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The activities chosen by the visitors in Kinabalu Park were closely related to the purpose of their visit to the park, which subsequently influenced the stations they visited. The purpose of the visits among the domestic and the foreign visitors varied.

Based on the survey results, 58.5% of the respondents were domestic visitors, while 41.5% were foreign visitors. Kinabalu Park is well-known internationally for its mountainous landscape and biodiversity. This is revealed in the survey results showing that climbing was the most important reason for a visit among the foreign visitors followed by status as a world heritage site and the diverse biodiversity. As for the domestic visitors, the natural landscape was the key attraction followed by world heritage status and climbing (Figure 5.11).

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Climbing WHS Flora and fauna

Landscape Holiday Honeymoon Recreation Others

Purpose of visit

% of respondents

Domestic visitors Foreign visitors

Figure 5.11 Purpose of visits to Kinabalu Park by domestic and foreign visitors In fulfilling the purpose of their visits, 54.5% of the respondents visited at least two stations in the park, of which 37.8% visited Park HQ (mountain climbing and World Heritage Site) and Poring Hot Spring (various activities related to plants and animals). Of all visitors, 24.6% only visited Park HQ, and 16.9% only visited Poring Hot Spring, while 9% of the respondents visited all three stations.

Overall, 60.2% of the respondents participated in hot sulphur bathing, making it the most popular activity in Kinabalu Park. It was followed by mountain climbing,

botanical garden, slide shows, canopy walkway, butterfly farm, trekking, orchid conservation center, tropical garden, picnic and waterfall, Nepenthes Rajah trail and others (Figure 5.12).

0%

Figure 5.12 Visitor participation in activities in Kinabalu Park

However, regarding activities participated in by domestic and foreign visitors, the survey results reveal that the foreign visitors participated in most of the activities offered in the park. While the percentage of participation among the foreign visitors to tropical garden, picnics and the Nepenthes Rajah trail was above 50%, visits to the botanical garden, slide shows and trekking were above 80% (Figure 5.13).

The high rate of participation by the foreign visitors can be associated with the length of the stay of the visitors in Kinabalu Park. The longer the visitors stay, the higher the range of activities that they took part in. This is especially true for those who visited the park for the first time. The results show that the majority of the respondents stayed overnight in Kinabalu Park (38.3%), while day trippers made up 26.1% of the respondents, 20.9% spent 2 nights in the park, 10.2% spent 3 nights, 3.5% spent 4

Enhancing visitor satisfaction

nights, while 1% of the respondents spent more than 4 nights in the park. Domestic visitors made up 72.4% of the day trippers. Besides, 57.3% of the visitors to Kinabalu Park were there for the first time, whereas 93.5% of the foreign visitors were first-time visitors.

Figure 5.13 Domestic and foreign visitor participation in activities in Kinabalu Park The activities offered in Kinabalu Park were evaluated based on accessibility, attractiveness, cleanliness and information/educational value. In average, the activities were rated as expected and satisfying by the respondents (Table 5.2).

Table 5.2 Evaluation of visitor satisfaction level with activities in Kinabalu Park Description Most

Accessibility and cleanliness were rated slightly low due to the crowdedness experienced during peak periods such as public holidays and weekends. Information and educational value scored lower than the other three elements. Respondents were of the opinion that the attractiveness of information sheets and presentation techniques needed to be upgraded.

The wish for better information and educational quality of activities is possibly related to the education and occupation profile of the respondents. More than half of the respondents (52.3%) to Kinabalu Park were university graduates. In addition, 43.1% of the respondents worked in executive/managerial positions or as professionals, while 17.2% were students. These groups of visitors require better information about the park and its environment. Many also complained about the absence of brochures made available by Sabah Parks. This was especially claimed by foreign respondents, who were of the opinion that brochures with general park information should be provided, which could be distributed at the park entrance, for a small fee if necessary. Repeat visitors conveyed that the information sheets/posters had been there for years but had not been updated or improved.

In terms of pricing of activities, in average the majority of the respondents rated the existing prices for activities as expected and above satisfactory: 44.0% rated the price as satisfying, 30.0% as expected and 15.6% as most satisfying, while 10.4%

rated the pricing as disappointing and most disappointing. Besides, an important comment made by the visitors was that there were too many hidden costs in the park.

