The Analysis of Community Based Agrotourism Customer Satisfaction in Yogyakarta
Abstract
This study aims to determine the level of customer satisfaction by Customer Satisfaction Index (CSI) and knowing what service attributes should be improved by IPA-Kano integration analysis. The research method used was a qualitative research on community based Salak Agrotourism in each category of Agrotourism, namely growing, developing and independent Agrotourism category. The measurement of visitor satisfaction uses the Service Quality (SERVQUAL) attributes (Reliability, Responsiveness, Assurance, Empathy and Tangibles). Based on the results of CSI, the services provided by the community based Salak Agrotourism manager are considered Satisfied in the Growing and Developing Agrotourism and Very Satisfied in the Independent Agrotourism. Priority of the attributes that should be improved are attributes that included in the Fatal, Defenseless Strategy Point, and Dusty Diamond category. The attributes included in the Fatal category are attributes that must be corrected immediately because they cause high dissatisfaction of service users. Attributes included in the Defenseless strategy point category are attributes that can be used as weapons to attack and defeat competitors. The attributes included in the Dusty Diamond category are attributes that if corrected can attract consumers' attention.
References
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[31] Martilla, J. A., and James J. C. 1977. Importance Performance Analysis. Journal of Marketing, 41(1): 77-79.
[32] Mtapuri, O. 2015. Community-based tourism affinity index: a visitor’s approach. African Journal of Hospitality, Tourism and Leisure, 4(2): 1–13
[33] Niedziółka, A., and Brzozowska, A. 2009. Aspects of Agritourism Management in Malopolska Voivodeship. Annals of the University of Petroşani, Economics, 9(4): 105–112.
[34] Ooi, K. B., Lin, B., Tan, B. I., and Chong, A. Y. L. 2011. Are TQM practices supporting customer satisfaction and service quality? Journal of Services Marketing, 25(6): 410–419. DOI:https://doi.org/10.1108/08876041111161005
[35] Parasuraman, A., Zeithaml, V.A. and Berry, L.L. 1988. SERVQUAL: A Multiple Item Scale For Measuring Consumer Perceptions Of Service Quality. Journal of Retailing, 64(1): 14-40
[36] Parasuraman, A., Zeithaml, VA., and Berry, LL.1985. A conceptual Model of Service Quality and It’s Implication for Future Research. Journal of Marketing, 4: 41-56
[37] Park D.B., Kyung-Rok, D., and Kyung-Hee, K. 2014. Successful managerial behaviour for farm-based tourism: A functional Approach. Tourism Management, 45: 201-210
[38] Qi, J. Y., Zhou, J. P., Chen, W. J., and Qu Q. X. 2012. Are customer satisfaction and customer loyalty drivers of customer lifetime value in mobile data services: a comparative cross-country study. Information Technology and Management, 13: 281-296.
[39] Sugandini, D., Effendi, M.I., Aribowo, A.S. and Utami, Y. S. 2018. Marketing Strategy on Community Based Tourism in Special Region of Yogyakarta. Journal of Environmental Management and Tourism, 9(4): 733–743. DOI:https://dx.doi.org/10.14505//jemt.v9.4(28).06
[40] Sugandini, D., Wendry, B., and Muafi 2017. Influence of quality relationship and satisfaction on loyalty: study on supplier in Indonesia. Journal of Business & Retail Management Research, 11(4): 46–51. DOI:https://doi.org/10.24052/jbrmr/v11is04/ioqrasolsosii
[41] Suhartanto, D., David, D., Adila, S., and Tintin, S. 2018. Food souvenirs and their influence on tourist satisfaction and behavioural intentions. European Journal of Tourism Research, 18: 133-145
[42] Sznajder, L., Prezezbórska, F., and dan Scrimgeour. 2009. Agritourism. European J Tourism Res, 2(2): 197-199.
[43] Umar, H. 2003. Marketing Reseach and Consumer Behavior. PT Gramedia Pustaka Utama. Jakarta
[44] Xia, W., Jie, Z., Chaolin, G. and Feng, Z. 2009. Examining Antecedents and Consequences of Tourist Satisfaction: A Structural Modeling Approach. Tsinghua Science and Technology, 14: 397-406.
[45] Zarenthung Ezung, T. 2012. Rural Tourism in Nagaland, India: Exploring the Potential. International Journal of Rural Management, 7(1–2): 133–147. DOI:https://doi.org/10.1177/0973005212459833
[46] Zhao L., Lu, Y., Zhang, L. and Chau, P. Y. 2012. Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model. Decision Support Systems, 52: 645-656
[2] Al-Ababneh, M. 2013. Service Quality and its Impact on Tourist Satisfaction, Interdisciplinary Journal Of Contemporary Research In Business, 4(12): 164–177.
