PERCEPTION AND SATISFACTION OF ECOTOURIS

PERCEPTION AND SATISFACTION OF ECOTOURISM RESOURCE DEVELOPMENT IN GUNUNG LEDANG JOHOR NATIONAL LEGENDARY PARK: ECOTOURISTS PERSPECTIVE

Sabarudin bin. A.Kadir Wahab 2 , Associate Professor Dr. Mohd Rusli bin Ya’cob

1 Faculty of Environmental Studies, 2 Corresponding Author, Faculty of Environmental Studies,

Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia. email: sabarudin8719@gmail.com

ABSTRACT are the independent variables which the factors influencing respondents‟ satisfaction level from a set

In conjunction with Visit Malaysia Year 2014 with the of predictor variables via the best linear prediction of theme “Celebrating 1Malaysia Truly Asia” as a great

a criterion variable. For the reason, there are platform event for promoting ecotourism sites. Hence,

independent variables have significance value p<0.05 ecotourism is one of the key sectors for, which is

that shows that each model predictor is significant. committed for utilizing ecotourism potential. GLJNLP

Since ecotourism activities have been boosting up at approximately 107 sq. km (8,611 hectares) is nature

site area in line with the goals of JNP Strategic Plan based park with high potential features for

2012-2016, the results will also provide baseline ecotourism development in the natural ecosystem.

information against which to measure changes in The park has a very high concentration of ecotourists

ecotourists‟ attitudes over the short and medium with the visitors flow on an average is 24,606 visitors

terms. Thus, it could help PTNJ to realize and be yearly from the year 2011 to 2012. Ecotourism

more aware of the significance of ecotourist‟s activities have significantly increased the need for the

perception and satisfaction need to integrate into ecotourists to acquire knowledge on environmental

JNP‟s strategic plan. PTNJ should provide an awareness.

advance environmental knowledge to enhance the stakeholder of national parks and a profound

ecotourists‟s skills to improve environmental understanding of their attitudes towards protected

awareness and education. An improvement area in area management is important. Ecotourists‟ attitude

the advanced environmental education will grasp in ecotourism activities has ability to find instant

ecotourists‟ attitude on the environmental skills and interpretation that can eliminate the frustrating them

as a result ecotourism activities will be expected quickly, eliminate confusion and misinformation, and

more efficient in the future. Conversely, the feedbacks ultimately translate into more satisfied tourists.

and suggestions obtained from the visitors survey Therefore, this study attempts to fill in the knowledge

highlighted PTNJ has inadequate interpretive media gap in the literature. The study examined the

for environmental education such as trained guides, ecotourists‟ attitude via the socio-demographic

an interpretation centre, appropriate signage, and factors, the visit characteristic by perception level

publicity material. Indeed, visitors to bring back not and factor influence the satisfaction level. The results

only beautiful photos and souvenirs of the park, but will provide a baseline data against which to measure

as well, memorable, unique and priceless authentic changes in ecotourists‟ attitude over the short and

experiences. This study also recommends further medium terms. A quantitative survey was conducted

research to incorporate other moderating variables among 213 respondents by using judgmental

such as the legal and regularity environment. As a sampling

conclusion, the effectiveness of ecotourism activities questionnaires. Collected data were analyzed using

with close-ended

and

open-ended

from the ecotourists‟ attitude, it is well-recognized descriptive statistics and multiple regression analysis.

activities implementation but some of the results As a general findings, most 63.4 percent of the

showed that the activities are quite qualified in respondents are male, with the majority (56.3

certain aspects. This may be due to the lacking in the percent) belonging to the below 25 years old age

exposure of environmental knowledge by the group. Nearly 55.9 percent have agreed that they are

ecotourists themselves.

very much in self behaviour in environmental awareness. An analysis by the ecotourism activities,

KEYWORDS: Ecotourism, ecotourists perspective, most 65.3 percent choose the climbing and hiking. An

perception, satisfaction, Gunung Ledang Johor analysis on the natural features, 42.3 percent agreed

National Legendary Park, Perbadanan Taman Negara that are very satisfied. The findings revealed there

