Tài liệu mẫu phân tích IPA Importance performance analysis as a strategic tool for destination attractiveness an analysis of domestic

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Importance - Performance Analysis as a Strategic Tool for
Destination Attractiveness: an Analysis of Domestic
Travelers To Kerala
1
T. Bindu,
2
Dr. C. Kanagaraj
1,2
Happy Valley Business School, Velandavalam Road, Veerapanur, Pichanur Post,
Coimbatore, Tamilnadu, India
Abstract
This paper proposes to analyze the tourism attributes that are
perceived as important and their performance as perceived by
domestic Indian travelers to Kerala based on the Importance
Performance technique developed by Martilla and James. A
questionnaire was developed that solicited data regarding activities
of importance, as well as the level of satisfaction with the same.
Understanding what the Indian domestic tourists perceive as
important and their evaluation of the same could be a very valuable
resource for tourism planners to better determine how best Kerala
could be positioned and promoted to the domestic Indian travelers
visiting Kerala. It would provide an insight to destination managers
and developers to better attract and accommodate them. Marketing
strategies, resource allocation as well as operational changes could
be effectively implemented that better attract the Indian domestic
traveler. The study resulted in some major ndings that could have

managerial implications.
Keywords
Indian Domestic Tourists, Importance Performance Analysis,
Kerala, T Test
I. Need for the Study
The travel characteristics, travel motives and travel behavior
changes over time. Change in travel motives results in a change
in what travelers perceive as important in their holiday. Their
choice of holiday destination depends on how best the destination
attributes meets their holiday requirements.
Understanding the domestic Indian tourists’ preferences and
their perception of the destination are considered essential
inputs in tourism planning and marketing efforts. (1) aserted
that it is important to measure consumer satisfaction applying as
many destination attributes as possible. They also asserted that
dissatisfaction with one of the attributes leads to dissatisfaction
of the whole tourism destination.
Assessing the perceptions of the Indian domestic tourist towards
Kerala as a tourist destination would help identify the important
attributes and their performance as perceived by the tourist and
the areas of intervention to improve tourist quality. Towards this
end, the study employs the Importance-Performance technique
to evaluate the destination attractiveness of Kerala, as perceived
by the domestic tourists’ visiting Kerala.
II. Objectives
The study aims to analyze the destination attributes that are
perceived as important among Indian domestic travelers to
Kerala.
The study also has as its objective to analyze the perceived level of
performance on the attributes perceived as important in Kerala.

III. Hypothesis
A. Hypothesis 1
There is no signicant difference in the mean importance of
destination attributes as perceived by domestic tourists to
Kerala.
B. Hypothesis 2
There is no signicant difference in the mean performance
of destination attributes as perceived by domestic tourists to
Kerala.
IV. Introduction: Tourism Development in Kerala
Kerala is a prime high-end tourism destination in the Indian sub-
continent and has been rated as “one of the fty destinations to be
visited in one’s lifetime” by (2). Moderate climate, rich art, colorful
festivals, diverse natural and cultural attractions are causing
tourism industry to ourish in Kerala. Compared to the other states
in India, Kerala is unique for its interesting geographical diversity
it possesses within the smallest area possible. This diversity offers
tourists a range of attractions and experience such as beaches,
backwaters, wildlife sanctuaries, evergreen forests and diverse
ora and fauna of Kerala. It is often projected as the “Green
Gateway” to India.
During the last decade, tourism in Kerala has made a spectacular
performance. Some of the main tourism development initiatives
taken by Kerala which enabled it to become one of the leading
destinations are:
Focused marketing efforts within a limited budget, developed •
in active partnership with private sector, leading international
travel rms and agencies.
Early lead in formulating comprehensive tourism policy, •
guiding and setting long term vision and goals for the tourism

sector growth.
Successful differentiation of the destination using effective •
positioning strategy, and benchmarking the performance
with the neighboring leading international destinations, in
the process, developed a distinct image as a stand alone
destination from India and the rest of the states.
Development of an array of tourism products of world class •
appeal mostly based on resources available locally.
V. The Importance-Performance Technique
Service quality is being increasingly viewed as a means of gaining
competitive advantage, and researchers have developed more
techniques aimed at measuring customer perceived service quality
within the services sector (3,4). The most popular is of (3) and
the development of their SERVQUAL instrument. Despite its
popularity, SERVQUAL instrument has limitations of assessing
expectations and performance separately (5,6). (4) developed
the SERVPERF technique to evaluate service quality based on
performance alone.
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Another direct measurement technique is the Importance-
Performance analysis (IPA) technique IPA was developed by
(7) as a tool to ease management decisions. The Importance-
Performance technique allows simultaneous comparison of
performance rating quality to the importance rating given by
customers for the various quality items being measured. In IPA,

