DOI: https://doi.org/10.14710/jati.18.1.62-71

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

Citation Format:
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

Fulltext View|Download
Keywords: FIPIA; KANO; Wisata Alam

Article Metrics:

Article Info
Section: Case Studies
Language : ID
Recent articles
MODIFIKASI ASSESSMENT TOOLS READINESS INDUSTRY 4.0 PADA PERUSAHAAN MANUFAKTUR RANCANG BANGUN MEJA COLET ULTRAVIOLET UNTUK PRA-OKSIDASI ZAT WARNA INDIGOSOL DALAM PEWARNAAN BATIK MENGGUNAKAN PENDEKATAN SISTEMATIS PAHL DAN BEITZ AWARENESS OF 3D BODY-SCANNING AND PROSPECTIVE UPDATE OF INDONESIAN ANTHROPOMETRY FOR VIRTUAL FASHION DESIGN EVALUASI EFEKTIVITAS KEPUTUSAN ADDENDUM PROYEK TERHADAP WAKTU PEKERJAAN PROYEK BERBASIS EARNED VALUE METHOD DESIGNING A COLLABORATIVE MODEL FOR THE RAW MATERIAL PROCUREMENT PROCESS TO ELEVATE THE FURNITURE INDUSTRY COMPETITIVENESS PENINGKATAN KUALITAS LAYANAN PADA OBJEK WISATA ALAM MAYANG DENGAN INTEGRASI METODE FIPIA DAN KANO More recent articles
Most cited articles
IDENTIFIKASI KEPENTINGAN RELATIF KONSUMEN TERHADAP ROBOT REHABILITASI PASIEN PASCA STROKE DENGAN MENGGUNAKAN CONJOINT ANALYSIS PEMILIHAN PEMASOK COOPER ROD MENGGUNAKAN METODE ANP (Studi Kasus : PT. Olex Cables Indonesia (OLEXINDO)) STRATEGI PENGEMBANGAN USAHA KERAJINAN ENCENG GONDOK SEBAGAI PRODUK UNGGULAN KABUPATEN SEMARANG MENGGUNAKAN ANALISIS RANTAI NILAI PEMBAHASAN MENGENAI EFEK URBAN HEAT ISLAND DAN SOLUSI ALTERNATIF BAGI KOTA JAKARTA MODEL PEMILIHAN BAHAN PEWARNA ALAM COKLAT BATIK TULIS SOLO DENGAN MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP) More cited articles
  1. Atalay, K. D., Atalay, B., & Isin, F. B. (2019). FIPIA with information entropy: A new hybrid method to assess airline service quality. Journal of Air Transport Management, 76(February), 67–77. https://doi.org/10.1016/j.jairtraman.2019.02.004
  2. Atilgan, E., Akinci, S., & Aksoy, S. (2003). Mapping service quality in the tourism industry. Managing Service Quality: An International Journal, 13(5), 412–422. https://doi.org/10.1108/09604520310495877
  3. Baki, B., Sahin Basfirinci, C., Murat ar, I., & Cilingir, Z. (2009). An application of integrating SERVQUAL and Kano’s model into QFD for logistics services:A case study from Turkey. Asia Pacific Journal of Marketing and Logistics, 21(1), 106–126. https://doi.org/10.1108/13555850910926272
  4. Bharwani, S., & Mathews, D. (2012). Risk identification and analysis in the hospitality industry: Practitioners’ perspectives from India. Worldwide Hospitality and Tourism Themes, 4(5), 410–427. https://doi.org/10.1108/17554211211277851
  5. Bhati, A., Upadhayaya, A., & Sharma, A. (2016). National disaster management in the ASEAN-5: an analysis of tourism resilience. Tourism Review, 71(2), 148–164. https://doi.org/10.1108/TR-12-2015-0062
  6. Bulatovic, I., Alnuaimi, M., Alshehhi, M., & Alzaabi, M. (2021). Measurement of service quality in hospitality in times of covid-19 pandemic-case: Starbuck UAE. International Scientific Conference on Economic and Social Development, 69, 97–111
  7. Cheng, Y. S., Kuo, N. Te, Chang, K. C., & Hu, S. M. (2019). Integrating the Kano model and IPA to measure quality of museum interpretation service: a comparison of visitors from Taiwan and Mainland China. Asia Pacific Journal of Tourism Research, 24(6), 483–500. https://doi.org/10.1080/10941665.2019.1591474