Johor

1. INTRODUCTION

1.1 Background

Ecotourism is regarded

as

environmental

consciousness that promotes conservation of the natural resources as well as benefits the society at large that helps Perbadanan Taman Negara Johor (PTNJ) to manage the national park’s tourism industry. The ultimate objective of ecotourism as a viable alternative to the conservation of forest and enhancing the standard of living of the dependent communities such as the local trekker guides and porters. Ecotourism term was coined in 1987 by Hector Ceballos-Lascurain as traveling to undisturbed natural areas for studying, admiring, and enjoying the scenery and its wild plants and animals, as well as any existing cultural manifestations (Butler, 1991). In 2012, Malaysia registered 25 million tourist arrivals and RM60.6 billion in tourist receipts, placing the country firmly as the 10th most popular tourism destination in the world. Malaysia will celebrate its fourth Visit Malaysia Year 2014 with the theme “Celebrating 1Malaysia Truly Asia” (Tourism Malaysia, 2013) as a great platform event for promoting ecotourism sites (Director-General of Tourism Malaysia, 2013). The Ministry of Tourism Malaysia also established ecotourism policy and guidelines as part of New Tourism Policy 2002 and National Ecotourism Plan 1997. Ecotourism is one of the key sectors for PTNJ, which is committed for utilizing ecotourism potential. Ecotourism at Gunung Ledang Johor National Legendary Park (GLJNLP) is nature based park with high potential features for ecotourism development in the natural ecosystem. The site has a very high concentration of ecotourists. Data from the on-site visitor counters show significant increases in visitor numbers between the two years. Comparing the total registrations for comparative periods of measurement reveal a 7,126 (28.9 percent) visitors increase in visitation. Based on (PTNJ, 2011; 2012) figures, the total number of visitors is estimated at 21,043 in 2011 and 28,169 in 2012 (Table 1). The visitors flow on an average is 24,606 visitors yearly.

Table 1 Visitors Arrivals at GLJNLP from the year 2011 to 2012

Year Domestic Arrivals

Sources: PTNJ, 2011; 2012

However success cannot be measured by the number of people who visit the operation, but consideration must be given as to the customers' levels of satisfaction and their likelihood of returning (Khairun Najiah Ahmad Zuliah Abd Hamid, 2011). Thus, the public perception and visitors can be influenced by socio-demographic factors as well as a variety of other psychology variables (Galoway, 2002). The ecotourism resource development as most important aspects in preservation and educate the ecotourists on the environmental awareness. Ecotourism resource developments also have significantly increased the need for the ecotourists to acquire knowledge on environmental awareness. In contrast, ecotourism activities effects and development impacts can have adverse environmental due to increased numbers' of visitor because of the harmful physical, pollution and depletion of natural resources (WWF Malaysia, 2013).

1.1 Problem Statement

A study conducted has immense ecotourism potential, considering the number of visitors who visit the site area in different seasons and the income generated by way of entry fee. Conversely through researcher observation that the forest nature is detrimental immensely due to compromising for conservation fees collection from the ecotourists who participating in the ecotourism activities. Income from tourism could

contribute significantly to the better management of the site and outweigh the negative impact of tourism which can be significantly reduced by ecologically and sustainable practices (Fern et al., 1994). Human interactions have eroded and modified extensive forest tracks during the last century. PTNJ manager should give utmost importance to the adverse impact of the increasing pressure of the ecotourist on the biodiversity and its income generating and income dispersing capacity into the local economy. The following research questions are addressed: (i) What are the ecotourists’ socio- demographic profile at the study site? (ii) What are the ecotourists’ perceptions on ecotourism resource development at the study site? (iii) What are the factor influence the ecotourists’ satisfaction levels towards the study site?

1.2 Objectives of this study

Basically, the study’s purpose to analyze the attitude of ectourists on the ecotourism resource development to measure the levels of perception and satisfaction where it is likely to be essential in the construction of Basically, the study’s purpose to analyze the attitude of ectourists on the ecotourism resource development to measure the levels of perception and satisfaction where it is likely to be essential in the construction of

1.3 Significance of the study

This study attempts to fill in the knowledge gap in the literature by investigating tourists' attitudes toward the ecotourism resource development at GLJNLP. From the ecotourists’ attitude perspective, levels of perception and level of satisfaction towards ecotourism activities are important due to its possible consequences on their environmental knowledge. This study would beneficial, as it will contribute in the evaluation of the ecotourism activities by PTNJ. Ecotourists’ attitude in ecotourism activities has ability to find instant interpretation that can eliminate the frustrating them quickly, eliminate confusion and misinformation, and ultimately translate into more satisfied tourists. It can also translate into more a better reputation for PTNJ. The evaluation of the ecotourism activities services effectiveness is regarded as crucial in determining ecoturists’ satisfaction. The results from this study also will provide a baseline data against which to measure changes in ecotourists’ attitude over the short and medium terms. The information about and generated by visitors is essential to the successful planning and management of natural areas. Thus, it will awaken PTNJ manager to reevaluate the services whether it really meet the ecotourists perception or not.

2. LITERATURE RIVIEW

2.1 Literature Survey

Previous environmental attitudinal research in a tourism context has concentrated on ecotourists and their attitudes, focusing on general environmental concerns (Dolnicar, 2010). As McDougal and Munro (1994) claimed that attitude is comprised of cognitive (beliefs and knowledge), affective (feelings of like or dislike) and behavioural components (action or intent to act). Attitude causes people either like or dislike an object, and move toward or away from it (Kotler,

