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VOL. 11, ISSUE 8 (2025)
Visitor satisfaction with tourism services: A case study on pricing and service quality in a cultural tourism destination in Indonesia
Authors
Abbet Nugroho, Indiati, Abdul Rahman
Abstract
Globally, cultural and educational tourism has
gained increasing attention as destinations strive to balance heritage
preservation with visitor satisfaction. One emerging trend is the integration
of traditional cultural elements into tourism experiences, which can enhance
both educational value and economic sustainability. Kampoeng Dolanan Nusantara
Borobudur, established in 2013 in Central Java, Indonesia, exemplifies this
approach by preserving traditional games and promoting cultural values to
younger generations. This study aims to measure visitor satisfaction with
regard to pricing, tourism products, and service quality at this
cultural-educational destination. A qualitative approach was applied, combining
in-depth interviews and questionnaires with 50 respondents, including tourists
and representatives of travel agencies. The findings indicate that price
transparency and service quality have a significant influence on visitor
satisfaction. Notably, the perceived affordability of tourism packages
improved, with average scores increasing from 4.47 in July to 4.78 in August
2024, suggesting that visitors consider the prices fair relative to the
facilities and experiences provided. The discussion highlights the synergy
between competitive pricing and high-quality service as key drivers of
satisfaction and loyalty. These results provide practical implications for
cultural tourism managers in designing value-based service strategies.
Furthermore, the insights from this case study contribute to the broader
international discourse on how culturally grounded tourism models can be
adapted to different contexts, supporting sustainable heritage tourism
worldwide.
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Pages:77-82
How to cite this article:
Abbet Nugroho, Indiati, Abdul Rahman "Visitor satisfaction with tourism services: A case study on pricing and service quality in a cultural tourism destination in Indonesia". International Journal of Commerce and Management Research, Vol 11, Issue 8, 2025, Pages 77-82
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