Penilaian Kepuasan Pelancong Terhadap Ekopelancongan di Bukit Fraser Menggunakan Model Importance-Performance Analysis (IPA)

Evaluation of Tourist Satisfaction on Ecotourism in Fraser’s Hill Using Importance-Performance Analysis Model (IPA)

Abstract

Ecotourism in Fraser's Hill, Pahang is becoming increasingly popular among local and foreign tourists due to the highland’s uniqueness of its natural treasures and the diversity of its flora and fauna. This study aims to gauge the level of tourist satisfaction towards the ecotourism industry in Fraser’s Hill. Therefore, this study has examined the level of service efficiency provided whether it is still at a high or low level. Indicators to be observed are in terms of environmental conditions, transportation systems and accommodation facilities. The research method used is by means of questionnaires to forty-five tourists. The data obtained were analysed using IPA analysis to see the level of satisfaction and the importance of facilities and services while SPSS software was used for the analysis of tourist demographic frequency. The results of the analysis have shown the three aspects needed to be addressed, namely the road conditions, street signage and warning signs, street lights and telecommunication networks. In conclusion, the facilities mentioned need to be further upgraded to increase the tourist’s level of satisfaction.