Applying Importance-Performance Analysis to Identify Competitive Travel Attributes: An Application to Regional Destination Image in Thailand
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Published
Aug 7, 2017
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Abstract
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.
References
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Calantone, R., di Benedetto, A., Hakam, A., & Bojanic, D. (1989). Multiple multinational tourism positioning using correspondence analysis. Journal of Travel Research, 45(2), 25-32.
Caruana, A. (2000). Service loyvalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.
Chen, J. S., & Hsu, C. H. C. (2000). Measurement of Korean tourists’ perceived images of overseas destinations. Journal of Travel Research, 38(2), 411-416.
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Alegre, J., & Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37(1), 52-73.
Beerli, A., & Martin, J. D. (2004). Tourists' characteristics and the perceived image of tourist destinations: A quantitative analysis--a case study of Lanzarote, Spain. Tourism Management, 25(5), 623-636.
Bigné, J., Sanchez, M. I., & Sanchez, J. (2001). Tourist image, evaluation variables and after purchase behaviour: Interrelationship. Tourism Management, 22(6), 607-616.
Bonn, M. A., Joseph, S. M., & Dai, M. (2005). International versus Domestic Visitors: An Examination of Destination Image Perceptions. Journal of Travel Research, 43(1), 294-301.
Bramwell, B., & Rawding, L. (1996). Tourism marketing images of industrial cities. Annals of Tourism Research, 23(1), 201-221.
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21, 97-116.
Calantone, R., di Benedetto, A., Hakam, A., & Bojanic, D. (1989). Multiple multinational tourism positioning using correspondence analysis. Journal of Travel Research, 45(2), 25-32.
Caruana, A. (2000). Service loyvalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.
Chen, J. S., & Hsu, C. H. C. (2000). Measurement of Korean tourists’ perceived images of overseas destinations. Journal of Travel Research, 38(2), 411-416.
Chen, Y.-C., & Lin, S. (2013). Apply importance-performance analysis for improving internal marketing of hospital management in Taiwan. International Business Research, 6(4), 45-54.
Chi, C., & Qu, H. (2007). Examining the structural relationship of destination image, touristsatisfaction and destination loyalty: An integrated approach. Tourism Management, 12(2), 34-67.
Chon, K. (1990). Traveler destination image modification process and its marketing Implications. Developments in Marketing Science, 13(3), 480-482.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-24.
Dabphet, S. (2014). Destination choice between first-time and repeat tourists. Journal of Management and Information Sciences, 9(2), 39-59.
Daniels, M. L., & Marion, J. L. (2006). Visitor evaluations of management actions at a highly impacted Appalachina trail camping area. Environment Management, 38(6), 1006-1019.
Dann, G. M. (1981). Tourism motivation: An appraisal. Annals of Tourism Research, 8(2), 187-219.
Dann, G. M. (1996). Tourists' images of a destination
-an alternative analysis. Journal of Travel & Tourism Marketing, 5(1-2), 41-55.
Della, C. V., & Micera, R. (2007). Destination image analysis and management: Results of an empirical research on the case of Naples. In the 6th International congress marketing trends, 26-27 January 2007. France, Paris: International Marketing Trends Conference.
Department of Tourism. (2015). Tourist statistic. Bangkok: Department of Tourism.
Di Marino, E. (2008). The strategic dimension of destination image: An analysis of the French Riviera image from the Italian tourists’ perceptions. Naples: Faculty of Economics, University of Naples ‘Fredrico II’.
Echtner, C. M., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image. The Journal of Tourism Studies, 2(2), 2-12.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.
Ennew, C. T., Reed, G. V., & Binks, M. R. (1993). Importance-performance analysis and the measurement of service quality. European Journal of Marketing, 27(2), 59-70.
Enright, M. J., & Newton, J. (2005). Determinants of tourism destination competitiveness in Asia Pacific: Comprehensiveness and universality. Journal of Travel Research, 43(2), 339-350.
Esichaikul, R. (2012). Travel motivations, behavior and requirements of European senior tourists to Thailand. PASOS, 10(2 Special Issue), 47-58.
Fache, W. (2000). Methodologies for innovation and improvement of services in tourism. Managing Service Quality, 10(6), 356-366.
