Pengaruh Kualitas Layanan Terhadap Kepuasan Wisatawan Berkunjung Ke Desa Agrowisata (Studi Kasus :Desa Meat, Kecamatan Tampahan, Kabupaten Toba)

Abstract

This study aims to analyze the impact of service quality on tourist satisfaction visiting the Agrowisata Meat Village, located in the Tampahan District of Toba Regency. The research method used in this study is a survey, with data collected through questionnaires distributed to 75 respondents. The results indicate that the quality of service provided in Meat Village is still low, with a noticeable gap between tourists' expectations and their actual experiences. The dimensions of service quality analyzed include Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The average satisfaction score of tourists shows a negative gap, indicating that the quality of service received does not meet the expectations of the tourists. This study recommends improving service quality through facility enhancements, consistency in service delivery, responsiveness to complaints, and training for staff to increase empathy and assurance towards tourists. The findings of this research are expected to provide valuable insights for agrotourism managers and local government authorities in their efforts to enhance the attractiveness and overall satisfaction of tourists in Meat Village.