Optimalisasi Pelayanan Wisata Berdasarkan Tingkat Kepuasan Wisatawan Di Wisata Tamansari Yogyakarta

Abstract

Penelitian ini bertujuan mengidentifikasi jenis pelayanan wisata, menganalisis tingkat kepuasan wisatawan, serta menyusun rekomendasi pengembangan pelayanan di Wisata Tamansari Yogyakarta. Penelitian menggunakan metode campuran (mixed methods) melalui observasi, wawancara, dan penyebaran kuesioner kepada 100 wisatawan. Analisis data dilakukan menggunakan SERVQUAL, GAP Analysis, dan Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa pelayanan Wisata Tamansari Yogyakarta secara umum telah memenuhi harapan wisatawan, namun masih terdapat beberapa atribut yang memerlukan perbaikan, terutama pada penyediaan informasi, kualitas fasilitas, respons petugas, dan kenyamanan wisatawan. Hasil analisis GAP dan IPA menjadi dasar dalam menentukan prioritas peningkatan pelayanan. Sebagai luaran penelitian disusun buku panduan Standar Operasional Prosedur (SOP) pelayanan dan leaflet informasi wisata yang diharapkan dapat menjadi acuan bagi pengelola dalam meningkatkan kualitas pelayanan, kepuasan wisatawan, serta mendukung pengelolaan destinasi wisata budaya secara berkelanjutan

This study aims to identify tourism service attributes, analyze tourist satisfaction, and develop service improvement recommendations for Tamansari Tourism, Yogyakarta. A mixed-methods approach was employed through observations, interviews, and questionnaires distributed to 100 tourists. Data were analyzed using SERVQUAL, Gap Analysis, and Importance Performance Analysis (IPA). The results indicate that the overall service quality generally meets tourists' expectations; however, several service attributes still require improvement, particularly information services, facility quality, staff responsiveness, and visitor comfort. The findings from the Gap Analysis and IPA were used to determine service improvement priorities. As the main outputs, a Standard Operating Procedure (SOP) handbook and a tourism information leaflet were developed to support service quality improvement, enhance tourist satisfaction, and promote the sustainable management of Tamansari as a cultural tourism destination