TOURIST PERCEPTIONS AND BEHAVIOURS TOWARDS CONSERVATION FEES: EVIDENCE FROM TIOMAN ISLAND

Abstract

Tourism in natural areas can harm wildlife and the environment therefore conservation fees are an important way to support protection efforts. However, many tourists are lacking awareness or doubt the value of these fees, which makes their implementation challenging. Thus, the study aims to examine tourists’ perceptions and behaviours regarding conservation fees with Tioman Island as a case study. Using a quantitative approach, 170 questionnaire responses from the tourists were analysed via SPSS. Results show most tourists lacked clarity on how these fees are used. While some expressed willingness to pay more when outcomes were visible, others remained uncertain. Findings highlight the need for clearer communication and transparency to strengthen trust, promote responsible tourism, and support ecotourism sustainability.