Tourists’ Expectation and Satisfaction of Home Stay Services at KOH-YOR

Abstract

The objective of this research were to compare the expectation and satisfaction toward home stay service at KOH-YOR by sampling 260 tourists with W.G. Cochram method at confidence level 95% ± 5% between year 2012-2013.The data were analyzed with descriptive statistic. The result showed in percentile, means and IPA technique compared the expectation and satisfaction data include testing hypotheses by statistical t-test. The average rate expectation and satisfaction of the market 7Ps were high level but the satisfaction scores were lower than the expectations, both overall and in the subsidiaries. The range of expectation was 3.75-3.97 points, for satisfaction was 3.40-3.79 points. When comparing the expectation and the satisfaction by IPA technique, the average rate expectation and satisfaction of factors in the market 7Ps were in quadrant II including product, price, place, process, person and physical. The results showed that there was balance between the tourists’ expectation and the ability of home stay service satisfaction. In terms of marketing promotion in Quadrant I, the expectations of the tourists do not get to respond adequately. The hypothesis testing, the researchers found, tourists had expectations and satisfaction with home stay service in marketing mix factor including products, pricing, place, promotion, process, person and physical differences at significant level of 0.05.