Wildlife Memorable Tourism Experiences as Antecedents of Visitor Loyalty at Sepilok Orangutan Rehabilitation Centre (SORC), Sabah, Malaysia
Thanuja Rathakrishnan, Sridar Ramachandran, Siow May Ling, Ahmad Shuib, Syamsul Herman Mohammad Afandi, Puvaneswaran Kunasekaran & Sudesh Prabhakaran
Abstract: This research looks at the wildlife memorable tourism experiences (WMTE) as the antecedents of visitor loyalty to the Sepilok Orangutan Rehabilitation Centre (SORC), Sandakan, Sabah, Malaysia. Based on the experience economy reasoning, this study adopts the memorable tourism experience (MTE) framework with the introduction of a new variable – wildlife tourism. Through...