Fakeye, P., & Crompton, J. (1991). Image differences between prospective, first-time and repeat visitor to the lower Rio Grande Vally. Journal of Travel Research, 30(2), 10-16.
Ferreira, J., & Estevao, C. (2009). Regional competitiveness of a tourism cluster: A conceptual model proposal. Tourism and Management Studies, 5, 37-51.
Gartner, W. C. (1989). Tourism image: Attribute measurement of state tourism products using multidimensional scaling techniques. Journal of Travel Research, 28(2), 15-19.
George, R. (2011). Marketing tourism in South Africa (4th ed.). Cape Town: Oxford University Press.
Go, F., & Zhang, W. (1997). Applying importance-performance analysis to Beijing as an international meeting destination. Journal of Travel Research, 35(4), 42-49.
Goodall, B. (1992). How tourists choose their holidays: An analytical framework. In B. Goodall & G. Ashworth (Eds.), Marketing in the tourism industry: The promotion of destination regions (pp. 1-17). London: Routledge.
Goodrich, J. N. (1977). Benefit bundle analysis: An empirical study of international travelers. Journal of Travel Research, 26(2), 6-9.
Graf, L. A., Hemmasi, M., & Nielsen, W. (1992). Importance-satisfaction analysis: A diagnostic tool for organizational change. Leadership & Organization Development Journal, 136(6), 8-12.
Grönroos, C. (1984). A service quality model and its market implications. European Journal of Marketing, 18(4), 36-44.
Haider, W., & Ewing, G. O. (1990). A model of tourist choices of hypothetical Caribbean destinations. Leisure Sciences, 12, 33-47.
Hardy, A. L. (2003). An investigation of the key factors necessary for the development of iconic touring routes. Journal of Vacation Marketing, 9(4), 314-330.
Haugland, S., Ness, H., Gronseth, B.-O., & Aarstad, J. (2011). Development of tourism destinations: An integrated multilevel perspective. Annals of Tourism Research, 38(1), 268-290.
Hawes, M., & Rao, C. P. (1985). Using importance-performance analysis to develop health care marketing strategies. Journal of Health Care Marketing, 5(4), 19-25.
Holloway, J. C., & Taylor, N. (2006). The business of tourism (7th ed.). Harlow, England: New York Financial Times Prentice Hall.
Hornback, K., & Eagles, P. (1999). "Visitor use", guideline for public use measurement and reporting a parks and protected areas. Cambridge: IUCN.
Huh, J., & Uysal, M. (2003). Satisfaction with cultural/heritage sites: Virginia historic triangle. Journal of Quality Assurance in Hospitality & Tourism, 4(3/4), 177-194.
Hui, T. K., Wan, D., & Ho, A. (2007). Tourists' satisfaction, recommendation and revisiting Singapore. Tourism Management, 28(3), 965-975.
Hunter, W. C., & Suh, Y. K. (2007). Multimethod research on destination image perception: Jeju standing stones. Tourism Management, 28(1), 130-139.
Ivanovic, M., Khuhou, P. S., Reynish, N., Pawson, R., Tseane, L., & Wassung, N. (2005). Tourism development 1: Fresh perspectives. South Africa: Pearson Education and Prentice Hall.
Jang, S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism Management, 28(10), 580-590.
Jenkins, O. H. (1999). Understanding and measuring tourist destination images. The International Journal of Tourism Research, 1(1), 1-15.
Joseph, M., & Joseph, B. (1997). Service quality in education: a student perspective. Journal Quality Assurance in Education, 5(1), 15-21.
Kim, S. S., McKercher, B., & Lee, H. (2009). Tracking tourism destination image perception. Annals of Tourism Research, 36, 715-718.
Klenosky, D. B. (2002). The “Pull” of Tourism Destinations: A Means-End Investigation. Journal of Travel Research, 40(2), 385-395.
Kotler, P., Haider, D. H., & Rein, I. J. (1993). Marketing places. New York: The Free Press
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269
Laws, E. (1995). Tourist destination management: Issues, analysis, and policies. New York: Routledge.
Le-Klähna, D.-T., & Hall, M. C. (2015). Tourist use of public transport at destinations – a review. Current Issues in Tourism, 18(8), 785-803.
