Visitor Satisfaction of Agritourism on the Island of Lombok, Indonesia

Abstract

This research aims to analyze the level of visitor satisfaction, the factors that affect visitor satisfaction, and the visitor satisfaction index, and design a strategy for developing agritourism attractions on the island of Lombok. The method used in this research is quantitative, supported by a qualitative approach. The respondents were 150, and the sampling technique used convenience sampling. Data analysis used included Structural Equation Modeling - Partial Least Square (SEM-PLS), Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results showed visitor satisfaction, with the highest percentage in the manager's friendliness indicator and the lowest percentage in the information media facilities indicator. Factors directly influencing visitor satisfaction include price, manager services, and the agritourism environment. In contrast, agritourism products, tourism experiences, and agritourism facilities have no direct influence on visitor satisfaction. Tourism experience factors and agritourism products contribute to increasing satisfaction, and agritourism facilities contribute to decreasing visitor satisfaction. The visitor satisfaction index is at the satisfied level. The strategy for developing agritourism attractions on the island of Lombok is to improve the performance of indicators in quadrant I as the main priority for development, maintain the performance of indicators in quadrant II, which are the strengths of agritourism attractions and consider improving performance in quadrant III and Quadrant IV, indicators in this quadrant can be ignored.