Study Tour 2019

STUDY TOUR STIPAR TRIATMA JAYA 2019

(BALI,THAILAND,SINGAPURA, DAN MALAYSIA)

“KESEMPURNAAN MEMBERI LAYANAN PADA WISATAWAN DENGAN MENJADI WISATAWAN”

DITULIS OLEH:

I MADE BAYU WISNAWA

STIPAR Triatma Jaya adalah  institusi pendidikan yang mempersiapkan sumber daya manusia pariwisata terampil dan mampu bersaing secara global. Dalam proses pendidikan di STIPAR Triatma Jaya, mahasiswa tidak hanya dibekali pengetahuan dan keterampilan untuk mampu bekerja secara profesional dalam dunia hospitality. Agar memiliki wawasan yang luas, mahasiswa melaksanakan program study tour. Pada tahun 2019 ini, STIPAR Triatma Jaya melaksanakan study tour ke luar negeri dan di dalam negeri. Destinasi yang dituju di luar negeri adalah : Thailand, Singapura, Malaysia. Destinasi wisata dalam negeri yang dituju adalah : Bali (Karang Asem dan Buleleng), dengan jumlah mahasiswa 154 orang. Ketua Panitia Study Tour 2019 ini adalah Bapak I Wayan Arta Artana.,S.E.,M.M.

Daya tarik wisata yang dikunjungi di Singapura antara lain : Marina Bay, Orchard Road, Merlion Park, Esplanade, Thian Hock Keng  Temple, China Town, Garden by The Bay. Daya Tarik wisata yang dikunjungi di Malaysia antara lain : Genting Highland, Batu Cave, Bukit Bintang, Twin Tower (Menara Petronas), Bukit Serene Palace, Lego Land dan Johor Bahru. Sementara itu daya tarik wisata yang dikunjungi di Thailand antara lain : Floating Market, Nong Nooch, Laser Buddha, Dried Food Market, MBK mall, Asiatique The Riverfron, Wat Arun Temple,  Wisata Gajah, dan Honey Bee Farm.

Fasilitas akomodasi yang disediakan untuk mahasiswa antara : Auncheelina Hotel (Bangkok-Thailand), Phupraya Resort Hotel (Pattaya-Thailand), Grand Sentosa Hotel (Malaysia), Pudu Plaza Hotel Bukit Bintang (Malaysia), Puri Saron Lovina (Bali)

Bervariasinya destinasi wisata yang dituju adalah untuk mengakomodir keinginan mahasiswa akan rasa ingin tahunya terdapat destinasi yang diminati.

Aktivitas yang dilakukan mahasiswa selama study tour adalah (i) mengamati atribut wisata setiap daya tarik wisata pada masing masing negara, yang meliputi : akses masuk ke daya tarik wista, atraksi wisata, fasilitas wisata, kelembagaan pariwisata, serta keterlibatan masyarakat lokal dalam mendukung kepariwisataan, (ii)mengamati unsur sapta pesona yana ada di setiap negara (keamanan, ketertiban, kebersihan, kesejukan, keramah tamahan, keindahan dan kenangan); (iii) mengamati kualitas layanan, citra merek, kesadaran merek, kepuasan tamu, dan loyalitas tamu pada setiap fasilitas akomodasi yang digunakan; dan (iv) menilai kualitas penyelenggaraan study tour pada Tahun 2019.

Dalam Study Tour kali ini, mahasiswa diposisikan sebagai wisatawan yang melakukan perjalanan. Disini mahasiswa merasakan harapan (ekspektasi) dan kenyataan (persepsi) yang dirasakan oleh wisatawan selama melaksanakan kegiatan perjalanan wisata. Pengalaman ini sangat penting dan sangat berguna bagi mahasiswa, agar mampu menghargai ketepatan waktu, kedisiplinan,  dan nilai dari sebuah perjalanan wisata. Apabila ada hal yang tidak baik dijumpai selama perjalanan wisata, maka akan dijadikan pengalaman berharga kelak dalam melayani wisatawan. Misalnya di Singapura, masyarakat di sana sangat sibuk, sehingga sering kali lupa memberi 3S (senyum, sapa, salam) kepada wisatawan. Hal ini akan mengingatkan mahasiswa akan pentingnya smile, greeting, dan offering help kepada wisatawan pada saat bekerja pada industri pariwisata. Demikian pula mengenai kebersihan dan ketertiban di Singapura, akan sangat menginspirasi mahasiswa akan pentingnya hal tersebut. Hal ini akan terekam dalam pikiran bawah sadar, untuk selalu mewujudkan kebersihan dan ketertiban pada saat mengabdikan diri sebagai insan pariwisata.

