Measuring the Tourist Satisfaction on Ecotourism Service Quality at Kuala Tahan National Park: An Investigation on Visitors Perceptions

Abstract

Ecotourism is a sub-component of sustainable tourism that involves a visit to a natural area and manages the living parts of the natural environment. Moreover, ecotourism’s perceived potential as an effective tool for sustainable development, including economic development and conservation strategies. Currently, the importance of ecotourism service quality is gaining tremendous attention due to the growing demand for ecotourism worldwide and increasing expectations from visitors. A challenge remains in identifying how natural resource and nature-based tourism providers can best achieve those benefits and increase the visitor’s satisfaction levels, while at the same time minimising the effects of degradation to the natural resource being used. Hence, the main purpose of this study is to assess the ecotourism services quality at Kuala Tahan National Park. This study will adopt the ECOSERV instrument to measure visitor’s expectations and perceptions of service quality. This study was conducted using a quantitative approach by obtaining responses from 153 tourists. Based on service quality provided at Kuala Tahan National Park, visitor’s were satisfied with the services provided there. The data collected was analysed using descriptive statistics and Multiple Regression Analysis to achieve the objectives of the study. This study also finds the responsiveness, empathy, and assurance have a significant relationship with service quality at Kuala Tahan National Park. However, they have an unsignificant relation between ecotangibles, tangible and reliability with tourist’s satisfaction. The finding of this study is important for ecotourism activity at Kuala Tahan National Park and for government be able to promote ecotourism product as the main attraction in Malaysia.