The tourism industry is one of service-based industries that donated Indonesia's balance of payments surplus. The Revenues are nearly 25% donated by.

Strategies for Enhancement Public Services on Transportation Infrastructure in Bandung

According To The Needs Of Tourists Using Quality Function Deployment (QFD)

Authors :Umi Zuraida

R. Hari Harmoko

Problem Background The tourism industry is one of service-based industries that

donated Indonesia's balance of payments surplus. The Revenues are nearly 25% donated by West Java and tourists visiting West Java so far is still concentrated in Bandung city [Koran kompas]. In 2012, The tourism sector have targeted 8 billion tourist that can add above Rp 81 billion devisa.

The vision of Bandung city is increasing the role of service’s city that are supported by one of its mission to create and enhance the attractiveness of Bandung city, with the support of adequate transportation system. .

Studied from Harmoko [2011] shows that 60% of the tourists that went to Bandung with private vehicles. There are 18 attributes of transport infrastructure services in Bandung that are considered important by tourists but only one attribute that had been tourist satisfy.

Research objective :

To determine the strategies for the enhancement public services on transportation infrastructure in Bandung according to the needs of tourists using quality function deployment (QFD).

Prob. Back.cont....

o To increase tourist satisfaction and achieve the vision and mission of Bandung city, it is necessary improvements to transport infrastructure services in Bandung.

o One of the most effective method to capture the demands and needs of customers is the QFD method (Merts)

The Importance of Research :

1. The results of this study can be used by Bandung local government to determine the proper strategies for enhancement the public services on transportation infrastructure that it supporting tourism industry.

2. Expand the application of QFD in public services sector especially in transportation infrastucture service related to tourism

Literature Review1. Transportation infrastructure service system is modified from

the general tourism system of Lepier ( in Marpaung, 2002 )

Fig.1 Transportation Infrastructure Systems In Tourism Services

Fig.1 showing that the movement of tourists from the origin region to the popular tourist destination, especially towards the tourism object and attraction. So the transportation infrastructure services including inter-city accessibility and accessibility of urban transportation

Tourist destinationorigin region

of tourists

inter-city transportation infrastructure

transportation infrastructure to/from tourism objectsobjects

transportation infrastructure around tourism objectsobjects

Lit.Rev.cont....

3. In this study, the transportation infrastructure services is the accessibility of urban transportation that can be divided into :

a. accessibility to/from the location . such as: the existence of a main road, the other alternative road access, traffic management, traffic signs / directions, tourist information management, paratransit/taxi and public transportation lines, time and transportation costs

b. accessibility of around tourism objects, such as: traffic management around the site, area and distance to find parking, condition of sidewalks / pedestrian, the conditions in the parking lot, paratransit/taxi and public transportation lines, traffic impact of tourism, the design/lay out for vehicles maneuver and the rise/fall visitors.

Lit.Rev.Cont.....

QFD as a method for defining design qualities that are in keeping with customer expectations and then translating the customer requirements into design targets and critical quality assurance points that can be used throughout the production/ service development phase (Akao,1990).

The QFD methodology can be used for both tangible products and non-tangible services, including manufactured goods, service industry, software products, IT projects, business process development, government, healthcare, environmental initiatives, and many other applications (QFD Institute).

Methodology

1. Determinat of Research Object and Sample

The study was conducted at tourist resorts frequented by tourists when traveling to Bandung city, which is at the museum of geology, Saung Angklung Mang Ujo, shopping tourism products Cihampelas jeans, Factory Outlet that located on RE.Martadinata road and Ir. H. Juanda, and the shoes industry in Cibaduyut. The samples were selected based on simple random sampling technique and calculation of minimum number of samples is done using Bernaulli formulla.

Methodology cont.......

2. Data Collection Technique

Primary data collection use questionnaire and interview.

The questionnaire was developed using SERVQUAL instrument that was applied at transportation infrastructure services that related with tourism, using Likert scale format with range values 1 for the statement is not important / very dissatisfied to 5 for a statement of values is very important /very satisfied.

The validity of the questionnaire was tested by using the product moment correlation formula and reliability of the questionnaire was tested with Cronbach Alpha method.

Meth.cont.......

