A STUDY ON TOURISTS' FEEDBACK AND SATISFACTION ON LANGKAWI NATURE AND ECOTOURISM INDUSTRY. DlSEDlAKAN OLEH :

Transcription

1 A STUDY ON TOURISTS' FEEDBACK AND SATISFACTION ON LANGKAWI NATURE AND ECOTOURISM INDUSTRY DlSEDlAKAN OLEH : MOHAMMAD ZAKl AYOB FATIMAH MOHD SAMAN ZALIHA HJ HUSSIN AZHARI MD HASHIM

2 ~ ~ ~~l ~ h h ~ k ~ ~ d ~ ~ l ~ i k i ~ ~ (Jabatan Pengurusan Perniagaan) Surat Kami Tarikh : 17 Disember rdt Universiti Teknologi MARA (UiTM) Kedah, ~s.~~!~:: -.~-i>~~>.,-.6-! Peti Surat UNIVERSZTI Merbok, Kedah. I Tel i TEKNOLOGI : Faks : MARA mdzaki363@kedah.uitm.edu.rny 1 i.,, Penolong Naib Canselor (Penyelidikan) Research Management Institute (RMI). Universiti Teknologi MARA Shah Alam Selangor Prof LAPORAN AKHlR PENYELIDIKAN " A STUDY ON TOURISTS' FEEDBACK AND SATISFACTION ON LANGKAWI NATURE AND ECOTOURISM INDUSTRY" Dengan hormatnya perkara di atas adalah dirujuk Sukacita dikemukakan 3 (tiga) naskah Laporan Akhir Penyelidikan bertajuk "A Study on Tourists' Feedback and Satisfaction on Langkawi Nature and Ecotourism Industry". Sekian, terima kasih. 'UiTM KEDAH MENGAMALKAN SISTEM PENGURUSAN KUALlTl IS : 2000' Yang benar, 0 7- Projek Penyelidikan s.k. 1. Pengarah Kampus UiTM Kedah 2. Koordinator RMU UiTM Kedah SO 9001:2000 ~ e i NO.. KLR 5 0k7 Timbalan Pengarah Dr.Mahadzir Ismail (2233), Jurutrengkas Rosliza Zainon (2244), Pen.Pendaftar Hairul Nizam Othman (2382), Siti Aslina Sabri (2380) Pegawai Eksekutif Roslimi Ariffin (2383). Tuty Munirah Haron (2381), Koordinator Program : AC110 Norehan Mohd Tahir (2463), AMllO/AM228 Mahadir Ladisma (2573), BMllVBM220 Musdiana Mohamad SalIeh (2560), BM112/BM229 Hasni Abd Rahim (2464), IS110IIS220 Anis Faradella Abdul Malik (2451), AD114/AD11O/ADIll Muhammad Fauzi Hj Zainuddin (2521), BM77l Prof Madya Fatimah Mohd Saman (2097), PI005 Haswira Nor Mohamad Hashim (2423), EKONOMI Prof. Madya Zuraidah Yaacub (2472), CITU Haron Awang (2453), Bahasa Wan Irham lshak (2409), CSllO Shamsul Jamel Elias (2181), CS113 Wan Siti Esah Che Hussain (2557), Koordinator Unit: RMU Prof. Madya Maznah Wan Omar (2550), e-pjj Muna Abdul Jalil(2548), UPENA Dr. Kor Liew Kee (2506), UTTP Sharunizam Shari (2447), PLK&UPU Zaherawati Zakaria (2565), ilqam Siti Rafidah Muhamat Dawam(2462), TEKNOLOGI MAKLUMAT (Kosong)

