NATURE CRUISE SERVICE PERFORMANCE, GREEN EXPERIENCE SATISFACTION AND REVISIT INTENTIONS: A SEGMENTATION APPROACH TO KENYIR LAKE FOR ECOTOURISM DESTINATION SUSTAINABILITY
DOI:
https://doi.org/10.46754/umtjur.v7i2.669Keywords:
Nature Cruise Service Performance, Green Experience Satisfaction, Destination Sustainability, SOR-Theory, Revisit IntentionAbstract
The continuing decrease in visitors to Kenyir Lake over the years has impacted the local businesses and stakeholders who depend on tourism. This decline puts the lake’s future as a tourist destination at risk and raises questions about how to sustain tourism while preserving the natural environment’s sustainability. This study aims to examine tourist perceptions of nature cruise service performance and their relationship with green experience satisfaction and revisit intentions at Kenyir Lake using the Stimulus-Organism-Response (SOR) Theory. The significance of this research lies in its potential to provide evidence-based strategies for reversing tourism decline while promoting sustainable ecotourism practices, which is crucial for the economic survival of local communities and environmental conservation. Hence, a purposive sampling technique was employed to collect data from tourists visiting Kenyir Lake. A total of 634 usable questionnaires were collected from respondents. The data were analysed using Statistical Package for Social Sciences (SPSS) version 26, employing descriptive statistics, reliability analysis, and cluster mean segmentation analysis to examine tourist perceptions and behavioral intentions. The cluster mean segmentation analysis revealed statistically significant moderate levels of tourist satisfaction regarding both nature cruise service quality and green satisfaction construct. Similarly, the findings indicated moderate revisit intentions among tourists towards the destination. All measurement scales demonstrated acceptable reliability. However, no significant differences were observed between different tourist demographic segments in terms of their satisfaction levels. These results suggest that tourist satisfaction level towards the perceived service experience is relatively moderate. While tourists were generally satisfied with their visit experience, there may be opportunities to enhance service delivery and strengthen their intention to revisit the destination. Furthermore, the findings contribute significantly to both industry practice and academic knowledge. For industry practitioners, the results offer actionable insights for ecotourism service providers to refine their service delivery strategies and develop targeted marketing approaches, thereby enhancing tourist satisfaction and loyalty. For educational practitioners and researchers, this study extends the application of SOR Theory in the context of ecotourism, providing a methodological framework for assessing tourist behavior in natural settings. Overall, by focusing on the identified strengths and addressing areas for improvement, destination managers can better position their services to meet the evolving demands of eco-cruise travelers. It can also contribute to the sustainable development of Kenyir Lake as a premier ecotourism destination.
References
Ashraf, M. S., Hou, F., Kim, W. G., Ahmad, W., & Ashraf, R. U. (2020). Modeling tourists’ visiting intentions toward eco-friendly destinations: Implications for sustainable tourism operators. Business Strategy and the Environment, 29(1). https://doi.org/10.1002/bse.2350
Ayub, A., Affendi, A. N. A., Shafiee, R., & Suhainai, N. H. (2020). A study of customers’ satisfaction on Tasik Kenyir houseboat. Marine Frontier, 11(1).
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Bhuiyan, M. A. H., & Darda, M. A. (2023). Local perspectives of ecotourism development in the Terengganu state of Malaysia. Journal of Tourism and Development, 41. https://doi.org/10.34624/rtd.v41i0.32418
Chan, W. C., Lo, M. C., Wan Ibrahim, W. H., Mohamad, A. A., & Thong, J. Z. (2023). Identifying motivators of ecotourism destination competitiveness: The examination on soft infrastructure constructs and moderating impact of mobile technology. Enlightening Tourism, 13(1), 48-85. https://doi.org/10.33776/et.v13i1.7286
Chin, C. H., Wong, W. P. M., Ngian, E. T., & Langet, C. (2022). Does environmental stimulus matters to tourists’ satisfaction and revisit intention: A study on rural tourism destinations in Sarawak, Malaysia. Geojournal of Tourism and Geosites, 42, 683-692. https://doi.org/10.30892/gtg.422spl06-877
Chow, A. S. Y., Ma, A. T. H., Wong, G. K. L., Lam, T. W. L., & Cheung, L. T. O. (2019). The impacts of place attachment on environmentally responsible behavioral intention and satisfaction of Chinese naturebased tourists. Sustainability (Switzerland), 11(20). https://doi.org/10.3390/su11205585
Constantin, C. P., Ispas, A., & Candrea, A. N. (2022). Examining the relationships between visitors profile, satisfaction and revisit intentions: Evidence from Romanian ecotourism destinations. Land, 11(2). https://doi.org/10.3390/land11020186
