UPAYA PENINGKATAN KUALITAS PELAYANAN MELALUI FASILITAS WISATA DI OBJEK WISATA PANTAI PACAR TULUNGAGUNG

Abstrak

Penelitian ini dilatarbelakangi oleh pentingnya kualitas pelayanan dalam meningkatkan kenyamanan dan kepuasan pengunjung di Objek Wisata Pantai Pacar Tulungagung. Kualitas pelayanan yang baik tidak hanya ditentukan oleh sikap petugas, tetapi juga oleh ketersediaan dan kondisi fasilitas wisata yang mendukung aktivitas pengunjung. Penelitian ini bertujuan untuk mengetahui upaya peningkatan kualitas pelayanan melalui fasilitas wisata di Objek Wisata Pantai Pacar Tulungagung. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui observasi, wawancara, dan dokumentasi dengan informan yang terdiri dari pengelola, petugas parkir, pedagang, dan pengunjung wisata. Analisis data menggunakan model Miles dan Huberman, sedangkan analisis kualitas pelayanan mengacu pada teori SERVQUAL yang meliputi tangibles, reliability, responsiveness, assurance, dan empathy. Hasil penelitian menunjukkan bahwa pengelola telah melakukan berbagai upaya untuk meningkatkan kualitas pelayanan, seperti menjaga kebersihan kawasan wisata, melakukan perawatan fasilitas, serta memberikan pelayanan yang ramah dan responsif kepada pengunjung. Fasilitas yang tersedia, seperti area parkir, toilet, gazebo, tempat sampah, dan warung makan, dinilai cukup membantu kebutuhan wisatawan. Namun, masih terdapat beberapa aspek yang perlu ditingkatkan, seperti kebersihan toilet, penambahan tempat sampah, perawatan fasilitas yang rusak, serta penambahan petugas pada saat jumlah pengunjung meningkat. Berdasarkan hasil penelitian dapat disimpulkan bahwa kualitas pelayanan di Pantai Pacar Tulungagung secara umum sudah cukup baik, namun peningkatan fasilitas dan pelayanan secara berkelanjutan masih diperlukan untuk meningkatkan kenyamanan dan kepuasan pengunjung

This study was motivated by the importance of service quality in improving visitor comfort and satisfaction at Pantai Pacar Tourist Attraction, Tulungagung. Good service quality is not only determined by the attitude of service staff but also by the availability and condition of tourism facilities that support visitors' activities. This study aimed to identify efforts to improve service quality through tourism facilities at Pantai Pacar Tourist Attraction, Tulungagung. This research employed a qualitative method with a descriptive approach. Data were collected through observation, interviews, and documentation involving tourism managers, parking attendants, vendors, and visitors as research informants. Data analysis was conducted using the Miles and Huberman model, while service quality analysis referred to the SERVQUAL theory, which includes the dimensions of tangibles, reliability, responsiveness, assurance, and empathy. The results showed that the management had made various efforts to improve service quality, such as maintaining the cleanliness of the tourist area, conducting facility maintenance, and providing friendly and responsive services to visitors. Facilities such as parking areas, toilets, gazebos, trash bins, and food stalls were considered adequate in supporting visitors' needs. However, several aspects still require improvement, including toilet cleanliness, the addition of trash bins, maintenance of damaged facilities, and increasing the number of staff during peak visitor periods. Based on the findings, it can be concluded that the service quality at Pantai Pacar Tourist Attraction is generally good. Nevertheless, continuous improvements in facilities and services are still needed to enhance visitor comfort and satisfaction.