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Evaluation of tourists satisfaction towards firefly industry in Sabah using importance-performance analysis model
Syazlina Saib1, Dawood, Mahadimenakbar Mohamed2, Fiffy Hanisdah Saikim3.
This paper focuses on the human dimensions of the firefly watching
experience in Sabah with the using of Importance-performance analysis
(IPA). The objectives are to investigate the motivations of tourists
participating in firefly tours and to assess tourist’s satisfaction with the
environmental and tour services offered in Sabah using IPA analysis. The
methods included site-based distribution of questionnaire to firefly tour
participants at several firefly-watching sites in Sabah. Next, the importanceperformance
analysis was performed using the importance and satisfaction
mean scores. The IPA analysis identified 10 environmental and tour features
of management concern. Overall, respondents were very satisfied with the
tourism industry in Sabah stating that they would recommend the tour
(88.6%) to others. Most participants were very satisfied with the interest in
firefly (78.8%), proximity to fireflies (55.92%) and the number of fireflies
seen (54.29%). As conclusion, this study provides a greater understanding of
tourist’s motivation and satisfaction towards the firefly-watching industry in
Sabah with the assist of Importance-performance analysis model.
Affiliation:
- Universiti Malaysia Sabah, Malaysia
- Universiti Malaysia Sabah, Malaysia
- Universiti Malaysia Sabah, Malaysia
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Indexation |
Indexed by |
MyJurnal (2018) |
H-Index
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1 |
Immediacy Index
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0.000 |
Rank |
12/30,Q2(Sciences ) 12/30,Q2(Sciences ) 12/30,Q2(Sciences ) 12/30,Q2(Sciences ) 13/28,Q2(Engineering & Technology) 13/28,Q2(Engineering & Technology)
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