[3] Assauri, S. 2003. Good Customer Service is Foundation for Achieving Customer Satisfaction, Usahawan, 32 (1): 25-30
[4] Chandrawatisma, C., and Sukardi. 2006. Analisis Tingkat Kepuasan Pelanggan terhadap Produk Corned Pronas Produksi PT CIP, Denpasar Bali, Jurnal Teknologi Industri Pertanian, 18(2): 106–117. Available at: http://repository.ipb.ac.id/handle/123456789/40462http://repository.ipb.ac.id/bitstream/123456789/40462/1/Analisis Tingkat Kepuasan Pelanggan.pdf (in Indonesian)
[5] Choo, S., Lee, K. and Park, J. 2017. Development of rural accommodation selection criteria: The case of South Korea. European Journal of Tourism Research, 17: 246-260
[6] del Bosque, I. R., and San Martín, H. 2008. Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2): 551–573. DOI:https://doi.org/10.1016/j.annals.2008.02.006
[7] Diharto, A. K., Ismail, Y., Iriantini, D. B., Murtadlo, M. B., and Muafi. 2018. The role of community based tourism based on local wisdom using online media. International Journal of Civil Engineering and Technology, 9(2): 908–915.
[8] Dyah, Y. S., Istiana, R., and Istanto. 2017. Adoption of Natural Dyes for Batik Artisans in Yogyakarta, Indonesia. Review of Integrative Business and Economics Research, 6(1): 349–359.
[9] Engeset, A.B. and Reidun, H. 2015. Strategies in Norwegian Farm Tourism: Product Development, Challenges, and Solutions. Scandinavian Journal of Hospitality and Tourism, 15 (1-2): 122-137. DOI:https://doi.org/10.1080/15022250.2015.1005332
[10] Falk, T., Hammerschmidt, M. and Schepers, J. J. 2010. The service quality-satisfaction link revisited: exploring asymmetries and dynamics. Journal of the Academy of Marketing Science, 38: 288-302.
[11] Flint, D. J, Blocker, C. P. and Boutin P. J.Jr. 2011. Customer value anticipation, customer satisfaction and loyalty: An empirical examination, Industrial Marketing Management, 40: 219-230.
[12] Fornell, C. 1992. National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, 56: 6-21.
[13] Fornell, C., Mithas, S., Morgeson III, F. V., and Krishnan M. S. 2006. Customer satisfaction and stock prices: high returns, low risk. Journal of Marketing, 70: 3-14.
[14] Gilbert, G.R., Veloutsou, C., Goode, M.M.H. and Moutinho, L. 2004. Measuring Customer Satisfaction In The Fast Food Industry: A Cross National Approach, Journal of Services Marketing, 18 (5): 371-383.
[15] Grewal, D., Levy, M. and Kumar, V. 2009. Customer Experience Management in Retailing: An Organizing Framework. Journal of Retailing, 85: 1-14.
[16] Handriana, T., and Raya, A. 2016. Responsible Environmental Behavior Intention of Travelers on Ecotourism Sites. Tourism and Hospitality Management, 22(2): 135-150. DOI: https://doi.org/10.20867/thm.22.2.4
[17] Haryono, S., Kustyadji, G., El Qadri, Z.M., and Muafi. 2017. Analysis of Domestic Turist Market. Journal of Environmental Management and Tourism, 8(24): 1591–1598. DOI:https://doi.org/10.14505/jemt.v8.8(24).15
[18] Hess, Jr. RL, Ganesan, S. and Klein, N. 2006. Interactional Service Failures In A Pseudo Relationship: The Role of Organizational Attributions. Journal of Retailing, 83 (1): 79–95.
[19] Hui, T. K., Wan, D. and Ho, A. 2007. Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism Management, 28: 965-975.
[20] Hurst, J. L., and Niehm, L. S. 2012. Tourism shopping in rural markets: A case study in rural Iowa. International Journal of Culture, Tourism and Hospitality Research, 6(3): 194–208. DOI:https://doi.org/10.1108/17506181211246357
[21] Kano, N., Seraku, N., Takahashi, F., and Tsuji, S. 1984. Attractive Quality and Must Be Quality. Hinshitsu, 14: 39-48.
[22] Kayat, K. 2014. Community-Based Rural Tourism: A Proposed Sustainability Framework. Web of Conferences 12 (pp. 1–7). DOI:https://doi.org/10.1051/shsconf/20141201010
[23] Kelley, SW, Hoffman, KD and Davis, MA. 1993. A Typology of Retail Failures and Recoveries. Journal of Retailing, 69(4): 429–452.
[24] Kotler dan Keller. 2007. Marketing Management. 12nd Ed. PT.Indeks Kelompok Gramedia. Jakarta
[25] Kozak, M. and Rimmington. 1999. Measuring tourist destination competitiveness: conceptual considerations and empirical findings. International Journal of Hospitality Management, 18: 273-283
[26] Kumar, V., and Petersen, J.A. 2005. Using a customer-level marketing strategy to enhance firm performance: a review of theoretical and empirical evidence. Journal of the Academy of Marketing Science, 33: 504-519.
