Kualitas Pelayanan dan Kepuasan Pengunjung di Pantai Anging Mammiri Kota Makassar: Pendekatan Kualitatif Berbasis Dimensi SERVQUAL dan Komponen 4A

Abstract

Anging Mammiri Beach is a popular urban coastal destination, yet its service quality has not been systematically examined. This study describes service quality and visitor satisfaction perceptions using the five SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, empathy) combined with the 4A destination components (attraction, accessibility, amenities, ancillary services). A descriptive qualitative approach was employed. Data were collected through observation, semi-structured interviews with 10 informants (visitors, managers, and local vendors), and documentation, including data from the National Tourism Information System (Sisparnas). The data were analyzed using the Miles, Huberman, and Saldaña interactive model, and trustworthiness was ensured through source and technique triangulation and member checking. Basic facilities (parking, public toilets, a prayer space, and food and beverage outlets) are available, but service quality remains suboptimal. The most prominent gaps lie in tangibles (insufficient waste bins and cleanliness), assurance (no evacuation routes or visitor insurance), and empathy (no information center and no toilets for people with disabilities and the elderly). These gaps reduce visitor comfort and safety. The study concludes that service quality should be positioned as an integral part of destination governance rather than merely a matter of staff–visitor interaction, and recommends prioritized improvements and continuous service evaluation