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Importance-Satisfaction Analysis for Tioman Island Marine Park

Norlida Hanim, Mohd Salleh and Redzuan, Othman (2010): Importance-Satisfaction Analysis for Tioman Island Marine Park.

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The purpose of this research is to evaluate the importance and satisfaction level of tourists at the Tioman Island Marine Park (TIMP) toward the island’s environmental attributes and service quality offered. This research analyses the overall tourists, as well as comparison between the local and foreign tourists. The measurement of importance and satisfaction is based on the mean analysis, i.e. the importance mean (estimated/expected mean) and the perceived mean (satisfactory mean). The difference between these mean values shows the gap value. The gap analysis in this research is assisted by the t-analysis in explaining the existence of difference, if any. If there is no difference in this analysis, it shows that the tourists get what they expected from their trips to the TIMP. However, if there is existence of difference, it must be ascertained as to whether the trips satisfy their expectations or otherwise. Again, the gap analysis will be able to answer this question. The research result shows that all tourists (both locals and foreign) agree on the importance and satisfaction toward the TIMP‘s environmental attributes and service quality offered. Besides the existence of difference in value between the said means, whether through the gap analysis or the paired t-test; the gap analysis finds that the mean values for most of the environmental attributes and service quality evaluated, are negative. Thus, these negative values indicate a relatively low satisfaction level.

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