VISITOR SATISFACTION ANALYSIS OF CREATIVE INDUSTRY IN TOURISM LOCATIONS USING SERVQUAL METHOD

Abstract

The development of Padang City as a city that carries the creative industry began to be felt after the transition from
the earthquake in 2009. The city of Padang began to improve to become the center of the creative industry in West
Sumatra. The large variety of carvings and famous food and handicrafts has made the potential realm of Mining
Majadi the national and foreign spotlight. Creative work produced by the community has become a trend in
Indonesia, especially among the younger generation. The creative industry that is developing in Padang City has
made a significant contribution, but has not been managed properly and has an impact on overlapping functions of
the area and causes inconvenience for tourists. The research method used in this study is the Servqual Method. The
data collection method used is divided into two activities, namely primary surveys consisting of field observations,
interviews, and distributing questionnaires and secondary surveys consisting of literature studies and data collection
through related agencies. The research object is the creative industry in the city of Padang. This research produces
calculations with the method Servqual, there are four attributes that have the highest gaps, namely the level of
service fulfillment that is still far from the level of customer expectations. These attributes include
comfort/facilities/, tour guides can explain information clearly, friendliness. Location near creative industries close
to tourism locations, discounts on services, and materials.