Analysis of Visitor Satisfaction on Quality of Service in Omah Salak Agrotourism, Turi District, Sleman Regency

Abstract

Omah Salak Agrotourism is an example of a combination of the agricultural sector and the tourism sector. Omah Salak Agrotourism provides a variety of tour packages, culinary and souvenirs of salak processed products. Consumer satisfaction with the service is suspected as a factor that triggers fluctuations in the number of visitors. This study aims to analyze visitor satisfaction with service quality including tangibles, reliability, responsiveness, assurance and empathy, as well as analyzing the factors that influence the satisfaction of Omah Salak Agrotourism visitors. This research using the case study method, a sample of 100 respondents with purposive sampling technique. The measurement scale uses a likert scale. Data analysis methods use the customer satisfaction index (CSI), gap analysis, importance performance analysis (IPA) and multiple linear regression analysis. The results of the satisfaction analysis showed a CSI value of 77,44%, meaning that overall visitors were satisfied with the quality of Omah Salak Agro Tourism services. The value of performance < importance is 3,87 < 4,33, with an average gab of -0,46. Priority attributes to be improved are worship facilities, bathrooms, adequate parking, timely events, friendly and courteous company staff, and visitor safety guarantees. The results of the analysis of factors that influence visitor satisfaction indicate the dimensions of service quality simultaneously affect visitor satisfaction. Tangibles, reliability, and assurance variables are partially influential, whereas responsiveness and empathy variables partially do not affect visitor satisfaction.