Analisis Kesesuaian Penawaran dan Permintaan Wisata Berbasis Kepuasan Pengunjung Di Arboretum Sylva Universitas Tanjungpura

Abstract

This study aims to measure the level of visitor satisfaction with tourism attributes (penawaran wisata) and analyze the alignment between importance levels and performance attributses  of the Sylva Untan Arboretum. This study used purposive sampling techniques, conducting surveys and interviews with 74 respondents. The results show that the visitor satisfaction index (CSI) indicated a satisfaction score of 87.20% indicating high level of satisfaction. The importance performance analysis (IPA) identified three priority attributes that need improvement. They include road conditions for people with disabilities, the completeness of safety signs, and the availability of public transportation. Based the IPA matrix,  characterized as an aggrissive strategy that prioritizes rapid improvement in facilities and services. The improvements in facilities and services are needed to balance penawaran wisata and permintaan pengunjung. These improvements of sustainable ecotourism and environmental conservation.