Local Tourist Perception of Service Quality in Budo Tourism Village Wori District

Abstract

This study aims to describe the perceptions of local tourists regarding service quality in Budo Tourism Village. A descriptive qualitative approach was used, employing observation, in-depth interviews with five local tourist respondents, and documentation. The data were analyzed using the five SERVQUAL dimensions: tangible, reliability, responsiveness, assurance, and empathy. The findings indicate that the tangible dimension, such as clean toilets, and gazebos, is rated positively and contributes to visitor comfort. However, other dimensions like responsiveness and reliability still need improvement, especially concerning food service delays and unfriendly attitudes from some service providers during peak times. Limited parking facilities also emerged as a major complaint. Overall, the service quality in Budo Tourism Village is considered good in terms of physical infrastructure, but human service aspects remain inconsistent. Services that vary depending on the situation may reduce visitor satisfaction. Therefore, enhancing human resource capacity and improving supporting facilities are essential to creating a satisfying and memorable tourist experience.