3. Data Processing a) Costumer Requirement, which will identify all the tourists

demand about transportation infrastructure services based on literature study.

b) Planning Matrix, which is compiling questionnaire that will capture the needs and interests of tourists about transportation infrastructure services

c) Identifying Technical Characteristics, which translates tourists demand, done by observation of the transportation infrastructure and conduct interviews with the Department of Transportation and the Department of Tourism. Tourists demand to be translated into the technical characteristics that provide an overview of service characteristics that will be developed to meet the needs of tourists.

d) Determines Matrix about the relationship between the needs of tourists and technical characteristics. With this matrix, we will get priority strategies associated with quality house (house of quality) so that the strategy is expected to be right on target. Strategic priorities will be assessed based on the number 5 for the very touch, to have a moderate number 3 and number 1 for the associated weak.

RESULTS AND DISCUSSION

The attributes are used as input QFD planning matrix is attributes are :

a. That have a value of the gap /difference is negative.

b. Attribute satisfaction index of less than 100%.

c. The attributes that are mapped in quadrant A (attributes that is considered very important but had not been tourists satisfy) and in quadrant C (attributes are considered less important and have not been tourists satisfy)

RESULTS AND DISCUSSION

Variabel Attribute

Discription value differenc

es

Tourists Satisfaction Index (100%)

Tangibles X16 Availability of special parking area in tourism sites

3.03 4.75 -1.72 63.78947368

X17 Availability of taxi and public transportation pool around tourism sites

3.33 4.43 -1.1 75.16930023

Relliability

X21 Comfortability in parking area and sidewalks/pedestrian in tourism sites

3.15 4.69 -1.54 67.1641791

X22 Easy of finding parking area in tourism sites

2.68 4.8 -2.12 55.83333333

Assurance

X11 Jamming level on main road to/from tourism sites in Bandung city

2.17 4.32 -2.15 50.23148148

X12 Efficient in time and cost from/to the tourism sites

2.42 4.68 -2.26 51.70940171

X13 Certainty of time and cost from/to the tourism sites

2.47 4.64 -2.17 53.23275862

X14 Optimality of traffic management in Bandung city

2.85 4.79 -1.94 59.49895616

X29 Saturation level (full/not) of parking spaces around the tourism sites

1.52 5.1 -3.58 29.80392157

Table 1. The attributes are used as input QFD planning matrix

Structured QFD planning matrix :1. Translation of Tourists Needs and Expectations Into Product Attributes and operations AttributesTable 2. Translation of Tourists need and expectation Into Product Attributes and Operations AtributeNo Needs and Expectations of Tourists Product attributes Operational attributes

1 Efficiency of time / cost from / to the tourist sites (X12)

The existence and smoothness of road access

Level of service of access roads and Toll roads

2 Certainty of time / cost from / to the tourist sites (X13)

Traffic patterns and the existence of nuisance

Information about the pattern and level of traffic disruption

3 Optimization of the traffic arrangements in Bandung city (X14)

The existence of traffic management

The existence of traffic engineering and staff

  Availability of special parking lot at tourism sites (X16)

The existence of adequate parking area

The existence of adequate off-parking

5 Comfort in the parking lot and on pedestrian / sidewalk at tourist sites (X21)

The existence of adequate space with all supporting facilities

Low conflict, presence of toilet, prayer room and cafe, safe sidewalk access

6  Ease of finding parking at tourist sites (X22) Adequate and strategic location The existence of information about alternative places

7 Saturation level (full / absence) of parking spaces around the tourist sites (X29)

Capacity of parking spaces and adequate management

Capacity / Management adjusted to pattern and level of traffic

 8 Levels of traffic jam around the main tourist sites in Bandung city (X11)

Level of service and disruption of access roads and treatment efforts

Traffic management and tactical anticipation and road widening access

9 Availability of taxi base and adequate public transportation around the tourist sites (X17)

The existence of adequate taxi / public transport base

Comfortable location, preservation of public order and the existence of public transport

2. Determine the matrix of cause and effect relationship Table 3. Causal – Effect Matrix Between Tourists Needs And Demand With

