AN EVALUATION OF SERVICE QUALITY FROM VISITORS' PERSPECTIVES: THE CASE OF NIAH NATIONAL PARK IN SARAWAK

摘要: This study assessed the quality of services in Niah National Park (NNP) located Sarawak, a major ecotourism destination Malaysia. The ECOSERV instrument developed by Khan 2003 was modified to measure visitors' expectations and perceptions on quality. Self-administered questionnaires were handed out registered park visitors collected back upon completion. findings had revealed negative service gaps (differences between expectations) pattern almost all sixteen attributes six dimensions services. indicated that levels NNP are not meeting expectations, especially dimension ecotangibles. In order enhance satisfaction, there is need address deficiency NNP. avoid decline competitive advantage as an attraction hamper experience also ensure continuous support conserve park's rich biodiversity natural resources.