Title of Paper
IPA Gap Scores and Travel Intentions
Abstract (150 Words)
While the tourism literature has extended Importance Performance Analysis (IPA) in many ways, there has been little use of gap scores associated with the differences between performance and importance perceptions to see how these proxy measures of satisfaction influence intent to travel. With this gap in mind, we walk readers through how gaps scores associated with IPA can be calculated and subsequently used as independent variables within multiple regression equations to identify destination attributes that influence intent to travel. 21 destination-level attributes were administered to 1,653 international travelers from each of the U.S.’ top five markets (U.K., Canada, Mexico, Japan, and China) within an IPA format. Results revealed the gap scores associated with safety, price, national parks, food, scenery, and transportation were significant predictors of intent to travel. Pairing these results with traditional IPA graphs adds an extra layer of interpretation for managers seeking to improve their destination’s image.
IPA Gap Scores and Travel Intentions
While the tourism literature has extended Importance Performance Analysis (IPA) in many ways, there has been little use of gap scores associated with the differences between performance and importance perceptions to see how these proxy measures of satisfaction influence intent to travel. With this gap in mind, we walk readers through how gaps scores associated with IPA can be calculated and subsequently used as independent variables within multiple regression equations to identify destination attributes that influence intent to travel. 21 destination-level attributes were administered to 1,653 international travelers from each of the U.S.’ top five markets (U.K., Canada, Mexico, Japan, and China) within an IPA format. Results revealed the gap scores associated with safety, price, national parks, food, scenery, and transportation were significant predictors of intent to travel. Pairing these results with traditional IPA graphs adds an extra layer of interpretation for managers seeking to improve their destination’s image.