The Importance-Performance Analysis: an Evaluation of Tourist Satisfaction with the Destination Attributes

Abstract

The paper presents the results of a primary data analysis examining tourists’ perceptions of Poland as a tourist destination. The researcher analyzed the data collected in 2013 regarding tourists’ satisfaction with the package holidays in Poland. The aim of the research study was to analyze tourists’ opinions concerning the most important destination attributes crucial for travelers in terms of their importance for tourists as well as their performance. The researcher distinguished two groups of tourism product attributes: package holiday services (internal tourism product attributes) and other destination attributes (external tourism product attributes) influencing tourists’ holiday experience. The Importance-Performance Analysis was used to evaluate the distinguished tourism product attributes. The surveyed sample of tourists spent their holiday on the coach tours in Poland. The total sample volume was 463 travelers. The conclusions of the study are concerned with the recommendations regarding the tourism product development process and the necessity of developing cooperation between tour operators and local authorities, tourism organizations as well as other entities offering tourist services.