Applying Importance-Performance Analysis to Identify Competitive Travel Attributes: An Application to Regional Destination Image in Thailand


Siripen Dabphet


Destination image is widely used in marketing and branding tourist destinations as image plays an essential role in tourists’ destination choices. Travel attributes are considered the key factors in positioning successful destination images. However, not all attributes bring value to destinations. As such, this study seeks to explore the main competitive travel attributes that affect Thailand’s regional image. A questionnaire was used to examine the importance of travel attributes for domestic tourists and to determine how domestic tourists rate travel attributes’ performance. An importance-performance analysis was applied to evaluate and identify the major strengths and weaknesses of a region’s key attributes for success. The findings suggest that the region must enhance service quality, create more activities and improve sanitation.


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Research Articles


How to Cite
DABPHET, Siripen. Applying Importance-Performance Analysis to Identify Competitive Travel Attributes: An Application to Regional Destination Image in Thailand. Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 10, n. 3, p. 7-21, aug. 2017. ISSN 2539-5521. Available at: <>. Date accessed: 09 apr. 2020.