Importance - performance analysis of destination quality for ecotourism site in Tasik Puteri, Terengganu, Peninsular Malaysia

Abstract

The aim of this study was to investigate the destination qualities (activities and facilities) at Malaysian ecotourism locations between January and March 2022 using Importance and Performance Analysis. (IPA). Those who have visited Tasik Puteri in Dungun Terengganu are the respondents. The data were analysed and interpreted using the SPSS programme including reliability analysis, importance-performance analysis, and frequency analysis. The findings highlight the Tasik Puteri in Dungun Terengganu ecotourism areas’ destination quality. The result showed that ATV activities and public facilities, such as surau, convenience stores, parking, and waqaf, are found in quadrant 1 for continuing the good work. Facilities in Quadrant 2 should receive special attention, including restrooms, security guards, shower rooms, rental equipment, restaurants, and BBQ areas. Trekking, tubing, river cruises, fishing, and paddle boating are among the low priority pursuits in quadrant 3. While other activities such as camping, swimming, jogging, waterfall, kayaking, and playground facilities make up Quadrant 4’s potential overkill. The destination management company (DMC) will use the study’s findings to improve and strategically plan the short- and long-term development of this and future ecotourism sites. The growing understanding of destination qualities for ecotourism products is highlighted in this paper, along with the academic application of IPA analysis to destination attributes.