Deciphering Visitor Experience: An Importance-Performance Analysis of Gunung Lang Recreation Park

Abstract: Urban recreational parks play a vital role in enhancing the quality of life for city dwellers by providing access to nature, leisure, and physical activity within urban settings. In Malaysia, natural recreational parks such as Gunung Lang Recreational Park in Ipoh have become popular destinations for both locals and tourists due to their unique combination of natural landscapes and man-made amenities. However, sustaining visitor satisfaction in such settings requires continuous evaluation of services and facilities to align with evolving visitor expectations. This study explores visitor experiences at the Gunung Lang Recreational Park based on Importance-Performance Analysis (IPA) framework. This study identifies main park attributes that influence visitor satisfaction and evaluates the performance of these attributes in meeting visitor expectations. A structured questionnaire was administered to 105 visitors, focusing on elements such as park maintenance, accessibility, recreational activities, and overall amenities. Findings of this study reveal a nuanced understanding of visitor priorities, highlighting areas of high importance that are performing well and those needing improvement from the park management. The IPA results categorize the park attributes into four strategic quadrants: "Keep Up the Good Work," "Low Priority," "Concentrate Here," and "Possible Overkill." Natural features such as the waterfall activities and the tranquil atmosphere scored high in both importance and performance, reinforcing the park’s intrinsic appeal. In contrast, restroom facilities, the mini zoo, park cleanliness, and general amenities were rated as underperforming despite their high importance, indicating the need for immediate improvement. This study highlights the need for park management to align management strategies and optimize resource allocation to improve visitor satisfaction. By addressing underperforming areas and maintaining high-performing features, Gunung Lang Recreational Park can elevate the overall visitor experience. This study demonstrates the effectiveness of the IPA approach as a decision-making tool in recreational park planning and provides a model that can be replicated in other natural urban recreational parks.