Exploring an Importance–Performance Analysis approach to evaluate destination image

Abstract

This paper aims to explore the effectiveness of an Importance–Performance Analysis approach to assess destination image. It focuses on the image of the UK for Chinese students studying in the country. This is because the destination image of a certain country for a homogenous group, such as Chinese students, has not been studied enough, and this specific market is central for the UK, especially its education and tourism sector. In total, 23 attributes were examined, and each was found in one of the five quadrants. Two attributes related to the environmental aspect of the UK were found in the Competitive Attributes quadrant. These attributes are key strengths of the UK in relation to Chinese students’ images of the country. Three attributes placed in the Keep Up Good Work quadrant are associated with British culture and heritage. This signifies that the UK should keep utilising these resources to improve Chinese students’ images of the nation. Fourteen attributes were identified in the Concentrate Here quadrant. These attributes include essential elements of tourism such as local cuisine and transportation. Their roles are vital in enhancing the image of the UK for Chinese students, but more efforts must be made to this end.

Importance Performance Analysis (IPA) on Tourism Destination Competitiveness in Mabul Island, Sabah

“…The questionnaire was adapted from (Dwyer et al, 2004;Wu and Jimura, 2019;Rašovská et al, 2020;Simon, et al, 2020). A total of 6 variables of competitiveness with 57 attributes were presented to the respondents.…”

New notions of soft power: Impact rhetoric in mega-event bid documents

“…The purpose of that special issue was to address the confluence of political and cultural ideals by looking at this term in relation to urban regeneration and leisure. Soft power is about co-opting and building preference through popular appeal in order to shape attitudes around opinions or ways to doing or developing (see Maguire, 2019; Wise et al, 2019; Wu and Jimura (2019). Soft power is something that is mobilized at the level of the nation state to connect and unite people (Huq, 2019).…”

Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism

“…In order to investigate destination image utilizing an IPA method, insight from prominent and widely recognized conceptual destination image studies helps us identify critical attributes. The method proposes ways to promote destination image in order to attract a certain group (Wu & Jimura, 2019). Several researchers investigated the concept of destination image utilizing the IPA method in various tourism studies.…”

“…In this regard, this study investigated international students to assess destination image and risk perception while comparing cluster markets characterized differently in their expected performance of the host country's destination image attributes. To that end, this study adopted an Importance-Performance Analysis, which helps us identify critical attributes and suggests strategies to improve destination image to attract a target group of people (Wu & Jimura, 2019). The results also provided insights into tourism researchers' and destination marketers' relationship between destination and risk perception during the COVID-19 pandemic.…”