ASSESSING TOURIST SATISFACTION wITH THE FACILITIES PROVIDED AT LANGKAwI ISLAND GATEwAY JETTY TERMINALS Shardy ABDULLAH UDK: 338.48(595)(210.7 LANGKAWI)=111 Arman AbdulRAZAK Pregledni članak/Review article Azizan MARZUKI Primljeno: 18.10.2013. MasturaJAAFAR School of Housing, Building & Planning Universiti Sains Malaysia SAžETAK Kako bi povećala privlačnost i razinu zadovoljstva na turističkim desti- nacijama, vlada je osigurala brojne popratne sadržaje. Ti su popratni sadržaji smješteni na raznim lokacijama, uključujući lučke terminale koji imaju funkciju polazišta za turističke destinacije, posebno one smještene na otocima. Glavni cilj ove studije je ocjena razine zadovoljstva turista pruženim sadržajima na lučkim terminalima. Kako bi se taj cilj postigao, provedeno je istraživanje na 3 odabrana lučka terminala za otočje Langkawi. Kako bi se došlo do potrebnih podataka provedena je anketa gdje su turistima koji su posjetili otočje Langkawi podijeljeni upitnici. Zatim je 437 upitnika podvrgnuto metodi statističke analize. Rezultati pokazuju da je ukupna razina zadovoljstva turista pruženim sadržajima na lučkim terminalima niža od zadovoljavajuće. Ova je studija također pokazala da razina zadovoljstva kod turista ne utječe na njihovu odluku da ponovno posjete otočje Langkawi, ali utječe na njihovu odluku o odabiru alternativnih polazišta pri njegovoj posjeti. Ključne riječi: zadovoljstvo turista, sadržaji, lučki terminal, polazište INTRODUCTION In Malaysia, Langkawi Island is considered as one of the most popular tourist destinations. As such, several studies related to tourist satisfaction levels 73 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... with the island have been conducted over the years. The growth of Langkawi Island as a tourist destination is actually based on several factors, such as the development strategy, effectiveness of the public transportation system, government policies, natural heritage, and culture with tourist potential, as well as other related factors. However, according to Ibrahim and Ahmad (2011), the availability of infrastructure and good quality facilities can also be referred to as one of the factors that would affect the rapid growth of tourism on this island. Therefore, it is not surprising to note that a large sum of financial allocation has been provided steadily by the government for the establishment of these relevant facilities. Ibrahim and Ahmad (2011) also add that in order to ensure that the tourist activities in Langkawi maintain their further growth, the government has been continuously allocating large financial sums forthe upgrade of facilities and for the development of tourist products, since the Sixth Malaysia Plan (1991-1995). According to Zainuddinet al.(2006), approximately 85 percent of tourists arrive toLangkawi Island through the sea routes, based on the tourist arrival records of the Langkawi Development Authority (LADA). This directly implies that these public passenger jetty terminals are the main gateway for the tourists who are intending to visitLangkawi. In fact, during certain seasons, these jetties are observed to receive a very high number of tourists, to the extent of causing congestion and over-excessive usage. This is as explained by Ibrahim and Ahmad (2011), who state that tourist and vehicle congestion in the Langkawi ferry terminals often occur during festival holiday seasons, school breaks / holidays and during certain events on a national or an international level,which are organized in Langkawi. In order to support the related tourist activities, various facilities have been developed by the government to ensure that every terminal is able to function fully, and consequently, toraise the tourists’ satisfaction. This awareness of the government is explained by Mersat (2012), who stresses that the efforts of the Transport Ministry to upgrade the facilities at the Kuala Perlis Ferry Terminal were further amplified by the addition of facilities, for instance, a centralized air conditioning system at the terminal waiting area. Nevertheless, a review of the previous research has generally indicated that there is a lack of specific studies that provide a relationship between the aspects of tourist satisfaction and the facilities provided at the jetty terminals, although Ibrahim and Ahmad (2008) have explained that there are various issues relating to the quality of products and services in tourist destinations in the state of Kedah, which includes Langkawi Island, where they have discovered that the 74 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... dissatisfaction of tourists with the facilities provided at the jetty terminals is due to the toilet cleanliness, vandalism of facilities to the point of non-functionality, poor maintenance, lack of facilities, tourist safety