Measuring Service Quality at Tourist Destinations: An Application of Importance-Performance Analysis to an Alpine Ski Resort

Simon Hudson · Graham Shephard

214 citations0/0 files storedJournal of Travel & Tourism Marketing

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Diverse Aspects of Tourism Research Customer Service Quality and Loyalty Service and Product Innovation

Abstract

The objective of this study was to identify and evaluate the attributes (features and services) of a ski resort. Focus groups and in-depth interviews were used to develop a list of attributes that both consumers and service providers believe to be of importance when skiing in Verbier, Switzerland. Following this, a sample of 151 skiers randomly chosen throughout the season, were asked to comment on the importance and performance of 97 separate attributes in a detailed questionnaire. By using the Importance Performance Analysis (IPA) technique, final tabulated results were presented in a two-dimensional grid to show the strengths' and weaknesses of the tourism variables being studied. The study demonstrates that IPA provides a useful technique for evaluating service attributes in relation to skiing destinations.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1996The Behavioral Consequences of Service Quality 1977Importance-Performance Analysis 1988Communication and Control Processes in the Delivery of Service Quality 1989A Gap Analysis of Professional Service Quality 1991Analysing Service Quality in the Hospitality Industry Using the SERVQUAL Model 1994The Importance‐Performance Matrix as a Determinant of Improvement Priority 1993Importance‐Performance Analysis and the Measurement of Service Quality

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