Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis

Tourism industry has recognized the importance of fireflies as an ecotourism attraction. In particular, this research sought to understand the motivation and satisfaction of the firefly-watching tourists in order to assess the management's success in meeting the consumers' expectations. Th...

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Main Author:	Syazlina Saib
Format:	Thesis
Language:	English English
Published:	2017
Subjects:	QL461-599.82 Insects
Online Access:	https://eprints.ums.edu.my/id/eprint/38541/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38541/2/FULLTEXT.pdf
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id	my-ums-ep.38541
record_format	uketd_dc
spelling	my-ums-ep.385412024-04-29T02:34:59Z Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis 2017 Syazlina Saib QL461-599.82 Insects Tourism industry has recognized the importance of fireflies as an ecotourism attraction. In particular, this research sought to understand the motivation and satisfaction of the firefly-watching tourists in order to assess the management's success in meeting the consumers' expectations. Therefore, there were three main research objectives that have been used as a guideline and presented as follows: (1) To analyse the demographic characteristics of firefly-watching tourists in Sabah, (2) To identify the key motivation and satisfaction attributes of firefly-watching tour and tourists' level of satisfaction, and (3) To identify the key features of firefly tour that important for the tourists by using Importance-Performance Analysis (IPA). The methods used in this research included site-based distribution of questionnaires to firefly-watching tour respondents on several firefly-watching sites in Sabah (Klias, Garama, Weston, Padang Teratak and Nanamun River) and in-site interviews with the firefly-watching tourists which were done by the researcher. To gain a better understanding of what factors detracted from the firefly-watching experience and to guide the management attention, the IPA and Leximancer analysis were used. Through the IPA analysis, it has determined that the features: good visibility, number of fireflies seen, proximity to fireflies, safety procedures on boats, and quality of transportation services were performing well and were the major strengths for the firefly-watching tour in Sabah. Overall, respondents were very satisfied with the firefly-watching tour (79.59%), and stated that they would recommend the tour (89%) to their friends and families. As a conclusion, this research has provided a greater understanding of tourists' motivation and satisfaction towards the firefly-watching tour in Sabah. In fact, the finqings of this research would act as baseline information and fulfil the current state of knowledge on the management of firefly-watching tour from the tourists' perspectives. Overall, the application of IPA has been proven to be useful for the management to effectively plan their resources and thus contribute more for the fireflies' conservation efforts and their surrounding natural habitat. 2017 Thesis https://eprints.ums.edu.my/id/eprint/38541/ https://eprints.ums.edu.my/id/eprint/38541/1/24%20PAGES.pdf text en validuser https://eprints.ums.edu.my/id/eprint/38541/2/FULLTEXT.pdf text en validuser masters Universiti Malaysia Sabah Institut Biologi Tropika dan Pemuliharaan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	QL461-599.82 Insects
spellingShingle	QL461-599.82 Insects Syazlina Saib Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis
description	Tourism industry has recognized the importance of fireflies as an ecotourism attraction. In particular, this research sought to understand the motivation and satisfaction of the firefly-watching tourists in order to assess the management's success in meeting the consumers' expectations. Therefore, there were three main research objectives that have been used as a guideline and presented as follows: (1) To analyse the demographic characteristics of firefly-watching tourists in Sabah, (2) To identify the key motivation and satisfaction attributes of firefly-watching tour and tourists' level of satisfaction, and (3) To identify the key features of firefly tour that important for the tourists by using Importance-Performance Analysis (IPA). The methods used in this research included site-based distribution of questionnaires to firefly-watching tour respondents on several firefly-watching sites in Sabah (Klias, Garama, Weston, Padang Teratak and Nanamun River) and in-site interviews with the firefly-watching tourists which were done by the researcher. To gain a better understanding of what factors detracted from the firefly-watching experience and to guide the management attention, the IPA and Leximancer analysis were used. Through the IPA analysis, it has determined that the features: good visibility, number of fireflies seen, proximity to fireflies, safety procedures on boats, and quality of transportation services were performing well and were the major strengths for the firefly-watching tour in Sabah. Overall, respondents were very satisfied with the firefly-watching tour (79.59%), and stated that they would recommend the tour (89%) to their friends and families. As a conclusion, this research has provided a greater understanding of tourists' motivation and satisfaction towards the firefly-watching tour in Sabah. In fact, the finqings of this research would act as baseline information and fulfil the current state of knowledge on the management of firefly-watching tour from the tourists' perspectives. Overall, the application of IPA has been proven to be useful for the management to effectively plan their resources and thus contribute more for the fireflies' conservation efforts and their surrounding natural habitat.
format	Thesis
qualification_level	Master's degree
author	Syazlina Saib
author_facet	Syazlina Saib
author_sort	Syazlina Saib
title	Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis
title_short	Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis
title_full	Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis
title_fullStr	Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis
title_full_unstemmed	Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis
title_sort	tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis
granting_institution	Universiti Malaysia Sabah
granting_department	Institut Biologi Tropika dan Pemuliharaan
publishDate	2017
url	https://eprints.ums.edu.my/id/eprint/38541/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38541/2/FULLTEXT.pdf
_version_	1804890326249242624

Tourists motivation and satisfaction on firefly-watching tour using importance-performance analysis

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