The Service Quality of Kampoeng Kopi Banaran Agrotourism, Central Java Province, Indonesia

Agro-tourism is a combination of tourism and farming activities that can be a solution to increase farmer income beyond production quantity's value. Excellent service quality is the first step to agrotourism success. Therefore, this study analyses the Kampoeng Kopi Banaran agro-tourism's service quality. The SERVQUAL, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI) methods are applied to estimate the service quality performance. Results suggest that Kampoeng Kopi Banaran agrotourism's service quality is unsatisfactorily by the SERVQUAL method. On the other hand, the IPA method measures that there are five attributes in quadrant I (keep up the good work), five attributes in quadrant II (concentrate here), six attributes in quadrant III (low priority), and seven attributes in quadrant IV (possible overkill). The CSI method found out that customers are not satisfied with the agro-tourism service. It is necessary to improve the service quality by the provision of science and technology that facilitates visitors to learn and understand more about the environment and processes within this agro-tourism site.