Tourist Satisfaction Towards Tourism Destination, Semporna Sabah

Abstract

Tourist satisfaction is a measure of how well tourism products and services provided by a company or location in the tourism system meet or exceed tourist expectations. Tourist satisfaction is important for successful destination marketing since it influences destination selection, product and service consumption, and the decision to return. Thus, this study aims to identify tourist satisfaction with accommodation, transportation, facilities, and attraction towards tourist n in Semporna, Sabah. The data was collected through a quantitative method, with 380 questionnaires distributed via Google link to respondents who had visited Semporna, Sabah. The data collected were analysed by using Statistical Package for Social Science (SPSS). The respondents strongly agree that they are satisfied with the accommodations, transportation, facilities, and transportation in Semporna, Sabah. At the end of the research, the findings will redound to the benefits of society considering that tourist satisfaction plays an essential role in tourist attractions in Semporna, Sabah. The findings of this study could provide guidelines for tourism managers and destination operators to further develop better strategies to satisfy travellers to Semporna, Sabah.