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- International Journal of Management (IJM)
Volume 11, Issue 2, February 2020, pp. 105–113, Article ID: IJM_11_02_011
Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=2
Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
© IAEME Publication Scopus Indexed
ESSENTIAL STUDY IN AN EFFORT TO
IMPROVE SATISFACTION TOURISM TRAVEL
Abdullah Said
Faculty of Administrative Sciences, Brawijaya University, Malang, Indonesia
ABSTRACT
Increased travel satisfaction will have an impact on improving economic, social,
preservation of cultural heritage, rejuvenation and conservation of biodiversity. This
paper prepares several important studies that are essential for efforts to increase
tourist satisfaction. This study will be the basis of research for conditions that require
innovation in the development of travel satisfaction, satisfaction of tourists, and the
impact of their development.
Keywords: Satisfaction, tourism, travel.
Cite this Article: Abdullah Said, Essential Study in an Effort to Improve Satisfaction
Tourism Travel, International Journal of Management (IJM), 11 (2), 2020,
pp.105–113.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=2
1. INTRODUCTION
In various countries tourism plays an important role in community economic growth
(Aimagambetov, et.al, 2017; Arimavičiūtė, 2015; El-Said & Aziz, 2019; Chand, et al., 2015;
Manyara & Ndivo, 2015; Gražulis, Narkūnienni, & Arbidane, 2017; Salleh, et.al. 2013)
Therefore the development of tourism requires strategies and policies that are able to create
economic opportunities as well as satisfaction and comfort for tourists. Optimization of
Tourism in Indonesia appears in the increasing number of tourist visits. BPS Statistics
Indonesia data (2019) shows that the increase in the number of tourist visits in February 2019
increased by 6.12 percent compared to February 2018. Yusendra & Paramitasari (2018) stated
that Indonesia's foreign exchange receipts from the tourism sector in 2016 were US $ 12 6
billion or 9.3%, and this means the tourism sector ranks fourth after oil and gas, coal, and the
palm oil sector.
Tourist satisfaction and comfort are the main focus of the tourism business (Wang, 2016;
Hau & Omar, 2014; Hassan & Shahnewaz,). Travel destinations are created by travel service
providers so that each visitor or tourist can enjoy the aesthetic elements that are provided and
the facilities that are served at tourist attractions (Wijono, 2014). Some elements that make up
the existence of tourism as mentioned by Damanik and Weber (2006), in tourism products
and services not only have tourism potential, but there are other elements that also form a
unity in tourism products, namely accessibility, amenity and hospitality. Tourism products
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- Essential Study in an Effort to Improve Satisfaction Tourism Travel
consisting of various service elements make it difficult to determine clear quality standards
(Suryadana and Octavia, 2015).
Satisfaction is a key indicator in business operations to attract customer interest (Wang,
2016; Hau & Omar, 2014). The Expectancy Disconfirmation Paradigm (EDP) is often used as
a rating scale for customer satisfaction in hospitality and tourism services. In the theory of
Expectancy Disconfirmation, tourist satisfaction with products and services is determined by
the process of tourists evaluating by comparing the perceptions of tourists towards the product
with the standards of tourist expectations (Payangan, 2014). However, this theory has
limitations relating to the fact that EDP has not been able to accommodate the dynamic nature
of consumer expectations (Yuksel & Yuksel, 2001). So it needs to be continuously evaluated,
innovated, improved, developed so that the existence of tourist attractions is maintained,
persisted and exists.
2. POLICY INNOVATION
The survival of a company or organization depends on how fast and responsive it is in facing
dynamic changes. Robbins & Judge (2015) defines innovation as specific changes by
implementing ideas or initiating new ideas with the aim of improving products, processes, and
services. Innovation is a process that shows the creation of new products or services so that
innovation indicators are marked by discontinuity issues (Ridlowi & Himam, 2016).
Changes occur due to the influence of globalization so that it requires systematic
adjustments (Drvenkar, et. Al. 2015). This change is influenced by socioeconomic factors,
namely rising personal income and inheritance, prolonged life expectancy and improving
accessibility to tourist destinations (Gražulis, et.al. 2017). To manage change, organizations
must have a clear goal orientation (Robbins, and Judge, 2015; Edler & Fagerberg, 2017).
Three factors, namely technological innovation (Mangkoedihardjo and Triastuti, 2011;
Mangkoedihardjo and April, 2012), managerial roles and the skills of leaders in making
policies will influence the direction of change (Firdaus, 2018).
Hitt, et.al. (2002) suggested that companies that innovate will be the "first mover" because
innovation is the main characteristic of high-performance companies. As a key to the success
of business activities, Innovation has two main pillars, namely new ideas and new ways.
Without innovation, the company / organization becomes left behind by competitors, it will
be abandoned by customers or people who are provided services for products or services.
