| Summary: | The research was about assessing visitors' satisfaction with a host of tangibles in Cameron Highlands, a popular tourist destination in Malaysia. Among the tangibles were transportation, accommodation, food and beverages and facilities. A questionnaire survey was conducted to measure visitors' attitude toward the tangibles. Foreign and local visitors' responses were compared. Word of mouth was visitors' major source of information. Most visitors were those who rarely visited the location. They were young (16 to 25 years old) and preferred more energetic activities such as climbing, jungle trekking and sports. More foreigners were doing research about Cameron Highlands and explored Cameron Highlands's hills while a larger percentage of locals preferred sightseeing. Foreigners stayed longer than locals. They were more satisfied with their accommodation. Most visitors (especially foreigners) were satisfied with the choice of food and beverages. Most visitors were satisfied with their trip and would revisit the location again. There was no relationship between the quality of the location's product components and visitor satisfaction. Older visitors spent more money than younger visitors. There was no relationship between satisfaction and visitors' gender, country of origin, age and amount of money spent. © IDOSI Publications, 2013.
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