Importance Performance Analysis on Expectancy and Reality Levels of Tourists and Employees of the Micro, Small & Medium Enterprises of Tourism Sector

Tourism industry is nowadays becoming one important factor for the world economic development. The
progress of tourism sector will provide not only huge opportunities for improving people welfare but also give
challenges and threats to local people and their environment. Research is aimed to analyze and describe satisfaction
and importance levels of tourists and employees at Micro, Small & Medium Enterprises of Tourism Sector in East
Java against transglobal leadership, quality of work life, job involvement, organizational citizenship behavior,
human resource performance, responsible marketing and sustainable tourism competitiveness. Research is located at
Micro, Small & Medium Enterprises of Tourism Sector in East Java. The province of East Java is one autonomous
region with some excellent tourist destinations in Indonesia, and has conducted sustainable development in tourism
sector to increase regional income. Analysis technique of this research is Importance Performance Analysis (IPA),or
the analysis on importance/expectancy and performance/reality. Research variables include Transglobal Leadership
(X), Quality of Work Life (M1), Job Involvement (M2), Organizational Citizenship Behavior (M3), Human
Resource Performance(Y), Responsible Marketing (Z1), and Sustainable Tourism Competitiveness (Z2). All these
variables are in Quadrant II (Keep up the Good Work). This position indicates that expectancy and reality levels of
tourists and employeesat tourism sector are similarly high.
Keywords:Tourism Industry, Small & Medium Enterprises, Behavior