Studi Komparatif Persepsi Wisatawan Domestik Terhadap Kualitas Pelayanan Destinasi Wisata di Dua Negara dengan Konteks Sosial dan Budaya Berbeda
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Penelitian ini bertujuan untuk menganalisis perbedaan tingkat persepsi kualitas pelayanan antara wisatawan domestik di Indonesia (Dufan Jakarta) dan Taiwan (Taipei Children’s Amusement Park) serta mengidentifikasi dimensi prioritas yang membentuk loyalitas kunjungan. Metode penelitian yang digunakan adalah kuantitatif deskriptif-komparatif dengan teknik purposive sampling terhadap 40 responden (20 responden Indonesia dan 20 responden Taiwan). Data primer dikumpulkan melalui kuesioner berbasis dimensi SERVQUAL dan dianalisis menggunakan uji Mann-Whitney U serta regresi linear berganda. Hasil uji Mann-Whitney menunjukkan adanya perbedaan persepsi yang sangat signifikan pada seluruh dimensi pelayanan antara kedua negara (p < 0,001), di mana wisatawan Taiwan secara konsisten memberikan penilaian yang jauh lebih tinggi dibandingkan wisatawan Indonesia. Analisis regresi mengungkapkan bahwa dimensi fisik dan interaksi sosial secara simultan berkontribusi sebesar 79,3% terhadap kepuasan keseluruhan (p = 0,001). Temuan krusial penelitian ini menunjukkan bahwa dimensi fisik merupakan prioritas utama bagi wisatawan di kedua negara dalam membentuk loyalitas kunjungan, dengan koefisien pengaruh di Indonesia sebesar 0,658 dan di Taiwan sebesar 0,760. Sebaliknya, dimensi interaksi sosial tidak berpengaruh signifikan, bahkan menunjukkan tren negatif di Taiwan (-0,131), mengindikasikan pergeseran perilaku wisatawan yang lebih menghargai fungsionalitas, efisiensi, dan keandalan sistem fisik dibandingkan interaksi sosial yang intens. Secara umum, kualitas pelayanan di Taipei Children’s Amusement Park dinilai lebih baik dalam memenuhi ekspektasi wisatawan dibandingkan Dufan Jakarta.
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