customers perception and importance values are plotted on a
grid that is divided into 4 quadrants, formed based on the mean
scores of the importance perception ratings. The values are then
assessed according to its position in the quadrant on the grid. Each
quadrant suggests different response from a marketing strategy
point of view. Attributes that are rated high in importance and
high in performance score suggest that service providers keep
up the ‘good’ work and increase resources directed towards these
areas. In contrast, attributes having low importance rating and a
low performance rating suggest that investing resources to these
areas may offer only little advantage. Attributes that are rated
high in importance and low in performance are areas that the
providers should pay particular attention for improvement. Lastly,
attributes rated low in importance and high in performance are
areas providers should continue to maintain the level of effort.
The beauty of IPA is that it can help a business understand what
its customers feel is important to it across a number of relevant
variables.
The IPA is a tool in line with the expectations-performance
approach to the measure of quality perceptions and it is well
documented in the marketing literature (8,9,10); it is commonly
used to provide directions for making strategic marketing decisions.
The IPA model has been used in varied service settings including
hospitality (11) and tourism (12). (13) argued that Importance
–performance analysis can be a very powerful tool for marketing
tourist destinations.
VI. Review Of Literature
(14) applied the IPA in analyzing the holiday importance and
satisfaction among rst time and repeat travelers in Penang. The
components analyzed were natural resources, culture and heritage,

entertainment, shopping, cuisine, transportation, accommodation
and local community activities. The rst time travelers and repeat
travelers were found to have distinct demands and requirements.
For rst time travelers, accommodation, shopping and cuisine
were of prime importance and for repeat visitors, natural resources,
shopping, accommodation, cuisine, culture and heritage were
important.
(15) employed the IPA to analyze tourist satisfaction in the whale
shark tourism industry in Mexico. The IP analysis identied key
issues with false advertising, lack of educational information,
crowding and tour cost.
(16) used the IPA in Texas on spa goers and the results showed
what each segment identified as escapists, neutralists and
hedonists perceive as important and how well the hotel spas meet
expectations. The results of the paper supported the effectiveness
of the use of IPA with benet segmentation.
(17) employed IPA in analyzing the competitiveness of sea side
tourism destinations of Qingdao and Dalian. The results showed
that there were significant differences between importance
and performance for the inuencing factors of the destination
competitiveness.
(18) used the IPA technique in analyzing the destination
attractiveness of kerala as an International tourist destination. The
attributes considered were beaches, wildlife, climate, ayurveda,
cuisine, heritage sites, art and craft forms, hill stations, back waters,
shopping, nightlife, adventure and fun, relaxing environment,
accommodation standards and local culture. They found that
climate, backwaters, cuisine, relaxing environment and local
culture fell in the rst quadrant representing high importance
and high performance. Beach, arts, craft, heritage attractions were

important but were low on performance.
(19) analyzed the levels of importance and satisfaction with regard
to budget accommodation users in Scotland.
(20) employed IPA in analyzing Ireland’s image as a tourist
destination. They examined the importance of certain destination
attributes for French tourists and how they rate the importance of
certain destination attributes and its performance post visit.
(21) developed an instrument called HOLSAT, which uses the
expectations/performance analysis and was tested in Cuba. The
variables analyzed were restaurants, bars, nightlife, shopping
facilities, hotel meals, prices, heritage and culture, pollution and
service quality.
The IPA framework has been widely used in tourism and
hospitality studies (21,22,23,24,25). Specically in tourism, IPA
has been used to assess service-quality attributes of tour operators,
accommodations, and experiences (26,27,28,25), destination image
(29,30,31,20), and niche markets, such as wellness and culinary
tourism (32). Researchers have used IPA framework for service
quality research in travel and tourism (22,23).In these studies, IPA
provided useful information to enhance tourism services, develop
marketing strategies, and make managerial decisions.
The expectations out of each destination would vary between
destinations and individuals. But some commonality has been
observed, that people might want to enjoy natural beauty, good
climate (33). While traveling to a country, a tourist would also
look for richness of cultural heritage (33,34) and scope for
exchange with local people (21). (35) considered sightseeing,(36)
considered attractions and (37) considered recreation experiences.
More sophisticated tourists would prefer to experience the life,
atmosphere and culture (38), relate himself/herself close to nature,

