Cultural tourism is increasingly popular among international tourists for its authentic experiences and cultural insights. This study examines international tourists’ perceptions of the service quality of PT Destination Asia Sanur Bali’s cultural tour packages. Using a descriptive mixed-method approach, data were gathered from 50 international tourists via questionnaires, in-depth interviews, and observations. The SERVQUAL model (Tangibles, Reliability, Responsiveness, Assurance, Empathy) with a Likert scale was applied for quantitative analysis, while qualitative data were thematically interpreted. Findings indicate very good overall perceptions, with Responsiveness scoring highest (4.40) and Tangibles lowest (3.86). Tourists valued the tours’ emotional, educational, and meaningful aspects, particularly interactions with local communities and participation in traditions. PT Destination Asia successfully meets expectations, though improvements are needed in visual and interpretative presentation of local culture.
Tanjar et al. (Wed,) studied this question.
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