2001). Hence,

visitors however

are central stakeholder of national parks and a profound understanding of their attitudes towards protected area management is important (Galloway, 2002; Muller and Job 2009; Von Ruschkowski, 2010). Visitor attitudes to potential management actions can assist in predicting the consequences of specific actions on the ecotourist experience, and thus result in management actions that take into account both visitor satisfaction

and ecological well-being (McCool et al., 1990). For that reason, several studies have analysed factors influencing the attitudes of the visitor toward national parks in Europe (Machairas and Hovardas, 2005; Muller and Job, 2009; Papageorgiou, 2001; Sterl et al., 2008; 2010). Furthermore, studies by Dowling (1993) and Ballantyne et al., (1998) also emphasized the importance of, among other things, understanding visitors’ attitudes and beliefs in relation to tourism and the experience of natural area sites to aid in effective management. As regards a tourist’s perception is important towards a tourist’s attitude, having an effect on travel decisions (Tutors2u, 2010; Tourism Authority of Thailand, 2010). Perception is the process of attaining awareness or understanding of sensory information of course, communication is an important aspect of changing someone’s perception and attitude. Perception as the process by which an individual select, organize and interprets information inputs to create a meaningful picture of the world (Kotler, 2001). The impact of travel on tourists’ attitudes and perceptions has been previously analyzed (Carlson and Widaman 1988; Crompton 1979; Gardner 1986; Pearce 1982; Pizam, Neuman and Reichel 1978; Welds and Dukes 1985). The studies investigating possible attitudinal difference among nature-based tourists suggest a need for more case studies of environmentally covering tourists’ perceptions

and

attitudes

toward specific environmental issues and management approaches, in order to better leverage attitudes for both segmenting tourist and for designing communication strategies aimed at managing tourist behaviour (Huang et al., 2008; Lai et al., 2009) as well. Based on attitudes toward environmental issues might be a good predictor of behavioral interactions and might eventually predict actual behaviour under an optimal set

of conditions

contingent

upon attitude accessibility and subjective norms (Tanuja Singh, Michael H. Slotkin and Alexander R. Vamosi, 2007). Davis (1989) also indicated that behavioural significantly

predict action. Meanwhile environmental attitude is seen as a physiological tendency characterized by the cognitive and affective evaluation of environmentally-related activities issues predict action. Meanwhile environmental attitude is seen as a physiological tendency characterized by the cognitive and affective evaluation of environmentally-related activities issues

(Beamont, 1999; Eagly

(Newsome et al., 2002; Shultis and Way, 2006). behaviour and intention someone in the environment issue (Mobley et al., 2009). Conversely previous

3. STUDY AREA

studies (Hvenegaard and Dearden, 1988; Muller and Job, 2009; Tomicevc et al., 2010) indicted that

3.1 Site description

education influence

Generally, the research on tourism in protected areas GLJNLP is located on north west of Johor and about suggests that tourist who particularly appreciates the

3 km from Sagil town of Ledang District (Figure 1). national park settings commonly show a more

Figure 1 Schematic map showing the geographical It is geographically located at latitude (2.3569 locality of GLJ NLP (Johor, Malaysia)

degrees) 2°21'24" North of the Equator and longitude

(102.5751 degrees) 102°34'30" East of the Prime PTNJ internal documents were collected as secondary Meridian on the Map of Malaysia. The park has been

data.

gazetted as Johor National Park (JNP) on 3 rd October

2005 with covers an area of 107 sq. km (8,611

a. Sample and Sampling

hectares). Gunung Ledang or 'Mount Ophir' peak is the highest mountain in southern Peninsular Malaysia

The unit of analysis for this study is approximately with 1,276 metres above sea level which Malaysia's

2,000 ecotourists who are visiting the site monthly 64th highest mountain and the 6th most difficult to

were selected as a population perspective because of climb. Gunung Ledang is now a living legend, as

the time constraints for completion. This population is curious or serious trekkers and nature lovers continue

the target audiences where they will be asked to to scale its trails to submit which offers trekking,

respond to the questionnaires. The sample for this camping or recreation. There are three trekking entry

study is subset or portion of the total population of points which in Lagenda trail, Jementah trail and

ecotourists. A sample of 213 respondents was Asahan trail. Meanwhile for the trekkers will be

obtained and asked to participate in this survey. The charged at RM17 (Malaysian) and RM37 (foreigner)

distributed then collected for a day trip fee (PTNJ, 2013). There also the local

questionnaires

was

personally and the response rate was 100 percent, trekker nature guides services for RM220 per day.

meaning 213 questionnaires were collected in this Ecotourists have a choice of camping in the

study. The sampling is conducted by using judgmental wilderness to listen to the mystifying sounds of insects

sampling with the intent to ensure heterogeneity and animals. A private chalets and huts provide

among the study sample.

modern accommodation, hall and food and beverage facilities. Rest shades, picnic spots and campsites are

b. Questionnaires Structure

available. Recreational seekers make day trips to enjoy the serenity, or to enjoy a relaxing splash below

The questionnaires were modified to suit the current the waterfalls. Gunung Ledang’s fame is contributed

study’s requirement ecotourism activities. The by its history as the mountain of hope for gold

questionnaires are divided into two section comprising prospectors and its rich folklore that includes a pretty

9 open-ended and 9 close-ended questions. The and ingenuous princess. Its enduring appeal is partly

answers to all the questionnaires were treated due celebrated association with the legend of the

confidential and data obtained from the results of the Princess of Gunung Ledang, who famously turned

questionnaires have been used as evidence in findings down a royal proposal as to preserve her

of the current study. The first part of the independence. The locals believe the mountain to be

questionnaires measure the psychographic pattern on the enchanted abode of fairies and forest spirit.

the extent to which measure the ecotourists’ perception level on the ecotourism resource

4. METHODOLOGY AND METHOD

development with the multiple answers of the open- ended and close-ended questions and any comments.

