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PENINGKATAN KUALITAS LAYANAN PADA OBJEK WISATA ALAM MAYANG DENGAN INTEGRASI METODE FIPIA DAN KANO

*Aries Susanty orcid scopus  -  Universitas Diponegoro, Indonesia
Aradita Anisya Permata  -  Universitas Diponegoro, Indonesia

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Abstract

Pemberlakuan Fase New Normal (yang ditandai dengan perubahan perilaku untuk tetap melakukan aktivitas normal yang disertai dengan penerapan protokol kesehatan guna mencegah terjadinya penularan Covid-19) menjadi tantangan baru bagi setiap sektor bisnis, termasuk sektor pariwisata. Hal ini juga merupakan suatu tantangan bagi Obyek Wisata Alam Mayang Pekanbaru yang saat ini sedang menyusun rencana untuk meningkatkan layanan wisatanya dalam rangka beradaptasi dengan Fase New Normal. Berdasarkan hal tersebut, tujuan dari penelitian ini adalah menyusun rencana peningkatan layanan wisata yang relevan dengan Fase New Normal dengan didasarkan pada tiga parameter, yaitu perbandingan antara tingkat kepentingan dan kinerja dari atribut layanan, dampak atribut layanan terhadap pencapaian tujuan bisnis, serta tingkat signifikansi layanan terhadap kepuasan wisatawan. Terdapat 21 atribut layanan yang termasuk dalam lima dimensi yang akan dievaluasi dengan menggunakan Metode Fuzzy Importance Performance Impact Analysis (FIPIA) dan Metode Kano. Ke-21 atribut layanan tersebut dipilih setelah melakukan studi literatur secara terbatas pada sejumlah penelitian terdahulu. Dalam hal ini, Metode FIPIA digunakan untuk memilih sekelompok atribut layanan yang menjadi fokus untuk ditingkatkan, sedangkan Metode Kano digunakan untuk menentukan urutan dari sekelompok atribut layanan yang akan ditingkatkan tersebut. Data-data yang diperlukan dalam penelitian ini diperoleh dari hasil pengisian kuesioner oleh 404 wisatawan dan hasil wawancara dengan lima orang tenaga ahli yang merupakan perwakilan dari akademisi dan praktisi. Selanjutnya, hasil pengolahan data dengan menggunakan FIPIA menunjukkan bahwa terdapat 7 buah atribut layanan yang menjadi fokus untuk ditingkatkan dan hasil pengolahan data dengan menggunakan Metode Kano menunjukkan bahwa tiga diantaranya termasuk dalam kelompok atribut dasar yang harus ada atau must be, dua diantara termasuk dalam kelompok atribut yang mampu memberikan kepuasan secara linear (one-dimensional), dan dua diantaranya termasuk dalam kelompok atribut yang mampu memberikan kepuasan secara eksponensial (attractive).


Abstract

[Improving Service Quality at Mayang Alam Tourism with FIPIA an KANO Integration] Implementing the New Normal Phase (marked by changes in behavior to continue carrying out routine activities accompanied by implementing health protocols to prevent transmission of Covid-19) is a new challenge for every business sector, including the tourism sector. Implementing the New Normal is also challenging for the Mayang Pekanbaru Natural Tourism Object, which is currently preparing plans to improve its tourism services to adapt to the New Normal Phase. Based on this condition, the purpose of this study is to develop a plan to improve tourism services that are relevant to the New Normal Phase based on three parameters, namely a comparison between the level of importance and performance of service attributes, the impact of service attributes on achieving business goals, and the level of service significance on tourist satisfaction. There are 21 service attributes included in the five dimensions, which will be evaluated using the Fuzzy Importance Performance Impact Analysis (FIPIA) and the Kano methods. All the service attributes were selected after conducting a limited literature review  on a number of previous studies. In this case, the FIPIA method selects a group of service attributes to focus on for improvement. Then, the Kano method is used to determine the order of a group of service attributes to be improved. The data ne eded in this study were obtained from the questionnaires completed by 404 tourists and interviews with five experts who were representatives of academics and practitioners. Furthermore, the data processing results using FIPIA show that the improvement should focus on seven service attributes. Moreover, the results of data processing using the Kano method show that three of them are included in the group of basic attributes that must exist or must be, two of them are included in the group of attributes that are able to provide satisfaction linearly (one-dimensional), and two of them are included in the group of attributes that are able to give satisfaction exponentially (attractive).

Keywords: Service Quality; FIPIA; KANO

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Keywords: FIPIA; KANO; Wisata Alam

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