By: Made Sudiarta
Lecturer of Bali State Polytechnic
Bali tourism development can not be out of travel agency’s rule. Travel agency is one of media that connects tourists to tourism destination. Besides that, travel agencies play as facilitator for tourists in making tour plan, tour conduct, and as media of promotion for a tourism destination.
This research is focused on the factors which influence the tourists’ satisfaction concerning of the service provided by travel agencies in Bali. The researched factors are those which closely related to services, in particular to tourism service. It is especially for tourism service that was developed by Parasuraman such as tangible observed by 11 variables , reliability observed by 3 variables, responsiveness observed by 9 variables, assurance observed by 6 variables, and empathy observed by 5 variables.
The analysis used in this research is confirmatory factor analysis. In confirmatory factor analysis process, it is conducted validity and reliability test, Keiser Meyer Olkin (KMO) and Bartlett’s Test. The result of research indicates that all variables in this research have significant validity and reliability level by alpha cronbach value of more than 0.600. Keiser Meyer Olkin and Barltlett’s Test indicate that all variables used in this research is appropriate to the model by the value of more than 0,05.
All factors confirmed in this research give strong influence to the service provided by travel agency in Bali. The factor that gives strongest influence to service provided by travel agency is responsiveness. Whereas the variables of those five factors which give strongest influence to service provided by travel agency are itinerary, tour conduct, fast service, friendly service and give an un-divided attention in providing services.
From overall satisfaction point of view, it is obtained that the service provided by travel agency in Bali is factually satisfy the tourists who use services of travel agency during their trip in Bali. As the indicators observed on this research view that travel agencies in Bali are able to conduct good service to tourists. The influence of good service provided by travel agencies are factually able to provide satisfaction for most tourists who travel to Bali.
Key words: service, tourist’ satisfaction, tourist travel agency.
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