food and beverages 3.75 0.903 3.76 1.001 0.01 0.293 0.770
22 Availability of Halal food 3.85 0.915 3.85 0.991 0.00 -0.213 0.831
23 Cleanliness of eating places 3.62 0.933 3.50 1.015 -0.12 8.008 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
........................................................................
International visitor
LOSS
WIN
........................................................................
PENANG
Travel Satisfaction
........................................................................
Summary of result for international tourist

No Attribute 1 3
2
SIG
Accessibility
1 3.61 0.939 3.74 0.938 0.13 -2.070 0.039
2 3.67 0.913 3.81 0.906 0.14 -3.479 0.001
airport
3 3.65 0.902 3.61 0.980 -0.04 2.301 0.021
5 Accessibility to tourist attractions 3.75 0.848 3.90 0.844 0.15 -7.617 0.000
6 Prices of local public transportation 3.72 0.932 4.01 0.897 0.29 -12.293 0.000
Accommodation
7 Availability of accommodation 3.91 0.846 4.07 0.865 0.16 -7.663 0.000
8 Quality of accommodation 3.77 0.870 3.93 0.894 0.16 -7.208 0.000
9 Hospitality of hotel staff 3.85 0.824 4.07 0.892 0.22 -10.663 0.000
10 Price of accommodation 3.75 0.877 3.83 0.912 0.08 -3.450 0.001
Tourist Amenities
12 3.67 0.914 3.62 1.016 -0.05 2.484 0.013
machine (ATM)
13 Shopping facilities 3.63 0.932 3.73 0.945 0.10 -4.270 0.000
14 Public toilets 3.30 1.068 3.16 1.139 -0.14 5.962 0.000
17 The prices of goods 3.63 0.874 3.66 0.947 0.03 -1.601 0.110
18 Variety of tourist attractions 3.74 0.852 3.80 0.913 0.06 -3.794 0.000
19 Nightlife entertainments 3.55 0.953 3.60 1.015 0.05 -1.525 0.127
Food/Meals
21 Prices of food and beverages 3.75 0.915 3.90 0.968 0.15 -6.403 0.000
22 Availability of Halal food 3.76 0.955 3.84 1.034 0.08 -3.711 0.000
23 Cleanliness of eating places 3.48 0.974 3.51 1.051 0.03 -1.075 0.282
........................................................................
PENANG
Travel Satisfaction
........................................................................
Domestic visitor
LOSS
WIN
........................................................................
PENANG
Travel Satisfaction
........................................................................
Summary of result for domestic tourist

No Attribute 1 3
2
SIG
Accessibility
1 3.63 0.836 3.65 0.786 0.02 0.569 0.569
2 3.72 0.808 3.70 0.821 -0.02 1.459 0.145
airport
3 3.71 0.844 3.63 0.841 -0.08 3.072 0.002
5 Accessibility to tourist attractions 3.85 0.791 3.80 0.840 -0.05 2.234 0.026
6 Prices of local public transportation 3.73 1.095 3.73 0.902 0.00 1.098 0.272
Accommodation
7 Availability of accommodation 3.94 0.816 3.91 0.847 -0.03 0.697 0.486
8 Quality of accommodation 3.88 0.805 3.81 0.844 -0.07 3.563 0.000
9 Hospitality of hotel staff 3.84 0.798 3.83 1.104 -0.01 0.194 0.846
10 Price of accommodation 3.79 0.812 3.73 0.882 -0.06 2.939 0.003
Tourist Amenities
12 3.81 0.867 3.66 0.945 -0.15 6.801 0.000
machine (ATM)
13 Shopping facilities 3.87 0.848 3.81 0.918 -0.06 2.740 0.006
14 Public toilets 3.69 0.910 3.43 0.994 -0.26 11.553 0.000
17 The prices of goods 3.69 0.855 3.52 0.942 -0.17 7.575 0.000
18 Variety of tourist attractions 3.89 0.840 3.82 0.906 -0.07 3.808 0.000
19 Nightlife entertainments 3.69 0.939 3.55 0.987 -0.14 5.261 0.000
Food/Meals
21 Prices of food and beverages 3.75 0.891 3.60 1.011 -0.15 6.847 0.000
22 Availability of Halal food 3.92 0.875 3.85 0.954 -0.07 3.218 0.001
23 Cleanliness of eating places 3.77 0.863 3.50 0.975 -0.27 13.297 0.000
........................................................................

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PENANG 2017

Prepared by: Prepared for:

Tourist profile in Quarter 2017 male

58.8% are for leisure female

1. Experiencing local food (51.4%)

International visitors Domestic visitors

Expenditure per visit RM 1,529.90 Expenditure per visit RM 767.73

Business/meeting Shopping Education/training

1. Local public transport

Who are they?

Gender International tourist Domestic tourist Total

Note: N=4611 respondents

Education attainment International tourist Domestic tourist Total

Gender and age group

Age group and monthly income (RM)

International tourists by country of origin

Kenya 0.1% Indonesia 10.2% Czech Republic 0.4%

Morocco 0.1% Laos 0.1% Denmark 0.2%

Sudan 0.2% Singapore 8.1% France 2.6%

South Africa 0.7% Thailand 5.3% Germany 6.8%

Argentina 0.8% WESTERN ASIA Hungary 0.1%

United States 5.2% Oman 0.5% Norway 0.2%

EASTERN ASIA Palestine 0.1% Poland 0.6%

China 12.0% Qatar 0.1% Portugal 0.2%

Japan 2.0% Saudi Arabia 1.6% Russia 0.8%

South Korea 0.5% Turkey 0.3% Serbia 0.1%

Australia 6.4% SOUTHTERN ASIA Spain 2.0%

Fiji 0.1% Bangladesh 0.2% Sweden 0.4%

New Zealand 1.3% India 3.7% Switzerland 0.6%

CENTRAL ASIA Maldives 0.1% Ukraine 0.4%

Kyrgyzstan 0.1% Pakistan 0.4% United Kingdom 7.3%

Origin of domestic tourists

State Malay & Bumiputera Chinese Indian Others Total

Number of visit International tourist Domestic tourist Total

Domestic repeat visitors

Number of visit Malay & Bumiputera Chinese Indian Others Total

Repeat visitor and region of residence

0.9% International tourist

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Repeat visitor First-time visitor

Repeat visitor and state of residence

0.0 5.0 10.0 15.0 20.0 25.0 30.0

Purpose of visit International tourist Domestic tourist Total

International tourist arrival by region and purpose of visit

Oceania 70.9% 3.2 16.9 4.8

Western Asia 67.0% 8.0 11.0 5.0 7.0 2

Southern Asia 61.2% 6.0 12.9 6.9 4.3 3.4

Eastern Asia 60.2% 4.5 17.4 6.9 7.1

Americas 57.3% 6.0 29.9 3.0

Africa 50.0% 10.0 20.0 6.0 12.0 2

Southeast Asia 49.2% 3.6 16.9 4.6 7.1 2 13.8

Europe 45.9% 2 47.2 2.8

Central Asia 40.0% 20.0 20.0 20.0

0.0 20.0 40.0 60.0 80.0 100.0

Purpose of visit by age group

Purpose of visit for first-time visitors and repeat visitors

International tourist Domestic tourist Total

Length of stay International tourist Domestic tourist Total

Length of stay of first-time and repeat visitors

International tourist Domestic tourist Total

Average length of stay by purpose of visit

Education/training 16.41 days