ANALYSIS OF VISITOR SATISFACTION WITH THE QUALITY OF SERVICE OF THE BULU TANAH PINE FOREST TOURIST SPOT KAB. BONE USING THE SERVQUAL METHOD, IMPORTANCE PERFORMANCE ANALYSIS, AND POTENTIAL GAIN IN CUSTOMER VALUE.

Abstract

The quality of service provided by the Bulu Tanah Pine Forest tourist attractions is essential because it can be used to determine visitor satisfaction. Service quality can be considered excellent and successful if visitors are satisfied with the service and it
matches what visitors expect. However, if the service does not match visitor expectations, the service quality will be considered poor. This study aims to analyses the service quality of the Bulu Tanah pine forest tourist spot in Bone Regency based
on the five dimensions of service quality. Data was collected by distributing questionnaires to 400 selected respondents who are visitors to tourist attractions. Based on the research results, only one attribute has a positive gap score, which means there are 12 other attributes that need to meet visitor expectations. Service quality indicators are spread across four quadrants from the Importance Performance Analysis quadrant. From the PGCV index, the service quality indicators that are the top priority for improvement are the cleanliness of tourist attractions, the availability of facilities in toilets, and the availability of parking lots. This research results in a service improvement proposal based on the priority level of service that must be improved. Some suggestions for improvement recommendations are that the
manager must make SOPs related to the attitude of the officers in serving visitors, and the manager can provide training on how to behave appropriately and correctly to the officers.