“…For the diagnostic or monitoring purposes, the technique makes it possible for decision makers to translate the results into managerial actions for performance improvement. In this regard, IPA has been widely applied for strategy formulation in various areas including tourism (Tonge and Moore, 2007), health services (Abalo et al, 2007), education (Ford et al, 1999), port and logistics (Lai and Cheng, 2003;Lee and Hu, 2012;Brooks and Schellinck, 2013;Schellinck and Brooks, 2013). Notwithstanding its usefulness in applying empirical settings, IPA is still criticised by many practical issues, in particular, such as grid partitions of importance performance matrix (IPM) and importance measurement.…”