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Batu is the most popular destination in East Java and even in Indonesia. Batu continues to develop its tourism potential by developing tourist villages in the Batu area. Tourism villages have become something new in village development by attracting the flow of tourists to rural areas This study will analyze how the quality of service at Brakseng Tourism in Batu, East Java, Indonesia. In knowing the perceptions of consumers (visitors) of Brakseng tourism, researchers used SERQUAL analysis. Based on the calculation of the customer satisfaction index, the visitors to Brakseng have a high level of satisfaction. Safety is a dimension that needs to get the most attention because it is in quadrant A. Attributes in quadrant A are considered important attributes and are a priority and affect user satisfaction. The management is obliged to allocate its resources to improve the performance of the attributes that fall into this quadrant.

The tourism industry is a sector that continues to be developed by the Indonesian government. Especially during the current Covid 19 pandemic, tourism must be given a touch of differentiation to adapt to government regulations regarding the safety of tourism objects. The development of social media is essential in the world of tourism, where it can change the behaviour of tourists to enjoy tourism services. This study aims to understand the social media preference in tourist destinations so that tourism destinations can analyze social media marketing competitive strategy according to the target market. This study uses the MDS method and cluster analysis. This study collects data from 240 respondents. Respondents were asked to rate ten social media pairs where the social media observed were Instagram, YouTube, Facebook, Twitter, and Tik Tok. This research found that a perceptual map is essential to define consumer perceptions and preferences on social media.