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Tourists' satisfaction on Kilim River mangrove forest ecotourism services


Ayob, Mohammad Zaki and Mohd Saman, Fatimah and Hussin, Zaliha and Jusoff, Kamaruzaman (2009) Tourists' satisfaction on Kilim River mangrove forest ecotourism services. International Journal of Business and Management, 4 (7). pp. 76-84. ISSN 1833-3850; ESSN: 1833-8119


Ecotourism is a revenue generator for many countries, especially those endowed with natural attractions. In order to sustain industry growth, its players are looking for essential factors contributing towards tourists’ satisfaction. This paper presents findings of a micro study on Langkawi mangrove forest ecotourism site along the Kilim River estuary. Four theoretical models were constructed and analyzed using Structural Equations Modeling (SEM). The Baseline Comparisons, Parsimony Adjusted Measures, and the RMSEA were used to evaluate good model fit and Model 3 was found to fulfill that fit. The overall tourist satisfaction index was found to be 79.1 of a possible 100 points. Significant contributing factors towards tourists’ satisfaction consist of marketing practices (42.1 percent), business ethics (23.9 percent), environmental management (14.5 percent), and business management/operational systems (7.8 percent).

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Additional Metadata

Item Type: Article
Divisions: Faculty of Forestry
DOI Number: https://doi.org/10.5539/ijbm.v4n7p76
Publisher: Canadian Center of Science and Education
Keywords: Tourist; Satisfaction; Ecotourism services; Mangrove forest; Structural equations modeling
Depositing User: Nabilah Mustapa
Date Deposited: 10 Oct 2016 03:36
Last Modified: 10 Oct 2016 03:36
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.5539/ijbm.v4n7p76
URI: http://psasir.upm.edu.my/id/eprint/48550
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