Pengaruh aspek pengalaman ekopelancongan terhadap jangkauan kepuasan pelancong di Malaysia: Kajian kes Melaka

Abstract

Sehingga kini, tiada kajian secara komprehensif pernah dijalankan berkaitan dengan pengaruh pengalaman ekopelancongan terhadap jangkauan kepuasan pelancong di Negeri Melaka. Kajian ini bermatlamat untuk mengenal pasti pengaruh pengalaman (dari aspek produk, perkhidmatan dan perasaan) tentang ekopelancongan terhadap jangkauan kepuasan pelancong di Melaka. Sebanyak 560 sampel terdiri daripada pelancong domestik dan asing diambil berdasarkan kaedah peratusan di 12 pusat ekopelancongan sekitar negeri Melaka bagi tujuan kaji selidik dan analisis data pula menggunakan teknik korelasi pearson. Kajian mendapati bahawa pengalaman dari aspek produk ekopelancongan mempengaruhi jangkauan kepuasan pelancong (r=0.691, p≤0.01), aspek perkhidmatan mempengaruhi jangkauan kepuasan pelancong (r=0.720, p≤0.01), perasaan mempengaruhi jangkauan kepuasan pelancong (r=0.723, p≤0.01) serta pengalaman secara keseluruhannya mempengaruhi jangkauan kepuasan pelancong (r=0.862, p≤0.01). Bentuk hubungan adalah positif iaitu semakin baik aspek-aspek dalam pengalaman, maka semakin baik jangkauan kepuasan pelancong, malah kesemua ujian menerima H1. Secara keseluruhannya, pengalaman ekopelancongan mempengaruhi jangkauan kepuasan pelancongan dengan kekuatan kira-kira 86 peratus. Walau bagaimanapun, secara keseluruhannya kajian mendapati masih perlu penambahbaikan terhadap Pelan Ekopelancongan Kebangsaan dalam konteks penilaian dan kaedah peningkatan pengalaman ekopelancongan.

Katakunci : ekopelancongan, kepuasan pelancong, Pelan Ekopelancongan Kebangsaan, pelancongan, pelancongan Melaka, pengalaman

Ecotourism is gaining in importance in Malaysia but to date no comprehensive study has been carried out in connection with the effects of ecotourism experience on the range of tourists’ satisfaction in Malacca. This study examined the experience effects of products, services and emotions in ecotourism on the range of tourists satisfaction in Melaka. Primary data were gathered from a total of 560 samples of domestic and foreign tourists from 12 ecotourism centres . The results of the statistical analysis revealed the respective effects of ecotourism experiences on the range of tourist satisfaction : ecotourism products effect (r = 0.691, p≤0.01), services effect  (r = 0.720, p≤0.01), emotions effect (r = 0.723, p≤ 0:01) and total effect (r = 0.862, p≤0.01). The relationship is positive, that is the better aspects of the experiences, the better the range of tourist satisfaction . In conclusion, the ecotourism experiences did affect about 86 percent of the tourist satisfaction range although there was still a need for improvements with respect to the National Ecotourism Plan.

Keywords:ecotourism, ecotourism experiences, Melaka tourism, National Ecotourism Plan, tourism, tourist satisfaction