ABSTRACT
The aim of this research was to investigate the relationships between destination product, wildlife value, satisfaction, loyalty and wildlife conservation awareness in Sabah. Wildlife, as Harwood and Noske (Chapter 20) and Musinguzi, Tukamushaba, Katongole and Obua (Chapter 19) observed, is often a major pull factor for rainforest destinations. However, as Koichi points out in Chapter 18, feral wildlife may cause considerable damage to the environment and detract from the rainforest experience. Understanding issues related to visitor satisfaction are therefore important.
