Factors Affecting the Perceived Performance of Local Industry Players in Ecotourism Industry Sarawak, Malaysia

Chong, Kim Mee (2021) Factors Affecting the Perceived Performance of Local Industry Players in Ecotourism Industry Sarawak, Malaysia. PhD thesis, Universiti Malaysia Sarawak (UNIMAS).

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Abstract

Ecotourism is a booming industry for Sarawak in which Sarawak government aims to further enhance its ecotourism bigger than its timber business. The local industry players play a role in providing services and goods directly and indirectly to the ecotourism visitors while generating revenue for the local economy. As such, local industry players’ performance needs to be investigated to ensure effective action could be taken in enhancing its competitiveness. Such efforts would help Sarawak state as a whole. The study investigates the relationship between socio-cultural, economic, infrastructure, technology, environmental, infrastructure, government support, self-efficacy and knowledge sharing of the ecotourism destinations towards perceived performance of the local industry players in Sarawak. A quantitative survey has been carried out to obtain the data from the local industry players. There 182 valid responses collected in this survey. Measurement model assessment and structural model assessment have been applied to analyse the constructs and path relationship of the study. The relationships between independent and dependent variables have been investigated and are expected to be a good source of reference to the academic researchers, tourism authorities and other tourism stakeholders to further carry out investigation to bring out the positive impacts of the ecotourism industry in Sarawak, Malaysia. The findings showed that government support and socio-cultural factors were not significantly related to the perceived performance and the economic, infrastructure, technology, nature environment, self-efficacy and knowledge sharing factors were significantly related to perceived performance. Keywords: Local industry players, perceived performance, measuring performance, ecotourism industry, Sarawak.

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