STUDY OF LOCAL TOURIST SATISFACTION IN A RURAL DESTINATION AT MOUNT MULU NATIONAL PARK IN MIRI, SARAWAK

Abstract

Tourism is associated with leisure and travelling, and is considered one of the fastest growing sectors that contribute significantly to the country’s economy, as well as bringing benefits directly to local communities. The Rural Tourism Master Plan was established in 2001, which defines rural tourism as an attraction that offers visitors the opportunity to experience Malaysia’s traditional culture and heritage away from urban areas. This study focuses on such tourism in the Gunung Mulu National Park, a famous natural park comprising underground caves, virgin rainforests and highlands. This research uses a quantitative approach with a random sampling technique because the procedure to select a unit for inclusion in a sample is much easier, quicker and cheaper. A questionnaire is distributed via Google Form to 500 local tourists who visited the park. The results of this research may be useful in marketing the Gunung Mulu National Park worldwide, besides fine-tuning programmes to attract tourists to the national park.