SATISFACTION OF INTERNATIONAL AND DOMESTIC TOURISTS IN MALAYSIA’S OLDEST NATIONAL PARK: TAMAN NEGARA PAHANG
DOI:
https://doi.org/10.21837/pm.v22i33.1548Keywords:
Tourist Satisfaction, International tourists and domestic tourists, National ParkAbstract
This study evaluates the satisfaction of both international and domestic tourists within Malaysia’s oldest national park, Taman Negara Pahang, employing a quantitative methodology through a survey comprising eight distinct dimensions: amenities, service quality, natural allure, accommodation, food services, transport, recreational offerings, and expense. The researchers garnered a sample of 387 respondents via convenience sampling and analysed using frequency distribution and independent sample t-tests. Findings indicate a general satisfaction among tourists with their park visitation experience. However, the researchers identified that service quality, transport, and cost require substantial enhancements to elevate the tourist experience. While both tourist groups displayed similar satisfaction levels, international tourists reported marginally higher satisfaction across most dimensions except for recreational activities. Varying motivations, influenced by geographical origins, attribute this discrepancy to the criteria for satisfaction evaluation. The study underscores the importance of continual tourism demand for sustaining national park conservation efforts through revenue generation. The researchers anticipate that the insights derived from this research will guide enhancements in the performance of tourism products and services through diversified feedback. Marketing strategies tailored to cater to the distinct preferences of domestic and international tourists are recommended, especially for Taman Negara Pahang, which enjoys popularity among both visitor segments.
Downloads
References
Abdul Latip, N., Jaafar, M., Marzuki, A., Roufechaei, K. M., & Umar, M. U. (2020). Spectacle of conservation and tourism in protected areas: analysis of management, issues and tourist satisfaction. Planning Malaysia, 18(4), 477-498. DOI: https://doi.org/10.21837/pm.v18i14.847
Abdul Latip, N., Karim, R., Jaafar, M., Marzuki, A., Ahmad, A. G., Syed Abdullah, S. Z., & Omar@Umar, M. U. (2021). Kinabalu National Park, UNESCO World Heritage Site: Assessment of environmental issues, tourist satisfaction and park management. Planning Malaysia, 19(19). https://doi.org/10.21837/pm.v19i19.1060 DOI: https://doi.org/10.21837/pm.v19i19.1060
Alegre, J., & Cladera, M. (2009). Analysing the effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing, 43(5/6), 670–685. https://doi.org/10.1108/03090560910946990 DOI: https://doi.org/10.1108/03090560910946990
Arabatzis, G., & Grigoroudis, E. (2010). Visitors’ satisfaction, perceptions and gap analysis: The case of Dadia-Lefkimi-Souflion National Park. Forest Policy and Economics, 12(3), 163–172. https://doi.org/10.1016/j.forpol.2009.09.008 DOI: https://doi.org/10.1016/j.forpol.2009.09.008
Aziz, A., Syed Alias, S. N. H., Jamaludin, M., Idris, N. H., & Mariapan, M. (2018). The attractiveness of Taman Negara National Park, Malaysia as perceived by local visitors. Journal of Wildlife and Parks, 33, 1–13.
Barkhordari, R., Yusof, A., & Geok, S. K. (2014). Understanding tourists’ motives for visiting Malaysia’s national park. Journal of Physical Education and Sport, 14(4), 599–603. https://doi.org/10.7752/jpes.2014.04093 DOI: https://doi.org/10.7752/jpes.2014.04093
Bhuiyan, M. A. H., Darda, M. A., & Hasan, M. R. (2021). Tourist perception and satisfaction on safari tourism at Bangabandhu Sheikh Mujib Safari Park in Bangladesh. International Journal of Geoheritage and Parks, 9(4), 430-440. doi:https://doi.org/10.1016/j.ijgeop.2021.11.005 DOI: https://doi.org/10.1016/j.ijgeop.2021.11.005
Bowie, D., & Chang, J. C. (2005). Tourist satisfaction: A view from a mixed international guided package tour. Journal of Vacation Marketing, 11(4), 303–322. https://doi.org/10.1177/1356766705056628 DOI: https://doi.org/10.1177/1356766705056628
Bui, H. T., & Le, T. A. (2016). Tourist satisfaction and destination image of Vietnam’s Ha Long Bay. Asia Pacific Journal of Tourism Research, 21(7), 795–810. https://doi.org/10.1080/10941665.2015.1075564 DOI: https://doi.org/10.1080/10941665.2015.1075564
