Importance-Performance Analysis (IPA) on Tourists Satisfaction (Study in Ciamis Regency, Indonesia)

摘要

Ciamis Regency is one of many regencies in West Java province, Indonesia, which has a lot of tourism destinations. But unfortunately, after 2012, tourist arrivals to Ciamis regency was dropped dramatically. The aim of this study is to investigate the tourists’ satisfaction levelsabout tourism destination attributes in Ciamis Regency. The questionnaires were distributed to 400 respondents and the Importance-Performance Analysis (IPA) was then employed to map the tourist’s satisfaction attributes into the IPA diagram. The results of this study show that thereare six attributes that lie in quadrant A. These attributes need to be a priority to improve because they are considered important by the respondents but still has low-performance perception. These attributes are: The Availability of Directions, Destination Information on the Internet, Cleanliness,Clear and Complete Information About the Tourism Destination, Environmental Conservation and Culinary Attractiveness. Other six attributes lie in quadrant B (high expectations and high-performance perceptions), so then these attributes should be maintained to keep the tourist satisfaction.Other 12 attributes lie in Quadrant C (low expectations and lowperformance perceptions) and quadrant D. Since the tourists give only slight expectations to them, then these attributes may give less priority to improve.