Visitor Satisfaction Across Recreational Activities at FRIM, Selangor

Abstract

Nature-based heritage destinations function as experiential landscapes where recreational activities shape visitor satisfaction and perceived value. However, many tourism studies assess visitor experience at the aggregate destination level, overlooking variations across specific activity products. This study examines service experience and visitor satisfaction across recreational activity products at Forest Research Institute Malaysia (FRIM), a forest heritage destination. The objectives were to (1) identify visitors’ demographic profiles, (2) evaluate satisfaction levels for individual recreational activities, and (3) compare satisfaction patterns between aesthetic-oriented and physically challenging activities. A quantitative descriptive survey design was employed using an intercept approach. A total of 416 completed questionnaires were analysed using descriptive statistics to determine mean satisfaction scores and comparative patterns across six activities. Findings indicate that aesthetic and leisureoriented activities such as photography/videography and jogging recorded the highest satisfaction levels, followed by nature trails and night walks. In contrast, physically challenging activities such as high ropes and camping/glamping showed comparatively moderate satisfaction levels. These results suggest that aesthetic and escapism dimensions play a central role in shaping visitor experience in forest heritage destinations. Education level influenced satisfaction for jogging, while visitation frequency did not show significant variation across activities. The study highlights the importance of analysing visitor experience at the activity level rather than treating the destination as a homogeneous entity. Practically, the findings support strengthening aesthetic-oriented offerings while enhancing safety, infrastructure, and service quality for challenge-based activities to ensure balanced recreational development. 

ABSTRAK

Destinasi warisan berasaskan alam berfungsi sebagai landskap pengalaman yang mana aktiviti rekreasi memainkan peranan penting dalam membentuk kepuasan dan persepsi nilai pengunjung. Walau bagaimanapun, kebanyakan kajian pelancongan menilai pengalaman pengunjung secara agregat di peringkat destinasi tanpa meneliti variasi antara aktiviti rekreasi yang berbeza. Kajian ini meneliti pengalaman perkhidmatan dan tahap kepuasan pengunjung merentasi produk aktiviti rekreasi di Forest Research Institute Malaysia (FRIM), sebuah destinasi warisan hutan. Objektif kajian adalah untuk (1) mengenal pasti profil demografi pengunjung, (2) menilai tahap kepuasan bagi setiap aktiviti rekreasi, dan (3) membandingkan corak kepuasan antara aktiviti berorientasikan estetika dan aktiviti berunsur cabaran fizikal. Kajian ini menggunakan reka bentuk kuantitatif berbentuk tinjauan deskriptif melalui pendekatan intercept survey. Sebanyak 416 soal selidik lengkap dianalisis menggunakan statistik deskriptif bagi menentukan nilai min kepuasan dan pola perbandingan antara enam aktiviti rekreasi. Dapatan menunjukkan bahawa aktiviti berorientasikan santai dan estetika seperti fotografi/videografi dan berjoging mencatatkan tahap kepuasan tertinggi, diikuti oleh nature trails dan night walk. Sebaliknya, aktiviti berunsur cabaran fizikal seperti high ropes dan perkhemahan/glamping menunjukkan tahap kepuasan yang lebih sederhana secara relatif. Dapatan ini menegaskan bahawa dimensi estetika dan eskapisme memainkan peranan penting dalam membentuk pengalaman pengunjung di destinasi warisan hutan. Tahap pendidikan mempengaruhi kepuasan bagi aktiviti berjoging, manakala kekerapan lawatan tidak menunjukkan perbezaan yang signifikan. Kajian ini menekankan kepentingan analisis pada tahap aktiviti rekreasi berbanding penilaian agregat di peringkat destinasi. Dari sudut praktikal, dapatan mencadangkan pengukuhan aktiviti berorientasikan estetika serta penambahbaikan aspek keselamatan, infrastruktur dan kualiti perkhidmatan bagi aktiviti berunsur cabaran untuk memastikan pembangunan rekreasi yang lebih seimbang dan lestari.