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

Author

Listed:
  • Muhammad Sayhir Syahmi Zamrizaman

    (Faculty of Hotel and Tourism Management, UiTM Cawangan Melaka)

  • Alif Farhan Shamsurizal

    (Faculty of Hotel and Tourism Management, UiTM Cawangan Melaka)

  • Fairul Ifnee Othman

    (Open University Malaysia)

  • Ruziah Seman

    (Tourism Malaysia Southern Region)

  • Amirosa Ria Satiadji

    (Politeknik Pariwisata Lombok, Indonesia)

  • Fadhilah Zainal Abidin

    (Faculty of Hotel and Tourism Management, UiTM Cawangan Melaka)

  • Akmal Adanan

    (Faculty of Hotel and Tourism Management, UiTM Cawangan Melaka)

Abstract

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.

Suggested Citation

  • Muhammad Sayhir Syahmi Zamrizaman & Alif Farhan Shamsurizal & Fairul Ifnee Othman & Ruziah Seman & Amirosa Ria Satiadji & Fadhilah Zainal Abidin & Akmal Adanan, 2025. "Rethinking Tourist Satisfaction in Rural Malaysian Ecotourism: Evidence from Negeri Sembilan," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 5937-5945, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:5937-5945
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    References listed on IDEAS

    as
    1. Brielle Gillovic & Alison McIntosh, 2020. "Accessibility and Inclusive Tourism Development: Current State and Future Agenda," Sustainability, MDPI, vol. 12(22), pages 1-15, November.
    2. repec:osf:osfxxx:vxg9r_v1 is not listed on IDEAS
    3. Pham Ngoc Khanh & Nguyen Thi Van & Ngo Anh Cuong, 2024. "Factors affecting the intention to choose a marine ecotourism destination in Ba Ria-Vung Tau province, Vietnam," Journal of Tourism Management Research, Conscientia Beam, vol. 11(1), pages 140-152.
    4. Giao, Ha Nam Khanh & Vuong, Bui Nhat & Phuong, Nguyen Ngoc Duy & Dat, Ngo Tan, 2021. "A model of factors affecting domestic tourist satisfaction on eco-tourism service quality in the Mekong Delta, Vietnam," OSF Preprints vxg9r, Center for Open Science.
    Full references (including those not matched with items on IDEAS)

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