Applying importance-performance analysis to services of a visitor information center

Abstract

Visitor information centers provide destinations with an opportunity once visitors are at the destination to provide information and recommendations. As a result, destinations who manage visitor information centers benefit from being aware of who visits the center, what information is important to such visitors, and how well the center does at providing the information and services. Therefore, this study compares demographic characteristics of visitors who visit and those who do not visit visitor information centers, as well as if reasons for visiting such facilities (e.g. general information, get a map of the area) are associated with demographic characteristics. The study also conducts an importance-performance analysis of a visitor information center’s services. This study found visitors who stopped at the visitor information center were older and more likely to be retired than visitors who did not. The study also found that demographic characteristics, such as age and employment status, were associated with reasons for stopping at a visitor information center. Importance-performance analysis revealed areas where the visitor information center can focus to improve their performance (e.g. knowledge of staff) and where resources might be redirected as a result of less important services (e.g. activities/tour booking service). Practical implications of the study are discussed.

Air Pollution and Outdoor Recreation on Urban Trails: A Case Study of the Elizabeth River Trail, Norfolk

“…Second, importance-performance analyses (IPAs) are a common tool for studying valuation and perceptions of experiential factors [40]. IPAs also help managers to decide where to invest limited resources by assessing both the importance of specific experiential attributes and agency performance in managing these attributes [41,42]. Thus, the inclusion of these perceptions helps to determine actionable management implications related to AQ and other experiential variables.…”