Lew, A., & McKercher, B. (2006). Modeling tourist movements: A local destination analysis. Annals of Tourism Research, 33(2), 403-423.
Liu, A., & Wall, G. (2006). Planning tourism employment: A developing country perspective. Tourism Management, 27(1), 159-170.
MacKay, K., & Fesenmaier, D. (2000). An exploration of cross-cultural destination image assessment. Journal of Travel Research, 38, 417-423.
Magal, S. R., & Levenburg, N. M. (2005). Using importance-performance analysis to evaluate e-business strategies among small businesses. In System Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference, 6-7 January 2005 (pp. 176a-176a). Hawaii, USA.: IEEE.
Marshalls, M. N. (2007). Country image and its effects in promoting a tourist destination: Case study of South Africa. Sweden: Blekinge Institute of Technology.
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77-79.
Masiero, L., & Nicolau, J. L. (2012). Tourism market segmentation based on price sensitivity: Finding similar price preferences on tourism activities. Journal of Travel Research, 51, 426-435.
Meng, F., Tepanon, Y., & Uysal, M. (2008). Measuring tourist satisfaction by attribute and motivation: The case of a nature-based resort. Journal of Vacation Marketing, 14(1), 41-55.
Meng, S. W., Nishimoto, H., & Philip, G. (2011). The use of importance-performance analysis (IPA) in evaluating Japan's e-government services. Journal of Theoretical and Applied Electronic Commerce Research, 6(2), 17-30.
Miranda, F. J., Chamorro, A., Murillo, L. R., & Vega, L. (2010). An importance-performance analysis of primary health care services: Managers vs. perceptions. Journal of Service Science and Management, 3(2), 227-234.
Nale, R. D., Rauch, D. A., & Wathen, S. A. (2000). An exploratory look at the use of importance performance analysis as a curricular assessment tool in a school of business. Journal of Workplace Learning: Employee Counselling Today, 12(4), 139-145.
O'Leary, S., & Deegan, J. (2003). People, pace, place: Qualitative and quantitative Images of Ireland as a tourism destination in France. Journal of Vacation Marketing, 9(3), 213-226.
O’Leary, S., & Deegan, J. (2005). Ireland's image as a tourist destination in France: Attribute importance and performance. Journal of Travel Research, 43(3), 247-256.
O'Neill, M. A., & Palmer, A. (2004). Importance-performance analysis: A useful tool for directing continuous quality improvement in higher education. Quality Assurance in Education, 12(1), 39-52.
Parkhe, A. (1993). ‘Messy’ research, methodological predispositions, and theory development in international joint ventures. Academy of Management Review, 18(2), 227-268.
Peštek, A., & Činjarević, M. (2014). Tourist perceived image of local cuisine: the case of Bosnian food culture. British Food Journal, 116(11), 1821-1838.
Ragavan, A. N., Subramonian, H., & Sharif, P. S. (2014). Tourists' perceptions of destination travel attributes: An application to International tourists to Kuala Lumpur. Social and Behavioral Sciences, 144, 403-411.
Rajesh, R. (2013). Impact of tourist perceptions, destination image and tourist satisfaction on destination loyalty: A conceptual model. Journal of Tourism and Cultural Heritage, 11(3), 67-78.
Robson, C. (1993). Real World Research: A Resource for social scientists and practitioners-researchers. Oxford: Blackwell.
Shieh, J. I., & Wu, H.-H. (2009). Applying importance-performance analysis to compare the change of a convenient store. Quality & Quantity, 43(3), 391-400.
Shih, D. (1996). VALS as a tool of tourism market research: The Pennsylvania experience. Journal of Travel Research, 24(4), 2-11.
Skok, W., Kophamel, A., & Richardson, I. (2001). Diagnosing information systems success: importance–performance maps in the health club industry. Information & Management, 38(7), 409-419.
Siderelis, C., & Moore, R. L. (1998). Recreation demand and the influence of site preference variables. Journal of Leisure Research, 30(3), 301-318.
Stevens, B. F. (1992). Price value perceptions of travelers. Journal of Travel Research, 31(2), 44-48.
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Research Articles
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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 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/1942>. Date accessed: 19 apr. 2024.