Consumer Satisfaction on Wetland Rice Agro-Tourism in Daerah Istimewa Yogyakarta (DIY)

Abstract

In Daerah Istimewa Yogyakarta (DIY), wetland rice agro-tourism grows rapidly and is in demand as the medium of education about agriculture. The attractions include planting rice and ploughing fields. This study aim was to determine the consumer satisfaction level of wetland rice agro-tourism. This research was conducted at Pentingsari Tourist Village, Yogyakarta, because it offers wetland rice agro-tourism. The respondents were 70 people, it was determined by accidental sampling. The CSI (Customer Satisfaction Index) and IPA (Importance Performance Analysis) were used to determine consumer satisfaction. The attributes were derived from the servqual dimensions (tangibles, reliability, responsiveness, assurance and empathy). The results have revealed high satisfaction level of consumers from DIY and outside DIY, however, there are several aspects that need improvement. Consumers had different evaluation over the attributes of services. To rise the satisfaction of consumers from DIY, wetland rice attraction must be packaged more attractively by improving the tour guides in term of communication skills. To improve the satisfaction of visitors from outside DIY, homestay facilities need to be enhanced without leaving the uniqueness of countryside and the guarantee of safety.