4.1 Data Collection Respondents also are requested to rate the ecotourists’ satisfaction level based a four-point Likert type scale

ranging from 1=Very Satisfied, 2=Satisfied, 3=Dissatisfied and 4=Not Satisfied At Researcher used the types of question that are relevant

4.1.1 Survey instrument

measurement

All. The preference of ecotourists on the satisfaction to the level of respondents. About 213 questionnaires

of ecotourism resource development indicating lower were distributed to the selected ecotourists as

value for higher preference. The second section respondents. The questionnaires were distributed

consists of five questions pertaining to the

socio-demographic information 2013 and collected on the spot. All questionnaires

directly to respective ecotourists on 3 th to 23 October

th

respondents’

categories such as gender, age group, highest were returned by the respondents and representing 100

educational level, occupation and level of income. percent of the response rate. Beside the questionnaires, an interview was also conducted with the PTNJ

4.2 Data Analysis

manager and staffs including the local trekker nature guides, to get more details information on ecotourism

A total of 213 questionnaires were analyses by using activities.

the Statistical Package Social Science (SPSS) Statistic questionnaires survey and interviews as the primary

version 20 analytical tool software. For the data were synthesized to support the current study.

interpretation of result, the frequency distribution Meanwhile, sources from the journals, thesis and

analysis on the respondents’ demographic information analysis on the respondents’ demographic information

40 years old. A minority of age level is only 12 (5.6 demographic factors and the visit characteristics of

percent) respondents are 41 years old and above. In respondents’ perception level. Besides that, the

term of analysis by the respondents highest multiple regression analysis predicted the factor

educational level shows that (12) 5.6 percent out of influencing their satisfaction level on the ecotourism

213 respondents, respondents hold a Master Degree resource development.

and PhD Degree. The majority of the respondents who

71 (33.3 percent) have achieved a Bachelor Degree

4.2.1 Variables and Measure and Diploma while 65 (30.5 percent of the respondents achieved their SPM and STPM. This

The variables are taken from several questions related result is expected since environmental education is in the independence variable or process variable that

well grasped which they were exposed on educated can be set directly to achieve a desired output whereas

person. Furthermore, an analysis by the level of dependent variable are the factor of this study.

respondents’ occupation, 79 (37.1 percent) out of 213 respondents, are Private and Government Staffs. Most

a. Description Analysis of the 94 (44.1 percent) respondents are the students.

A minority of that is only 8 (3.8 percent) respondents Descriptive statistics displays the frequencies and the

are in the others. Then, an analysis by the level of percentage and also the mean value as distribution of

income displays 42 (19.7 percent) of the respondents respondents of the socio-demographic factors,

have been earning between RM1,000 to RM2,000 distribution of the visit characteristic of respondents

whereas 15 (7 percent) of the respondents have earned by perception level and distribution of respondents by

for more than RM5,000. A percentage of 9.9 percent, satisfaction level. The frequencies procedure is useful

which consist of 21 respondents, that have been for obtaining summaries of individual variables and

earning between RM2,100 to RM3,000 and the others distribution used to describe the profile of the sample.

for 26 (12.2 percent) respondents have earned between RM3,100 to RM5,000. These may be due to the most

b. Multiple Regression Analysis young ecotourists are the students who were participating in are economical, challenging and

Multiple Regression analysis estimates the conditional

extreme trekking.

expectation of the dependent variable gives independence variable that is the average value of the

Table 2 Frequency Distribution Analysis by dependent variable when the independence variables

Respondents‟ Socio-Economic Profiles are fixed. It is used to understand which among the socio-demographic factors and perception levels (both

Variable

Frequency Percent

independence variables) are related to satisfaction level (dependent variable), and to explore the forms of GENDERS

68 31.9 these relationship. Thus, it also suitable to identify the

Female

135 63.4 significant independent demographic variables and

visit characteristics variables for every dependent

<25 years Old

25-40 years Old

>40 years Old

6. RESULTS AND DISCUSSION HIGHEST EDUCATIONAL LEVEL

SPM/STPM

71 6.1 Respondents‟ Socio-Demographic Background 33.3

Diploma/Degree

Master/PhD

55 25.8 The socio-demographic profiles are comprised of the

Others

OCCUPATION

21 income of respondent’s information background. A 9.9

gender, age, education level, occupation and level of

Self-employment

79 37.1 frequency procedure was computed to analyze the

Private/Government staff

94 44.1 socio-demographic of the respondents. Refer to Table

2, an analysis by the gender, 135 (64.4 percent) out of

LEVEL OF INCOME

213 respondents, are male ecotourists and 68 (31.9

RM1,000-RM2,000

21 percent) are female ecotourists. An analysis by the 9.9

RM2,100-RM3,000

26 age’s group shows most of the 120 (56.3 percent) 12.2

RM3,100-RM5,000

15 7.0 respondents are 24 years old and below. They are 69

>RM5,000

6.2 Respondents‟ Visit Characteristics is related to negative environmental impacts which only 12 (5.6 percent). The others 6 (2.8 percent) of the

