Corresponding Author

John R. Hamilton*, Cairns Institute, James Cook University, Australia,

Document Type



This study of 464 outbound tourists at the Kota Kinabalu International Airport (KKIA) investigates their perceptions after visiting various protected wildlife destinations in Sabah, Malaysia. It considers the conservation of these tourism destinations. Tourists recognize the destination, its wildlife and the habitat as unique, special, and unpredictable. Respondent tourists offer shared knowledge and new understanding, and other considerations around Sabah’s global wildlife tourist market – such as how to accommodation, travel, and cost can enhance (or degrade) Sabah’s wildlife tourism activities and experiences, and how the service qualities around this wildlife tourism can be measures against the tourist’s perceived satisfaction levels. The study concludes Sabah’s wildlife and natural habitats do deliver substantive tourist experiences and activities, and these coalesce into strong overall satisfaction levels within the tourist.