Kelestarian Kualiti Perkhidmatan Ekopelancongan: Aplikasi Model Analisa ‘Gap’ bagi Memahami Kepuasan Pelancong Zoo Malaysia
Sustainable Eco-Tourism Service Quality: Application of Gap Analysis Model in Understanding Malaysian Zoo Tourist Satisfaction

Pusat Pengajian Komunikasi
Univerisiti Sains Malaysia
11800 USM Penang, MALAYSIA.

faizsaumi29@gmail.com

Pusat Pengajian Komunikasi
Univerisiti Sains Malaysia
11800 USM Penang, MALAYSIA.

izzalasnira@usm.my

Abstract

Ecotourism sector in Malaysia is seen increasingly well received by local and foreign tourists. Concern for environmental sustainability has made the ecotourism sector bloomed and attracted the tourists who want to see stability and sustainability of the global ecosystem is in line with the progress of the tourism sector. In ensuring this is met, operators of tourist destination should be responsible for the overall service quality provided by its ecotourism destination, particularly in terms of management, maintenance, infrastructure and marketing activities. If this is not implemented and monitored properly it can lead to the unholistic formation of the tourist dissatisfaction. Sustainability in the tourism sector in general and ecotourism in particular is critical for determining the presence of tourists to a destination is assured. Therefore, this study is designed to analyze the key service quality (SERVQUAL) for ecotourism destinations in Malaysia by looking at the differences that exist in the gap (gap) between the perceptions and expectations of tourists through the application of the Gap Analysis Model. The satisfaction of tourists is surveyed by using the 5 perceptions and expectations dimensions of SERVQUAL. Each dimension is measured through scores of items. Research findings have shown that tourists are satisfied with the service quality provided with gap value at -0.731 which indicates good satisfaction level. This finding is important in identifying the critical type of service quality that needs to be improved in order to achieve fair satisfaction level in eco-tourism destination in the future, so that the sustainability of the tourism sector, especially eco-tourism can be preserved absolutely.

Keywords

eco-tourism; Gap Analysis Model; Malaysian zoo; service quality; SERVQUAL; Tourist Satisfaction
https://doi.org/10.17576/pengurusan-2017-49-12

Citation

Saumi, M. F., & Zolkepli, I. A. (2017). Kelestarian Kualiti Perkhidmatan Ekopelancongan: Aplikasi Model Analisa ‘Gap’ bagi Memahami Kepuasan Pelancong Zoo Malaysia. Jurnal Pengurusan, 49, 141–154. https://doi.org/10.17576/pengurusan-2017-49-12

@article{saumi2017kelestarian,
  title={Kelestarian Kualiti Perkhidmatan Ekopelancongan: Aplikasi Model Analisa ‘Gap’ bagi Memahami Kepuasan Pelancong Zoo Malaysia},
  author={Saumi, Muhammad Faiz and Zolkepli, Izzal Asnira},
  journal={Jurnal Pengurusan},
 

volume={49},
  number={},
  pages={141—154},
  year={2017},
  doi={https://doi.org/10.17576/pengurusan-2017-49-12},
  publisher={Penerbit UKM},
}

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49 (2017) 141 – 154

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