They were of the opinion that the park authority should introduce package activities to help the visitors in decision making and for a better overview about activities and prices offered in the park. This especially applied to the foreign visitors who were on non-package tours and the first-time visitors.

Although the overall prices for activities were seen to be acceptable by most of the respondents, the climbing permit fee was an exception. This was rated as expected by the majority of the respondents (50.5%), but 29.8% were disappointed and most disappointed with the price. Only 19.7% rated it as satisfying. Disappointment over the climbing permit was expressed mostly by foreign visitors (Figure 5.14).

Enhancing visitor satisfaction

0%

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20%

30%

40%

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70%

Most disappointing

Disappointing As expected Satisfying Most satisfying

Satisfaction level

% of respondents

Domestic visitors Foreign visitors

Figure 5.14 Domestic and foreign visitor satisfaction with climbing permit fee in Kinabalu Park

Of the foreign respondents, 55.7% rated the fee for the climbing permit as disappointing and most disappointing and only 3.6% rated the fee as satisfying. When respondents were asked about the reason for their comment, the much higher rate of RM 100 for foreign climbers compared to RM 30 for domestic climbers was given as the main reason. Another reason was the fact that there was no reduced rate for students despite of the status of the park as a UNESCO World Heritage Site. On the other hand, 85.8% of the respondents stated that the current rate for mountain guides was reasonable. Some would have been prepared to pay a higher rate, because they were aware that the money they spent directly benefited the local communities. Moreover, they recognized the crucial role played by the mountain guides in terms of safety, especially during emergencies on the summit trail.

Mountain climbing is the main activity in Kinabalu Park. The ascent can be made using the Park HQ summit trail or the longer and more difficult Mesilau nature trail (Figure 5.15). The survey results reveal that 84.6% of the climbers used the Park HQ summit trail and 4.7% the Mesilau nature trail, while 10.7% of the climbers

combined the Park HQ summit trail and the Mesilau nature trail, either starting from Park HQ and ending at the Mesilau nature trail starting point or vice versa.

H

Figure 5.15 Ascent to Mount Kinabalu summit can be made using the Park HQ summit trail or the Mesilau nature trail. Source: Sabah Parks (2006)

Enhancing visitor satisfaction

The survey results also indicate that 68.2% of the respondents were first-time climbers. By nationality, 92.3% of the foreign climbers were first timers, while this was true for 48.8% of the domestic climbers.

In terms of difficulty, 57.9% of the respondents stated that the climbing was much more difficult than they had expected. Of these, 70.2% were first-time climbers.

Some climbers who were not first-time climbers felt climbing was more difficult than expected mainly due to the unpredictable weather conditions.

When the respondents were asked whether they attended the climbing briefing provided by SSL, 37.9% of the respondents gave a positive answer: 27.1% of the package-tour climbers and 43.5% of the non-package-tour climbers. Of those who did not attend, some said that they did not know about the briefing and had not been informed about it, while others said that their private guide had briefed them. Of those who had attended, 92.3% felt that the briefing was helpful for their preparation.

Pertaining to the climbing briefing, 78.5% of the respondents felt that Sabah Parks should play a stronger role in providing detailed information about the climbing for better preparation by the climbers: 80.9% of the non-package-tour climbers and 72.5% of the package-tour climbers. Furthermore, 33.1% of the respondents were of the opinion that Sabah Parks should provide detailed briefing on daily temperatures and winds through the mountain guides. This was especially important for those who were first-time climbers and on non-package tours that had no private guide to provide them with information. 24.1% felt that videos showing the height of each level and the conditions along the trails would help them in their preparation, while 25.1% felt that Sabah Parks should prepare a special brochure on Mount Kinabalu climbing, which should come with the climbing permit. A few respondents stated that the advertisement about Mount Kinabalu saying that ‘the mountain climbing in Kinabalu Park is one of the easiest in the world’ led to many climbers underestimating the difficulties that they might face during the ascent, especially the first timers.

In terms of safety measurements, 81.2% of the respondents thought that Sabah Parks had made substantial efforts to enhance climbing safety, and 89.9% of the respondents felt that the summit trail was well kept. In addition, the majority of the respondents was satisfied with staff hospitality in Kinabalu Park (51.7%), while 42.5%

rated it as expected, and 5.5% were most satisfied. Only 0.2% were disappointed.