Campo, S., & Garau, J. B. (2008). The influence of nationality on the generation of tourist satisfaction with a destination. Tourism Analysis, 13(1), 81–92. https://doi.org/10.3727/108354208784548779 DOI: https://doi.org/10.3727/108354208784548779
Carlos Castro, J., Quisimalin, M., de Pablos, C., Gancino, V., & Jerez, J. (2017). Tourism marketing: Measuring tourist satisfaction. Journal of Service Science and Management, 10(03), 280–308. https://doi.org/10.4236/jssm.2017.103023 DOI: https://doi.org/10.4236/jssm.2017.103023
Cheng, Y., Hu, F., Wang, J., Wang, G., John L. Innesa, Xie, Y., & GuangyuWang. (2022). Visitor satisfaction and behavioral intentions in nature-based tourism during the COVID-19 pandemic: A case study from Zhangjiajie National Forest Park, China. International Journal of Geoheritage and Parks, 10, 143-159. doi:10.1016/j.ijgeop.2022.03.001 DOI: https://doi.org/10.1016/j.ijgeop.2022.03.001
Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636. https://doi.org/10.1016/j.tourman.2007.06.007 DOI: https://doi.org/10.1016/j.tourman.2007.06.007
Chidakel, A., Child, B., & Muyengwa, S. (2021). Evaluating the economics of park-tourism from the ground-up: Leakage, multiplier effects, and the enabling environment at South Luangwa National Park, Zambia. Ecological Economics, 182(December 2020), 106960. https://doi.org/10.1016/j.ecolecon.2021.106960 DOI: https://doi.org/10.1016/j.ecolecon.2021.106960
Choi, T. Y., & Chu, R. (2000). Levels of satisfaction among Asian and Western travellers. International Journal of Quality & Reliability Management, 17(2), 116–132. https://doi.org/10.1108/02656710010304537 DOI: https://doi.org/10.1108/02656710010304537
Eagles, P. F. J. (2014). Research priorities in park tourism. Journal of Sustainable Tourism, 22(4), 528–549. https://doi.org/10.1080/09669582.2013.785554 DOI: https://doi.org/10.1080/09669582.2013.785554
Eagles, P. F. J., & McCool, S. F. (2000). Tourism in National Parks and Protected Areas: Planning and Management. CABI Publishing.
Farahani, B. M., & Mohamed, B. (2013). Relationship between nationality and tourists behaviour: Case of Middle East tourists in Malaysia from tour guides perspective. International Journal of Tourism Anthropology, 3(1), 43–57. https://doi.org/10.1504/ijta.2013.054409 DOI: https://doi.org/10.1504/IJTA.2013.054409
Jabatan Perlindungan Hidupan Liar dan Taman Negara (PERHILITAN). (2021). Statistik Pelawat Ke Taman Negara.
Kang, N., Wang, E., Yu, Y., & Duan, Z. (2021). Valuing recreational services of the national forest parks using a tourist satisfaction method. Forests, 12, 1-15. doi: https://doi.org/10.3390/f12121688 DOI: https://doi.org/10.3390/f12121688
Kozak, M. (2001). Comparative assessment of tourist satisfaction with destinations across two nationalities. Tourism Management, 22, 391–401. DOI: https://doi.org/10.1016/S0261-5177(00)00064-9
Lee, T. Z. W., Yazid, H., Mukri1, I., Arifuddin, M. N., Fong, P. H., Parasuraman, B., & V.K., J. (2022). Tourist satisfaction on ecotourism facilities and services in Taman Negara National Park, Sungai Relau, Merapoh, Pahang. Journal of Wildlife and Parks, 37, 83-107.
Matolo, R. J., Salia, P. J., & Vedasto, G. N. (2021). Determinants of International Tourists’ Satisfaction: Evidences from Serengeti National Park in Tanzania. Accountancy and Business Review, 13(1), 1-22.
McDowall, S., & Ma, E. (2010). An analysis of tourists’ evaluation of Bangkok’s performance, their satisfaction, and destination loyalty: Comparing international versus domestic Thai tourists. Journal of Quality Assurance in Hospitality and Tourism, 11(4), 260–282. https://doi.org/10.1080/1528008X.2010.504181 DOI: https://doi.org/10.1080/1528008X.2010.504181
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill, Inc.
Nurbasari, A., Kuswoyo, C., Aribowo, A., & Raharjo, G. P. A. (2021). Impact of destination image, place attachment, tourist satisfaction on tourist loyalty (world natural heritage site and biosphere reserve in Komodo National Park). Palarch’s Journal of Archaeology of Egypt/Egyptology, 18(4), 2482-2497.
