Visitors’ satisfaction and development strategy of Purwosari agro-tourism in Semarang

Abstract

Abstract This study aims to analyze visitor satisfaction and formulate the Purwosari agro-tourism development strategy. The research was conducted in Purwosari Agro-tourism, Mijen Sub-District, Semarang City. Purwosari Agro-tourism is the second agro-tourism developed by the Ministry of Agriculture. A total of 100 visitors were made as satisfaction research samples with accidental sampling taking techniques and 20 people were purposively chosen as key-persons to determining the development strategy. Visitor satisfaction is evaluated using the 7P marketing mix approach based on variables of product, price, place, promotion, people, process, and physical evidence. The analysis method uses the Importance Performance Analysis and Customer Satisfaction Index to analyze visitor satisfaction; and Strength, Weakness, Opportunity, Threat (SWOT) analysis to formulate development strategy. The results showed the location, transportation, promotion, and physical evidence (parking area, toilets, and information boards) are the main priority attributes of improvement. The response of visitors was in the satisfied category with a total Satisfaction Index of 73.39%. The development strategy of Purwosari Agro-tourism shows the SO (strength and opportunity) strategy approach, which means being in a favorable position with aggressive strategy recommendations. The strategy includes the innovation of tourism products, collaboration with other tourism objects to create tour packages, and expand product marketing networks. Keywords: agro-tourism, development strategy, marketing mix, satisfaction