ANALYSIS OF VISITOR SATISFACTION LEVELS ON ANDALUS ATTRACTIONS KAMPAR REGENCY

The purpose of this study is to analyze the level of visitor satisfaction with the quality of services and facilities at Andalus Tourist Attraction in Kuok District of Kampar Regency of Riau Province. At this time, the tourism business is growing rapidly as well as in Kampar Regency. This condition makes the level of competition so that every tourist attraction manager needs to have an effective strategy in increasing the number of visits and increasing visitor satisfaction. The method used in this study is importance-performance analysis (IPA) which is an analysis of the level of conformity of expectations or interests of visitors and the accepted reality to find out the extent of the performance of services and facilities that have been provided by business actors and what improvements need to be done to improve the quality of services and facilities offered in order to always be able to increase visitor satisfaction. The population in this study was visitors to Andalus Tourist Attraction using incidental sampling techniques with the number of samples determined by researchers which is as many as 100 samples. Based on the results of the study showed that overall visitors were satisfied with the quality of service and facilities provided by Andalus Tourist Attraction as evidenced by the acquisition of the most statement item attributes in quadrant C, namely quadrants that have a low level of importance while high performance levels with the acquisition of statement items as many as 16 (sixteen) statements.