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.
International Journal of Management (IJM) Volume 11, Issue 2, February 2020, pp 105–113, Article ID: IJM_11_02_011 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=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://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=2 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 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://www.iaeme.com/IJM/index.asp 105 editor@iaeme.com 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 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://www.iaeme.com/IJM/index.asp 106 editor@iaeme.com 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 are mobile phones that initially only had telephone functions and short messages were developed into photographic tools by providing camera features to indulge and give new tastes to consumers 4) Radical Innovation Radical product innovation is an innovation process that presents new goods that are developed based on technological research and market needs A radical form of product innovation is the replacement of black and white tube televisions into colorless television tubes In some ways, this radical innovation replaces the old and rarely used consumptive patterns of people and replaces them with more sophisticated products http://www.iaeme.com/IJM/index.asp 107 editor@iaeme.com Essential Study in an Effort to Improve Satisfaction Tourism Travel TOURISM DEVELOPMENT The tourism industry is a competitive environment in a dynamic business and continuously monitors service performance (Wang, 2016; Aliman, et al., 2016; Narkūnienė, et.al 2017; ElSaid & Aziz, 2019) Tourism development that involves community participation will support and uphold local culture and community traditions (Sivadasan, 2018) Law Number 10 of 2009 concerning Tourism, stated that the understanding of tourism is a variety of tourism activities and is supported by various facilities provided by the community, entrepreneurs, government, and regional governments Wijono (2014) defines tourism as a product sold to tourists or markets to be noticed, owned, used or needed Another understanding of tourism, Mcintosh (1984) states that tourism is: "A composite of activities, services and industries that delivers a travel experience, transportation, activities and other hospitality services available for individuals or groups that are away from home" From this definition states that tourism is a series of activities carried out both individual and group tourists by enjoying the services and industry of tourism, transportation, accommodation, restaurants, entertainment and so on (Mulyadi, 2002) Beach tourism is one of the fast-developing tourism objects and its development involves the participation of local people in beach tourism activities (Sivadasan, 2018) Tourism development is defined as all the activities of a coordinated effort to attract tourists to provide facilities and infrastructure, goods and services, and facilities used to serve the needs of tourists Musanef (1995) While Sumardjan in Spillane (1987: 133) argues that tourism development must be a planned development as a whole, both in terms of economic, social, and cultural Tourism development planning must be integrated with the physical and social economic development program of a country (El-Said & Aziz, 2019) State planners and policy makers need to develop sustainable tourism strategies through infrastructure development, preservation of cultural heritage, rejuvenation and conservation of biodiversity, otherwise tourism development and planning that is incompatible with local ambitions and local abilities can destroy the potential of the tourism industry (Sivadasan, 2018) Source : Amir (2014) Figure Stages of Product Development In the context of the development of tourism according to Mussanef (1995), it is necessary to pay attention to matters such as the following: 1) The ability to encourage improvement and development of social, economic and cultural life 2) Religious values, customs, views and values of life in society 3) Cultural preservation and environmental quality Amir (2014) http://www.iaeme.com/IJM/index.asp 108 editor@iaeme.com Abdullah Said mentions several stages in product development, ranging from idea generation to commercialization 1) Originating ideas The initial process of developing a new product is the originating of ideas, namely the systematic search for new product ideas Every process for developing new products will be built according to the nature of innovation and the state of the product (Aleixo & Tenera, 2009) 2) Filtering Ideas After triggering or creating a large number of ideas or ideas, the next step is to filter out a number of good ideas and put the ideas away and then adjust them to the company's resources 3) Concept Testing and Development The idea that has escaped screening is a product concept that will be developed and tested 4) Development of marketing strategies intended to introduce these new products to the market This marketing strategy will undergo various improvements and improvements in the next process 5) Business Analysis Management also requires sales projections, costs needed, as well as those to be achieved, all of which must be in accordance with company goals 6) Product Development through analysis of possibilities both theoretically and the evaluation of products by the market 7) Market Testing The basic aim of market testing is to test the product itself, in the actual situation 8) Commercialization includes: when to pay attention, where the marketing area is, to whom, and how Marketing tourism products requires careful planning Information relating to the potential to be offered up to strategies influencing tourists to visit tourist attractions need to be considered by the service provider Yusendra & Paramitasari (2018) provide an overview of the correlation between market demand and marketing strategies Source : Yusendra & Paramitasari (2018) Figure Effects of Tourism Marketing The tourism development model in this study uses four indicators as a conclusion from a theoretical review and implementation in tourist attractions (1) Identification of Tourism Potential (2) Marketing Strategy (3) Market Testing (4) Commercialization http://www.iaeme.com/IJM/index.asp 109 editor@iaeme.com Essential Study in an Effort to Improve Satisfaction Tourism Travel TRAVEL SATISFACTION The tourism industry is a competitive environment in a dynamic business and continuously In the tourism industry innovation and service development are intended to provide satisfaction for tourists in traveling Satisfaction is a subjective opinion (Marinao, 2018) Whereas service quality becomes a multidimensional satisfaction driver (Firdaus, 2014) In the tourism business, tour operators actually sell services to tourists in order to experience unforgettable experiences, which are then compared to tourist expectations (Saayman, Li, Uysal, & Song, 2018) According to Marinao (2018) the selection of destination destinations is determined by the fulfillment of cognitive needs in travel Every tourist has their own definition in enjoying the traveling experience Evaluation of tourist satisfaction is generally based on service quality, namely cleanliness, infrastructure, prices and so on (Saayman, et al., 2018) Whereas Tsai & Sukhkhad (2018) in his research found that the most important encouragement for tourists to visit tourist attractions is that the place has never been visited and the suitability of the weather to the expectations of tourists To measure tourist satisfaction in enjoying tourist destinations, Saayman, et.al (2018) uses the TSI (Tourist Satisfaction Indices) evaluation system which consists of two stages namely Perceived Performance and Intention To Complain In this study, the indicators used in measuring Travel Satisfaction refer to research by Yusendra & Paramitasari (2018) which mentions five factors that influence tourist satisfaction, among others: Attraction, Amenities, Accessibility, Hospitality, and Ancillary (1) Attraction of tourist attractions offering diversity of attractions (2) Facilities provided as a major supporter of tourist destinations, for example cafes, prayer rooms, lodging and flying fox (3) Accessibility (4) The hospitality created by service providers will make tourists comfortable (5) Well-coordinated Ancillaries such as the provision of tour guides, cooperation with travel agents and so on will be able to increase travel satisfaction CONCLUSION The most important studies for efforts to increase satisfaction in tourism include policy innovation both in processes and products, tourism business development including its impact REFERENCES [1] Aimagambetov, E., Bugubaeva, R., Bespayeva, R., & Tashbaev, N, Model Of Sustainable Development of Tourism Industry In Kazakhstan (Regional Perspective) Viešoji politika ir administravimas, 16, 2017, pp 179-197 doi:https://doi.org/10.13165/VPA-17-16-2-02 [2] Aleixo, G., & Tenera, A, New Product Development 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