Berikut pendapat mahasiswa mengenai kegiatan Study Tour 2019 :

1.      Saya sangat senang bisa berjalan ke luar negeri karana bisa mengenal dunia luar, dan bisa melihat perekonomian di sana kuhususnya bagian pariwisata.(Komang Arianto, MFB A)

2.      Mendapatkan pengalaman makan SATE BUAYA  yg pertama kali saya rasakan (Kadek Supriadi, MBH A)

3.      Sangat menyenangkan mulai dari pemberangkatan di pesawat sangat nyaman apalagi mendapatkan makan di pesawat sangat membantu menghilangkan kebosanan di pesawat, pada saat mengunjungi objek wisata di Thailand juga tidak ada hambatan saya paling suka bus yg digunakan sangat sangat nyaman , ketika peserta kepanasan di luar setelah belanja atau mengunjungi objek wisata ketika masuk bus sangat segar dan dingin (mantap betul) tidak ada hambatan semua tour guide nya juga lucu dan ramah Pak isabella dan Gek Dara sangat luar biasa (Vilia Caroline Sembel, MBH B)

4.      Saya senang ke mall itu yang sangat membuat saya senang (Ni Wayan Loni Ariani, MFB B)

5.      Pengalaman yang menyenangkan yaitu ketika mengunjungi Genting Highland, menggunakan cable car/gondola/ skyway sambil menikmati indahnya pemandangan pegunungan yang sejuk dari ketinggian sekitaran 460 meter, so exciting (Dewa Ayu Oktaviani, MBH Kelas Sore)

Penilaian mahasiswa terhadap pelaksanaan study tour 2019 ini sudah memuaskan (93,80%), sementara yang kurang puas sebanyak (6,20%). Kepuasan ini disebabkan karena nilai (value) yang dirasakan mahasiswa dalam aktivitas study tour 2019 ini sudah baik.

Gambar 1

Foto Study Tour 2019

Untuk melakukan penilaian terhadap daya tarik wisata dan fasilitas wisata di luar negeri, digunakan instrumen kuesioner online. Penggunaan kuesioner online sangat efektif dalam mengumpulkan data primer dengan metode self-adminstrated. Kuesioner online juga mendukung upaya green tourism dengan meniadakan penggunaan kertas.

          Ada banyak keceriaan, kenangan dan keindahan dalam Study Tour 2019 ini. Kebahagiaan tersebut terpancar dari segenap civitas akademika STIPAR Triatma Jaya seperti pada gambar berikut 

Suatu kesan penting dalam Study Tour 2019 ini adalah : kebersamaan dan kenangan belajar merasakan menjadi wisatawan untuk dapat memahami kebutuhan dan keinginannya sehingga mampu memberikan pelayanan terbaik sebagai pengabdi pariwisata. Kenangan indah Study Tour 2019 ini, merupakan sebuah kekayaan intelektual dan akan selalu menginspirasi dalam setiap langkah mencapai puncak karir pada industri pariwisata.(Bay*)