and comfort aspects, as well as others. As the basis of this research, the following research questions were developed: What is the tourist satisfaction level with the overall facilities provided at the public passenger jetty terminals onLangkawi Island? Is there any correlation between the satisfaction levels with these jetty terminal facilities and the frequency of visits to Langkawi Island? TOURISTSATISFACTION wITH THEFAHEFACILITIES Satisfaction has always been considered essential for business success (Cam, 2011:6). Therefore, it is not surprising to find previous research whichhas delved into tourist satisfaction within the field of tourism studies. For instance, the research carried out by Arabatzis and Grigoroudis(2010) at the Dadia-Lef- kimi-Souflion National Park examined the relationship of tourists’satisfaction with various factors such as the regional environmental attributes, service stan- dards and sufficient accommodation for tourists. Another study by Kalisch and Klaphake (2007)evaluated satisfaction and perception of the crowding problem at the German National Park. Prior to that, Akama and Kieti (2003) conducted a research that attempted to explore the tourist satisfaction levelswith their safari trips and various other eco-tourist activities at the Kenya National Park. These previous studies connected with tourist satisfaction have shown that the expectations of tourists, as well as their satisfaction levels, are the main concern and that they occur in almost every other tourist destination. As stated by Yuksel (2001), most researchers have studied components of experiences which contribute to tourist satisfaction within different tourist and hospitality contexts, as some researchers examined tourist satisfaction with the destination services, while others ascertained user satisfaction with the recreational services, whereas some explored components of guest satisfaction with the hotels and restaurant services. The diversity of these studies have caused the creation of various definitions of the actual meaning of tourist satisfaction by inferring from the respective subject matter or the focus of the respective studies. Chon (1989) refers to tourist satisfaction as the result of the relationship between tourist expectations about the destination based on their previous images of the destination and their evaluation of the outcome of their experience at the destination area. Meanwhile, 75 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... Baker and Crompton (2000) have defined tourist satisfaction as the quality of visitors’ experience and psychological outcome derived from interaction with different service facets in a destination. A more brief explanation has been given by Truong and Foster (2006) who state that satisfaction within the context of tourism is an outcome of the comparison between expectations and experiences. From these definitions and explanations, it can be seen that there are two elements which are integral to the true definition of tourist satisfaction, and which are, “what is expected or hoped” and “what is experienced or received” by tourists. The comparison between these two elements subsequently merges to produce an output, referred to as “satisfaction”. As such, the actual concept of tourist satisfaction is in fact similar to the concept of customer satisfaction. This is because the concept of customer satisfaction also stresses the same aspects. Some authors emphasize that customer satisfaction begins with indivi- dual comparison of services or product performance based on their expectation. Generally, the level of satisfaction with a product or a service could be expressed through a certain action. In the tourist context, for example, tourists will express their compliments when they feel satisfied with a tourist product or a service, while a comment will be stated when they are dissatisfied. Satisfaction will also result in a more meaningful and significant experience for tourists. Positive experiences can encourage repeat visitation (Kozak and Rimmington, 2000) and create a positive word-of-mouth communication (Beecho and Prentice, 1997). Nowadays, tourists are increasingly becoming more demanding and desire value for money, as well as the provision of quality products and services (Assefa, 2011:8). In tandem with this development, the need to measure and assess tourist satisfaction levels with a tourist product, service or facility in a continuous manner, has become a necessity. By being aware of tourist satisfaction levels, numerous benefits can be reaped by various related parties. These benefits include measuring of the potential of the industry for strategic planning purposes, understanding of the customers’ reactions to a product, encouraging both new and repeat visitation and determine areas that