Datu Eranza. (n.d.). Houseboat services and its feature as a tourist attraction in Tasik Kenyir, Terengganu. Journal of Tourism, Hospitality and Environment Management. Retrieved on May 9th, 2024, from https://www.academia.edu/70455618/Houseboat_Services_and_Its_Features_as_a_Tourist_Attraction_in_Tasik_Kenyir_Terengganu
Embong, E., Abdul Halim, M. S., & Ahmed Zawawi, M. M. (2021). Analysis of destination image factors on tourism satisfaction in Lake Kenyir, Terengganu. International Journal of Academic Research in Business and Social Sciences, 11(9). https://doi.org/10.6007/ijarbss/v11-i9/11000
Foster, B., & Sidharta, I. (2019). A perspective from indonesian tourists: The influence of destination image on revisit intention. Journal of Applied Business Research, 35(1). https://doi.org/10.19030/jabr.v35i1.10295
Giao, H. N. K., Vuong, B. N., Phuong, N. N. D., & Dat, N. T. (2021). A model of factors affecting domestic tourist satisfaction on eco-tourism service quality in the mekong delta, vietnam. In Geojournal of Tourism and Geosites (Vol. 36, Issue 2, pp. 663-671). Editura Universitatii din Oradea. https://doi.org/10.30892/GTG.362SPL14-696
Ha, M. T., Ngan, V. T. K., & Nguyen, P. N. D. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge. Business Ethics, the Environment and Responsibility, 31(4). https://doi.org/10.1111/beer.12462
Hamid, M. A., Fuza, Z. I. M., Mahmood, R., Ahmad, Z., & Sinaga, E. K. (2022). Importance - performance analysis of destination quality for ecotourism site in Tasik Puteri, Terengganu, Peninsular Malaysia. IOP Conference Series: Earth and Environmental Science, 1102(1). https://doi.org/10.1088/1755-1315/1102/1/012075
Hosseini, S., Cortes-Macías, R., & Almeida-García, F. (2024). Extending the memorable tourism experience construct: An investigation of tourists’ memorable dark experiences. Journal of Vacation Marketing, 30(1). https://doi.org/10.1177/13567667221113078
Husain, A. I. (2022). Impact of houseboats wastewater discharge on performance of Small Sewage Treatment System (SSTS) in removing nutrient at Temenggor Lake [Final Year Project].
Hutchinson, J., Lai, F., & Wang, Y. (2009). Understanding the relationships of quality, value, equity, satisfaction, and behavioral intentions among golf travelers. Tourism Management, 30(2), 298-308. https://doi.org/10.1016/j.tourman.2008.07.010
Jose, J., & Aithal, P. S. (2020). A study on the significance of backwater tourism and safe houseboat operations in Kerala. https://ssrn.com/abstract=3684953
Juliana, J., Putri, F. F., Wulandari, N. S., Saripudin, U., & Marlina, R. (2022). Muslim tourists perceived value on revisit intention to Bandung city with customer satisfaction as intervening variables. Journal of Islamic Marketing, 13(1). https://doi.org/10.1108/JIMA-08-2020-0245
Juliana, J., Sianipar, R., Lemy, D. M., Pramezwary, A., Pramono, R., & Djakasaputra, A. (2023). Factors influencing visitor satisfaction and revisit intention in Lombok tourism: The role of holistic experience, experience quality, and vivid memory. International Journal of Sustainable Development and Planning, 18(8). https://doi.org/10.18280/ijsdp.180821
KETENGAH. (2024). Kenyir Lake Annual Tourist Arrival Statistics (P. U. KETENGAH Tourism Department, Ed.).
Klein, R. A. (2011). Responsible cruise tourism: Issues of cruise tourism and sustainability. Journal of Hospitality and Tourism Management, 18(1). https://doi.org/10.1375/jhtm.18.1.107
Kusumah, E. P. (2024). Sustainable tourism concept: Tourist satisfaction and destination loyalty. International Journal of Tourism Cities, 10(1). https://doi.org/10.1108/IJTC-04-2023-0074
Lee, T. H., Jan, F. H., & Chen, J. C. (2023). Influence analysis of interpretation services on ecotourism behavior for wildlife tourists. Journal of Sustainable Tourism, 31(5). https://doi.org/10.1080/09669582.2021.1949016
Li, A. N., Dai, Y. De, Tsai, T., Yeh, G. T., & Chen, Y. C. (2023). Effects of food experience, emotion, and place attachment on heritage tourists’ revisit intention. In Advances in hospitality and leisure (Vol. 19, pp. 121-139). Emerald Publishing. https://doi.org/10.1108/S1745-354220230000019007
Li, X., Guo, F., & Wang, J. (2024). A path towards enterprise environmental performance improvement: How does CEO green experience matter? Business Strategy and the Environment, 33(2). https://doi.org/10.1002/bse.3524
Liu, Y., Dong, E., Li, S., & Jie, X. (2020). Cruise tourism for sustainability: An exploration of value chain in Shenzhen Shekou Port. Sustainability (Switzerland), 12(7). https://doi.org/10.3390/su12073054
MacNeill, T., & Wozniak, D. (2018). The economic, social, and environmental impacts of cruise tourism. Tourism Management, 66. https://doi.org/10.1016/j.tourman.2017.11.002
Mahmud, A. M., Yahya, M. A., & Tamimi, N. A. M. (2022). Transforming The Kenyir Lake’s Houseboat For Sustainable Tourism Industry And Environmental Conservation. Advanced Materials.