Ormsby, A., & Mannle, K. (2006). Ecotourism benefits and the role of local guides at Masoala National Park, Madagascar. Journal of Sustainable Tourism, 14(3), 271–287. https://doi.org/10.1080/09669580608669059 DOI: https://doi.org/10.1080/09669580608669059
Otsuka, R., Yamakoshi, G., & Kalema-Zikusoka, G. (2023). Tourist expectations and satisfaction in mountain gorilla tourism in Bwindi Impenetrable National Park, Uganda. Journal of Ecotourism, 22(2), 329-338. doi:10.1080/14724049.2023.2166056 DOI: https://doi.org/10.1080/14724049.2023.2166056
Oviedo-García, M. Á., Vega-Vázquez, M., Castellanos-Verdugo, M., & Orgaz-Agüera, F. (2019). Tourism in protected areas and the impact of servicescape on tourist satisfaction, key in sustainability. Journal of Destination Marketing and Management, 12(April), 74–83. https://doi.org/10.1016/j.jdmm.2019.02.005 DOI: https://doi.org/10.1016/j.jdmm.2019.02.005
Park, S. H., Lee, C. K., & Miller, J. C. (2015). A comparative study of the motivations, activities, overall satisfaction, and post-trip behaviors of international tourists in Macau: Mainland Chinese, Hongkongese, Taiwanese, and Westerners. Asia Pacific Journal of Tourism Research, 20(10), 1174–1193. https://doi.org/10.1080/10941665.2014.965184 DOI: https://doi.org/10.1080/10941665.2014.965184
Saikia, M. (2020). A case study on dimensions of tourist satisfaction with Kaziranga National Park of Assam. EPRA International Journal of Multidisciplinary Research (IJMR), 6(1), 162-167. doi:10.36713/epra3941 DOI: https://doi.org/10.36713/epra3941
Samdin, Z. (2008). Willingness to pay in Taman Negara: A contingent valuation method. International Journal of Economics and Management, 2(1), 81–94.
Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: The case of an island destination. International Journal of Culture, Tourism, and Hospitality Research, 12(1), 106–123. https://doi.org/10.1108/IJCTHR-06-2017-0067 DOI: https://doi.org/10.1108/IJCTHR-06-2017-0067
Seebunruang, J., Burns, R. C., & Arnberger, A. (2022). Is National Park Affinity related to visitors’ satisfaction with park service and recreation quality? a case study from a thai forest national park. Forests, 13(753). doi: https://doi.org/10.3390/f13050753 DOI: https://doi.org/10.3390/f13050753
Shahrivar, R. B. (2012). Factors that influence tourist satisfaction. Journal of Travel and Tourism Research, January 2012, 61–79. https://doi.org/10.1017/CBO9781107415324.004 DOI: https://doi.org/10.1017/CBO9781107415324.004
Stone, L. S. (2014). Perception of nature-based tourism, travel preferences, promotions and disparity between domestic and international tourists: The case of Botswana. Arizona State University.
Sukiman, M. F., Omar, S. I., Muhibudin, M., Yussof, I., & Mohamed, B. (2013). Tourist satisfaction as the key to destination survival in Pahang. Procedia - Social and Behavioral Sciences, 91, 78–87. https://doi.org/10.1016/j.sbspro.2013.08.404 DOI: https://doi.org/10.1016/j.sbspro.2013.08.404
Teo, C. B. C., Abdul Rahim, F., Hassan, F. H., Md Yusof, J., Musa, R., & Hashim, R. H. (2010). Exploring tourist experiencescape and servicescape at Taman Negara (National Park Malaysia). International Journal of Trade, Economics and Finance, 1(1), 28–31. https://doi.org/http://dx.doi.org/10.7763/IJTEF.2010.V1.5 DOI: https://doi.org/10.7763/IJTEF.2010.V1.5
Thomas, C. C., Flyr, M., & Koontz, L. (2022). 2021 National park visitor spending effects: Economic contributions to local communities, states, and the nation. https://pubs.er.usgs.gov/publication/70222049%0Ahttps://lens.org/159-028-590-920-174
UNESCO World Heritage Centre (WHC). (2015). National Park (Taman Negara) of Peninsular Malaysia. http://whc.unesco.org/en/tentativelists/5927/
Yamada, N. (2011). Why tour guiding is important for ecotourism: Enhancing guiding quality with the ecotourism promotion policy in Japan. Asia Pacific Journal of Tourism Research, 16(2), 139–152. https://doi.org/10.1080/10941665.2011.556337 DOI: https://doi.org/10.1080/10941665.2011.556337
Zeng, L., & Li, R. Y. M. (2021). Tourist satisfaction, willingness to revisit and recommend, and mountain Kangyang tourism spots sustainability: A structural equation modelling approach. Sustainability (Switzerland), 13(19). https://doi.org/10.3390/su131910620 DOI: https://doi.org/10.3390/su131910620
Downloads
Published
How to Cite
Issue
Section
License
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 Unported License.
Copyright & Creative Commons Licence
eISSN: 0128-0945 © Year. The Authors. Published for Malaysia Institute of Planners. This is an open-access article under the CC BY-NC-ND license.
The authors hold the copyright without restrictions and also retain publishing rights without restrictions.