Visitor Satisfaction of Kampung Flory Agritourism

Abstract

Abstract Agritourism was developed as a form of environmental conservation and agricultural land resources. Agritourism presents a blend of natural beauty, agricultural production activities, and the culture of agricultural communities that are well managed so that they have an attractive appeal to visitors. The purpose of this study is to examine the level of visitor satisfaction of Kampung Flory agritourism. Besides, the study also attempts to investigate the factors related to visitor satisfaction. One hundred visitors of the agritourism were used as a sample selected by accidental sampling. The level of visitor satisfaction was measured by the Importance Performance Analysis (IPA) index. The Spearman rank analysis is used to determine the factors related to visitor satisfaction. The research location is determined purposively, in the Kampung Flory agritourism. Results from the IPA analysis show that the overall visitor satisfaction index achieved by Kampung Flory Agritourism is 80.24%. The results suggest that Kampung Flory Agritourism is in a position to satisfy consumers. Meanwhile, results from Spearman rank correlation analysis revealed that product quality, service quality, emotional, cost and convenience are correlate with consumer satisfaction. On the other hand, the entrance ticket price does not any correlation with consumer satisfaction.