may need improvement. In general, Assefa (2011) states that by knowing the tourist satisfaction levels, a clear understanding of the causes and the nature of visitor satisfaction and dissatisfaction will be gained, while this scenario will assist in the promotion and the development of tourist destinations and enterprises. In addition to these, another expected benefit would be related to the capacity of the industry itself. By understanding and inferring from the tourist behaviour, an abundance of valuable information for further development of the tourist industry may be obtained in a more precise manner. Reisinger (2009) echoes this notion when 76 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... concluding that studying tourist behaviour may reveal many potential informa- tion such as the type of product attributes the tourists look for, the benefits they seek and the reason of seeking them. In the field of facility studies, a similar scenario has occurred since various studies connected with user satisfaction have been done by the academia and practitioners. Nawangwulanet al. (2012) have studied whether the condi- tions of buildings and facilities have any significant impact on the improvement of customer satisfaction, particularly for tenants and visitors. Another study, undertaken by Maszuwita (2005), constructed a trend of analysis in order to por- tray the level of satisfaction with the building performance at Polytechnic Kulim, Malaysia. Previously, Susilawati (2002) conducted a research in Surabaya, Indonesia, to find out the level of tenant satisfaction in high rise office buildings in relation to the existing facilities and to suggest additionally required facilities. Generally, most of these previous studies have focused on the need to identify or improve customer satisfaction with a building and its facilities. However, studies on customer satisfaction with the facilities in terminal buildings can rarely be found, especially in Malaysia. Thus, this study is significant in terms of identifying customer satisfaction with the facilities provided by the government at the three selected jetty termi- nals. For the purpose of this study, 5 important aspects of customer satisfaction, such as comfort, safety, cleanliness, sufficiency and functionality, have been developed for further investigation. The comfort aspect is still the main concern when evaluating the level of tourist satisfaction with the services and facilities available. For example, Ma (2012), in his study for facilities on the internet ban- king systems in China, has listed the comfort aspect as one of the main components which influenced satisfaction levels with the available services. Clemeset al. (2008) discovered that several studies found that airline passengers perceived in-flight comfort, such as having enough knee and leg room and having a com- fortable seat, to be an important issue, and passengers had high expectations of performance related to these factors. Furthermore, in discussions put forth by Juhariet al.(2012) on the servicescapes of shopping malls, it was stated that the comfortability aspect is related and influenced by several factors such as lighting, colours, soundness (music and noise), smell, temperature and traffic congestion. For jetty terminals, comfortability is a high concern and must be done in a proper manner as it is an influencing factor for tourists to achieve ahigher level of satisfaction while using these terminals. This matter is further described by the MORI Social Research Institute (2002), which outlined that the comfortability 77 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... aspect of the service environment and facilities needed an emphasis in the evaluation of customer satisfaction with the services and facilities available. Facilities done in a proper and suitable manner will create comfort to tourists, as well as other users. The second aspect, which is also connected with the level of tourist satisfaction with the facilities at jetty terminals, is the safety aspect. Clemeset al. (2008) emphasize that the aspect of safety is one of the main service quality components which has an impact on the level of customer satisfaction. The safety aspect in this context is referred to a form of guarantee that the facilities at jetty terminals are safe to be confidently used by tourists. In addition to these, the aspect of cleanliness also needs to be considered when determining the level of tourist satisfaction. Research by Mrkicet al. (2010) on visitor satisfaction at Laguna Grande, Puerto Rico proposed cleanliness of facilities as one of the aspects that is required to be improved immediately by the related agencies. This scenario shows that tourists have taken into account the cleanliness aspect as one of the factors which influenced