  8. Dianawati, F., Hanif, H., & Maiciptaani, L. (2019). Strategy of service quality improvement for commuter line Jabodetabek train using integration methods of SERVQUAL and Kano Model into house of quality. AIP Conference Proceedings, 2194. https://doi.org/10.1063/1.5139753
  9. González, M. E. A., Comesaña, L. R., & Brea, J. A. F. (2007). Assessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of Business Research, 60(2), 153–160. https://doi.org/10.1016/j.jbusres.2006.10.014
  10. Kermanshachi, S., Nipa, T. J., & Nadiri, H. (2022). Service quality assessment and enhancement using Kano model. Plos One, 17(2), e0264423. https://doi.org/10.1371/journal.pone.0264423
  11. Kour, P., Jasrotia, A., & Gupta, S. (2020). Understanding the impact of airport service quality on passengers’ revisit intentions amidst covid-19 pandemic. A Pathmakin Journal :Enlightening Tourism, 10, 358–386
  12. Li, D., Xiao, Y., & Li, L. (2020). Research on Customer Satisfaction Improvement of Red Tourist Attractions based on Kano-IPA Model -- Taking Liugong Island Scenic Spot as an Example. (Emehss), 253–257
  13. Lin, Z., Vlachos, I., & Ollier, J. (2018). Prioritizing destination attributes for optimal resource allocation: a study of Chinese tourists visiting Britain. Journal of Travel and Tourism Marketing, 35(8), 1013–1026. https://doi.org/10.1080/10548408.2018.1468854
  14. Maria, D. S., Suhendra, A., & Wulandari, S. (2020). Design of Service Needs on Coffee Colada Using Integration of Kano Model and Service Quality. 7(2), 5820–5826
  15. Narayan, B., Rajendran, C., & Sai, L. P. (2008). Scales to measure and benchmark service quality in tourism industry: A second-order factor approach. Benchmarking, 15(4),469–493. https://doi.org/10.1108/14635770810887258
  16. Ozbay, G., Sariisik, M., Ceylan, V., & Çakmak, M. (2022). A comparative evaluation between the impact of previous outbreaks and COVID-19 on the tourism industry. International Hospitality Review, 36(1), 65–82. https://doi.org/10.1108/ihr-05-2020-0015
  17. Özden, A. T., & Celik, E. (2021). Analyzing the service quality priorities in cargo transportation before and during the Covid-19 outbreak. Transport Policy, 108(April), 34–46. https://doi.org/10.1016/j.tranpol.2021.04.025
  18. Pai, F. Y., Yeh, T. M., & Tang, C. Y. (2018). Classifying restaurant service quality attributes by using Kano model and IPA approach. Total Quality Management and Business Excellence, 29(3–4), 301–328. https://doi.org/10.1080/14783363.2016.1184082
  19. Tsai, M. C. (2021). Developing a sustainability strategy for Taiwan’s tourism industry after the COVID-19 pandemic. PLoS ONE, 16(3 March), 1–21. https://doi.org/10.1371/journal.pone.0248319
  20. Wojciechowska-Solis, J., Śmiglak-Krajewska, M., & Viti, D. (2022). Identification of the Quality Gaps in the Services Offered in Accommodation Facilities in Rural Areas: The Case of the Lublin Region. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416873
  21. Yang, K., Kim, J., Min, J., & Hernandez-Calderon, A. (2021). Effects of retailers’ service quality and legitimacy on behavioral intention: the role of emotions during COVID-19. Service Industries Journal, 41(1–2), 84–106. https://doi.org/10.1080/02642069.2020.1863373

Last update:

No citation recorded.

Last update: 2024-04-20 03:10:51

No citation recorded.