Measurement of visitor satisfaction using WILSERV and importance-performance analysis: case of wildlife rehabilitaion centers, Sabah / Hernye Ann Hendry

There is an increasing worldwide demand in the field of interaction with wildlife tourism. Studies pertaining to the service quality within the sphere of interaction with wildlife tourism are plentiful. However, studies on service quality and attributes in wildlife attractions, especially on semi-captured wildlife tourism are still limited. The Sepilok Orangutan Rehabilitation Centre (SORC) and Bornean Sun Bear Conservation Centre (BSBCC) in Sandakan, Sabah, Malaysia is one good example of a semi-captured wildlife attraction and renowned attractions in Sabah.