their levels of satisfaction. In fact, according to Hassanain (2008), the cleanliness aspect is very important because a hygienic environment could promote a healthy life. The fourth aspect that should be considered when measuring the level of customer satisfaction is availability. Suitability and availability refer to the necessity of required facilities, as well as their number. The number of available facilities must be high enough,alwaysdone in a proper manner and relevant to the number of tourists and expected users. Shortage of facilities will create an imbalance, and unexpected situations may happen because of this shortage. Shortage may affect the facilities in terms of frequency of use, as well as improper usage and the lifespan of the facilities would be able to be predicted accurately. Shortage and unsuitable facilities will create dissatisfaction among the tourists. For example, Moscardo (2001) in his study on tourist satisfaction at Pontoons on the Great Barrier Reef, Australia, stated that several facilities and equipment were found to be insufficient such as chairs, lockers, toilets, tables, changing rooms and showers. From his point of view, these facilities should be added and should be placed as well as managed in a proper manner. The final aspect utilized in this study, which influences the level of customer satisfaction, is the functional aspect. It is about the usability of the available facility according to its intended purpose. According to a previous study, Mrkicet al. (2010) listed the enquiries about bathroom usability to measure the level of tourist satisfaction with the facilities provided at Laguna Grande, Puerto Rico. Another study by Seubsamarn 78 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... (2009) included the enquiries about the functionality of the available facilities at a homestay in order to evaluate the level of tourist satisfaction. METHODOLOGY This is a survey study in which the data was collected through the distribution of questionnaire forms. The development of the questionnaire as a research instrument is entirely based on literature findings that were acquired from numerous secondary sources such as working papers, journal articles, text books, reports and other previous publications. Besides this, through the scope of this research, the content of the questionnaire form is specifically limited to the types of facilities evaluated within the context of this study. The categories or types of facilities were limited to 10, based on the study criteria. These selected facilities are waiting area facilities, seating facilities, toilets, prayer rooms, commercial areas, ventilation equipment, lighting equipment, loading areas, parking facilities, and finally, other facilities. In order to distribute these questionnaire forms as a means to procure the required research data, the researchers directly met the respondents. The respondents of this study consisted of local and foreign tourists who were using the Kuala Perlis, Kuala Kedah and Pulau Pinang jetty terminals as their gateway when visiting Langkawi Island. The content of this questionnaire was divided into two sections, where in the first section, the questions that were asked were intended to gain background information concerning the respondents. In the second section, the 10 types of facilities provided at the jetty terminals were listed down in the 5 respective different aspects, namely the aspects of comfort, safety, cleanliness, sufficiency and functionality. The final draft of the questionnaire was then subjected to a pilot test involving 10 local persons who have had prior experience in using the Kuala Perlis Jetty Terminal as their gateway to visit Langkawi Island. The pilot test was conducted within 1 week in January 2012. Through this pilot test, a few comments to improve the content of the questionnaire were given by selected respondents. Based on these comments, an amended final version of the questionnaire was then produced and utilized for the actual survey. The respondents were selected through a random sampling process,through which, final 437 respondents were involved in this study. Due to the background ofthe respondents, a bi-lingual (Bahasa Malaysia and English) questionnaire was prepared and used in the data collection process. 