International Tourists’ Perceptions of Cultural Tour Packages Service Quality at PT. Destination Asia, Bali

Phillip Abelardo Tanjar; Teguh Hadisukarno; Made Darmiat

doi:10.55927/cjas.v3i9.76

Penulis

Phillip Abelardo Tanjar Politeknik Pariwisata Bali
Teguh Hadisukarno Politeknik Pariwisata Bali
Made Darmiat Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/cjas.v3i9.76

Kata Kunci:

Tourist Perception, Cultural Tourism, Destination Asia, SERVQUAL, Bali

Abstrak

Cultural tourism is increasingly popular among international tourists for its authentic experiences and cultural insights. This study examines international tourists’ perceptions of the service quality of PT Destination Asia Sanur Bali’s cultural tour packages. Using a descriptive mixed-method approach, data were gathered from 50 international tourists via questionnaires, in-depth interviews, and observations. The SERVQUAL model (Tangibles, Reliability, Responsiveness, Assurance, Empathy) with a Likert scale was applied for quantitative analysis, while qualitative data were thematically interpreted. Findings indicate very good overall perceptions, with Responsiveness scoring highest (4.40) and Tangibles lowest (3.86). Tourists valued the tours’ emotional, educational, and meaningful aspects, particularly interactions with local communities and participation in traditions. PT Destination Asia successfully meets expectations, though improvements are needed in visual and interpretative presentation of local culture.

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