Quality Improvement of Product–Service Package of “Mangunan” Agrotourism Using Quality Function Deployment Approach

Abstract

Mangunan is one of growing agrotourism in the district of Bantul Yogyakarta. Basically, Mangunan had many criteria to support the implementation of product–service package sustainability agrotourism that included product, service, and others. Product–service package is a correlation between the products and services offered simultaneously. Mangunan has a variety of recreational and educative facilities and is supported by a natural landscape as a special attraction. Although it has a wide range of potential, Mangunan has not been able to attract tourists to visit. The study aimed to formulate technical requirements for improving quality of “Mangunan” agrotourism using Quality Function Deployment approach.

Quality function deployment (QFD) provides a comprehensive, systematic approach to ensure whether new products meet or exceed customer expectations. QFD can be a powerful tool because it can reduce time to market, improve quality, and increase customer satisfaction. The techniques that were employed in the study included consumer surveys to collect the consumer preference in product, price, place, promotion, people, process, physical evidence (7P) of Mangunan Agrotourism and convert consumer and market information into detailed technical requirements.

Based on the 7P Tourism Marketing, dimensions that must be corrected immediately were as follows: Product, which included services and product sales of fruit and a comfort place to enjoy the view. Place dimension such as ease to reach the locations. Promotion dimension included the granting bonuses for certain package orders, the appropriate price with the service received for price dimension. People dimension such as attractive and good appearance employee. Process dimension was recognizing the loyal customers, and the physical evidence such as transportation facilities in the garden without having to walk away. Technical requirements for Mangunan quality improvement included education and training for employees and establishing Standard Operating Procedure (SOP) of services.