Domestic Tourists’ Perceived Value and Satisfaction in Island Tourism: The Significance of Education and Awareness in Sustainable Tourism

Tourism has been found to be a significant contributor to the economy. However, the success of a travel destination is largely determined by the interplay between the tourism service provider, tourists’ satisfaction and the destination itself. This study aims to provide a comprehensive understanding of domestic visitors’ satisfaction levels and perceived value of island tourism, with focus on Sapi Island, Sabah. By addressing challenges in visitor management, infrastructure development and environmental preservation, the paper aims to provide insights that support balanced tourism growth. The study attempts to determine the essential elements that influence visitors’ by looking at elements including relevance, accessibility, infrastructure, cultural value, recreation and aesthetic aspects. Purposive random selection was performed, with 384 respondents representing domestic visitors to Sapi Island in Sabah. Questionnaires were circulated from August to October 2024. The results provide insightful information to direct tourism management plans, raise visitors’ satisfaction and increase the destination’s attractiveness for domestic travellers. This study holds significant value in contributing to sustainable tourism practices, particularly in Sapi Island. This study also highlights the importance of educating all tourism stakeholders, including tourists, about the importance of preserving the environment of the tourism destination. Effective tourism education will not only provide valuable insights for tourists, but it will also help the tourism destination to achieve a more sustainable future while enhancing tourists’ satisfaction.