Beach Tourism and the Satisfaction Levels of Family Tourists around Pantai Cenang, Langkawi Island

Abstract

Beach tourism is a recreational activity that is increasingly attracting both international and local tourists in many countries with natural coastal attractions. Beach tourism holds a unique appeal within the industry due to its beautiful natural geographical features, drawing tourists from both domestic and international markets. In Malaysia, beach tourism is no exception in capturing the interest of local tourists, including family tourists. One of the most renowned beaches for this segment is Pantai Cenang, Langkawi Island. This beach is said to possess both natural and man-made features, making it a significant attraction for visitors, particularly family tourists. This paper aims to identify the characteristics and activities of family tourists during their visits to Pantai Cenang, as well as to determine whether their satisfaction is influenced by natural features or man-made elements. The study was conducted using a quantitative approach, based on responses from 350 randomly selected domestic family tourists at Pantai Cenang, Langkawi Island. The theoretical approach adopted to guide this study is the Push and Pull Theory. The results revealed that family tourists visit Pantai Cenang primarily for family vacations. Their visits are filled with recreational activities, such as spending time with children and other family members and bonding activities. Additionally, the findings show that family tourist satisfaction at Pantai Cenang is largely driven by natural features, with an average score of 3.85, compared to man-made features, which scored an average of 3.80. Therefore, various important aspects must be addressed and improved to maintain tourist satisfaction, including ensuring the cleanliness, beauty, and comfort of the beach area, as well as providing adequate facilities throughout the beach experience to encourage repeat visits from tourists.