Consumer Education in Service System of Ledok Sambi Tourist Village, Sleman Regency

Two factors that affect consumer satisfaction include personal and situational factors, such as consumer behavior while exploring the tourist attraction. Bad behavior exhibited by some consumers, if not handled properly, will affect consumer satisfaction because the other visitors feel disturbed. Hence, the tourist attraction manager needs to give education to their visitors. This study analyzed the implementation of consumer education in the service system, including input, process, and output. This study was conducted at Ledok Sambi Tourist Village, Sleman Regency, where the managers and staff of this tourist village are the subjects of this particular research. This study also measured the visitors’ perception of the service system applied in such tourist attractions Data collecting methods were in-depth interviews, observation, and documentation. This study was a case study, where the scope of the study focused only but comprehensively on one case, namely consumer education. The analysis applied was a descriptive approach with an interactive model, where this approach was used to interpret, deduct the conclusion, and validate data using a triangulation model. The study results showed that giving education to the visitors in the service system will help boost consumer satisfaction as expected. The visitors can follow the applicable rules and regulations, where they voluntarily follow the rules and disciplines and are aware to preserve environmental sustainability. Hence, all visitors can enjoy clean, fresh, and comfortable natural tourist destinations. The managers of Ledok Sambi Tourist Village implement consumer education to the tourists by optimizing the tourism competence of all staff, improving available resources, and cooperating with some waste management vendors. The education model given to the visitors includes raising their awareness of cleanliness, rules, and environmental sustainability. Meanwhile, the expected output of this education includes disciplined behaviors and a caring attitude for the environment during their visit to Ledok Sambi.