The 5 Causes Occurrence

No Factor Operational Attributes

Man Equipment Material Method Environtment

1 Level of service of access roads and Toll roads

Lack of community support

No traffic restriction Less road capacity

Lack of road maintenance

Narrowness of the land for road expansion

2 Information about the pattern and level of traffic disruption

Lack of public awareness

Lack of curbing nuisance

Less breadth of information

- -

3 The existence of traffic engineering and staff

Less responsive and less number of officers

- Less operating facilities

Lack of good management

-

 4 The existence of adequate off-parking

Lack of manager awareness

Weak implementation of regulations

Lack of Available Land

Less good design

Less parking partnership

5 Low conflict, presence of toilet, prayer room and cafe, safe sidewalk access

- - Lack of support facilities

Less good parking design

Less partnerships, order, cleanliness, and safety

 6 The existence of information and other alternative places

Lack of parking attendants

The lack of on-street parking restrictions

Less available alternative

Lack of information media

Less entrepreneur of parking area

7 Capacity / Management adjusted to the pattern and level of traffic

- Less strict permitting / eligibility

Less vastness of space

Rash of plans Less traffic impact analysis

 8 Traffic management and tactical anticipation and road widening access

Less area officer Less traffic restrictions

The absence of pedestrian bridges

Less conflict management

Lack of community support

9 Comfortable location, preservation of public order and the existence of transportation

- Lack of taxi fleets / public transport

Less available comfortable public transport base

Lack of public transport service plan in tourism

Lack of security policing partnership

RESULTS AND DISCUSSION cont.......

3. Identification of Technical Characteristics Based on Tourists Needs Attribute

Based on the Causal – Effect Matrix Between Tourists Needs And Demand With The 5 Causes Occurrence, make observations on the existing transportation infrastructure services, and conducted interviews with Department of Transportation and the Department of Tourism to develop a variety of technical characteristics which can represent the factors that cause the expectations of tourists hasn’t unfulfilled.

4. Preliminary design of "House of Quality" (HOQ) At this stage, identifying the relationship between the row

matrix/ attributes and column matrix/ technical characteristics by discussions with the Department of Transportation and the Department of Tourism.

To Identify of strong or weak links in the product design matrix

(House of Quality) is determined by rate: 5 for a very strong relationship, 3 for a strong relationship, 1 for weak ties, and '_' for there is no relationship at all.

.

Table 4. Preliminary results of multiplication (HOQ) Which Produce Relative Percentage

Technical

Characteristics

Attributes

Average of expextation

Infrastructure development and revision of the design of transport infrastructure

Expand the information which can ease decision making and certainty for tourists

Improved management and traffic restrictions and care management

Area Arrangement by Partnership with the community, especially the Economic Empowerment

Enforcement of regulations to ensure public order and reduce conflict / interference

Implementation of Environmental Care Management to Ensure Hygiene and Environmental Sustainability

Human resources Training that Related to the Integrated and Sustainable Tourism Service Improvement

Efficiency of time / cost from / to the tourist sites (X12)

4,68 5 3

Certainty of time / cost from / to the tourist sites (X13)

4,64 5 3 3

Optimization of the traffic arrangements in Bandung city (X14)

4,79 3 3

Availability of special parking lot at tourism sites (X16)

4,75 5 1

Comfort in the parking lot and on pedestrian / sidewalk at tourist sites (X21)

4,69 3 5 3 5

Ease of finding parking at tourist sites (X22)

4,80 1 3 3

Saturation level (full / absence) of parking spaces around the tourist sites (X29)

5,10 3 3 1

Levels of traffic jam around the main tourist sites in Bandung city (X11)

4,32 1 1 3 3 3

Availability of taxi base and adequate public transportation around the tourist sites (X17)

4,43 3 3 5 3

Absolut = 399.50Relatif = 100.00%

94.13 37.07 70.59 64.1 46.38 36.22 51.1123.56 9.28 17.67 16.04 11.61 9.06 12.79

RESULTS AND DISCUSSION cont....... Based on level of relationship in relationship matrix and

the average expectations of tourists, house of quality can be constructed by counting the multiplication results both in absolute and relative terms.

Relative value would be seen the order of priority (based on the sequence of relative percentage) of various technical characteristics in order to improve the service quality is guaranteed in accordance with the wishes / expectations of tourists.

This priority order describes the strategies that should be built in an effort to improve the transportation infrastructure so that can be achieved optimality of public service of tourism in Bandung city.