explore opportunities for excitement like trekking, forests and
waterfalls or take a keen interest in a variety of landmarks like
museums, galleries and leisure facilities (34). A tourist may be
keen on sight seeing (33) or spend time in a resort enabling relaxed
leisure time (37).
(39) analyzed the dimensions of service quality in tourism in India.
They suggested that there was scope for doing an Importance
performance Analysis on the importance attached by tourists to
various items in a destination and the performance of each item
at the destination.
Based on the above literature this paper, applies the Importance-
Performance Analysis and seeks to develop implications for
destination marketing by analyzing what is important from the
tourist’s perspective and its perceived performance. The IPA is
represented in terms of various tourist attractions and experience
elements identied in the review of literature. Attributes like
safety, access, transportation, information provisions were not
included in this study, as the SERVQUAL is a better measure on
these attributes.
VII. Research Methodology
The researcher used both primary and secondary sources of data
collection. The secondary sources involved analyses of various
brochures, interviews with experts from the tourism industry
and a preliminary interview with tourists to know the important
destination attraction and experience elements relevant to Kerala
holiday experience. A structured questionnaire was used to
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solicit information from the domestic tourists who have visited
Kerala. 200 responses were obtained and only 165 were used for
analysis. Respondents selected were the domestic tourists who
have taken a holiday in Kerala in the year 2012. Performance was
measured using the same set of attributes so that importance and
performance of the destination can be directly compared for each
attraction via the IPA plot (or grid). The mean values of importance
and performance scores are then used as the crossing point in
constructing the IPA grid. Horizontal axis in the IPA grid indicates
the tourists’ perception of the performance/experience with the
destination attraction. The vertical axis indicates the importance
for the same destination attributes. Tourists’ perception rating and
the importance rating for the thirty two destination attributes and
activities used as input for the IPA is presented in Table 1.
The importance ratings were measured through a 7-point Likert
scale (7=Extremely important to 1=Extremely unimportant). The
performance/experience ratings were measured through a 7 point
Likert scale (7=Excellent to 1= Very bad). Tourists’ impression with
specic attractions like backwaters, hill stations, and ayurvedic
rejuvenation experience, various accommodation options offered
at the destination and other destination attributes unique to Kerala
like boat race, art, heritage and handicrafts have been included
for assessing the destination attractiveness. All Kerala specic
tourist attractions and activities are included. This would enable
tourism planners decide on how best to promote Kerala on the
basis of destination attributes to the domestic tourist on which
positioning can be based. One sample t test and paired sample t
test was conducted to nd if there is any signicant difference in
the mean importance and performance of destination attributes.

VIII. Analysis and Discussion
Table 1: Importance Performance Means
Destination attributes Mean
Mean
Performance
I-P Gap Paired sample Signicant
Beach 5.8121 4.2727 -1.53 0.174 0.862
Backwaters 5.9273 6.1758 0.248 -1.367 0.175
Ayurveda 5.1455 5.9697 0.824 -5.99 0
Mountains/hill stations 5.1394 4.9515 -0.187 1.507 0.135
Spa 4.5455 5.2 0.654 -5.381 0
Yoga 2.8121 4.2061 1.39 -5.161 0
Adventure water sports 4.8182 3.0364 -1.78 2.734 0.008
Trekking and hiking 3.4182 3.1455 -0.27 -0.639 0.524
Physical activities 3.4909 2.9576 -0.53 2.482 0.015
Yachting and cruising 5.0303 2.8848 -2.14 0.315 0.754
Activities for children 6.303 3.7394 -2.56 4.463 0
Exploring nature 5.9818 5.7212 -0.26 3.946 0
City walks 3.7455 4.2848 0.539 0.589 0.557
Temples 4.2121 6.0485 1.83 -4.487 0
Historical sites 4.5818 3.5939 -0.98 3.488 0.001
Road drives 5.6182 3.1939 -2.42 6.104 0
Learn heritage and art 4.0242 3.1576 -0.86 1.399 0.165
Learn handicrafts 3.3818 3.103 -0.27 2.005 0.048
Boat race 3.8182 5.9576 2.13 -2.48 0.015
Wildlife 5.8061 4.2061 -1.6 2.314 0.023
Shopping 3.5455 4.4424 0.896 0.213 0.832
Nightlife 4.0545 2.7879 -1.26 4.285 0
Meeting locals 2.3879 2.8485 0.46 -2.155 0.034
Participating in musical shows 3.097 2.6727 -0.424 0.438 0.663

