Factor-analytic extension of importance-performance analysis for identifying the positions of short break holiday destinations

Pike, Steven D. (2002) Factor-analytic extension of importance-performance analysis for identifying the positions of short break holiday destinations. In 8th Annual Asia Pacific Tourism Association Conference, July 2002, Dailian, China. (Unpublished)


Destination positioning is a relatively new field of study. This paper addresses the suitability of Importance-Performance Analysis (IPA) for destination positioning research. An IPA using 20 cognitive attributes was employed to analyze positions held by a competitive set of give short break destinations. While the IPA output was useful for examining the strengths and weaknesses of each destination, the combined IPA matrix of all destinations proved cumbersome as a positioning analysis tool. Therefore, a factor-analytic approach was used which proved effective in identifying distinctive positions. The results also proved readily communicable to tourism decision makers.

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ID Code: 20965
Item Type: Conference Paper
Refereed: No
Additional URLs:
Keywords: Positioning, IPA, Factor Analysis, Travel Context
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2002 [please consult the author]
Deposited On: 03 Jun 2009 23:09
Last Modified: 05 Jan 2011 13:43

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