Prioritizing destination attributes for optimal resource allocation: a study of Chinese tourists visiting Britain

ABSTRACT

This study assesses the importance, performance, and the interrelationships of key destination attributes for marketing managers to prioritize resource allocation. A three-dimensional analysis of importance–performance–impact-analysis (IPIA) factors, based upon a survey sample of 275 Chinese tourists to Britain and an expert panel interview with 10 destination marketing managers is presented. Data analysis was based upon a mix of multi-criteria decision-making methodologies, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method and the Analytic Network Process (ANP) method. The framework can be applied to prioritize resources allocation to improve customer satisfaction in other contexts, such as a sector or a specific business.

KEYWORDS:

• Resource allocation
• tourist satisfaction
• importance–performance analysis
• importance–performance–impact analysis
• multi-criteria decision making
• decision-making trial and evaluation laboratory (DEMATEL)
• analytic network process (ANP)
• Chinese tourists
• Britain
• destination marketing

Disclosure statement

No potential conflict of interest was reported by the authors.