The visit characteristics of respondents are entailed of respondents think that the ecotourism may perhaps as the have ever visit site before, frequently visit site,

ccontribution for developing the socio-economic or expect to do most in site, most important aspects of

wellbeing to the local communities and 14 (6.6 ecotourism in site, main reason for visiting,

percent) of them related to participating preservation considering behave in environmental awareness way,

efforts. Meanwhile 26 (12.2 percent) of the presence many tourists disturbing wildlife and natural

respondents indicated that they chose all the answers environment, ecotourism operators damaging natural

given. For the main reason for site visiting, the table environments, have ever seen any tourist behave in an

shows that there are 120 (56.3 percent) of the environmental unconscious way, given enough

respondents who choose the beautiful greenlung information regarding do’s and don’ts by stake holders

ecology which will be improving their environmental (PTNJ, tour operators, travel agencies and local

awareness. Meanwhile there are 62 (29.1 percent) of peoples), ecotourism activities participated in site, and

the respondents agreed because of cultural and have seen local people and services providers protect

mountain with attraction the surroundings environment and ecology. A

legendary

historical

uniqueness to them. On the other hand only 8 (3.8 frequency procedure was computed to analyze the

percent) of the respondents have chosen the wonderful visit characteristic of respondents’ perception level.

resort and other facilities. In addition, 20 (9.4 percent) Table 3 shows an analysis by have ever visit the site

of the respondents indicated that they chose all the before which shows that, 128 (60.1 percent) of the

answers given. An ultra-modern concrete building respondents are never visit the site before the survey

serving as headquarters or lodge does not fit the image was conducted. On the contrary, 81 (38 percent) out of

of what people expect to find in a national park, 213 respondents, are agreed. Most 52 (24.4 percent) of

(Norman Backhaus, 2003). Domestic tourists do not the respondents are the second time visiting the site.

look for authenticity in the first place when travelling There are 23 (10.8 percent) of the respondents were

to national parks; rather they are looking for a place more than third time visiting. However, less 9 (4.2

for leisure activities (Cochrane, 1993). They do not percent) of the respondents frequently visit the site.

look for the exotic, because for most of them tropical The table also shows that 104 (48.8 percent) of the

rainforests are a part of their experience of growing up respondents who choose the experiencing forest

in Malaysia (Norman Backhaus, 2003). An analysis by ecology, remote and unspoiled nature as expectation

the ranking of the respondents’ self behaviour in to do most in site. On the other hand, 40 (18.8 percent)

environmental awareness that respondents place on of the respondents have chosen admiring the rare

the ecotourism activities. From that results, all 73 fauna and flora. Meanwhile there are 39 (18.3 percent)

(34.3 percent) of the respondents agreed that their of the respondents agreed on visiting the uncrowded

behaviour in environmental awareness are fairly good destination. In addition, 10 (4.7 percent) of the

while 19 (8.9 percent) of the respondents said that respondents indicated that they chose to gain learning

their behaviour in environmental awareness are a about wildlife. Similar to Chin et al., (2000) found

little. Overall, the 119 (55.9 percent) respondents have that over two-thirds of visitors to Taman Negara

agreed that they are very much about their perception Pahang had gone there to be close to nature (78.0

in behaviour in environmental awareness toward percent) whilst the most common activities at Bako

ecotourism activities. However, only 1 (0.5 percent) of National Park were hiking (76.0 percent), sightseeing

the respondent answered that he or she is considering (72.0 percent) and observing wildlife (66.0 percent).

not good self behaviour in environmental awareness. However, only 1 (0.5 percent) of the respondent

Enhancement of environmental knowledge and answered he or she will be expected an interacting

awareness could be achieved through participation in with the local residents. The table displays the

ecotourism related activities (Hughes & Saunders, ecotourism participated in by 124 (58.2 percent) of the

2005). An analysis on the presence of many tourist respondents which all are related to the enjoyment of

disturbing the wildlife and natural environment in site, back to mother nature were very extremely most

