Integrated Tourism-Based Homestay Service Quality: A Gap Analysis in the AEWO Mulyaharja Tourism Village

Abstract

Aims: To identify the gaps in the quality of homestay services in the Agro Edu Wisata Organic (AEWO) area of Mulyaharja, Bogor City, against the Standard of Guesthouse Business established by the Ministry of Tourism and Creative Economy. In the context of Community-Based Tourism (CBT), homestays play a strategic role as accommodations that not only offer a place to stay but also cultural values and deep social interactions. Study Design: This study is qualitative research with a case study design.  Place and Duration of Study: The research was conducted at Agro Edu Wisata Organik (AEWO) Mulyaharja, Bogor, in 2024.  Methodology: The main informants are homestay owners selected purposively based on their active involvement in managing the homestay and a minimum of one year of experience. Data were collected through semi-structured in-depth interviews based on the five dimensions of SERVQUAL (reliability, responsiveness, assurance, empathy, physical evidence) and were analyzed thematically using deductive–inductive coding processes. Results: The main strengths of the homestays lie in the dimensions of empathy and responsiveness, reflected in warm social interactions and personalized service from the homestay owners. Conversely, weaknesses appear in the dimensions of assurance, reliability, and physical evidence, such as the absence of written Standard Operating Procedures (SOPs), limited standard facilities, and minimal security guarantees for the service. Variations in service among homestays due to the lack of SOPs could potentially decrease tourist satisfaction and loyalty. These findings highlight a significant research gap related to the absence of SERVQUAL-based SOPs within community-based homestay settings, indicating the need for more structured policy interventions. Conclusion: Managerially, this study recommends the development of culturally grounded SOPs rooted in local values, supported by training and capacity-building from local governments and higher education institutions to ensure consistent service quality and enhance the competitiveness of tourism villages. This step aims to improve the consistency of service quality and the competitive edge of homestays sustainably, without compromising the local community's cultural uniqueness.