Factors influencing locals perception on valuing the conservation of giant panda in Malaysia

The conservation of Giant Panda has the potential to support various factors such as increase in protecting Giant Panda from exclusivity and economic perspectives especially tourism revenue in ecotourism and conservation (Ahmad et al., 2016). Findings of this study focus to develop a new measurement scale for locals’ perception about Giant Panda conservation. Previous studies on wildlife conservation perception were combining with newly found factors through local community to develop a new measurement scale. Data were analyzed through factors analysis. Significant variables found, extracted and regrouped accordingly to eight (8) factors groups and generated a new measurement scale. As a result, 35 statements were significantly contributed to determining the locals’ perception on Giant Panda Conservation Centre (GPCC). The scale on locals’ perception on conservation of Giant Panda would be indispensable to conduct further studies.