T

The priority order of the technical characteristics as the basic strategy in efforts to improve transportation infrastructure services in Bandung city, can be seen in Table 5

Table 5. Technical Characteristics of the order of priority as the initial results "HOQ"

No Technical Characteristics of Tourism Transportation Infrastructure Services

Relative percentage

(%)

The order of priority

1 Development of Infrastructure and Transportation infrastructure design revisions

23,55 1

2 Management improvement of traffic restrictions and Road Maintenance Management

17,67 2

3 Area Arrangement by Partnership with the community, especially the Economic Empowerment

16,04 3

4 Human resources Training that Related to the Integrated and Sustainable Tourism Service Improvement

12,79 4

5 Enforcement of Regulations / Permissions Guaranteeing Order and Reducing Conflict / Problem

11,61 5

6 Extending Information to Ease Decision Making and certainty for Tourists

9,28 6

7 Implementation of Environmental Care Management to Ensure Hygiene and Environmental Sustainability

9,06 7

RESULTS AND DISCUSSION cont.......

5. Final design "HOQ" Considering Correlation Between the Characteristics of Technical

The next stage to identify the relationship between columns or between technical characteristics to explain the level of power among the column matrix has been determined.

Level of strength of this relationship, plotted on a matrix of product design (House Of Quality) to complete the "roof" of the "house of quality" with the category and the notation: 'o' for the strong positive correlation, 'x' for the correlation is less strong negative or strong positive, '-' for there is no relationship

Technical Characteristics

Attributes

Average of Expectation

Infrastructure development and revision of the design of transport infrastructure

Expand the information which can ease decision making and certainty for tourists

Improved management and traffic restrictions and care management

Area Arrangement by Partnership with the community, especially the Economic Empowerment

Enforcement of regulations to ensure public order and reduce conflict / interference

Implementation of Environmental Care Management to Ensure Hygiene and Environmental Sustainability

Human resources Training that Related to the Integrated and Sustainable Tourism Service Improvement

Efficiency of time / cost from / to the tourist sites (X12) 4,68 5 3

Certainty of time / cost from / to the tourist sites (X13) 4,64 5 3 3

Optimization of the traffic arrangements in Bandung city (X14)

4,79 3 3

Availability of special parking lot at tourism sites (X16) 4,75 5 1

Comfort in the parking lot and on pedestrian / sidewalk at tourist sites (X21)

4,69 3 5 3 5

Ease of finding parking at tourist sites (X22) 4,80 1 3 3

Saturation level (full / absence) of parking spaces around the tourist sites (X29)

5,10 3 3 1

Levels of traffic jam around the main tourist sites in Bandung city (X11)

4,32 1 1 3 3 3

Availability of taxi base and adequate public transportation around the tourist sites (X17)

4,43 3 3 5 3

Fig. 1 The Final Design "HOQ"

o

oox x

RESULTS AND DISCUSSION cont.......

General Recommendations Strategies Based on Total Results of "HOQ"

Based on the design of HOQ, we make recommendation about general strategy for transportation infrastructure improvements in order to improve public service quality of tourism in Bandung (with the development priorities based on the magnitude of the relative percentage) as follows:

Development of transportation infrastructure facilities, combined with efforts to improve traffic management and by enforcing regulations / licensing is expressly in order to achieve optimization of the overall transportation system services in Bandung. (The relative percentage of 52.83%).

Structuring the tourist area with a combined partnership with the efforts to implement environmental care management in order to guarantee security, order, cleanliness and beauty / environmental sustainability and the creation of sustainable tourism development (the relative percentage = 25.10%).

Expand the spreading of information to guarantee the certainty and convenience for tourists in making decisions, combined with the efforts for human resource training, especially for those who associated with the service / tourism information (the number of relative percentage = 22.07%).

RESULTS AND DISCUSSION cont.......

6. Conclusion Base on QFD, the study recommendation about the general

strategies for enhancement public services on transportation infrastructure in Bandung according to the needs of tourists are :

a) Development of transportation infrastructure facilities, combined with efforts to improve traffic management and by enforcing regulations / licensing is expressly in order to achieve optimalization of the overall transportation system services.

b) Structuring the tourist area with a partnership that combined with the implementation of service management environment in order to guarantee security, order, cleanliness and beauty / environmental and the creation of sustainable tourism development.

c) Expand the spreading of information to guarantee the certainty and convenience for tourists in making decisions, combined with the efforts for human resource training, especially for those who associated with the service / tourism information

Thank You