Importance‐Performance and Segmentation: An Application at a Biosphere Reserve in Vietnam

Abstract

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.

Managing the perception of service quality; the importance of understanding differences between demographic and behavioural customer segments amongst theme park visitors

“…Cheng et al (2013) examined a theme park in Taiwan by using fuzzy logic IPA which they find it a useful and relevant tool to investigate the importance and performance of different attributes to the overall theme park experience and other researchers also agree that it is a useful tool to examine visitors perceptions of service quality in theme parks (Taplin, 2012, Coghlan, 2012; Tonge and Moore, 2007; Vaske et al , 2009; Bruyere et al , 2002).…”

Tourists' perceptions of beach quality improvement during the off-peak season: a segmentation approach

“…However, in contrast to previous segmentation studies, which mostly focused on tourism marketing and product improvement, our study placed emphasis on variables of climate change threats and regional ecological and social issues, albeit keeping balance with variables of touristic services, since the management of recreational beach services greatly depends on how the latter is perceived by tourists themselves (Chen & Teng, 2016). Interestingly, variables of cleanliness, information availability, facilities and crowdedness are frequently utilised in segmentation studies of nature-based tourism destination visitors (McGuiness et al, 2017;Vaske et al, 2009;Veisten et al, 2015;Wade & Eagles, 2003), and was therefore included in this research also. In this research, beach users were not asked about the importance of scenery, since according to Vaz et al (2009), Portuguese people, unlike Welsh beach users, don't go to the beach mainly to enjoy nature.…”

Visitors’ Satisfaction with Interpretive Services at the Southern Sichuan Bamboo Sea, China

“…Importance-performance analysis and gap analysis of interpretive elements (shaded = self-guided visitors). Randall & Rollins, 2009;Vaske, Kiriakos, Cottrell, & Khuong, 2009;Kwan, Eagles, & Gebhardt, 2010;Ziegler, Dearden, & Rollins, 2012). IPA assumes that performance and importance evaluations are independent, and that the relationship between performance and importance is symmetrical (Mullins & Schultz Spetich, 1987;Oh, 2001;Bruyere, Rodriguez, & Vaske, 2002).…”