152 (71.4 percent) of the respondents disagreed important aspect of ecotourism. Tourists are more

whereas 52 (24.4 percent) are having experienced on interested in sightseeing rather than promoting

that disturbance matter. Most 152 (71.1 percent) of the environmental conservation while visiting ecotourism

respondents are thought that the ecotourism operators sites (Cheng & Wong, 2012). There are 25 (11.7

are not damaging the natural environment. On the percent) of respondents indicated that ecotourism is

other hand, 52 (24.4 percent) out of 213 respondents providing the knowledge about environment and

are agreed. An analysis on have ever seen the tourist

wildlife. However, less of the respondents answered it

behave in an environment way, most 104 (48.8

percent) of the respondents are disagreed. On the contrary, only 4 (1.9 percent) of the respondents are agreed. Meanwhile there are 82 (38.5 percent) of the respondents which also agreed and have ever seen others tourists were throwing plastic bag and water bottle everywhere, plucking the flowers and leaves of the plant, make noise and play loud music and others. There are 130 (61 percent) of the respondents indicated that they chose agreed that the information given of regarding do’s and don’ts by stake holders (PTNG, tour operators, travel agencies & local peoples). Conversely, 64 (30 percent) of the respondent answered disagreed. Guidance (i.e. by travel agencies, travel books, park administrations etc.) does not always meet the expectations of the visitors (Norman Backhaus, 2003).An analysis by the ranking of ecotourism activities which the respondents have participated in site expression, most 139 (65.3 percent) of the respondents choose the climbing and hiking. Other 25 (11.7 percent) respondents came for picnic and swimming at waterfall. Meanwhile there are 15 (7 percent) of the respondents favoured on jungle trekking while 8 (3.8 percent) of the respondents chosen the camping activities. However, the ecotourism activities which less participating by the respondents such as insect & bird watching of 2 (0.9 percent), nature photography of 4 (1.9 percent), clean-up campaign of 1 (0.5 percent), and environmental

education of 2 (0.9 percent) respectively. Partaking in the recreation activities in the natural environment, it helps people to escape boredom, emotional problems and health problems in the healthy way (Adrianne C. T., 2002). In addition, only 4 (6.1 percent) of the respondents have participated all of ecotourism activities in site. An analysis on have seen the local people and service providers protect the surrounding environment and ecology at site, most 95 (44.6 percent) of the respondents are considered as actived. Meanwhile there are 53 (24.9 percent) of the respondents are considered very active. On the contrary, 45 (21.1 percent) of the respondents are assumed they are less active. There are only 5 (2.3 percent) of the respondents supposed that they were do nothing in protecting the surrounding environment and ecology at site. According to Chin et al. (2000), results from visitor perceptions of the impacts of visitor use can be taken into consideration to identify potential indicators for monitoring environmental conditions in the National Park.

Variable

Number of respondents

Percent

EVER VISIT SITE BEFORE THIS

FREQUENTLY VISIT SITE Second time

Third time

More than third time

EXPECT TO DO MOST IN SITE Visiting uncrowded destination

39 18.3 Experiencing forest ecology, remote &

unspoiled nature

Learning wildlife

Admiring rare fauna & flora

Interacting with local residents

1 0.5 MOST IMPORTANT ASPECTS OF ECOTOURISM IN SITE Back to mother nature

124 58.2 Provide knowledge about environment

& wildlife

Reducing negative environmental impacts

Contribution to socio-economic (wellbeing) to local communities

6 2.8 Taking parts in preservation efforts

MAIN REASON FOR VISITING Beautiful greenlung ecology

120 56.3 Wonderful resort & other facilities

Cultural & legendary historical mountain with attraction uniqueness

All

20 9.4 CONSIDERING BEHAVE IN ENVIRONMENTAL AWARENESS WAY

Very much

Fairly good

A little

Not Good

PRESENCE MANY TOURISTS DISTURBING WILDLIFE & NATURAL

ENVIRONMENT Yes

No

143 67.1 ECOTOURISM OPERATORS DAMAGING NATURAL ENVIRONMENTS

EVER SEEN ANY TOURIST BEHAVE IN AN ENVIRONMENTAL

UNCONSCIOUS WAY Yes

IF YES, IN WHAT WAY Throw plastic bag & water bottle everywhere

Pluck flower & leaves of plant

Make noise & play loud music

GIVEN ENOUGH INFO REGARDING DO’S &DON’TS BY STAKE HOLDERS (PTNJ,TOUR OPERATORS,TRAVE AGENCIES & LOCAL

PEOPLES) Yes

ECOTOURISM ACTIVITIES PARTICIPATED IN SITE

Picnic & swimming at waterfall

25 11.7 Jungle trekking & conservation walk

Climbing & hiking

Insect & bird watching

Nature photography

Clean-up campaign

Environmental education

HAVE SEEN LOCAL PEOPLE & SERVICES PROVIDERS PROTECT THE SURROUNDINGS ENVIRONMENT & ECOLOGY

Very active

Less active

Do Nothing

6.3 Frequency of Respondents by Satisfaction Level

The satisfaction level of respondents is comprised of the quality services & public accommodation, natural features, friendliness welcoming to the visitor, and the quality of activities. Kothler (2000) defined satisfaction as a person’s feeling of pleasure or disappointments resulting from comparing a product are perceived performance (or outcome) in relation to his or her expectation. A descriptive statistics was computed to analyze the extent of respondents’ satisfaction level in the ecotourism activities. In Table