3 UNIVERSITI TEKNOLOGI MARA Institut Penyelidikan, Pembangunan dan Pengkomersilan (IRDC) Institute of Research, Development and Commercialisation (IRDC) (Sebelum ini dikenali sebagai Biro Penyelidikun dan PerundinganJ Shah Alarn, Malaysia Website : http / / : Ibrc Surat Kami 600-IRDCISSP Tarikh 20 Julai 2005 Prof Madya Hj Mohammad Zaki Ayob Fakulti Pengurusan Perniagaari Kampus Sungai Petani, Peti Surat Merbok Kedah Darul Aman TAJUK PROJEK: 'A STUDY ON TOURISTS FEEDBACK AND SATISFACTION ON LANGKAWI NATURE AND ECOTOURISM INDUSTRY' Dengan hormatnya perkara di atas adalah dirujuk. Sukacita dimaklumkan bahawa borang cadangan tuanlpuan telah dinilai dengan keputusan berikut: i. Bersetuju meluluskan cadangan penyelidikan yang telah dikemukakan oleh tuadpuan, dan Prof Madya Hjh Fatimah Mohd. Saman, Prof Madya Dr Zaliha Hj Hussin serta Encik Azhari Md. Hashim dengan beberapa cadangan pembetulan. Butiran berhubung keputusan penilaian disertakan di borang penilaian yang dilampirkan. ii. Tempoh projek penyelidikan ini ialah 12 bulan, iaitu bermula 1 Ogos 2005 hingga 31 Julai iii. Kos yang diluluskan ialah sebanyak RM8' sahaja dari Geran Dalaman. Penggunaan geran yang diluluskan hanya akan diproses setelah perjanjian ditandatangani. iv. Tuadpuan perlu membelanjakan 50% daripada geran penyelidikan yang telah diluluskan bagi projek tuanlpuan dalam tempoh 6 bulan pertama projek berjalan. Sehubungan itu, pihak IRDC akan memantau penggunaan geran penyelidikan tuan untuk memastikan 50% daripada jumlah geran yang diluluskan telah dibelanjakan sehingga bulan Februari v. Semua pembelian peralatan yang kosnya melebihi RM satu item perlu menggunakan Pesanan Jabatan Universiti Teknologi MARA (LO). Pihak tuanlpuan juga dikehendaki mematuhi peraturan penerimaan peralatan. Panduan penerimaan peralatan baru dan pengurusannya, dilampirkan. vi. Semua peralatanlkelengkapan penyelidikan yang dibeli adalah menjadi hak milik fakulti. Semua, peralatanlkelengkapan hendaklah diserahkan kepada pihak fakulti setelah tamat penyelidikan untuk kegunaan bersama. ',< -7 r-;l._*- F r * - - q y I v--,.- P a ^ - q K - w ~ ~ ~ \ -. T ~ - ~ ~ - WLIDIKAN, PEMBANGUNAN DAN PENGKOMERSILAN LANDASAN KEWIBAWAAN DAN KECEMERLANGAN --- aib Canselor (Penyelidikan) : Ketua Pemdingan : Pegawai Eksekutif : !lidikan(Sains Sosial dan Pengurusan) : Ketua Pengkomersilan : Pejabat Am llidikan (Sains dan Teknologi) : Ketua Harta Intelek : Fax : REC : Penolong Pendaftar : Unit Kewangan Zon 17 : dingan(Kewangan) : Pegawai Sains : Penolong Akauntan : MS,SO REG NO, AR285,

4 vii. Seperti yang tuanlpuan sedia maklum tuanlpuan perlu membentangkan kertas kerja di Seminar Hasil Penyelidikan IRDC setelah projek tamat dijalankan nanti. viii. Kertaskerja boleh dibentangkan di seminar selain daripada yang dianjurkan oleh IRDC setelah 75% deraf awal laporan akhir projek dihantar ke IRDC untuk semakan. Walaubagaimanapun, tuan/puan perlu membuat permohonan kepada pihak kami. ix. Pihak tuanlpuan dikehendaki mengemukakan Laporan Kemajuan kepada IRDC 3 kali setiap tahun iaitu pada bulan April, Ogos dan Disember sepanjang penyelidikan tuanlpuan berjalan. Laporan Akhir perlu dihantar sebaik sahaja projek penyelidikan disiapkan. Format menulis laporan akhir boleh diperolehi di Institut Penyelidikan, Pembangunan dan Pengkomersilan. x. Tuanlpuan perlu menandatangani Borang Perjanjian Penyelidikan (disertakan) dan menyerahkannya kembali kepada pihak IRDC dengan kadar segera. Sekian, terima kasih 'SELAMAT MENJALANKAN PENY ELIDIKAN' PR ZAIN AHMED ~enolbng Naib Canseqor (Penyelidikan) Pengarah Kampus UiTM Cawangan Kedah 2. Puan Siti Salmah Abu Bakar Koordinator URDC UiTM Cawangan Kedah 3. Penolong Bendahari Unit Kewangan Zon 17 Institut Penyelidikan, Pembangunan dan Pengkomersilan