Experience local cuisine 5.4364 5.5152 0.078 2.967 0.004
Local festivals 4.5394 3.4424 -1.09 -0.128 0.899
Fishing 4.4485 2.8303 -1.61 2.131 0.036
Museums and galleries 5.1455 3.0545 -2.09 1.712 0.09
Local recipie 2.9152 2.9636 0.048 -0.124 0.901
Experience rural India 3.697 5.7273 2.03 0.059 0.953
Relaxing environment 5.8545 6.3091 0.454 0.095 0.924
Various accommodation
options
5.2121 5.897 0.677 1.096 0.276
Grand Mean 4.498 4.196
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The grand means for importance rating was 4.498 and 4.196 for performance rating. This determines the placement of axes on the
grid. Each destination attributes then placed in the quadrant based on the mean scores for impression and performance ratings. The
performance ratings are plotted on the X axis and the importance ratings are plotted on the Y axis.
Fig. 1: Importance Performance Analysis Grid of Indian Domestic Travelers to Kerala
Table 2: Table Showing One Sample t Test for Mean Importance of Destination Attributes
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
mean 32 4.4983 1.06777 .18876
One-Sample Test
Test Value = 0
t df Sig. (2-tailed)
Mean
Difference

95% Condence Interval of the
Difference
Lower Upper
mean 23.831 31 .000 4.49830 4.1133 4.8833
The above table shows that there is a signicant difference in the mean importance of destination attributes as perceived by domestic
tourists to Kerala.
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Table 3: Table showing one sample t test for mean performance of destination attributes
One-Sample Statistics
N Mean Std. Deviation
Std. Error
Mean
meanEP 32 4.1966 1.26903 .22433
One-Sample Test
Test Value = 0
t df Sig. (2-tailed)
Mean
Difference
95% Condence Interval of the
Difference
Lower Upper
meanEP 18.707 31 .000 4.19656 3.7390 4.6541
The above table shows that there is a signicant difference in
the mean performance of destination attributes as perceived by
domestic tourists to Kerala.
The IPA matrix reveals that beaches, wildlife, exploring nature,

backwaters, Ayurveda, relaxing environment, local cuisine,
mountains and hills, spa, temples and various accommodation
options available in Kerala falls in the quadrant 1 which represents
high importance and high performance. These are the destination
attributes which could be could be viewed as the strength of the
destination appeal for the Indian domestic tourist market in Kerala.
These are the areas where destination marketing activities should
focus on. An important observation is that beaches and wildlife
have high importance and even though they fall in quadrant 1, they
are relatively lower in performance as compared to backwaters
or accommodation standards. Since these two attributes have
been rated high on importance, destination planners could focus
attention on improving them. Local cuisine has been rated as
important and furthermore, its signicance suggests that this
attraction can be further highlighted in the destination promotion
activities. Similarly, the rating of backwaters, cuisine, relaxing
environment and accommodation options as highest on importance
as well as performance, these attributes could be used effectively
in destination positioning.
Destination attraction elements falling in quadrant 2 representing
high importance and low impression, are nightlife, shing,
yachting and cruising, museums and galleries, adventure water
sports, historical sites, learning and discovering heritage and art
forms, local festivals, road drives and activities for children. These
are the areas where destination development and marketing efforts
need more attention to turn them into areas of perceived strengths
for the destination. Of particular importance is the perceived lack
of activities for children. Though somewhat less in signicance,
other attractions like art forms and heritage sites, shing, nightlife
and festivals needs further improvement in their development

and therefore should form an important part of destination
development activities for Kerala to attract specic segments of
domestic tourists.
Quadrant 3 which depicts low importance and low impression are
opportunities for physical activities, trekking and hiking, learning
and discovering handicrafts, musical shows and live theatres,
meeting locals and learning a local recipe. These destination
attraction attributes having low importance rating and a low
performance rating suggest that investing resources to these areas
may offer only little advantage. Though these elements seem to be
unimportant at present, particular segments of tourists with specic
needs for trekking or musical shows could be targeted with specic
tour packages. Further segmentation studies needs to be done to
explore the scope for attracting particular segments of tourists
who prefer these activities. But overall, these destination attributes
appear less signicant for enhancing the destination appeal for
domestic tourists compared to other attractions in quadrant 1 and
quadrant 2 as of now.
Lastly, Quadrant 4 which represents low importance, high
impression are city walks, shopping, boat race, yoga and
experiencing rural India.These destination attraction elements
are perceived to be good but is not an important destination
attraction element. Attributes rated low in importance and high
in performance are areas providers should continue to maintain
the same level of effort. Since the performance of these destination
attraction elements is good, the destination planners should try and
generate curiosity and interest in these kinds of holidays through
its promotion. Proper positioning of yoga and rural holidays,
for example may help in developing niche tourism products in
future.