Alves (2013) suggested that innovation in the public sector can improve economic
performance, social welfare, environmental sustainability and increase organizational
efficiency because it encourages its members to improve service quality. Conceptually, Sururi
(2017) public policy innovation is divided into:
1) Policy innovation: new policy direction and initiatives, namely public policy initiatives and
directions that contain something new (Amir, 2014). Substantively, public policy innovation
provides reinforcement in solving problems that occur in the community (Sururi, 2017).
2) Innovation in the policy making process. In this role, the focus is on innovations that can
influence the process of policy making or formulation. An example is the process of policy
formulation which so far has not been able to be said to have facilitated the participation of
citizens or related stakeholders.
3) Policy to foster innovation and its diffusion, that is the policy in question is a policy
specifically created to encourage, develop, and spread innovation for various sectors.
Narayanan & Wah (2018) suggested that companies / organizations that create a climate that
encourages innovation will naturally encourage collaboration between organizational
members and with external entities both research institutions and universities.
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- Abdullah Said
2.1. Policy Innovation Process
Amir (2014) mentions three stages in the innovation process, consisting of:
1) The Idea Development Phase. Innovation in a company / organization as mentioned above
will not come suddenly but through serious thought. New ideas for changing a product,
service, procedure, or work system are carried out in the planning structure and make each
employee and leader to devote their creative thinking. The process involves all employees and
is not limited to those who work in the field of production who must produce new products.
2) Phase of Consolidation of Ideas. The new ideas discovered by the team were further
examined in order to find out the level of balance between the use of the latest technology,
cost structure, packaging models, product features or services available in the company.
Rational and prospective new ideas. However, if applied will require very large funds and the
company cannot afford it, then the idea of innovation is feasible (possible). Another activity
in strengthening ideas is to convince the leader to be willing and give his commitment to the
proposed changes.
3) Development Phase and Application of Ideas. New ideas that have been approved by the
leadership and the possibility of support has been given must be followed up by describing
the strategic steps in detail. Everything is done in accordance with the specified prototype,
testing, revision of the procedure or product whenever there is a mistake, and the completion
of a product or service typology is technically when the product or service is ready and there
are no defects, then the effort to use the innovation is officially launched.
2.2. Product Innovation
Jyoti S A Baht in Amir (2014: 125) in depth grouped product innovation into four categories
as follows:
1) Development Innovation (Incremental) Development opinion is a form of continuous
innovation. Products that have been running for a long time are developed in quality,
appearance, taste, and impression of use so they are able to compete with competitors.
Innovation in this form is relatively inexpensive, low risk, high success rate.
2) Technical Innovation. Technical innovation is related to the creation of new products by
adjusting technological developments. Examples of products that evolve to adapt technology
are the creation of Flash Disks instead of Copy Disks as portable storage media for computing
device users.
3) Application Innovation. In general, this form adjusts to the demands and needs of emerging
markets. Old products with certain features are modified to match market needs for new
features. Examples of products that have undergone a form of application innovation are
mobile phones that initially only had telephone functions and short messages were developed
into photographic tools by providing camera features to indulge and give new tastes to
consumers.
4) Radical Innovation. Radical product innovation is an innovation process that presents new
goods that are developed based on technological research and market needs. A radical form of
product innovation is the replacement of black and white tube televisions into colorless
television tubes. In some ways, this radical innovation replaces the old and rarely used
consumptive patterns of people and replaces them with more sophisticated products.
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- Essential Study in an Effort to Improve Satisfaction Tourism Travel
3. TOURISM DEVELOPMENT
The tourism industry is a competitive environment in a dynamic business and continuously
monitors service performance (Wang, 2016; Aliman, et al., 2016; Narkūnienė, et.al. 2017; El-
Said & Aziz, 2019). Tourism development that involves community participation will support
and uphold local culture and community traditions (Sivadasan, 2018). Law Number 10 of
2009 concerning Tourism, stated that the understanding of tourism is a variety of tourism
activities and is supported by various facilities provided by the community, entrepreneurs,
government, and regional governments.
Wijono (2014) defines tourism as a product sold to tourists or markets to be noticed,
owned, used or needed. Another understanding of tourism, Mcintosh (1984) states that
tourism is: "A composite of activities, services and industries that delivers a travel experience,
transportation, activities and other hospitality services available for individuals or groups that
are away from home". From this definition states that tourism is a series of activities carried
out both individual and group tourists by enjoying the services and industry of tourism,
transportation, accommodation, restaurants, entertainment and so on (Mulyadi, 2002).