5 Surat Kami : 600-IRDCISSP 5/3/1593 Tarikh : 19 April 2007 UNIVERSITI TEKNOLOGI MARA Institut Penyelidikan, Pembangunan dan Pengkomersilan (IRDC) Insfitute ofresearch, Deueioyment and Commercialisafion (IRDC) (Sebel~rm in1 dtkmnlr sebagal B~ro Pmyeirdikan dnn Perui~dingnn) Shah Alam, Malaysia Website : / Prof Madya Mohammad Zaki Ayob UiTM Cawangan Kedah Kampus Sungai Petani Peti Surat Merbok KEDAH PERMOHONAN TEMPOH LANJUTAN PROJEK PENYELIDIKAN Merujuk kepada perkara di atas, pihak IRDC telah menerima permohonan tempoh lanjutan projek penyelidikan yang bertajuk "Kajian Perbandingan: A Study of Tourists' Feedback and Satisfaction on Langkawi Nature and Ecotourism Industry" daripada pihak tuanl puan. Sukacita dimaklumkan bahawa permohonan tuanlpuan untuk melanjutkan tempoh projek penyelidikan adalah diluluskan iaitu dilanjutkan sehingga 31 Januari Untuk makluman tuanlpuan, pihak IRDC tidak menggalakkan lagi perm~honan pelanjutan tempoh pada masa akan datang. Namun demikian, pihak IRDC memohon maaf di atas kelewatan maklumbalas ini. Walau bagaimanapun, tuanlpuan perlu mengisi borang kemajuan projek yang dilampirkan dan mengembalikan kepada kami secepat mungkin. Pihak IRDC berharap projek tersebut dapat disiapkan dalam tempoh yang ditetapkan. Semoga pelanjutan tempoh projek ini dapat membantu pihak tuanlpuan untuk menghasilkan projek penyelidikan yang lebih baik. Sekian, terima kasih. Ya g bena:, X PR 16kF. R. P AZNI ZAIN AHMED Pen long Naib Canselor (Penyelidikan) / 1 UiTM s. i Penyaraii Karnpus Cawangan Kedah 2. Koordinator URDC UiTM Cawangan Kedah 3. Prcf Madya Dr. Rodzyah Mohd Yunus Ketua Penyelidikan (Sains Sosial & Pengurusan) 4. Encik Khamarzul Ahmad Penolong Bendahari Unit Kewangan Zon 17 Universiti Teknologi MARA PENYELIDIKAN, PEMBANGUNAN DAN PENGKOMERSILAN LANDASAN KEWIBAWAAN DAN KECEMERLANGAN,fan: Pegawai Sains : g Naib Cansclor (Penyelidikan) : Kctua ISFORE : enyelidikan (Sains Sosial dan Pengurusan) : Ketua Pcrundingan : Pcjabat Am : /2lol/2C~57 enyelidikan (Sains dan Teknologi) : Ketua Pcngkomersilan : Fau : /2767 :rundi~igai~ (Ke1vang.111) : I'enolong Pendaftar : Unit Kavang.ln Zon 17 :

6 KUMPULAN PENYELlDlK PROF MADYA MOHAMMAD ZAKl AYOB KETUA PROJEK PROF MADYA FATIMAH MOHD SAMAN Ahli... Tandatangan PROF MADYA DR ZALIHA HJ HUSSIN Ahli AZHARI MD HASHIM Ahli

7 PENGHARGAAN Setinggi-tinggi penghargaan dan ribuan terima kasih diucapkan kepada semua pihak yang terlibat secara langsung dan tidak langsung bagi membolehkan penyelidikan ini disiapkan dengan sempurna. Di antaranya : Prof. Madya Dr. Zaliha Hj Hussin (Pengarah kampus UiTM Kedah) Prof. Madya Dr. Maznah Wan Omar (Koordinator Unit Pengurusan Penyelidikan, UiTM Kedah) dan Semua responden yang telah memberikan kerjasama dan sokongan di dalam menjayakan penyelidikan ini

