ASSESSING HIGHLAND TOURISM FACILITIES IN CAMERON HIGHLANDS FOR VISITOR EXPERIENCE

Research employs an assessment framework to evaluate highland tourism facilities in Cameron Highlands, focusing on visitor experience. conducting an extensive survey on 445 visitors in the study area and performing detailed data analysis, the assessment highlights the strengths and weaknesses of local tourism facilities and services. The comprehensive study during non-peak tourist seasons underscores the importance of improving accommodation standards, recreational activities, and transportation systems to enhance overall visitor satisfaction. The same framework allows for the evaluation of overall affordability of a visit, emphasising the need for better pricing and promotion efforts. The findings of this study underscore the necessity for enhancing cost efficiency across various aspects of the tourism industry, offering a diverse array of attractions to cater to different interests and preferences. Furthermore, improving traffic and transportation services to better meet the needs of visitors is essential. The proposed strategies aim to create a balanced approach that maximises visitor satisfaction while ensuring the sustainability and resilience of the tourism industry in this unique and valuable destination.