Analysis of Tourist Satisfaction with The Cooking Class Attraction Services for Culinary Tourism in Munduk Tourism Village

Cooking tourism is an emerging sector within the local food economy, gaining significant popularity worldwide, particularly in Asian countries, and is highly sought after by tourists visiting Munduk Tourism Village. This study aims to analyze the factors contributing to tourist satisfaction with the cooking class services offered in Munduk Village’s culinary tourism. Employing a quantitative research method with a qualitative descriptive approach, the study sampled 100 respondents. Data were collected through a questionnaire administered to randomly selected tourists who had participated in the culinary tourism attractions. The questionnaires were completed by the tourists who were met by the researchers and agreed to participate as respondents. The data were processed and analyzed using the SERVQUAL model, which evaluates service quality by comparing consumer expectations with actual performance. This model includes five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The study aims to provide insights for enhancing satisfaction with culinary tourism services in Munduk Village. The findings indicate that the average service performance of the cooking class attractions is slightly below tourists’ expectations, with the average performance score being 4.48 compared to an expectation score of 4.50. Consequently, to address this gap, it is recommended that management prioritize improving responsiveness to guest complaints.