Using IPA Model for Ensuring Sustainable Development in the Rural Tourism Destination

Abstract

The IPA is a useful model to analyze the level of importance and performance of various key factors from the point of view of consumers. It is used to overcome the problems in managing visitor satisfaction in the tourism villages at Kulon Progo, Yogyakarta. The study involves the seven dimensions with a total of 25 attributes including accommodation and restaurants, accessibility, quality of life, tourism services, entertainment facilities, heritage and cultural services, and ecological services. 150 visitors in Pulepayung, Kedung Pedhut, and Sungai Mudal were involved in this study. The result shows 13 items in the second quadrant can be managed to satisfy the tourists while two items in the first quadrant must be improved to meet the visitor expectations. However, it is found nine attributes in the third and one in the fourth quadrant. The destination managers can use for improving the tourist satisfaction on the tourism village destinations.