Modified Importance–Performance Analysis for Evaluating Tourism Businesses Strategies: Comparison of Slovenia and Serbia

Larry Dwyer, Tanja Armenski, Ljubica Knezevic CVELBAR, Vanja Dragicevic, Tanja Mihalic

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    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.
    Original languageEnglish
    Pages (from-to)327-340
    Number of pages14
    JournalInternational Journal of Tourism Research
    Issue number4
    Publication statusPublished - 2016


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