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A New Approach for Diagonal Line Model of Importance-Performance Analysis: A Case Study of Tourist Satisfaction in China

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  • Jih-Kuang Chen

Abstract

Two types of importance-performance analysis (IPA), quadrant model and diagonal line model, are applied widely. Some studies have described the advantages of the diagonal line model, but multiple studies have reported disadvantages of direct measures of importance, as used in the traditional diagonal line model. In addition, there is no clear rationale for the use of a 45-degree diagonal line as a distinguishing line in the diagonal line model. This study used the partial correlation coefficient-base of attributes corresponding to overall satisfaction to measure a new importance value to replace direct importance in the traditional method. The new diagonal line reflects the average of the slope formed by the impact of various attributes on overall satisfaction, rather than a 45-degree diagonal line. The new approach was successfully applied to determine a management strategy of tourist satisfaction, and the results confirm the rationality of the studied case and were considered reasonable by appropriate managers.

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  • Jih-Kuang Chen, 2021. "A New Approach for Diagonal Line Model of Importance-Performance Analysis: A Case Study of Tourist Satisfaction in China," SAGE Open, , vol. 11(1), pages 21582440219, January.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:1:p:2158244021989276
    DOI: 10.1177/2158244021989276
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