Beach tourism is one of the fast-developing tourism objects and its development involves
the participation of local people in beach tourism activities (Sivadasan, 2018). Tourism
development is defined as all the activities of a coordinated effort to attract tourists to provide
facilities and infrastructure, goods and services, and facilities used to serve the needs of
tourists Musanef (1995). While Sumardjan in Spillane (1987: 133) argues that tourism
development must be a planned development as a whole, both in terms of economic, social,
and cultural. Tourism development planning must be integrated with the physical and social
economic development program of a country (El-Said & Aziz, 2019). State planners and
policy makers need to develop sustainable tourism strategies through infrastructure
development, preservation of cultural heritage, rejuvenation and conservation of biodiversity,
otherwise tourism development and planning that is incompatible with local ambitions and
local abilities can destroy the potential of the tourism industry (Sivadasan, 2018)
Source : Amir (2014)
Figure 1. Stages of Product Development
In the context of the development of tourism according to Mussanef (1995), it is necessary
to pay attention to matters such as the following: 1) The ability to encourage improvement
and development of social, economic and cultural life. 2) Religious values, customs, views
and values of life in society. 3) Cultural preservation and environmental quality. Amir (2014)
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- Abdullah Said
mentions several stages in product development, ranging from idea generation to
commercialization.
1) Originating ideas. The initial process of developing a new product is the originating of
ideas, namely the systematic search for new product ideas. Every process for developing new
products will be built according to the nature of innovation and the state of the product
(Aleixo & Tenera, 2009).
2) Filtering Ideas. After triggering or creating a large number of ideas or ideas, the next step is
to filter out a number of good ideas and put the ideas away and then adjust them to the
company's resources.
3) Concept Testing and Development. The idea that has escaped screening is a product
concept that will be developed and tested
4) Development of marketing strategies intended to introduce these new products to the
market. This marketing strategy will undergo various improvements and improvements in the
next process.
5) Business Analysis. Management also requires sales projections, costs needed, as well as
those to be achieved, all of which must be in accordance with company goals.
6) Product Development through analysis of possibilities both theoretically and the evaluation
of products by the market.
7) Market Testing. The basic aim of market testing is to test the product itself, in the actual
situation.
8) Commercialization includes: when to pay attention, where the marketing area is, to whom,
and how.
Marketing tourism products requires careful planning. Information relating to the potential
to be offered up to strategies influencing tourists to visit tourist attractions need to be
considered by the service provider. Yusendra & Paramitasari (2018) provide an overview of
the correlation between market demand and marketing strategies.
Source : Yusendra & Paramitasari (2018)
Figure 2. Effects of Tourism Marketing
The tourism development model in this study uses four indicators as a conclusion from a
theoretical review and implementation in tourist attractions. (1) Identification of Tourism
Potential (2) Marketing Strategy (3) Market Testing (4) Commercialization.
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- Essential Study in an Effort to Improve Satisfaction Tourism Travel
4. TRAVEL SATISFACTION
The tourism industry is a competitive environment in a dynamic business and continuously In
the tourism industry innovation and service development are intended to provide satisfaction
for tourists in traveling. Satisfaction is a subjective opinion (Marinao, 2018). Whereas service
quality becomes a multidimensional satisfaction driver (Firdaus, 2014). In the tourism
business, tour operators actually sell services to tourists in order to experience unforgettable
experiences, which are then compared to tourist expectations (Saayman, Li, Uysal, & Song,
2018).
According to Marinao (2018) the selection of destination destinations is determined by the
fulfillment of cognitive needs in travel. Every tourist has their own definition in enjoying the
traveling experience. Evaluation of tourist satisfaction is generally based on service quality,
namely cleanliness, infrastructure, prices and so on (Saayman, et al., 2018). Whereas Tsai &
Sukhkhad (2018) in his research found that the most important encouragement for tourists to
visit tourist attractions is that the place has never been visited and the suitability of the
weather to the expectations of tourists.
To measure tourist satisfaction in enjoying tourist destinations, Saayman, et.al. (2018)
uses the TSI (Tourist Satisfaction Indices) evaluation system which consists of two stages
namely Perceived Performance and Intention To Complain. In this study, the indicators used
in measuring Travel Satisfaction refer to research by Yusendra & Paramitasari (2018) which
mentions five factors that influence tourist satisfaction, among others: Attraction, Amenities,
Accessibility, Hospitality, and Ancillary. (1) Attraction of tourist attractions offering diversity
of attractions. (2) Facilities provided as a major supporter of tourist destinations, for example
cafes, prayer rooms, lodging and flying fox. (3) Accessibility (4) The hospitality created by
service providers will make tourists comfortable. (5) Well-coordinated Ancillaries such as the
provision of tour guides, cooperation with travel agents and so on will be able to increase
travel satisfaction.
5. CONCLUSION
The most important studies for efforts to increase satisfaction in tourism include policy
innovation both in processes and products, tourism business development including its
impact.
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