This paper examines how importance-performance analysis (IPA) used with segmentation can be an effective natural resource management tool. Data were obtained from visitors (n 5 368, response rate 5 66%) to the Can Gio Mangrove Biosphere Reserve, Vietnam. Two distinct user segments were identified according to their preference for facility development within the reserve. The two segments differed in their importance-performance ratings for (a) attractions, (b) beach facilities and services, (c) facilities in the area, and (d) beauty of the area. Those favoring development rated each of these reserve attributes as more important (p , .001) than those less disposed to additional development. Those favoring development rated the performance of three of four attributes positively, while all four attributes received negative performance scores for those less disposed to additional development. Implications show that segmentation can allow for more accurate planning and decision making.