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Competitive importance-performance analysis of an Australian wildlife park

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  • Taplin, Ross H.

Abstract

Importance-Performance Analysis (IPA) and the related analysis of performance minus importance gaps have proved valuable and popular techniques for the management of tourism destinations as well as products and services more generally. Their simplicity makes them easily interpretable to management. Unfortunately their application is hindered by measurement bias and doubt over the appropriate placement of crosshairs to determine whether performance and importance is high or low. This paper introduces Competitive Importance-Performance Analysis (CIPA) to resolve these issues by applying the scientific principle of a control. CIPA uses benchmarking against competitors to determine cross-hair placement, reduce measurement bias and determine market position. A survey of an Australian wildlife park is used to illustrate how CIPA provides additional insights for management while results from IPA or gap analysis are potentially misleading. CIPA is applicable not only to tourism but also to other areas of management or marketing of a product or service.

Suggested Citation

  • Taplin, Ross H., 2012. "Competitive importance-performance analysis of an Australian wildlife park," Tourism Management, Elsevier, vol. 33(1), pages 29-37.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:1:p:29-37
    DOI: 10.1016/j.tourman.2011.01.020
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    References listed on IDEAS

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    1. Fallon, Paul & Schofield, Peter, 2006. "The dynamics of destination attribute importance," Journal of Business Research, Elsevier, vol. 59(6), pages 709-713, June.
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    3. Scott E. Sampson & MICHAEL J. SHOWALTER, 1999. "The Performance-Importance Response Function: Observations and Implications," The Service Industries Journal, Taylor & Francis Journals, vol. 19(3), pages 1-25, July.
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    Cited by:

    1. Guizzardi, Andrea & Stacchini, Annalisa, 2017. "Destinations strategic groups via Multivariate Competition-based IPA," Tourism Management, Elsevier, vol. 58(C), pages 40-50.
    2. Rodger, Kate & Taplin, Ross H. & Moore, Susan A., 2015. "Using a randomised experiment to test the causal effect of service quality on visitor satisfaction and loyalty in a remote national park," Tourism Management, Elsevier, vol. 50(C), pages 172-183.
    3. Chen, Kuan-Yu, 2014. "Improving importance-performance analysis: The role of the zone of tolerance and competitor performance. The case of Taiwan's hot spring hotels," Tourism Management, Elsevier, vol. 40(C), pages 260-272.
    4. Taplin, Ross H., 2013. "The influence of competition on visitor satisfaction and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 238-246.
    5. Phadermrod, Boonyarat & Crowder, Richard M. & Wills, Gary B., 2019. "Importance-Performance Analysis based SWOT analysis," International Journal of Information Management, Elsevier, vol. 44(C), pages 194-203.
    6. Greg D. Simpson & Jackie Parker, 2018. "Data for an Importance-Performance Analysis (IPA) of a Public Green Infrastructure and Urban Nature Space in Perth, Western Australia," Data, MDPI, vol. 3(4), pages 1-9, December.
    7. Yi Jiang & Polin Lai & Chia-Hsun Chang & Kum Fai Yuen & Sihang Li & Xinchen Wang, 2021. "Sustainable Management for Fresh Food E-Commerce Logistics Services," Sustainability, MDPI, vol. 13(6), pages 1-19, March.
    8. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    9. Nyarku Kwamena Minta & Oduro Stephen, 2017. "Importance-Performance Matrix Analysis (IPMA) of Service Quality and Customer Satisfaction in the Ghanaian Banking Industry," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(7), pages 532-550, July.
    10. Jiacong Wu & Yu Wang & Ru Zhang & Jing Cai, 2018. "An Approach to Discovering Product/Service Improvement Priorities: Using Dynamic Importance-Performance Analysis," Sustainability, MDPI, vol. 10(10), pages 1-26, October.
    11. Hyunsuk Choi & Saehya Ann & Kwang-Woo Lee & Duk-Byeong Park, 2018. "Measuring Service Quality of Rural Accommodations," Sustainability, MDPI, vol. 10(2), pages 1-15, February.
    12. Chengcai Tang & Qianqian Zheng & Pin Ng, 2019. "A Study on the Coordinative Green Development of Tourist Experience and Commercialization of Tourism at Cultural Heritage Sites," Sustainability, MDPI, vol. 11(17), pages 1-19, August.
    13. Seungju Nam & Hyun Cheol Lee, 2019. "A Text Analytics-Based Importance Performance Analysis and Its Application to Airline Service," Sustainability, MDPI, vol. 11(21), pages 1-24, November.
    14. Lee, Hyung-Sook, 2015. "Measurement of visitors' satisfaction with public zoos in Korea using importance-performance analysis," Tourism Management, Elsevier, vol. 47(C), pages 251-260.
    15. Wolf, Isabelle D. & Wohlfart, Teresa & Brown, Greg & Bartolomé Lasa, Abraham, 2015. "The use of public participation GIS (PPGIS) for park visitor management: A case study of mountain biking," Tourism Management, Elsevier, vol. 51(C), pages 112-130.
    16. Sheng, Xiaojing & Simpson, Penny M. & Siguaw, Judy A., 2014. "U. S. winter migrants' park community attributes: An importance–performance analysis," Tourism Management, Elsevier, vol. 43(C), pages 55-67.
    17. Chang, Yu-Hern & Yeh, Chung-Hsing & Wu, Pei-Syuan, 2018. "Evaluating airline crisis management performance: The cases of flights GE222 and GE235 crash accidents," Journal of Air Transport Management, Elsevier, vol. 70(C), pages 62-72.
    18. Jackie Parker & Greg D. Simpson, 2018. "Visitor Satisfaction with a Public Green Infrastructure and Urban Nature Space in Perth, Western Australia," Land, MDPI, vol. 7(4), pages 1-17, December.
    19. Monica WC Choy & Ken Kamoche, 2022. "Factors influencing recommendation of sub-Saharan Africa travel products: A Hong Kong–Kenya importance–performance analysis," Tourism Economics, , vol. 28(4), pages 1101-1128, June.
    20. Teodoro Luque-Martínez & Nina Faraoni & Luis Doña-Toledo, 2019. "Auditing the Marketing and Social Media Communication of Natural Protected Areas. How Marketing Can Contribute to the Sustainability of Tourism," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    21. Boley, B. Bynum & McGehee, Nancy Gard & Tom Hammett, A.L., 2017. "Importance-performance analysis (IPA) of sustainable tourism initiatives: The resident perspective," Tourism Management, Elsevier, vol. 58(C), pages 66-77.

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