Evaluating and Improving Tourist Satisfaction: A Holistic Study of Ecotourism Services in Malaysia

Zulkarnian Ahmad, Norwani Mohd Nazari, Shahidah Ahmad Suhaimi, Jefridzal Ismail and Izashahida Zainal
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Zulkarnian Ahmad: Faculty of Business and Management, Akademi Laut Malaysia (ALAM), Malaysia
Norwani Mohd Nazari: School of Tourism, Hospitality and Event Management, Universiti Utara Malaysia (UUM), Malaysia
Shahidah Ahmad Suhaimi: Faculty of Business and Management, Akademi Laut Malaysia (ALAM), Malaysia
Jefridzal Ismail: Jabatan Pelancongan dan Hospitality, Politeknik Sultan Idris Shah (PSIS), Malaysia
Izashahida Zainal: Jabatan Kejuruteraan Elektrik, Politeknik Sultan Idris Shah (PSIS), Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 3274-3284

Abstract: The imperative nature of tourism industry awareness regarding economic, social, and cultural factors necessitates a comprehensive study of their impact on development. This survey aims to assess overall ecotourist satisfaction with ecotourism services in Malaysia, gauging the likelihood of return visits and recommendations. Employing two research techniques, the study first conducts a review of existing literature on tourism infrastructure, service quality, destination image, and tourist experiences. Subsequently, data from 400 tourists across various Malaysian destinations are collected through a survey utilizing a questionnaire. Regression analysis is employed to reveal insights into ecotourist satisfaction, tourism service quality, infrastructure, destination image, and overall satisfaction. The study's primary objective is to examine ecotourist satisfaction in relation to key variables such as quality, image, tourism experience, and overall satisfaction. The findings serve as a valuable benchmark for government organizations, the travel and hospitality sectors, and service providers, enabling them to assess and enhance the quality of their offerings.

Date: 2025
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