Rethinking Tourist Satisfaction in Rural Malaysian Ecotourism: Evidence from Negeri Sembilan

This study investigates factors shaping tourist satisfaction at rural ecotourism destinations in Negeri Sembilan, Malaysia. Using a structured bilingual questionnaire, data were collected from 121 domestic visitors and analysed with descriptive statistics and multiple regression. Four destination attributes, natural attractions, accessibility, service quality and facilities, and safety, were assessed. Respondents reported high satisfaction across all attributes, particularly natural attractions and service quality. However, none significantly predicted overall satisfaction, and the model explained only 3.2 % of the variance. These findings challenge the assumption that maintaining scenic beauty, easy access, and good services automatically drive satisfaction. They suggest that unmeasured factors such as cultural engagement, social interaction, and opportunities for learning may play stronger roles. The sample, dominated by young and well-educated travellers, limits generalisability. This research provides empirical evidence from an underexplored Malaysian context and highlights the need for destination managers to complement high standards of environmental and service quality with experiences that foster deeper visitor connections and repeat visitation.