Beyond Customer Service: Frontline Service Practices Shaping Guest Satisfaction in Adventure Tourism

Abstract

This study examines the role of frontline services in enhancing guest satisfaction within the context of adventure tourism at Skylancing Lombok Paragliding. The study aims to explore how frontliners contribute to guest experiences throughout the service journey and to identify operational challenges affecting service quality. A qualitative case study approach was employed using participant observation, semi-structured interviews, and document analysis conducted during a six-month fieldwork period. Data were analyzed through thematic analysis to identify recurring service practices and operational patterns. The findings reveal four interconnected themes: professional service throughout the customer journey, safety-oriented communication, operational coordination between frontliners and flight instructors, and adaptive responses to operational challenges. The results demonstrate that guest satisfaction is shaped not only by courteous and responsive service but also by accurate safety communication, effective coordination, and employees' ability to manage environmental uncertainty associated with paragliding activities. The study implies that adventure tourism operators should strengthen frontline competencies through communication training, safety knowledge, and cross-functional collaboration to improve service consistency and visitor experiences. It concludes that frontliners function as strategic facilitators who integrate hospitality service, operational coordination, and safety assurance to create memorable and satisfying tourism experiences.