8 TABLE OF CONTENTS TABLE OF CONTENTS... 1 Abstract CHAPTER ONE: Nature and Background of the Study Introduction Statement of the Problem Objectives of the Study To know tourists' evaluation of Langkawi ecotourism To find the important factors which explain tourists' satisfaction To know the important variables and factors in ecotourism industry To know the total effect of variables and factors on tourists' satisfaction To know base-year index for Langkawi ecotourism To know tourists demographics and their suggestions Research Questions Research Hypotheses Statistical Hypotheses Assumptions. Limitations and Delimitations Definition of Terms CHAPTER TWO: Literature Review CHAPTER THREE: Research Methodology The Information Target Population Sam~le Selection Questionnaires Data Collection Scaling Data Screening Descriptive Statistics Data Analysis Structural or Path Coefficients The standardized structural (path) coefficients The Critical Ratio and significance of path coefficients The Critical Ratio and the significance of factor covariances Unstandardized structural (path) coefficients Pattern coefficients R-squared-- the squared multiple correlation Data Analysis Four-step modeling The Measurement (CFA) Model The Structural (CFA) Model Analysis of Research Objective Analysis of Research Objective Analysis of Research Objective Analysis of Research Objective Analysis of Research Objectwe Analysis of Research Objective CHAPTER FOUR: Data Analyses and Interpretations Model identification Model Selection Chi-square test of absolute fit Findings Related to Research Objective Findings Related to Research Objective Findings Related to Research Objective 3.../ Findings Related to Research Objective

9 4.8 Findings Related to Research Objective CHAPTER FIVE: Conclusions and Recommendations... 54

10 Abstract Ecotourism is fast becoming a revenue generator for many developing countries. These countries are progressively becoming competitive. This study is directed towards identifying factors contributing to tourists' satisfaction, and these include business management and systems, ethics, marketing, and environmental management. Sampling design was non-probability due to absence of sampling frames. Data was collected from sample subjects at jetty points when tourists were about to exit the tour party. Structural Equations Modeling (SEM) was utilized to test four differing conceptual models. The Baseline Comparisons, Parsimony Ad.justed Measures, and the RMSEA were used to evaluate good model fit. It was found that Model 3 fulfilled the descriptive fit statistics requirements for good model fit. The overall tourists' satisfaction was also calculated and found to be 79.1 of a possible I00 points, only short by 0.9 points from being excellent. In terms of important factors, it was found that marketing practices influenced 42.1 percent, business ethics 23.9 percent, environmental management 14.5 percent, and business management and operational systems 7.8 percent towards tourists' satisfaction respectively. Important elements in marketing practices include the need to provide sufficient equipment, constantly providing tips to tourists for maximum enjoyment, and spending more than 75 percent of ecotourism activities in the natural area. Important elements in business ethics include consistently addressing tourists' safety, and providing ecotourism service in the best possible way. Crucial elements in environmental management include prevention of irreversible danger to nature and provision towards minimal disturbance to wildlife. In business management and operational systems, important elements include safety measures and effective operational procedures. Specific elements requiring improvements include service delivery, service value for money, exceeding tourists' expectations, providing relevant facilities, adequate transportation, helping tourists to experience nature, preventing damage to the environment, effective garbage and waste management, customer service, product maintenance, and observing operational procedures.

11 1 CHAPTER ONE: Nature and Background of the Study 1.1 Introduction Ecotourism, comprising 20% of total tourism arrivals, has quickly developed as the fastest growing segment within the travel and tourism industry. This rapid growth of ecotourism globally illustrates an increasing interest in nature and the environment. It was estimated that ecotourism grosses over $335 billion a year worldwide, and attracts millions of interested tourists (Arlen, 1995). In Malaysia, this same trend on ecotourism has benefited not only the country but also the natural areas and local communities living in and around these areas. Being known as one of the most botanically diverse countries in the world because of its many natural attractions, particularly sandy beaches, enchanting islands, diverse flora and fauna, tropical rainforests and magnificent mountains, Malaysia's ecotourism industry could see a bright future ahead. This could become a reality provided Malaysia followed the path of sustainable ecotourism. Over the last two decades, the Malaysian government was seen to have made a concerted effort towards developing its ecotourism industry. In 1992, The Malaysian Tourism Policy was formulated followed by the introduction of the National Ecotourism Plan in This plan was an appropriate instrument within the overall sustainable development of Malaysia, and act as an effective tool for conservation of the natural and cultural heritage of the country. The development of the tourism industry in Malaysia was mainly private sector led, whilst the Malaysian Government had contributed tremendously, through its federal and the state governments, by providing funds to develop infrastructure facilities at various ecotourism destinations such as access roads, jetties and other amenities. The Langkawi Archipelago, situated just off the northwestern coast of Peninsular Malaysia comprises a group of 99 islands in the Andaman Sea. With a total land area of hectares, the Langkawi island itself is the largest followed by Pulau Dayang Bunting and Pulau Tuba. The Langkawi island district comprises of Kuah, Padang Maksirat, Ulu Melaka, Bohor, Air Hangat, and Kedawang

