Sustaining Tourist Satisfaction on Mount Kinabalu, Sabah

Abstract

An increase in demand specifically for Mt. Kinabalu climbing activity has seen a significant influx of tourist to the Kinabalu Park. The main purpose of this study is to determine the tourist satisfaction level and to identify issues that might affect tourist satisfaction while participating in mountain climbing activity on Mt. Kinabalu, Sabah. Data collection was conducted using a structured questionnaire around the Kinabalu Park headquarter complex. There were 24 items listed out in the questionnaire on which tourists satisfaction level measurement were based on – resource (mountain trails, facilities, scenery), activity (climbing experience), guide and staff service performance as well as satisfaction towards crowding. This study found that respondents rated their satisfaction " towards their achievement " the highest. Items with the lowest ratings were satisfaction " towards the facilities at Laban Rata " and " facilities along the trail " . This finding suggests that, although the tourists are generally satisfied with their experience in Mt. Kinabalu, there is room for improvement in the aspects of facilities. This study has also identified " water insufficiency " and " traffic congestion " as alarming issues which could also serve as indicators for satisfaction. This study serves as the pilot study to come out with the baseline indicators for tourist satisfaction issues.