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Estudios y perspectivas en turismo

On-line version ISSN 1851-1732


FERREIRA LOPES, Sérgio Dominique  and  VELOSO DA SILVA, José Agostinho. Strategic Analysis of the Portuguese Tourist Offer through Importance: Performance Analysis (IPA). Estud. perspect. tur. [online]. 2011, vol.20, n.5, pp.997-1008. ISSN 1851-1732.

The Importance-Performance Analysis (IPA) is a good approach for measuring consumer satisfaction, and identifies in a simple and functional way the strengths and the areas of improvement of a particular service (Martilla and James, 1977). Starting with the importance that consumers give to the most relevant attributes of a service and the evaluation performance of each one, it is possible to obtain a (Cartesian) graph with four quadrants, allowing an intuitive assessment of its operation and the implementation of appropriate recommendations to brand management. Despite the considerable spread of IPA, there are few precedents in the tourism sector. This work illustrates the great potential that the IPA has in tourism management and allows professionals to identify some of the weaknesses of the Portuguese tourism. The results show that the kind of destination, climate and price are the most important attributes to the Spanish tourists.

Keywords : Tourism; Tourism management; Strategic marketing; Importance-performance analysis.

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