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Abstract

This study proposed a revised Importance-Performance Analysis (IPA) approach that combines with a regression model due to the strong relationships between the 15 paired variables regarding seniors’ importance of motivations and perceived performance of experiences. Findings suggest that a combination of the traditional IPA results and predicted values (lines) from a linear regression analysis makes better understandings of the customers’ perceptions and behaviours in the target market, which is the senior travel market in this study. Future research should be undertaken to validate the revised IPA model suggested in this study using different constructs/variables in different markets

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Revising Importance-Performance Analysis combined with Regression Model: Applied to Seniors’ Travel Motivations

This study proposed a revised Importance-Performance Analysis (IPA) approach that combines with a regression model due to the strong relationships between the 15 paired variables regarding seniors’ importance of motivations and perceived performance of experiences. Findings suggest that a combination of the traditional IPA results and predicted values (lines) from a linear regression analysis makes better understandings of the customers’ perceptions and behaviours in the target market, which is the senior travel market in this study. Future research should be undertaken to validate the revised IPA model suggested in this study using different constructs/variables in different markets