Managing Perhentian Island resort using importance-performance analysis

Business management is very crucial aspects to be looked at. In order to compete in the industry, proper planning is very important. Indeed, evaluation also not to be forgotten because corrective action could be taken to improved the firm´s performance. Thus, this study is focuses on using importance-performance analysis to assess consumer perceptions specifically in tourism context and to unravel the effects of total tourist experience that was believed to have influence on tourist loyalty. The data was collected using self-administered structured questionnaire approach within the vicinity of an international tourist island with 173 usable data-sets of international tourists. The analysis (IPA) is being used in to unveil area of improvement and suggest some useful information for the resort management in designing a better marketing strategy based on destination image that drives consumer loyalty. Assessing the loyalty of these consumers will provide ways for the management to optimize the resources available to attract consumers. From the analysis; gap analysis and also IPA, it portrays that total customers experience that lead to the resort is actually the general cleanliness and hygiene that the attributes for their main attraction.