[27] Kuo, Y.F., Chen, J.Y and Deng, W.J. 2012. IPA-Kano Model: A New Tool for Categorizing and Diagnosing Services Quality Attributes Total Quality Management&Business Excellence. National University of Kaohsiung. Taiwan
[28] Lin, Y., Mei-Lan L., and Yi-Cheng, C. 2018. Examining the Impacts of Tour Guides’ Professional Competences on Service Quality, Tourist Satisfaction and Repurchase Intentions towards Package Tour Products. Journal of Tourism and Hospitality Management, 6(2): 26-38. DOI: https://doi.org/10.15640/jthm.v6n2a1
[29] Lovelock, C. and Wirtz, J. 2011. Services Marketing: People, Technology, Strategy. 7th edn. PrenticeHall, Boston.
[30] Malkanthi, S.H.P. and Routry, J. K. 2011. Potential for agritourism development: evidence from Shri Lanka. The Journal of Agricultural Sciences, 6(1): 45–58.
[31] Martilla, J. A., and James J. C. 1977. Importance Performance Analysis. Journal of Marketing, 41(1): 77-79.
[32] Mtapuri, O. 2015. Community-based tourism affinity index: a visitor’s approach. African Journal of Hospitality, Tourism and Leisure, 4(2): 1–13
[33] Niedziółka, A., and Brzozowska, A. 2009. Aspects of Agritourism Management in Malopolska Voivodeship. Annals of the University of Petroşani, Economics, 9(4): 105–112.
[34] Ooi, K. B., Lin, B., Tan, B. I., and Chong, A. Y. L. 2011. Are TQM practices supporting customer satisfaction and service quality? Journal of Services Marketing, 25(6): 410–419. DOI:https://doi.org/10.1108/08876041111161005
[35] Parasuraman, A., Zeithaml, V.A. and Berry, L.L. 1988. SERVQUAL: A Multiple Item Scale For Measuring Consumer Perceptions Of Service Quality. Journal of Retailing, 64(1): 14-40
[36] Parasuraman, A., Zeithaml, VA., and Berry, LL.1985. A conceptual Model of Service Quality and It’s Implication for Future Research. Journal of Marketing, 4: 41-56
[37] Park D.B., Kyung-Rok, D., and Kyung-Hee, K. 2014. Successful managerial behaviour for farm-based tourism: A functional Approach. Tourism Management, 45: 201-210
[38] Qi, J. Y., Zhou, J. P., Chen, W. J., and Qu Q. X. 2012. Are customer satisfaction and customer loyalty drivers of customer lifetime value in mobile data services: a comparative cross-country study. Information Technology and Management, 13: 281-296.
[39] Sugandini, D., Effendi, M.I., Aribowo, A.S. and Utami, Y. S. 2018. Marketing Strategy on Community Based Tourism in Special Region of Yogyakarta. Journal of Environmental Management and Tourism, 9(4): 733–743. DOI:https://dx.doi.org/10.14505//jemt.v9.4(28).06
[40] Sugandini, D., Wendry, B., and Muafi 2017. Influence of quality relationship and satisfaction on loyalty: study on supplier in Indonesia. Journal of Business & Retail Management Research, 11(4): 46–51. DOI:https://doi.org/10.24052/jbrmr/v11is04/ioqrasolsosii
[41] Suhartanto, D., David, D., Adila, S., and Tintin, S. 2018. Food souvenirs and their influence on tourist satisfaction and behavioural intentions. European Journal of Tourism Research, 18: 133-145
[42] Sznajder, L., Prezezbórska, F., and dan Scrimgeour. 2009. Agritourism. European J Tourism Res, 2(2): 197-199.
[43] Umar, H. 2003. Marketing Reseach and Consumer Behavior. PT Gramedia Pustaka Utama. Jakarta
[44] Xia, W., Jie, Z., Chaolin, G. and Feng, Z. 2009. Examining Antecedents and Consequences of Tourist Satisfaction: A Structural Modeling Approach. Tsinghua Science and Technology, 14: 397-406.
[45] Zarenthung Ezung, T. 2012. Rural Tourism in Nagaland, India: Exploring the Potential. International Journal of Rural Management, 7(1–2): 133–147. DOI:https://doi.org/10.1177/0973005212459833
[46] Zhao L., Lu, Y., Zhang, L. and Chau, P. Y. 2012. Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model. Decision Support Systems, 52: 645-656
Published
2020-02-22
How to Cite
INDRAYANTI, Temy et al.
The Analysis of Community Based Agrotourism Customer Satisfaction in Yogyakarta.
Journal of Environmental Management and Tourism, [S.l.], v. 10, n. 8, p. 1796-1806, feb. 2020.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/4391>. Date accessed: 26 apr. 2024.
doi: https://doi.org/10.14505//jemt.10.8(40).10.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.