Sabah Perception Survey / Kajiselidik Persepsi Negeri Sabah

Background Study

The desire to experience a new setting of environment has pushed the tourists to explore remote and distant areas. Sabah as part of Borneo Island is a popular destination in Asia and the world for its rainforest natural setting. Located at the eastern part of Peninsular Malaysia, Sabah can also be considered as a stop over destination before the tourists continues the journey to other neighbouring destinations such as Sarawak, Indonesia, and Singapore.

Sabah is a unique destination that has strong ancient culture embedded in the local community lifestyle. Situated on the northern tip of Borneo Island, Sabah is a well known for its sunny tropical climate, pristine tropical rainforest, white sandy beaches and beautiful islands. These natural resources that have make Sabah as a paradise for nature lovers. The geographical characteristic of Sabah demonstrates the mountainous range in the central and eastern part of Sabah. In addition, Mount Kinabalu as the highest mountain in Southeast Asia is located in the central part of Sabah at the height of 4,095 metres above sea level. Given these characteristics, Sabah has established its position as an international tourist destination. However, the primary concern is to ensure that Sabah appears with its originality of destination image, so that, its image will not overlap with other destinations which promote similar resources and products.

Realizing the importance of image for tourism marketing strategy, Sabah must be favourably perceived by the potential travellers. Subsequently, Sabah needs to define its genuine image so that it can be developed and positioned at targeted markets or segment of tourists. According to Etchner and Ritchie (1991), destinations with strong, positive, discriminatory, and recognizable images receive high probability of being chosen by the tourists. This study aims to provide an understanding of tourists’ perceptions and preferences in selecting Sabah as their destination, as well as identify the role of destination image in influencing the decision making.


This survey aims to gather information about your previous experiences travel to Sabah. This survey will only take 10 to 15 minutes of your time. Your valuable time participating in this survey is highly appreciated. Your participation is entirely voluntarily. Your responses are confidential and used only for the purposes of this study. You will of course be anonymous.

Thank you.


Note : Please click the " Questionnaire In English " link below to fill up the survey form.


Questionnaire In English




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Kajian soal selidik ini dijalankan adalah untuk mengumpul maklumat tentang pengalaman anda setelah berkunjung ke Sabah sebagai destinasi pelancongan yang berteraskan alam semulajadi lasak. Maklumbalas anda mampu merubah masa depan Promosi Pelancongan Negeri Sabah. Survei ini hanya mengambil masa ke 10 hingga 15 minit sahaja. Penyertaan anda dan masa yang diluangkan amatlah dihargai. Penglibatan anda adalah secara sukarela. Maklumbalas adalah sulit dan hanya digunakan untuk kajian ini. Perihal anda juga dirahsiakan.


Terima Kasih.


Nota : Sila klik capaian " Soalselidik Dalam Bahasa Melayu " dibawah ini utk mengisi borang kajiselidik yg dilampirkan.



Soalselidik Dalam Bahasa Melayu