<![CDATA[Service quality evaluation in tour and travel services requires not only identifying attributes that customers consider important but also understanding how their fulfillment or absence affects customer satisfaction. Although Importance–Performance Analysis (IPA) and the Kano Model have been applied in various service contexts, their combined application to translate customer evaluations into actionable improvement priorities for local tour and travel service providers remains contextually underexplored. This study evaluates service quality improvement priorities at CV Mutiara Katulistiwa using an integrated IPA–Kano approach. A quantitative survey was conducted with 99 customers selected through purposive sampling. Twenty-five service attributes covering tangibles, reliability, responsiveness, assurance, and empathy were evaluated based on customer importance, perceived performance, and satisfaction characteristics. IPA identified five attributes in the Concentrate Here quadrant, while the Kano Model classified the attributes into Must-be, One-dimensional, and Indifferent categories. The integrated analysis identified on-order service availability and tourism service security as critical mandatory priorities, whereas complaint responsiveness, service information availability, and tour guide competence emerged as performance-improvement priorities. The integrated IPA–Kano approach provides a structured prioritization mechanism that distinguishes attributes requiring immediate corrective action from those that should be maintained or further developed. Rather than proposing a new integration method, this study extends its application to a local tour and travel service context and demonstrates how integrated customer evaluations can be translated into a practical service-improvement roadmap for small service providers.]]>
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