79 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... ANALYSISOUTPUT Background of respondents Out of 437 respondents who had completed the questionnaires, 203 (46%) respondents were met at the Kuala Perlis terminal, 187 (43%) respondents at the Kuala Kedah jetty terminal and 47 (11%) respondents at the Pulau Pinang jetty terminal. Lower participation and representation of the respondents from the Pulau Pinang Jetty Terminal is due to the fact that there is only one trip per day to Langkawi Island whereas the other terminals offer more daily trips. In terms of gender, out of 437 respondents, a majority of them, totalling 256, were female tourists while male tourists made up the remaining 181 respondents. The majority (74%) of the respondents are local tourist and the remaining are inter- national tourists. In terms of age, approximately 46% respondents are between 30 to 39 years old. 146 respondents, forming the second highest age group are between 20 to 29 years old. The third age group is between 40 and 49 years of age and were represented by 83 respondents and comprised 19% from the total number of respondents. Only 7 respondents involved in this study were older than 49 years. In the aspect of frequency of visitation, 45% or 196 respondents stated that their current visit is their first time to Langkawi, 125 respondents noted it to be their second visit, 69 respondents mentioned that this is their third visit and 47 have acknowledged that they have visited Langkawi more than 3 times. reliability results Cronbach’s Alpha was used to verify the reliability of tourist satisfaction levels as stated in the survey instrument. Based on Table 1, it was revealed that the final values of Cronbach’s Alpha for this study is 0.765, which is above 0.7 as recommended by Litwin (1995). Therefore, this indicates that the survey in- strument utilized in this research is reliable and internally consistent. 80 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... Table 1: Reliability Statistics Items Scale Mean if Item Scale Variance if Cronbach’s Alpha Deleted Item Deleted if Item Deleted Total Satisfaction 37.3290 8.829 0.702 Waiting Area 37.2052 9.549 0.734 Seating facilities 37.3746 9.065 0.709 Toilet 37.9902 11.363 0.806 Prayer room 37.3420 8.958 0.705 Commercial Area 38.0423 11.309 0.804 Ventilation 37.2671 9.138 0.715 Lighting 37.2085 9.420 0.725 Loading Area 38.4723 9.936 0.772 Parking 38.3681 10.325 0.789 Other Facilities 37.2443 9.224 0.720 Cronbach’s Alpha Based on Cronbach’s Alpha N of Items Standardized Items 0.765 0.810 11 The outputs of satisfaction level The collected data was subsequently analysed based on the respective satisfaction aspects using statistical methods. As shown in Table 2 below, it was discovered that the overall tourist satisfaction levels with the facilities provided at jetty terminalstoLangkawi Island were at a less than satisfactory level, as the mean value registered was at only 3.67, less than the prerequisite of 4.0 value for being satisfied. However, when mode values are looked at, the recorded 4.0 value implies that a majority of the tourists have assessed the provided facilities as being satisfactory. Subsequently, when each of the 10 listed facilities are scrutinized individually, it was found that 5 of them were assessed as being satisfactory by the tourists, namely waiting area facilities (mean=4.05, mode=4.0), prayer rooms (mean=4.04, mode=4.0), ventilation equipment (mean=4.02, mode=4.0), lighting equipment (mean=4.15, mode=4.0), and other facilities (mean=4.03, mode=4.0). 3 other facilities were assessed as being less than satisfactory. These 3 facilities are seating facilities (mean=3.62, mode=4.0), 81 Liburna, Vol. 2, Br. 2, 2013. ShardyA., Arman AbdulR.,Azizan M.,MasturaJ., Assessing Tourist Satisfaction ... toilets (mean=3.13, mode=3.0) and commercial areas (mean=3.09, mode=3.0). In any case, 2 types of facilities the tourists were dissatisfied with as they returned a mean value of less than 3.0. The facilities in question are loading areas (mean=2.87, mode=3.0) and parking areas (mean=2.98, mode=3.0). Table 2: Tourist satisfaction levelswith the provided facilities at the jetty terminals y e nalitect Mod 4.0 3.0 3.0 4.0 4.0 4.0 4.0 3.0 4.0 4.0 op FuncticiencyAspect MeanMode 4.04.07 4.03.32 4.03.22 4.124.0 3.04.10 4.04.10 4.04.11 3.03.12 4.012.0 4.04.16 Justification Less Satisfied s SuffiAs Mean 4.03 3.96 3.86 4.02 3.62 4.03 4.38 3.07 2.44 4.12 ct e n Asp nessct Mode 3.0 4.0 2.0 4.0 3.0 4.0 4.0 3.0 3.0 3.0 Satisfactio CleanliAspe eMean 3.08 4.04 2.43 3.86 3.32 3.92 3.86 2.80 3.32 3.63 Mode 4.0 d 0 0 0 0 0 0 0 0 0 0 fety pect Mo 4. 4. 3. 4. 3. 4. 4. 2. 3. 4. as n SA Mea 4.12 4.22 3.05 4.02 3.14 4.26 4.26 2.42 3.12 4.14 e d 0 0 0 0 0 0 0 0 0 0 ortct Mo 4. 3. 2. 4. 3. 4. 4. 3. 3. 4. mfpe CoAs Mean 4.06 3.04 2.40 4.16 3.17 4.14 4.18 2.74 3.11 3.84 on Level Justification Satisfied Less Satisfied Less Satisfied Satisfied Less Satisfied Satisfied Satisfied Dissatisfied dissatisfied Satisfied Mean 3.67 facti de 0 0 0 0 0 0 0 0 0 0 atis Mo 4. 4. 3. 4. 3. 4. 4. 3. 3. 4. S n Mea 4.05 3.62 3.13 4.04 3.09 4.02 4.15 2.87 2.98 4.03 N L IO LT AC Type of Facilities Waiting area Seating area Toilets Prayer Rooms CommercialAreas Ventilation Equipment Lighting Equipment Loading area Parking Area Other Facilities OVERSATISFA 82