POTENTIAL TOURIST ATTRACTION AT TANGKUP VILLAGE IN KARANGASEM BALI

BRAND LOYALTY MODEL FOR DEVELOPING POTENTIAL TOURIST ATTRACTION AT TANGKUP VILLAGE IN KARANGASEM BALI

I Made Bayu Wisnawa¹

kerjabayu@gmail.com

Putu Agus Prayogi²

I Ketut Sutapa³

Lecturer at STIPAR Triatma Jaya Badung^1,2,3

ABSTRACT

This study aims to formulate the tourism potential of Tangkup Village and find a brand loyalty model , as well as the interrelationships between antecedents that affect brand loyalty. The determinants of forming brand loyalty in this study are: service quality, brand image, brand awareness and customer satisfaction. The sample used was 200 respondents, with the criteria of having visited Tangkup Village at least twice. The analysis technique used is Structural Equation Modeling (SEM) and is strengthened by qualitative techniques focus group discussions. The results showed that the tourism potential of Tangkup Village was (i) natural potential which included: scenery for tracking and Telaga Waja River for rafting; (ii) meanwhile the potential for cultural tourism includes: Tenun Cag Cag and Barong Nong nong Kling dance. From the perception of tourists shows a positive and significant influence between: (i) service quality on brand awareness, (ii) service quality on brand loyalty, (iii) brand image on brand awareness, (iv) brand image on customer satisfaction, (v) brand awareness of customer satisfaction and (vi) customer satisfaction with brand loyalty. Theoretical implications are brand loyalty has antecedents of customer satisfaction, brand awareness, brand image and service quality, where customer satisfaction is the most powerful predictor. The practical implication is that the management of Tangkup Village should (i) immediately form a Pokdarwis and develop a tourism potential management development plan, (ii) pay attention to tourist satisfaction to increase brand loyalty by preparing tourism infrastructure and facilities such as: tracking packages, rafting packages that include cultural tourism activities by involving Tenun Cag Cag and Baris Nong Nong Kling dance as uniqueness.

Keywords: Brand Loyalty, service quality, customer satisfaction, brand image, brand awareness, tourism potential

 Gambar 1

Kerangka Konseptual

Gambar 2

Model Pengembangan Potensi Wisata Desa Tangkup Menjadi Desa Wisata

Gambar 3

Tenun Cag Cag

Gambar 4

Pemandangan Alam Desa Tangkup Sidemen Karang Asem

Gambar 5

Aliran Sungai Telaga Waja yang Jernih

Gambar 6

Tenun Cag Cag Asli Desa Tangkup

Gambar 7

Persamaan Model Struktural

Practical implications

The practical implications of this research are (i) starting to immediately empower the potential of natural and cultural tourism in the Tangkup Village. This can be done by immediately forming a tour package, itenary and starting to do tourism promotion activities to the mass media (ii) the manager of Tangkup Village should pay attention to tourist satisfaction, especially to those who can convince tourists that Tangkup Village is the right choice to visit (iii) improve the quality of services, especially on empathy indicators that are arouse the attitude of rural communities to be able to understand the needs of tourists. This can be realized by forming tourism awareness groups and providing ongoing training on sapta charm and management of tourism villages. (Iii) brand awareness also has an important role in shaping customer satisfaction, more than servie quality and brand image. Efforts that can be made include giving messages and repeats about all the advantages and uniqueness of Tangkup Village, for example: Telaga Waja River flow, Weaving Cag Cag and Barong Nong Nong Kling dance, (iv) Village managers should immediately establish the uniqueness of the Tangkup Village which will be able to strengthen the image of Tangkup Village in the minds of tourists, considering the uniqueness is the most powerful indicator in shaping brand image.

Weaknesses of this study

The weakness of this research is that it still uses conventional variables as brand loyalty antecedents. Other variables that are being studied by researchers today, such as: service performance, switching behavior, and trust.

Future Research

Future studies are expected to develop variables or other constructs that shape brand loyalty, especially in rural tourism or other rural tourism in Bali.

Sugestions

Brand loyalty in Tangkup Village can be increased by: (i) increasing customer satisfaction by giving tourists confidence that visiting Tangkup Village is the right choice, (ii) improving the quality of service by providing tourism awareness counseling to strengthen empathy, ( iii) determine the uniqueness of the Tangkup Village to be communicated to tourists to strengthen the image of Tangkup Village (iv) Frequently do repetitions of the uniqueness of the Tangkup Village owned by tourists to increase Brand Awareness.

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