Visitor Satisfaction Problems of the Kampoeng Durian Agritourism and Mapping Its Solution using the SERVQUAL Model

This article examines the SERVQUAL model, which includes reliability, responsiveness, assurance, empathy, and tangibles (2RAET), using importance-performance analysis on Agrowisata Kampoeng Durian. There are three goals for this project: (1) to identify service quality issues related to customer satisfaction, (2) to identify primary and secondary issues, and (3) to propose alternative solutions to address the problem. The study focuses on Agrowisata Kampoeng Durian, which is located in Desa Datar, Kecamatan Taba Penanjung, Kabupaten Bengkulu Tengah. Additional research and information will be conducted in February 2023. This study employed IP TCSVGAP (Importance–Performance Two-Criteria Standard Value Gap), IP FCSVGAP (Importance– Performance Four-Criteria Standard Value Gap), and IPA (Cartesian diagram) analyses to identify primary and secondary problems in visitor satisfaction, as well as gap analysis to determine appropriate solutions, with the aim of improving visitor satisfaction. The findings from the IP TCSVGAP analysis showed 14 mismatches between service performance and visitor expectations in Agrowisata Kampoeng, representing 24% of the total indicators. The findings of IP FCSVGAP and IPA (Cartesian Diagram) show that the major problems are two SERQUAL sub-element items, while the second problems four sub-element items. The key issue is in the second quadrant (II) of the Cartesian Diagram. The second challenge resides in the Cartesian Diagram, namely in the fourth quadrant (IV). GAP Analysis was used to solve both the primary and secondary problems. The answer to the major problem is to focus resource allocation on the seven SERQUAL parts, namely enhancing the utilization of resources, such as the average performance value of those two sub-elements (E5 and T1) must approach the key average value expected by visitors, resulting in visitor satisfaction. The solution to the second issue was identified in Quadrant IV, indicating that managers and owners should reduce resource utilization so that the performance of attributes (RV3, A1, A5, and E1) aligns more closely with the expected importance values while maintaining visitor satisfaction.