Kelestarian Kualiti Perkhidmatan Ekopelancongan: Aplikasi Model Analisa ‘Gap’ Bagi Memahami Kepuasan Pelancong Zoo Malaysia

Muhammad Faiz Saumi, Izzal Asnira Zolkepli

Abstract


ABSTRAK

Sektor ekopelancongan di Malaysia dilihat semakin hari semakin mendapat sambutan pelancong tempatan dan antarabangsa. Keprihatinan terhadap kelestarian alam sekitar telah membuatkan sektor ekopelancongan mendapat tempat dihati pelancong yang mahu melihat kestabilan ekosistem dan kelestarian sejagat dicapai selaras dengan kemajuan sektor pelancongan tersebut. Bagi memastikan kejayaan digapai, pengusaha destinasi ekopelancongan perlu mengambil peranan dan turut bertanggungjawab terhadap keseluruhan kualiti perkhidmatan yang disediakan terutamanya dari segi pengurusan, penyelenggaraan, infrastruktur dan aktiviti pemasaran. Tanpa perlaksanaan dan pemantauan yang baik, pengunjung tidak akan dapat menikmati kepuasan secara holistik. Kelestarian dalam sektor pelancongan amnya dan ekopelancongan khasnya adalah penting untuk menjamin kehadiran pelancong secara berterusan. Oleh yang demikian, kajian ini dicorak untuk menganalisa kualiti perkhidmatan (SERVQUAL) destinasi ekopelancongan di Malaysia dengan melihat pada perbezaan yang wujud di antara jurang persepsi dan jangkaan pelancong dengan mengaplikasikan ‘Gap Analysis Model’. Kepuasan pelancong dikaji menggunakan item penilaian persepsi dan jangkaan berdasarkan 5 dimensi SERVQUAL. Dimensi yang diukur melalui skor item persepsi dan jangkaan telah menunjukkan bahawa pelancong mencapai tahap kepuasan dengan nilai jurang -0.731, yang memberi indikasi bahawa kepuasan terhadap kualiti perkhidmatan adalah pada tahap yang baik. Dapatan kajian melalui ‘Gap Analysis Model’ ini adalah penting untuk mengenal pasti jenis kualiti perkhidmatan yang berada pada tahap kritikal dan perlu diperbaiki oleh pengusaha destinasi ekopelancongan agar kelestarian sektor pelancongan terutamanya ekopelancongan dapat dilaksanakan secara tuntas.

Kata kunci: ‘Gap Analysis Model’; ekopelancongan; kepuasan pelancong; kualiti perkhidmatan; SERVQUAL; zoo Malaysia

ABSTRACT

Ecotourism sector in Malaysia is seen increasingly well received by local and foreign tourists. Concern for environmental sustainability has made the ecotourism sector bloomed and attracted the tourists who want to see stability and sustainability of the global ecosystem is in line with the progress of the tourism sector. In ensuring this is met, operators of tourist destination should be responsible for the overall service quality provided by its ecotourism destination, particularly in terms of management, maintenance, infrastructure and marketing activities. If this is not implemented and monitored properly it can lead to the unholistic formation of the tourist dissatisfaction. Sustainability in the tourism sector in general and ecotourism in particular is critical for determining the presence of tourists to a destination is assured. Therefore, this study is designed to analyze the key service quality (SERVQUAL) for ecotourism destinations in Malaysia by looking at the differences that exist in the gap (gap) between the perceptions and expectations of tourists through the application of the Gap Analysis Model. The satisfaction of tourists is surveyed by using the 5 perceptions and expectations dimensions of SERVQUAL. Each dimension is measured through scores of items. Research findings have shown that tourists are satisfied with the service quality provided with gap value at -0.731 which indicates good satisfaction level. This finding is important in identifying the critical type of service quality that needs to be improved in order to achieve fair satisfaction level in eco-tourism destination in the future, so that the sustainability of the tourism sector, especially eco-tourism can be preserved absolutely.

Keywords: Gap Analysis Model; eco-tourism; tourist satisfaction; service quality; SERVQUAL; Malaysian zoo


Keywords


‘Gap Analysis Model’, Ekopelancongan, Kepuasan Pelancong, Kualiti Perkhidmatan, SERVQUAL, Zoo Malaysia

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