Mapjabil, J., Abdul Rashid, N. F., Marzuki, M., Yusoh, M. P., Stephen, J., Datu Eranza, D. R., Kanyo, N.-I., Andin, C., Mohd Salleh, N., & MZ, R. (2021). Houseboat services and its features as a tourist attraction in Tasik Kenyir, Terengganu. Journal of Tourism, Hospitality and Environment Management, 6(24), 71-86. https://doi.org/10.35631/jthem.624007
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Moise, M. S., Gil-Saura, I., & Ruiz-Molina, M. E. (2021). “Green” practices as antecedents of functional value, guest satisfaction and loyalty. Journal of Hospitality and Tourism Insights, 4(5). https://doi.org/10.1108/JHTI-07-2020-0130
Nguyen Viet, B., Dang, H. P., & Nguyen, H. H. (2020). Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1796249
Osnin, N. A., & Abdul Rahman, N. S. F. (2018). Assessment and ranking of inland navigation practices in Malaysia: The case of Kenyir Lake. Asian Journal of Shipping and Logistics, 34(4). https://doi.org/10.1016/j.ajsl.2018.12.002
Qu, H., Wong, E., & Ping, Y. (1999). A service performance model of Hong Kong cruise travelers’ motivation factors and satisfaction. In Tourism Management (Vol. 20, pp. 237-244).
Radic, A., Law, R., Lück, M., Kang, H., Ariza-Montes, A., Arjona-Fuentes, J. M., & Han, H. (2020). Apocalypse now or overreaction to coronavirus: The global cruise tourism industry crisis. Sustainability (Switzerland), 12(17). https://doi.org/10.3390/SU12176968
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1). https://doi.org/10.1186/s43093-020-00021-0
Ramkissoon, H., Graham Smith, L. D., & Weiler, B. (2013). Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A structural equation modelling approach. Tourism Management, 36. https://doi.org/10.1016/j.tourman.2012.09.003
Ramli, R. R., Kamal, N. A., Adis, A.-A. A., & Amir, A. (2022). Houseboat as a new tourism product in Royal Belum State Park. In Built Environment Journal (Vol. 19, Issue 2).
Rasoolimanesh, S. M., Seyfi, S., Rather, R. A., & Hall, C. M. (2022). Investigating the mediating role of visitor satisfaction in the relationship between memorable tourism experiences and behavioral intentions in heritage tourism context. Tourism Review, 77(2). https://doi.org/10.1108/TR-02-2021-0086
Salman, A., Jaafar, M., Mohamad, D., Ebekozien, A., & Rasul, T. (2024). The multi-stakeholder role in Asian sustainable ecotourism: A systematic review. In PSU Research Review. Emerald Publishing. https://doi.org/10.1108/PRR-05-2022-0048
Sandven, A. H., Jørgensen, M. T., & Wassler, P. (2024). Residents’ coping with cruise tourism. Annals of Tourism Research, 105. https://doi.org/10.1016/j.annals.2024.103732
Teeroovengadum, V. (2019). Environmental identity and ecotourism behaviours: examination of the direct and indirect effects. Tourism Review, 74(2), 257-269. https://doi.org/10.1108/TR-11-2017-0190
The International Ecotourism Society. (1990). What is Ecotourism? https://ecotourism.org/ties-overview/
Ulfy, M. A., Hossin, M. S., Karim, M. W., & Anis, Z. (2021). The effects of social media advertising among eco-tourists in Malaysia: An empirical study on Malaysian ecotourism. Geojournal of Tourism and Geosites , 38(4), 997-1004. https://doi.org/10.30892/gtg.38402-736
Wang, J., Xu, S., Zhang, S., Sun, C., & Wu, L. (2023). Research on the impact of consumer experience satisfaction on green food repurchase intention. Foods, 12(24). https://doi.org/10.3390/foods12244510
Wang, S., Wang, J., Wan, L., & Wang, H. (2023). Social norms and tourists’ proenvironmental behaviors: Do ethical evaluation and Chinese cultural values matter? Journal of Sustainable Tourism, 31(6). https://doi.org/10.1080/09669582.2022.2049805
Wood, M. E. (2002). Ecotourism: Principles, practices and policies for sustainability (1st ed., Vol. 1). United Nations Publication.
Wu, H. C., Ai, C. H., & Cheng, C. C. (2016). Synthesising the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention. International Journal of Contemporary Hospitality Management, 28(9). https://doi.org/10.1108/IJCHM-03-2015-0163
Yu, Y., Li, X., & Jai, T. M. (Catherine). (2017). The impact of green experience on customer satisfaction: Evidence from TripAdvisor. International Journal of Contemporary Hospitality Management, 29(5). https://doi.org/10.1108/IJCHM-07-2015-0371
Zaitul, Z., Ilona, D., & Novianti, N. (2022). Village-based tourism performance: Tourist satisfaction and revisit intention. Polish Journal of Sport and Tourism, 29(2). https://doi.org/10.2478/pjst-2022-0013
Additional Files
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Universiti Malaysia Terengganu Journal of Undergraduate Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
