Satisfaction and Loyalty Analysis of Gunung Mas Agrotourism

ABSTRACT

Satisfaction and Loyalty Analysis of Gunung Mas Agrotourism

(Case Study of PTPN VIII Gunung Mas Bogor)

Ratih Werdiningsih Suherman

The objectives of this study were to: (1) analyze and map value chain of PTPN VIII Gunung Mas Agrotourism, (2) analyze PTPN VIII Gunung Mas Agrotourism tourist’s satisfaction and loyalty, (3) identify factors influencing PTPN VIII Gunung Mas Agrotourism tourist’s satisfaction and loyalty, (4) analyze the relationship between satisfaction and loyalty of PTPN VIII Gunung Mas Agrotourism tourist, and (5) formulate strategies for increasing tourists satisfaction and loyalty of PTPN VIII Gunung Mas Agrotourism. The primary data were collected from April until June 2010 using descriptive and survey method approach through questionnaires and interviews. The samples were gathered using purposive convenience sampling (non probability and probability sampling). Amount of respondent that were useable in this study followed the SEM rule of thumb and collected up to 135 respondent who arrange their travel plan without help of tour operators or outbound travel agents (inclusive tourist). This study used Structural Equation Modeling (SEM), Customer Satisfaction Index (CSI), and Customer Loyalty Index (CLI) to analyze the data. The result of the study showed that there were many actors who involved in Gunung Mas Agrotourism value chain. Those value chain actors were PTPN VIII (persero), other commercial business actors such as hotel, restaurants, public or rented car; local community, official tourism, tour operator and travel agents. This result study also showed only tangible dimension had significantly contributed and had the biggest effect on customer satisfaction. There was a significant relationship between satisfaction and loyalty. Respondents who are satisfied are willing to repeat their visit to Gunung Mas Agrotourism and also recommend Gunung Mas to others despite. The tangible dimension indicator variables especially clean and comfortable public facilities and also neat and attractive officer appearance should be the main concern of Gunung Mas Agrotourism in improving its customer satisfaction

Keywords : Gunung Mas Agrotourism, Value Chain Tourism Analysis, Customer Satisfaction and Loyalty, Structural Equation Modeling, Customer Satisfaction Index, Customer Loyalty Index