Analisis Kualitas Layanan dan Kepuasan Wisatawan pada Pengelolaan Desa Wisata Berkelanjutan di Desa Wisata Bansari
DOI:
https://doi.org/10.55826/jtmit.v5i1.1449Keywords:
Customer Satisfaction Index (CSI), Desa Wisata Berkelanjutan, Importance Performance Analysis (IPA)Abstract
Desa Wisata Bansari di Kabupaten Temanggung merupakan destinasi wisata berbasis alam dan pertanian yang memiliki potensi untuk dikembangkan secara berkelanjutan. Namun, kinerja layanan berbasis keberlanjutan yang dirasakan wisatawan belum sepenuhnya optimal. Penelitian ini bertujuan untuk menganalisis tingkat kepuasan wisatawan terhadap kualitas layanan berbasis dimensi keberlanjutan serta merumuskan strategi pengembangan desa wisata berkelanjutan di Desa Wisata Bansari menggunakan metode Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA). Data dikumpulkan dari 67 responden wisatawan. Hasil penelitian menunjukkan bahwa nilai CSI sebesar 74,11% yang termasuk dalam kategori puas, namun masih memerlukan peningkatan. Analisis IPA mengidentifikasi empat atribut prioritas perbaikan pada kuadran A, yaitu pengelolaan sampah (L4), manajemen pengelolaan desa wisata (S5), partisipasi masyarakat (S3), dan promosi desa wisata (E4). Berdasarkan hasil tersebut, rekomendasi strategi pengembangan berkelanjutan meliputi peningkatan pengelolaan sampah, penguatan kapasitas SDM dan partisipasi masyarakat melalui pendekatan Community-Based Tourism (CBT), serta optimalisasi promosi digital. Hasil penelitian ini diharapkan dapat menjadi acuan praktis bagi pengelola dan pemangku kepentingan dalam pengembangan Desa Wisata Bansari yang berkelanjutan dan berdaya saing.
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