Sustainable Nature Tourism and Forest Conservation Strategies Based on Forest Wellness Tourism Demand: A Case Study of Royal Belum State Park, Malaysia

The importance of natural resources in tourism has been widely recognized, and the conservation of forest ecology is seen as a key factor in promoting sustainable tourism. However, there is a lack of in-depth research on sustainable nature tourism and forest ecology conservation that incorporates tourist demands. In this study, a questionnaire survey was conducted with 370 tourists from Royal Belum State Park, Malaysia, and the KANO model was combined with the Analytic Hierarchy Process (AHP) to categorize and weigh the demands. The data analysis showed that out of 22 demand indicators, 5 indicators were must-have qualities, 8 indicators were one-dimensional qualities, 5 indicators were attractive qualities, and 4 indicators were indifferent qualities. Based on the AHP, a more precise weighting between different demands was obtained, showing the importance of tourist demands. The results of the study not only enriched the theoretical framework of forest wellness tourism but also contributed to helping tourism developers in Royal Belum State Park to formulate a more targeted development strategy to promote the sustainable development of nature tourism, as well as helping to provide a scientific basis for guiding the conservation of forest ecology.