Abstract
Like any other developing countries, the promise of economic wealth arising from nature travelling is too hard to ignore. As a result, eco-tourist destinations in Malaysia are aggressively developed. Taman Negara, one of Malaysia’s premier national parks is one such example. This study, believed to be the first of its kind conducted at Taman Negara marks an important step towards tourist management in the local context. A total of 230 tourists took part in this study which sought to develop visitors’ profile via geo-demographics, travel motivation, attitude towards sustainable tourism and satisfaction. Through this understanding and database, a blueprint for promoting as well as preserving Taman Negara, can be put forward. Indeed, making Taman Negara sustainable for future generations and economic gains does not rest solely on understanding the attitude of tourists. Nonetheless, as the major consumer of natural attractions, this study appropriately starts with the tourists themselves.
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