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Recreation activity based on recreational forest has risen as one of the important industries in the Malaysia economy. This area has a great potential for future development predominantly in this modern trend where people are more concern about living a healthy lifestyle and being close to nature. The purpose of this paper is to obtain a better understanding of the extent to which service quality is delivered within Hutan Lipur Sungai Congkak. This study searched the influence of service quality attributes on expectation and satisfaction of recreational forest based on SERVQUAL model. The finding shows that service quality directly impacted visitors’ satisfaction on the five aspects of service quality. Hence, the results of this study provide important theoretical implications for nature-based tourism managers.

Measuring Service Quality Expectation and Satisfaction Using Servqual at Hutan Lipur Sungai Congkak