4 displays an analysis on the quality services and public accommodation (mean=2.31) explained that 161 (75.6 percent) of the respondents identified where out of 63 (29.6 percent) very satisfied and 98 (46 percent) satisfied as well. This can attract the ecotourists attention in participating without boredom. Almost 12 (5.6 percent) out of 213 respondents, is dissatisfied whereas 2 (0.9 percent) said that it is not satisfied at all. Furthermore, an analysis on the natural features (mean=2.14), 90 (42.3 percent) of the respondents agreed that are very satisfied while 78 (36.6 percent) of the respondents are satisfied. However, only 8 (3.8 percent) of the respondents answered that they are dissatisfied on the natural features. Effective tourism management can actually enhance the quality of the natural resources that attract tourists in the first place, resulting in a positive feedback loop (McNeely and Thorsell, 1988). Another analysis on friendliness welcoming (mean=2.234) to the visitor explained that 86 (40.4 percent) of the respondents identified that it is very satisfied. This can attract the ecotourists attention in participating without boredom and revisit in the future. Meanwhile almost

78 (36.6 percent) are satisfied but 4 (1.9 percent) out of 213 respondents, said that it is not satisfied at all on the friendliness welcoming to the visitor. However, only 3 (1.4 percent) of the respondents answered that they are dissatisfied. In term of analysis on the quality of activities (mean=2.38) showed nearly 72 (33.8 percent) of the respondents agreed that are very satisfied while 84 (39.4 percent) respondents have agreed that they are satisfied. Majority of them enjoyed the ecotourism activities. Satisfied tourists are more likely to return to the same destination, and are more willing to share their positive traveling experience

with their

(Mohammad Reza Jalil et al., 2013). However, about

6 (2.8 percent) of the respondents said that are dissatisfied. In addition, there are 7 (3.3 percent) out of 213 respondents said that it is not satisfied at all.

Level

Scale

Variable Mean VS S D NS

Quality services & public

Natural features

Friendliness welcoming

Quality activities

Note: VS=Very satisfied; S=Satisfied; D=Dissatisfied; NS=Not satisfied at all

6.4 Factor Influencing Respondents‟ Satisfaction Level by Multiple Regression Analysis

Multiple Regression Analysis was used to identify the best predictor of variable in a set of variables for the outcome variables of four factors which influenced the respondents’ satisfaction. This analysis aims to estimates the coefficient of the linear equation; involving one or more independence variables that best predict the value of the dependent variable (output variable) as a function of the value of the independent variable (input variable). The dummy variables are created that provides a means by which qualitative variable can be included in the analysis. Hence its can be used to find the best linear prediction of a criterion variable such as the quality services and public accommodation, natural features, friendliness welcoming, or quality activities as the factor influencing respondents’ satisfaction level from a set of predictor variables such as the socio- demographic factors and the perception level. If there is a perfect linear relationship between dependence variable and independent variable, R

Square (R 2 ) will equal 1. Multiple Regression is equal to absolute value of the correlation between the dependent variable and predictor value. Perceived value together with past behavior and satisfaction were found to be good predictors of entertainment vacationers’ intention to revisit a destination (Petrick et al ., 2001). In Multiple Regression Analysis, beta coefficient is used to explain the relative important of the attribute (independent variables) in contributing to the variance in visitors’ overall satisfaction

(dependent variables). Based on the Table 5, R 2 of .412 indicates that 41.2 percent of the variance, in the dependent model of quality services public

accommodation, is explained by the model. The R 2 accommodation, is explained by the model. The R 2

Satisfaction Level

active protecting, less active protecting, and no damaging by operators derived from the model, are

Model Summary: QUALITY SERVICES PUBLIC ACCOMMODATION

dummy variables. However, there are independent

Model

R Square

Adjusted R Square

Std. Error of the Estimate

variables have significance value p<0.05 that shows

that the model is significant. In addition, R 2 of .513

a. Predictors: (Constant), learning wildlife, no enough do & don't, trekking/walk, interacting local

indicates that 51.3 percent of the variance, in the resident, clean-up campaign, insect/bird watching, third time visit, environmental education, no behave

unconscious, not good awareness, taking part preservation efforts, cultural/legendary uniqueness,

dependent model of natural features, is explained by master/phd, admire fauna flora, no damaging b operators, less active protecting, camping, knowledge

2 the model. The R on environment/wildlife, male, rm3,100-5,000, second time visit, fairly good awareness, behave value is low, because most of the unconscious, wonderful resort/facilities, >40 years old, nature photography, reducing negative impacts,

independent variables such as the group age between rm2,000-3,000, socio-economic to local communities, no disturbances, rm1,000-2,000, picnic/swimming,

a little awareness, spm/stpm, very active protecting, all participation, >rm5,000, visiting uncrowded,

25-40 years old, second time visit, very active

more third time visit, no nothing protecting, self-employment, <25 years old, back to mother nature, diploma/bachelor,

experiencing forest, active protecting,

protecting, less active protecting, climbing and

private/government staff, climbing/hiking, damaging by operators, never visit before, 25-40 years old,

hiking, clean-up campaign, disturbances, no female, ever visit before, disturbances, very much awareness

disturbances enough do and do not, very much awareness, a little awareness not good awareness

