The state of Sabah is rich in unique and interesting natural resources, history, festivals and culture. This diversity of products and attractions has led to an increase in domestic and international tourist arrivals to the state. This article aims to examine the payment rates and tourist willingness to pay those who visit different tourist destinations in Kundasang-Ranau and Kota Belud, Sabah. The evaluation and case study research methods were used in this study. In this study, the evaluation and case study research methods were applied. A total of 150 people took part in this study, who visited a variety of tourist attractions in Kundasang-Ranau. There were 93 respondents in Kota Belud who took part in the study. The findings show that all the tourist destinations in Kundasang-Ranau charge visitors an entrance fee. Only five tourist attractions in Kota Belud require an entry fee. In Kota Belud, all designated tourist places charge a service fee, but in Kundasang-Ranau, only a few charges a service fee to tourists. The survey's findings also revealed that most respondents in both study locations considered the fee charged was appropriate in comparison to the services provided by the tourist attractions visited. In summary, the desire to pay among the respondents questioned was impacted by payment rates at tourist destinations in both locations.

The tourist circuit pattern is one of the factors that are influenced by tourists' willingness to pay for a vacation at a tourist destination. As such, this article will examine the relationship between tourist space and willingness to pay in Kundasang - Ranau and Kota Belud, Sabah. The assessment and case study methods were used in the research. The study used quantitative methodologies, including a questionnaire survey of 150 respondents who visited selected tourist locations in Kundasang-Ranau and 93 respondents who visited Kota Belud. The survey's findings indicated that the majority of respondents (87.3% - Kundasang, Ranau) and (61.3%- Kota Belud) who visited the two study locations traveled privately and prioritized destinations they had never visited while selecting tourist destinations. The majority of respondents (70%) in Kundasang - Ranau agreed that the fee rate charged has an effect on the direction of their journey. In Kundasang - Ranau, the respondent's roaming space is dictated by the tourism package, and the tourist attraction visited by the respondent is nearby, whereas in Kota Belud, the opposite is true. Following that, the bulk of respondents who arrived at Kota Belud were determined by their roaming space in accordance with the institution or organization's determination. The study's findings also revealed that the majority of respondents who visited the two study areas did so on their own and that the tourist destinations visited were relatively near together.

This article examines the tourists’ purchasing behavior characteristics in service sectors in Kota Kinabalu, Sabah. This study involves the use of quantitative methods through a survey questionnaire of 105 respondents. The findings of the study show that visitors chose price and cost as the main aspect that influenced their purchase of a service. Apart from that, the visitors chose something that is cheaper without taking into account any other factors. Therefore, the behavior pattern and purchasing power of visitors are relevant to be studied because each individual has different tastes and desires for the services they wanted.

This article aims to examine the relationship between willingness to pay and tourists’ circuit in Kundasang-Ranau, Sabah. The research approach used was the evaluation and case study. This study involves the use of quantitative methods through a survey questionnaire of 150 respondents. The result shows that the majority of the tourists’ travel status to selected tourism locations in Kundasang-Ranau were decided personally by the tourists themselves which are 131 respondents (87.3%). The status of travel to tourist destinations set by tourism package was 11 respondents (7.3%) and travel set by the organization or institution was eight people (5.3%). A total of 105 respondents (70%) stated that the price of the entrance fees to tourist destinations influenced their decision to determine the tourist destination they visit. Next, the main criterion taken into account by tourists in choosing a tourist destination is the destination that they have never visited, which is 59 people (59.3%). The results of the study also found that tourists’ circuit is not only influenced by the willingness of visitors to pay to a certain destination but also influenced by the type of travel status chosen.