ANALISIS KEPUASAN WISATAWAN DAN STRATEGI PENGEMBANGAN ATRIBUT WISATA PADA WISATA REKREASI DAN EDUKASI: STUDI KASUS KEBUN BINATANG GEMBIRA LOKA DAN TAMAN PINTAR, KOTA YOGYAKARTA

Muchammad Vadli Febrian Kusuma, Prof. Mudrajad Kuncoro M.Soc.Sc.

2025 | Tugas Akhir | D4 PEMBANGUNAN EKONOMI KEWILAYAHAN

               Penelitian ini bertujuan untuk menganalisis seberapa besar kontribusi daya tarik, fasilitas, aksesibilitas dan pengelolaan lingkungan secara simultan terhadap kepuasan wisatawan serta mengetahui strategi pengembangan yang dapat disarankan untuk meningkatkan tingkat kepuasan wisatawan dan daya saing di Kebun Binatang Gembira Loka dan Taman Pintar. metode yang digunakan pada penelitian ini adalah metode campuran (mix method). Hasil analisis Customer Satisfaction Index (CSI) menunjukkan bahwa tingkat kepuasan wisatawan berada dalam kategori “puas”, dengan nilai CSI sebesar 73,18% untuk Kebun Binatang Gembira Loka dan 79,49% untuk Taman Pintar. Meskipun kedua lokasi telah memberikan pengalaman wisata yang baik, Taman Pintar memperoleh skor kepuasan yang lebih tinggi, khususnya pada dimensi aksesibilitas dan pengelolaan lingkungan. Analisis Importance Perfomance Analysis (IPA) mengidentifikasi atribut-atribut penting yang perlu diprioritaskan perbaikannya, seperti kebersihan, fasilitas umum, dan penataan kawasan.

 

This study aims to analyze to what extent to which attraction, facilities, accessibility, and environmental management simultaneously contribute to tourist satisfaction, addition it will identify development strategies that can be recommended to improve the level of tourist satisfaction and competitiveness of Gembira Loka Zoo and Taman Pintar. The method used in this study is a mixed method. The sampling technique employed is Slovin's formula, with a total of 100 respondents. The results of the Customer Satisfaction Index (CSI) analysis indicate that the level of tourist satisfaction falls into the “satisfied” category, with a CSI score of 73.18% for Gembira Loka Zoo and 79.49% for Taman Pintar. Although both locations provide a good tourism experience, Taman Pintar had a higher satisfaction score, particularly in terms of accessibility and environmental management. The Importance–Performance Analysis (IPA) identified key attributes that need to be prioritized for improvement, such as cleanliness, public facilities, and spatial arrangement. Keywords: Tourist satisfaction, Customer Satisfaction Index (CSI), Importance–Performance Analysis (IPA), educational and recreational tourism, Gembira Loka Zoo, Taman Pintar, Yogyakarta

This study aims to analyze to what extent to which attraction, facilities, accessibility, and environmental management simultaneously contribute to tourist satisfaction, addition it will identify development strategies that can be recommended to improve the level of tourist satisfaction and competitiveness of Gembira Loka Zoo and Taman Pintar. The method used in this study is a mixed method. The sampling technique employed is Slovin's formula, with a total of 100 respondents. The results of the Customer Satisfaction Index (CSI) analysis indicate that the level of tourist satisfaction falls into the “satisfied” category, with a CSI score of 73.18% for Gembira Loka Zoo and 79.49% for Taman Pintar. Although both locations provide a good tourism experience, Taman Pintar had  a higher satisfaction score, particularly in terms of accessibility and environmental management. The Importance–Performance Analysis (IPA) identified key attributes that need to be prioritized for improvement, such as cleanliness, public facilities, and spatial arrangement.

Kata Kunci : Kepuasan wisatawan, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), wisata edukasi dan rekreasi, Kebun Binatang Gembira Loka, Taman Pintar, Yogyakarta.