| Summary: | Ecotourism established because of the combination of environmental conservation and development. An ecotourism is one of tourism industry that is growing faster since years back then. This study is analyzing the tourist perception on Segamat as an ecotourism destination. (Beeton, 2006; Jamal and Stronza, 2009; Ryan, 2002), the relationship among perception of eco-tourism, interpretation needs and satisfaction from the perspective of visitors remained unclear. The objectives for this study are to identify the existing ecotourism product that has potential to be as world ecotourim destination, to identify tourist behavior towards ecotourism in Segamat and to analyze the tourist perception toward ecotourism in Segamat. Segamat district was chosen because there are a lot of ecotourism attractions and Segamat also has the USP of Endau Rompin National Park (Selai). Structured questionnaire form was being distributed to 146 respondents that represent the tourist population which was calculated using Yamane (1967) and the convenience sampling was used as the sampling technique. Descriptive analysis and content analysis were used to do the analysis and findings about the ecotourism in Segamat. At the end of this study, the tourist perception will produce to determine Segamat as an ecotourism destination.
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