DEVELOPING MEMORABLE WILDLIFE TOURISM EXPERIENCE INDICATORS: A CASE OF SEPILOK ORANGUTAN REHABILITATION CENTRE (SORC), SANDAKAN, SABAH

This research establishes indicators for Memorable Wildlife Tourism Experiences at Sepilok Orangutan Rehabilitation Centre in Sandakan, Sabah. It will outline vital factors leading to memorable experiences and provide measures of the relationship between visitor loyalty and wildlife dimensions. Data collection was conducted using a structured questionnaire based on a Likert scale, and after viewing the orangutan, 18 items measuring components of memorable wildlife tourism experiences were assessed. The 18 dimensions included hedonism, refreshment, knowledge, novelty, local culture, meaningfulness, involvement, visitor loyalty, relaxing, stimulation, adverse feeling, happiness, challenge, service assessment, value assessment, unexpected happenings, planning, and wildlife tourism. It is proposed that descriptive statistics will be used to analyse the data with a focus on significant indicators of memorable wildlife tourism experiences. The results will provide valuable information to SORC management that will inform improvements to the visitor experience, foster visitor loyalty, and hopefully, be beneficial for orangutan conservation. The findings of this research will help direct SORC management and similar organisations towards creating impactful and sustainable wildlife tourism experiences.