Premium
Modified Importance–Performance Analysis for Evaluating Tourism Businesses Strategies: Comparison of Slovenia and Serbia
Author(s) -
Dwyer Larry,
Armenski Tanja,
Cvelbar Ljubica Knežević,
Dragićević Vanja,
Mihalic Tanja
Publication year - 2015
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2052
Subject(s) - tourism , serbian , business , destinations , marketing , work (physics) , product (mathematics) , business tourism , tourism geography , political science , engineering , mechanical engineering , philosophy , linguistics , geometry , mathematics , law
A modified nine‐quadrant importance–performance analysis is employed to assess the importance which Slovenian and Serbian tourism industry stakeholders attach to 48 nominated strategic activities to promote business and destination competitiveness. An important finding is that respondents in each country allocated the bulk of activities to the ‘keep up the good work’ strategy. In both destinations, this strategy was dominated by activities related to product development and innovation. The paper concludes with a discussion of how the identified priority activities require close examination to determine their ‘enabling conditions’ and the implications of an action based on them. Copyright © 2015 John Wiley & Sons, Ltd.