Evaluation of Service Quality on Tourism Object of Kinantan Wildlife and Culture Park Bukittinggi

As a tourism service provider, Kinantan Wildlife and Culture Park Bukittinggi are certainly required to provide optimal quality for the performance provided to tourists because service quality will create satisfaction for service users, so quality assurance is a top priority for a tourism object. Tourist satisfaction refers to the views expressed by tourists based on their perceptions and expectations of the services they receive from a tourism object. Parasuraman et al. (1990) stated that tourist satisfaction is strongly influenced by five dimensions of Servqual, namely tangibles, reliability, responsiveness, assurance, and empathy. Tourist complaints about the Kinantan Wildlife and Culture Park Bukittinggi tourism object are evidence of service failure in the service quality attributes that were delivered unable to meet customer expectations which ultimately lead to dissatisfaction. This condition can be seen from the number of tourists visits that experience fluctuations in tourist visits every year. This research aims to analyze and evaluate the condition of service quality that is being applied (existing) by the Kinantan Wildlife and Culture Park Bukittinggi tourism object and provide strategy proposal to improve the quality of services at the Kinantan Wildlife and Culture Park Bukittinggi to increase the satisfaction of visiting tourists. The data collected in this research was carried out by observation, interviews, and distributing online and offline questionnaires. Respondents in this research were tourists to the Kinantan Wildlife and Culture Park Bukittinggi, as many as 130 people with details of 100 research respondents and 30 validator respondents. The method used is a sequential method between Servqual (service quality) which consists of calculating the level of satisfaction and tourist expectations, Servqual score, the value of actual service quality, and the QFD method (Quality Function Deployment) which consists of designing a consumer information matrix and a technical information matrix, then modeled into the form of a House of Quality, then data processing is carried out with the help of Microsoft Excel and SPSS for Windows 26.0 software. The results of this research indicate that the service dimension that should be prioritized to be improved is the tangibles dimension, which is the service attribute of the availability of free internet network services (Wifi), then followed by the service attribute of other service dimensions. In addition, after the sequential method between Servqual and QFD is carried out, it is obtained that the technical response that must be prioritized to be applied to improve the quality of services available at the Kinantan Wildlife and Culture Park Bukittinggi tourism object is to add and repair facilities such as free internet network (Wifi), trash cans, luggage lockers, suggestion boxes, CCTV and cage labels