Tripographic assessment of VFR travel in context of Malaysian domestic travelers

Abstract

Visiting friends and family (VFR) travel is the oldest form of travel that involve visiting family and friends as part of activity during the trip either as a main purpose or as a secondary purpose. Population growth among the country is one of main reason why this VFR market is expanding. As visiting friends and relatives is important socially with various type of activity or events with them including attending wedding, funerals and many more, travelling with the purpose of VFR has been recorded as the main purpose of travel for Malaysian domestic travel market in 2013 where the 44% travelers are travelling for the purpose of VFR. It is a norm when people start to move from their hometown for different type of purpose such as job’s requirement, further study or even seek for new environment. Their friends and relatives left make population. As the population grows, VFR market grows as well. However, there is less study in this potential market especially in context of Malaysian domestic market. Past study has shown that this market seems to be neglected as the type of itself did not seem to give a huge impact economically to the tourism industry. This market was assumed not utilizing any tourism service and not participating in any tourism activity. This paper aim to examine the tripography of VFR travelers in Malaysia where it assess the trip characteristic of VFR travel in order to have a better understanding of this potential market in context of Malaysian domestic travelers. A survey was carried in selected area that packed with domestic travelers. Data obtained used in comparing the trip characteristics among VFR market travelers and non-VFR travelers. This result will be useful as a tool for marketing strategy and as a key planning for tourism destination.