Abstract
Enhancing visitor experiences is arguably the primary and most important goal for interpretation by many protected area managers and tourism business. However, little research has been conducted in Sarawak, Malaysia to directly quantify the effects of thematic interpretation has on tourist experiences. Drawing on the TORE-model of interpretation and through the inception of Park Guiding Training and Licensing System in Sarawak since 2007, this quantitative study examines the effectiveness of thematic interpretive guided tours delivered by park guides at Bako National Park, Sarawak, with the assumption that it will further enhance visitor experiences. A descriptive analysis and Pearson's product-moment correlation analysis of sub-indicators of the global evaluation of interpretation of site, and sub-indicators of elaboration surveyed from visitors of purposively sampled park guides revealed a strong measurement and correlation coefficients of visitors' overall quality of thematic intepretive guided tours effecting visitor satisfaction and experiences. These findings provide empirical evidence that good thematic interpretive guided tour makes a positive impacts on visitor experiences, thus making training of tourism businesses' employees as park guides as a good investment. The suggestions for further research in influencing visitor attitude and shaping visitor behaviour are offered.
Highlights
The strategic roles of thematic interpretation in visitor management of national parks and in the context of tourism as a positive force for conservation and sustainable development are widely acknowledged [1,2,3,4,5,6,7]
Out 29 items measuring the ten indicators as indicated in Table I, 14 items that were directly related to visitor experience and satisfaction level (i.e., elaboration, 4 items of positive global evaaluation of interpretation at site, and 5 items related to word-of-mouth advertising) were examined with descriptive statistic analysis and correlation analysis to explore, summarise and describe the data collected; and establish relationship between variables in a linear fashion
With ecotourism is increasingly being promoted in association with the management of protected area and where it is regarded as a positive force for conservation and sustainable development especially in developing countries [20, 24], coupled with visitors becoming increasingly sophisticated and demanding in their travel need and wants, the industry must respond with a wider range of choice and higher quality product while providing an enjoyable experience in the context of ecological and cultural responsibility
Summary
The strategic roles of thematic interpretation in visitor management of national parks and in the context of tourism as a positive force for conservation and sustainable development are widely acknowledged [1,2,3,4,5,6,7]. SHS Web of Conferences protected areas of the developing countries, one of the key strategies for achieving these wide range of these lofty ideals is the frequent reliance of tour guides or park guides to inform, involve and inspire the visitor [2]. It is based on the premise of this relationship, the protected areas managers and private tourism business had invested in training of their employees as interpretive guides
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