IX. Conclusion
This study has signicant implications both for tourism planners
and for academics. The study reveals what the Indian domestic
traveler perceives as important in a holiday in Kerala. It reveals
how the important attributes have been perceived in terms of
performance. It clearly indicates the areas of intervention from
tourism planner’s perspective. Beaches, wildlife, exploring nature,
backwaters, Ayurveda, relaxing environment, local cuisine,
mountains and hills, spa, temples and various accommodation
options available in Kerala are clearly the unique attractions for
tourists and should be positioned on those lines. Kerala tourism
planners should improve destination elements which are important
but have not met the expectations like nightlife, shing, yachting
and cruising, museums and galleries, adventure water sports,
historical sites, learning and discovering of heritage and art forms,
local festivals, road drives and activities for children . As (1)
asserted that it is important to measure consumer satisfaction
applying as many destination attributes as possible and that
dissatisfaction with one of the attributes leads to dissatisfaction
of the whole tourism destination. Though yoga, rural experience
and boat race has been rated as unimportant by domestic Indian
tourists, these destination attraction elements are also unique to
Kerala and holds great potential. Rural tourism studies and health
tourism studies would be required to be carried out to understand
how to promote and position these unique destination attractions
also. There could be a market segment waiting somewhere for
every type of product: real success lies in identifying it (40). One
of the items in the Vision 2025 Document, Kerala, is to innovate
and promote atleast one new tourism product/ destination every
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year.
In this context it is interesting to note that promoting the ‘Kerala
brand’ in the travel map, the state has been experimenting
with new avenues of tourism by opening up avenues for rural
as well as responsible tourism in 2008. under the Indigenous
Development Programme of the Government of India and United
Nations Development Programme (UNDP), Kerala opened up two
villages—Aranmula in Pattanamthitta district and Kumbalangi in
Ernakulam district to promote rural tourism. The tourists have an
opportunity to live with the shermen community in Kumbalangi.
Tourists can live in their huts, go for shing with them in the
deep sea and have a rst-hand experience of their ways of living.
Aranmula is famous for its ‘metal mirror’ and boat race. There
are also institutions like the Vaastu Vidya Gurukulam, which
gives training in vaastu shastra and a school for Mohiniattam
dancer. Further, the tourists can learn handicrafts, local cuisines,
rural games and mingle with the villagers, enjoy and experiment
the local cuisine at the home-stay facilities. Aranmula and
Kumbalangi are just a part of the 26 destinations across the country,
identied by the programme for rural tourism. The IPA analysis
can be combined with studies on tourism motives for effectively
segmenting tourism markets.
X. Limitations
The study focuses on the destination attributes in terms of activities
and destination attractiveness elements. It has not considered other

important elements like safety, information, access, hygiene,
connectivity etc. The study has solely focused on domestic tourists
in India. Considering the fact that Kerala is a major International
tourist destination, tourism planners should not ignore the IPA
ratings from International tourist’s perspective too.
XI. Scope for Further Research
Domestic tourist market to Kerala can be segmented on various
relevant segmentation variables, and destination attractiveness
assessment for specific tourist segments may reveal more
information regarding destination attractiveness for Kerala.
Therefore, future research should focus on these areas.
Future research can also be under taken, exclusively focusing
on various destination quality elements such as safety, hygiene,
access, tourist information etc to identify destination service
quality gaps.
As the next step, destination attractiveness assessment should
be also done for International tourists visiting Kerala as well.
Most importantly, this helps in identifying areas of overlap:
these are areas where Kerala can gain more customers with more
spending.
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Dr. K.Kanagaraj acquired his PhD from
Bharathiar University, Coimbatore. He
is into research for the past ten years.
He has published numerous articles in
various refereed journals. He has guided
more than hundred postgraduate thesis.
He is currently the Director of Happy
Valley Business School, Coimbatore and
is guiding research scholars in various
elds in the area of management.
Bindu.T holds an MBA in Marketing
and HR from Bharathiar University,
and M.Phil in Marketing from
Avinashlingam University, Coimbatore.

She is currently pursuing her PhD in
Business Administration with a special
focus on Tourism. She has a wide range
of experience of 13 years in the industry
and academics. She is currently an
assistant professor at Happy Valley
Business School, Coimbatore and
has research interest in Tourism and
Organization behavior.