Characteristics of the identified ecotourist in kinabalu park
Hard ecotourists
Table 2 illustrates that the ANOVAs were conducted separately to differentiate between the three ecotourist groups on the constructed items. The hard ecotourists made up the largest segment of Malaysian ecotourists in kinabalu park, with almost 40% as compared to the study by weaver and Lawton (2002), which found found the structured ecotourists as the largest segment. As anticipated, the hard ecotourists rated the items measuring the concept of anthropocentrism lower than the other two groups. AS for the concept of anthropocentrism, wich is “the belief that nature exists primarily for human use and has no inherent value of its own” (Dunlap et al., 2000), it appeared that the hard ecotourists exhibited higher tendency to reject this idea than the other two groups. This suggests that they have high affinity towards the concept of anti-anthropocentrism
correspondingly the hard ecotourists also rated their tendency to learn significantiy higher than the two ecotourist groups. When asked whether they would prefer travel