Abstract
This study is to explore the tourists’ perceived satisfaction on tourism products and services offered in Kilim Geopark. Tourism development in Kilim Geopark has been spurred by an active involvement of the local community and the assistance of the local government. Marketing initiatives taken by the local government, together with community cooperation, have successfully attracted an increasing number of tourists to visit Kilim Geopark. The influx of international and local tourists every year resulted in a dilemma between environmental sustainability and economic benefits to the local community. Nevertheless, the high economic yield from the tourism activities is determined by tourist satisfaction. The data were collected questionnaire survey where respondents have been met directly. Using random sampling approach, the questionnaires were distributed to the visitors randomly. The target respondents in this research were visitors of Kilim Geopark, including both domestic and international tourists. During the survey period, only a total of 341 tourists completed the questionnaires. A significant difference was found among the satisfaction with ecotourism product and services of three groups of Kilim Geopark visitors. In many cases, international tourists reported high satisfaction levels compared with local travellers and those coming from ASEAN countries.
Highlights
The tourism industry is one of the most important sectors that has driven modern economic development throughout the world; it plays a vital role in invigorating economic growth in many developed and developing countries (Chaiboonsri & Chaitip, 2008)
International tourists reported high satisfaction levels compared with local travellers and those coming from ASEAN countries
A relationship exists between the tourists’ satisfaction level and their purchase proclivity of the tourism products offered in Kilim Geopark
Summary
The tourism industry is one of the most important sectors that has driven modern economic development throughout the world; it plays a vital role in invigorating economic growth in many developed and developing countries (Chaiboonsri & Chaitip, 2008). Tourism is considered a vital dimension of global integration and trade activities and has, become the world’s largest source of income. For many tourism industries in the world, tourism is economically significant as a source of income and employment. According to the World Travel and Tourism Council (2012), the tourism industry directly contributed to the global economy, reaching USD 2 trillion and generating more than 100 million jobs in tourism-related sectors. Taking into account the impacts induced by auxiliary sectors, the number of jobs has increased to 260 million, with 9% yield of global gross domestic product (GDP). The most relevant component of total tourism flows is the domestic one, which generated 70% of tourism GDP in 2011
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