Tourist satisfaction parameters in Malaysia: A case study of ecotourism locations around Melaka

The historic state of Melaka has twelve officially listed ecotourism destinations of which tourist satisfaction levels are difficult to determine as evidenced from earlier studies. This study sought to examine this issue using range measurement and achievement constructs. Primary data were gathered from 560 randomly sampled domestic and foreign tourists of the twelve ecotourism centres. The findings revealed that the mean values for the the tourist satisfaction range, achievement , and overall levels were 3.8, 3.7 and 3.75 respectively signifying a generally satisfactory state of affairs with regard to Melaka’s ecotourism destinations. Such results, nevertheless, still point to the imperative of the related government agencies and private proprietors enhancing every effort at improving the quality of both tourism products and services being offered in line with the customer satisfaction psychology. The same goes with the functions and policies of Malaysia’s National Ecotourism Plan.