12 Since the late 1980s, Langkawi has been promoted as a tourist "nature's paradise" or eco paradise. In 1987, it was made duty free island and in 200 1, it became tourist city. The development of Langkawi as a tourist destination was speeded up with the establishment of Langkawi Development Authority (LADA) in March 1990, with the objective to jump start Langkawi into the tourism industry and spearhead the socio economy of Langkawi through the provision of infrastructure in both towns and villages. LADA was given 20 years until 2010 to fulfill its functions. Langkawi is now being promoted as a duty free geopark, especially since it was conferred as part of the Global Network of Geoparks listing by UNESCO on 1 st June This international1y.designated geopark status, is seen as an impetus for Langkawi island to develop further as an eco paradise. This is especially so since Langkawi is also Southeast Asia's first geopark. The outstanding criteria for the geopark status was Langkawi's geoheritage features and outstanding geological landscape within which they form the nucleus for development of local communities through conservation and ecotourism. Among the numerous natural attractions and diverse habitats are mangrove forests, ancient mountains, undisturbed rainforests, untouched beaches, wetlands, waterfalls, coral reefs, and an intriguing heritage of flora and fauna, some of which are found nowhere else on Earth.. The UNESCO Geopark consists of three components, of which conservation which is safeguarding or preserving heritage sites; component. Next, is spearheading economic activities related to geopark and is the main socioeconomic development and lastly, encouraging involvement of community for Geopark economically and culturally. Tourists could marvel langkawi's extraordinary land and rock formations which are distinctly unique to Langkawi through the island's Kilim Karst Geoforest Park, Machinchang Cambrian Geoforest Park and Dayang Bunting Marble Geopark. They could also enjoy the greenery of the mangroves and limestone formations while riding through the Sungai Kilim, one of Langkawi's attractions among nature lovers. Mangroves in Sungai Kilim comprises 25 species of plants

13 Visitors to the Gua Kelawar or Bat Cave will find thousands of bats hanging on the cove's ceiling, while admiring the stalactities and stalacmites as old as 350 million years. Other attractions include Pulau Anak Tikus which is rich in fossils such as gastropods and cephalopos. Langkawi is also famous for being the breeding ground of a type of sea cucumber known as stichopus- locally known as gamat The forests and waters of Langkawi wetlands are home to species of monkeys, reptiles, birds and even dolphins. Langkawi provides ecotourism experiences such as nature walks, bird watching, jungle-trekking and mangrove tours in kayaks or motorized boats. The eagle-feeding sessions at the mangrove swamps of the Kilim River has also become an attraction to tourists. The eagles of langkawi comprising the Brahminy Kites, Black kites, and White-bellied sea eagles are also part of the ecotourism experience. This study seeks to gauge tourists' feedback on Langkawi ecotourism products and the factors or elements contributing significantly to tourists' satisfaction. The critical elements associated with tourists' satisfaction such as safety measures, operational procedures, customer care, customer treatment, product delivery, safety, comfort, travel ethics, supply suitability, environmental and preventive management, meeting expectations, responses to queries, comfort aspects, supplied equipment, within nature area activities, experience management, garbage and waste management, nature management, and service worthiness. 1.2 Statement of the Problem What are tourists' assessments of Langkawi ecotourism products? What are the key factors influencing tourists' satisfaction in Langkawi ecotourism? What are the critical variables or elements that help enhance tourists' satisfaction? What variables need immediate attention to enhance tourists' satisfaction?

14 1.3 Objectives of the Study To know tourists' evaluation of Langkawi ecotourism To find the important factors which explain tourists' satisfaction To know the important variables and factors in ecotourism industry To know the total effect of variables and factors on tourists' satisfaction To know base-year index for Langkawi ecotourism To know tourists demographics and their suggestions. 1.4 Research Questions What are current tourists' assessments on the current ecotourism management, business ethics, marketing practices, and environmental management? What are their ratings on factors that influence tourists' satisfaction? 1.5 Research Hypotheses H,: The probability value (P) of the goodness of fit tests is equal to or above 0.05, hence we fail to reject the research model. HI: The probability value (P) of the goodness of fit tests is greater than 0.05, hence we reject the research model. 1.6 Statistical Hypotheses H,: p > Assumptions, Limitations and Delimitations This research assumes that selected respondents typically represent tourists visiting Langkawi Island. They are assumed capable of discriminating the poor from the superior aspects of ecotourism services. They are also assumed to be a representative crosssection of tourists visiting Langkawi. The sample and data are assumed to be independently selected from the population of tourists visiting Langkawi.

