Examining SERVQUAL analysis on Brakseng as a village tourism in Batu, East Java, Indonesia

Abstract

Batu is the most popular destination in East Java and even in Indonesia. Batu continues to develop its tourism potential by developing tourist villages in the Batu area. Tourism villages have become something new in village development by attracting the flow of tourists to rural areas This study will analyze how the quality of service at Brakseng Tourism in Batu, East Java, Indonesia. In knowing the perceptions of consumers (visitors) of Brakseng tourism, researchers used SERQUAL analysis. Based on the calculation of the customer satisfaction index, the visitors to Brakseng have a high level of satisfaction. Safety is a dimension that needs to get the most attention because it is in quadrant A. Attributes in quadrant A are considered important attributes and are a priority and affect user satisfaction. The management is obliged to allocate its resources to improve the performance of the attributes that fall into this quadrant.