Essential Study in an Effort to Improve Satisfaction Tourism Travel
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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://iaeme.com/Home/issue/IJM?Volume=11&Issue=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://iaeme.com/Home/issue/IJM?Volume=11&Issue=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 http://iaeme.com/Home/journal/IJM 105 [email protected] 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. http://iaeme.com/Home/journal/IJM 106 [email protected] 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