ABSTRACT
The purpose of this research is to analyze the tourists’ satisfaction in Tanjung Kelayang Beach through the tourists’ assessment on importance level and tourism product performance in Tanjung Kelayang Beach. There are three tourism product indicators including attractions, facilities, and accessibilities. This research used a descriptive method with quantitative approach using a simple random sampling technique. This research involved 100 respondents using questionnaire. To measure the tourists’ satisfaction level, Important Performance Analysis (IPA) method was used and resulted four quadrants with priority scale. The results of this study found dissatisfaction from the tourists who came. Even though the performance level from tourism product in Tanjung Kelayang Beach was already good, in the reality, the satisfaction point cannot be reached because the expectation value from the tourist to Tanjung Kelayang Beach’s tourism product was bigger than the performance value. There were three quadrants that resulted from IPA method that became the manager’s reference to pay attention to tourism product’s condition in Tanjung Kelayang Beach, and to maintain the tourism product performance that is already rated well by the tourists.
