An Assesment Of Visitors' Satisfaction In Bako National Park

Phoebe Muriel Mangku, Anak Chester (2015) An Assesment Of Visitors' Satisfaction In Bako National Park. [Final Year Project Report] (Unpublished)

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Abstract

This study was conducted to measure and evaluate the visitors' overall satisfaction in Bako National Park. Visitors' satisfaction is one of the most important concerns of competitive destinations as it considerably influences the visitors' choice of a destination, the consumption of products and services and the decision to revisit the destination in the future. The importance of enhancing the satisfaction level of visitors is being recognized as a way to expand and maintain a large and loyal customer base for long-term success. Satisfied tourists bring success to the tourism business. The data for this study was collected between August and September 2015. Of the 200 questionnaires distributed, only 180 are usable (90% response rate). The findings indicated that level of visitors' overall satisfaction towards Bako National Park is high, with a large proportion of visitors indicating that they would recommend the park to others. The study also found that there was three attributes that encompasses the facilities element that need to immediate action for improvement in order to satisfy the visitors because all of these attributes were very importance from the perspective. As tourism industry is the main source of income for the local economy, this finding could be relevant for local businesses and for future tourist management planning in the area.

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