15 The observed variables are assumed to have a multivariate normal distribution. Multivariate normality of all observed variables is a standard distribution assumption in many structural equation modeling and factor analysis applications. If some exogenous variables are fixed, their distributions may have any shape, provided that the remaining (random) variables have a (conditional) normal distribution, the variance-covariance matrix of the random variables is the same for every pattern of the fixed variables, the expected values of the random variables depend linearly on the values of the fixed variables. 1.8 Definition of Terms Tourism--a temporary short-term movement of people to destinations outside their normal environment and activities. Nature tourism --tourism based on visitation to natural areas. Nature tourism is closely related to ecotourism but does not necessarily involve conservation or sustainability. Sustainable tourism--tourism that meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. Ecotourism--The International Ecotourism Society (TIES) defines ecotourism as responsible travel to natural areas that conserves the environment and improves the well-being of the local people. The World Conservation Union (IUCN) describing ecotourism as "environmentally responsible travel and visitation to natural areas, in order to enjoy and appreciate nature, and any accompanying cultural features, both past and present) that promote conservation, having low visitor impact, and that provide benefits socio-economically to local people. Responsible ecotourism--programs that minimize the adverse effects of traditional tourism on the natural environment, and enhance the cultural integrity of local people.

16 Tourist--WTO defined a tourist as" a person traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes Ecotourist-- anyone who undertakes at least one ecotourism experience in a specified region during a specified period of time. Scientific or research tourism-- is tourism with particular investigative ob-jectives. Cultural, ethno or cultural heritage tourism--concentrates on local traditions and people as the main attractions. GreenISustainable tourism--travel operations that use natural resources judiciously. Competitive Advantage--Anything that organizations do well compared to the competition. Competitive advantage is essential for long-term success Product Quality--Customers' rating of a producer's product relative to its competitors Distribution Quality--Customers' rating of a producer's distribution system relative to its competitors Customer Satisfaction--A qualitative measure of performance as defined by the customers, which meet their basic requirements and standards. Customer Loyalty--The degree to which customers are predisposed to stay with one company and resist competitive offers

17 Structural Equations Modeling (SEM)--SEM is a statistical methodology that takes a confirmatory approach to the analysis of a structural theory bearing on some phenomenon. Exogenous variables--exogenous variables are synonymous to independent variables. They "cause" fluctuations in the other latent variables in the model. 2ndogenous variables--endogenous variables are synonymous to dependent variables. They are "influenced" by the exogenous variables in the model and are also known as downstream variables. >atent variables or factors--abstract phenomena or theoretical constructs that cannot be observed directly. They are not directly measured but inferred by the relationships or correlations among variables in the measurement model. Observed variables or manifest variables--these are the measured variables and considered as indicators of the underlying construct and are presumed to represent that construct. Measurement model--a model that basically defines the relationships between the observed (measured) and the unobserved (latent) variables. It provides a link between data scores and the underlying constructs (latent variables) that this research wants to measure. Factor analysis--a common statistical method used to find a small set of unobserved variables (also called latent variables, or factors) which can account for the covariance among a larger set of observed variables (also called manifest variables). Factor analysis is also used to assess the reliability and validity of measurement scales

18 Exploratory Factor analysis (EFA)--A type of factor analysis which is designed whereby links between observed and latent variables are unknown or uncertain. When carrying out an EFA no substantive constraints are imposed on the data. Instead, it is assumed that each common factor affects every observed variable and that the common factors are either all correlated or uncorrelated. Confirmatory factor analysis (CFA)--A type of analysis used when researchers have some knowledge of the underlying latent variable structure. CFA is theory-driven and make it possible to place substantively meaningful constraints on the factor model, such as setting the effect of one latent variable to equal zero on a subset of the observed variables. The advantage of CFA is that it allows for testing hypotheses about a particular factor structure. Model specification--displaying path diagrams in which squares represent observed variables, circles represent the latent concepts, single-headed arrows imply a direction of assumed causal influence, and double-headed arrows represent covariance between two latent variables. Model Identification--Identification focuses on whether or not there is a set of unique parameters consistent with the collected data. If a unique solution for the values of the structural parameters are found, the model is considered identified. Confirmatory factor analysis--factor analysis conducted to test hypotheses (or confirm theories) about the factors one expects to find. Structural equation--an equation representing the strength and nature of the hypothesized relations among sets of variables in a theory Structural equation modeling--models made up of more than one structural equation; models that describe causal relations among latent variables and include coefficients for endogenous variables

