Tourist Satisfaction towards Kota Kinabalu, Sabah Using Importance-Performance Analysis (IPA) As a Tool to Determine Urban Ecotourism Potential

The Importance-Performance Analysis (IPA) is widely used in many fields of study as it produces simple and straightforward results. However, it is rarely used by managers of ecotourism and urban green spaces. Importance-Performance Analysis (IPA) was adopted from a destination perspective to understand industry demand. This study explores the visitors’ satisfaction level on ecotourism attributes i.e. attraction, urban green spaces and accessibility that affect tourist satisfaction towards Kota Kinabalu, Sabah, Malaysia using IPA scheme. A total of 384 tourists to Kota Kinabalu were provided wi... Mehr ...