Abstract—Taman Negara (TN) Malaysia, as one of the oldest rainforest national parks in the world has attracted many tourists. Travel destination selection can become a complex phenomenon because it is influenced by multiple factors given the economic vulnerability facing the tourism sector. There is no differentiation as many leading destinations are offering excellent attractions, services and facilities. As a result, the focus is to offer heightened tourist moments and a conducive servicescape to ensure repeat patronage. Tourists perceive destinations in many ways, looking for different ‘signs’, culture and the whole experience and adventure at a national park (Backhaus, 2003). Visitors to TN are seeking for authentic experiences, untainted, natural environment in harmony with local traditional culture. Understanding experience-seeking behaviors of nature-based tourists is deemed important for park management and tourist marketers. This paper explores tourists’ experience-seeking behavior in a nature park setting. The environmental dimensions of how tourists perceive servicescape support the whole evolutionary trail of experience-seeking in a nature park. This study examines the importance and satisfaction of servicescape at TN. Methodology involved qualitative studies using personal interviews and focus group discussions with park stakeholders. The quantitative study entails an on-site survey questionnaire approach to 265 park visitors. Findings revealed experience-seeking behaviors of TN visitors as site-centric, personality-centric, nature-centric and activity-centric. Tourists perceived servicescape as very important at TN. Overall servicescape satisfaction was fair with maintaining cleanliness and hygienic environment as the main contention among tourists. Findings have significant value for nature-based segmenting and marketing-mix strategies for TN.
Index Terms—tourist experience, experiencescape, servicescape, site-centric, activity-centric, personality-centric, nature-centric
Cite: Carol Teo Boon Chui, Faizah Abdul Rahim, Faridah Hj. Hassan, Rosidah Musa, Jamaliah Md Yusof and Rohiyati Hj Hashim, "Exploring Tourist Experiencescape and Servicescape at Taman Negara (National Park Malaysia)," International Journal of Trade, Economics and Finance vol. 1, no. 1, pp. 28-31, 2010.