19 Maximum likelihood estimation--estimation of parameters by a process in which "to choose as estimator of a [population] parameter 0 that a function based of the sample of observations which will, when substituted for 0, make the probability of the sample a maximum. In other words, for this value of 0 the observed sample is also the most likely sample" Minimization history--summarizing steps in the minimization of the discrepancy function using convergence criteria. Sample moments-- Reporting the covariance matrix for the sample. Implied moments--reporting the covariance matrix for the values of the observed variables; Residual moments--reporting differences between the sample and implied covariance matrices. Modification indices--reporting modification indices that conservatively estimate what effect on discrepancy would occur if the constraints on each parameter were removed. By default, the minimum threshold for reporting details of these analyses is a change in the maximum likelihood ratio of at least 4 (approximately the minimum chi-square value required to produce statistical significance at alpha risk of.05). Factor score weights--reporting the regression weights from observed to unobserved variables; Covariances of estimates--reporting a matrix of the covariances for all parameter estimates;

20 Correlations of estimates--reporting a matrix of the correlation coefficients for all parameter estimates Critical ratios for differences--reporting a test of the null hypothesis that the values for pairs of population parameters are equal; Tests of normality and outliers--reporting statistics to examine multivariate normality (including univariate assessments of skew and kurtosis as well as Mardia's coefficient of multivariate kurtosis. Following a statistically significant coefficient of multivariate kurtosis, a check for outliers is completed (based on use of Mahalanobis' distance). Exogenous variables--variables that are not predicted by other influences. Endogenous variables--variables that are predicted from others. Measurement Model Fit Indices--Though the likelihood ratio chi square test is heavily used in assessing confirmatory factor analysis results, it tends to reject otherwise tenable models when large sample sizes (over 200) are involved. Chi Square-Based Measures of Discrepancy CMIN--Use of the maximum likelihood estimation chi-square test to assess the fit of a model in confirmatory factor analysis and modeling.

21 2 CHAPTER TWO: Literature Review Ecotourism has quickly developed as the fastest growing segment within the travel and tourism industry. It has become an important economic activity in natural areas around the world. It provides opportunities for visitors to experience powerful manifestations of nature and culture and to learn about the importance of biodiversity conservation and local cultures. At the same time, ecotourism generates income for conservation and economic benefits for communities living in rural and remote areas. The attributes of ecotourism make it a valuable tool for conservation. Its implementation can give economic value to ecosystem services, generate direct income, generate direct and indirect income for locals, create incentives for conservation in local communities, build constituencies for conservation, locally, nationally and internationally. Ecotourism also promotes sustainable use of natural resources and reduce threats to biodiversity. Ecotourism is a relatively new concept, and often misunderstood or misused. Some abused the term to attract conservation conscious travelers to nature tourism programs which usually cause negative environmental and social impacts. The first broadly accepted definition of ecotourism is "responsible travel to natural areas that conserves the environment and improves the well-being of local people." In addition, Martha Honey (1999) proposed a detailed version stating that "ecotourism is travel to fragile, pristine and usually protected areas that strives to be low impact and usually small scale. It helps educate the traveler, provides funds for conservation, directly benefits the economic development, provides political empowerment of local communities, and foster respect for different cultures and human rights. Organizations involved in ecotourism industry, agreed to the definition adopted by the World Conservation Union (IUCN) describing ecotourism as "environmentally responsible travel and visitation to natural areas, in order to enjoy and appreciate nature, and any accompanying cultural features, both past and present) that promote conservation, having low visitor impact, and that provide benefits socio-economically to local people. It is agreed that ecotourism should represent the means that benefit local people and protected areas. I Within this definition, ecotourism is the ideal strategy