Model Summary: NATURAL FEATURES

fairly good awareness derived from the model, are Std. Error of the Estimate

Model

R Square

Adjusted R Square

dummy variables. However, there are independent 1.158

1 .716 a .513

a. Predictors: (Constant), learning wildlife, no enough do & don't, trekking/walk, interacting local

variables have significance value p<0.05 that shows

resident, clean-up campaign, insect/bird watching, third time visit, environmental education, no behave

that the model natural features is significant. unconscious, not good awareness, taking part preservation efforts, cultural/legendary uniqueness,

master/phd, admire fauna flora, no damaging b operators, less active protecting, camping, knowledge

Moreover, in the dependent model of friendliness

on environment/wildlife, male, rm3,100-5,000, second time visit, fairly good awareness, behave unconscious, wonderful resort/facilities, >40 years old, nature photography, reducing negative impacts,

welcoming, the independent variable such as male,

rm2,000-3,000, socio-economic to local communities, no disturbances, rm1,000-2,000, picnic/swimming,

the all group age, SPM/STPM, active protecting, less a little awareness participation, >rm5,000, visiting uncrowded, more third time visit, no nothing

protecting, self-employment, <25 years old, back to visit before, disturbances, very much awareness

active protecting, climbing and

hiking, all

participation, environmental education, disturbances Model Summary: FRIENDLINESS WELLCOMING

and no disturbances are the variables that Std. Error of the Estimate

Model

R Square

Adjusted R Square

1 .655 significantly influencing the dependent variable of a .429

friendliness welcoming. The predicted regression

a. Predictors: (Constant), learning wildlife, no enough do & don't, trekking/walk, interacting local

coefficient (B) in the range -2.889 to 3.990 where as a resident, clean-up campaign, insect/bird watching, third time visit, environmental education, no behave

unconscious, not good awareness, taking part preservation efforts, cultural/legendary uniqueness,

p-value in the range .002 to .048. The reason for this

master/phd, admire fauna flora, no damaging b operators, less active protecting, camping, knowledge on environment/wildlife, male, rm3,100-5,000, second time visit, fairly good awareness, behave

may be the high correlation between those

unconscious, wonderful resort/facilities, >40 years old, nature photography, reducing negative impacts,

independent rm2,000-3,000, socio-economic to local communities, no disturbances, rm1,000-2,000, picnic/swimming, variables and the friendliness

a little awareness, spm/stpm, very active protecting, all participation, >rm5,000, visiting uncrowded,

welcoming. However, there are independent variables more third time visit, no nothing protecting, self-employment, <25 years old, back to mother nature,

diploma/bachelor,

experiencing forest, active protecting,

have significance value p<0.05 that shows that the

private/government staff, climbing/hiking, damaging by operators, never visit before, 25-40 years old,

model is significant. Furthermore, in the dependent female, ever visit before, disturbances, very much awareness model of quality activities, the independent variable

such as the group age over 40 years old, SPM/STPM, Model Summary: QUALITY ACTIVITIES

second and third time visit, very active and active Std. Error of the Estimate

Model

R Square

Adjusted R Square

protecting, climbing and hiking, cleanup campaign,

a. Predictors: (Constant), learning wildlife, no enough do & don't, trekking/walk, interacting local

insect and bird watching, damaging by operator,

resident, clean-up campaign, insect/bird watching, third time visit, environmental education, no behave

picnics unconscious, not good awareness, taking part preservation efforts, cultural/legendary uniqueness, and swimming, trekking and walk,

master/phd, admire fauna flora, no damaging b operators, less active protecting, camping, knowledge

disturbance, and no damaging by operator are the on environment/wildlife, male, rm3,100-5,000, second time visit, fairly good awareness, behave

unconscious, wonderful resort/facilities, >40 years old, nature photography, reducing negative impacts,

variables that significantly predicts the dependent

rm2,000-3,000, socio-economic to local communities, no disturbances, rm1,000-2,000, picnic/swimming,

variable of quality activities. The predicted regression a little awareness, spm/stpm, very active protecting, all participation, >rm5,000, visiting uncrowded,

more third time visit, no nothing protecting, self-employment, <25 years old, back to mother nature, diploma/bachelor,

coefficient (B) in the range -2.689 to 3.652 where as a protecting,

experiencing forest, active

private/government staff, climbing/hiking, damaging by operators, never visit before, 25-40 years old,

p-value in the range .000 to .036, The reason for this

female, ever visit before, disturbances, very much awareness

may be the high correlation between that independent

variables and the quality activities. However, there

are independent variables have significance value

p<0.05 that shows that the model is significant.

Coefficients a

Model Unstandardized

Standardized

Sig.

Coefficients a

Coefficients

Standardized t Sig. Error

Coefficients

B Std.

Coefficients B Std.

Beta (Constant)

Error spm/stpm

25-40 years old

-2.689

.747 -.845 -3.601

.000

second time visit 1.448

>40 years old

-2.408

.797 -.373 -3.021

.003

1 active protecting -1.281

spm/stpm

less active protecting

second time visit

third time visit

operators -1.329

no damaging by

more third time visit

very active protecting

-1.301

.501 -.378 -2.598

.010