Voices From the Trails: Hikers’ Perceptions of Malaysian Forest Guides

Abstract

The study aimed to examine hikers’ perceptions of guides’ knowledge, professionalism, and communication; identify factors shaping these perceptions; and propose strategies to improve guiding services. A quantitative was employed and the data was collected through questionnaires from hikers who had joined guided treks, especially in Malaysia’s G7 mountains. The study applied the Service Quality (SERVQUAL) model and the Theory of Planned Behaviour (TPB). The findings revealed that most hikers perceived Malaysian forest guides as knowledgeable, friendly, and safety-conscious. However, communication barriers with non-English-speaking hikers sometimes affected interpretation quality. The study concluded that improving guide training in environmental communication, intercultural skills, and foreign language proficiency could enhance hikers’ experiences. Establishing a national certification system and strengthening collaboration among tourism agencies and local communities were seen as essential for promoting professional and sustainable forest guiding in Malaysia