22 towards minimizing harm to natural areas. It is a tool used to minimize visitor impact on protected area's natural resources that simultaneously generate sustainable and equitable income for local communities and protected areas. The main concern of this research is tourist satisfaction. It seeks to answer the question of how satisfied the tourists are towards ecotourism in Langkawi and what factors contribute to their combined satisfaction levels. The second concern is about knowing tourists' assessment of ecotourism operators' adherence to universal standards regarding ecotourism practices. This is in congruent to opinions provided by Boulden, Escudero, and Weiss (2003) emphasizing that ecotourism companies intending to gain 'brand equity' in this industry has to strictly comply and adhere to standards and best practices in the ecotourism industry. Despite the existence of many certification programs, there is still no overall consensus among countries on which ecotourism certification is viable, useful, or should be universally adopted. The following dimensions are theorized to have an effect on tourist satisfaction at least in Langkawi. The dimensions concerned are Business Ethics (BE), Environmental Management (EM), Marketing Practices (MP), and Business Management & Operational Systems (BM-0s). Business Ethics (BE) According to the Australian Code of Guiding Practice for Tour Guides, several standards of behavior and responsibilities need to be observed by tour operators. At all times, operators need to demonstrate professionalism in tourist care, during work, and while accompanying tourists inside the natural area. In addition, they should never treat tourists with prejudice or spread propaganda. When educating tourists in the natural areas visited, the educational contents should always be fact-based; not stories, legends, traditions, or opinions. Operators need to be ethical because they not only represent themselves but also their country. Operators are also critical source of environmental education as evidenced in many visitor surveys. Good operators are one of the key factors in a trip's success.

23 Ecotourism operators are expected to display honesty, fairness, professionalism, and provide guidance to tourists to learn, respect and minimize impact on the natural, cultural, and heritage environments of the tour areas. At no instance are operators permitted to coerce tourists to purchase anything or to solicit tips. In addition, operators are responsible to ensure all aspects of tourists' health, safety, and productlservice delivery are provided, and abide by the legislations or regulations governing ecotourism operations in a given location. Business ethics also relates to environmental tourism practices within and surrounding ecotourism areas. It emphasized enforcement of self-regulation among visitors and tourism operators. These include respecting and preserving the uniqueness of the visited area, leaving no trace and taking nothing when leaving, educating self about the geography, customs, manners and cultures of the region visited, listening attentively, encouraging local conservation efforts, respecting privacy and dignity of others, refraining from buying products made from endangered plants or animals, following designated trails, refraining from disturbing animals, plants or their natural habitats, supporting conservation-oriented programs and organizations working to preserve the environment, walking or using environmentally-sound methods of transportation, encouraging drivers of public vehicles to stop engines when parked, patronizing tour operators who practice energy and environmental conservation related to water and air quality, recycling, safe management of waste and toxic materials, noise abatement, and community involvement. Elements of interest sought in the business ethics dimension include customer care, meet expectations, customer treatment, service delivery, issuance of receipts, attending queries, providing service the best way possible, safety, comfort, products in good working order. travel ethics, clothing and equipment suitability. Environmental Management (EM) According to the World Tourism Organization (2002), the main issue in ecotourism is careful planning in order to maximize sustainability and minimize tourism impacts on environmentally and economically fragile locations. Ecotourism always / relate to sustainable tourism, that is, the economic, social and environmental impacts.

24 The World Ecotourism Summit (2002) in Quebec, Canada, made several recommendations for environmental conservation. They include the need for ecotourism sites to conserve energy, water, and other resources, reduce waste and favor materials that are not imported. They also favor ecotourism that adopted plans for more sustainable transport options, probably non-fossil based transports. They also suggested ecotourism stakeholders to promote awareness of conservation and biodiversity amongst local people and visitors. They felt that many local communities did not understand the value of biodiversity. In addition, it was also suggested that visitors and tourists should also be educated about the value of biodiversity. Natural resources belonging to local people should not be removed by tourists through souveniring, biopiracy, or removal of fossils. In the context of managing impacts, the World Tourism Organization (2002) stated that ecotourism stakeholders should adhere to minimum impact guidelines and environmental standards and also address preventative measures in ecotourism sites. Erick Vargas of the Rainforest Alliance (2003) suggested the establishment of protected wilderness areas, closed fishing or hunting seasons during breeding periods, botanical garden creation, seed collections, and others. These are some initiatives that have to be done to prevent biological diversity disappearance or decline. He encouraged the culture of knowing, that is, propagating knowledge of biodiversity at all levels, that integrates both modern and traditional knowledge. He also suggested stakeholders to identify new strategies to sustain biological diversity in the long term. In this research, we are keen to obtain tourists ratings on environmental management practiced by ecotourism operators. These include tourists ratings related to their initiatives on garbage and waste management, managing disturbances towards wildlife, and their efforts to prevent environmental damage. Marketing Practices (MP) It has been emphasized in The World Ecotourism Summit (2002) that for ecotourism in general to be of some benefits to nature conservation and to local I communities, there has to be some elements of quality in ecotourism products. In short, ecotourism products have to truly reflect what is demanded by the market. Such a