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Exploring an Importance-Performance Analysis Approach to Evaluate Destination Image

Wu, H and Jimura, T Exploring an Importance-Performance Analysis Approach to Evaluate Destination Image. Local Economy. ISSN 0269-0942 (Accepted)

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Abstract

This paper aims to explore the effectiveness of an Importance-Performance Analysis approach to assess destination image. It focuses on the image of the UK for Chinese students studying in the country. That is because the destination image of a certain country for a homogenous group, such as Chinese students, has not been studied enough and this specific market is central for the UK, especially its education and tourism sector. In total, 23 attributes were examined and each was found in one of the five quadrants. Two attributes related to the environmental aspect of the UK were found in the Competitive Attributes quadrant. These attributes are key strengths of the UK in relation to Chinese students’ images of the country. Three attributes placed in the Keep Up Good Work quadrant are associated with British culture and heritage. This signifies that the UK should keep utilising these resources to improve Chinese students’ images of the nation. 14 attributes were identified in the Concentrate Here quadrant. These attributes include essential elements of tourism such as local cuisine and transportation. Their roles are vital in enhancing the image of the UK for Chinese students, but more efforts must be made to this end.

Item Type: Article
Uncontrolled Keywords: 1205 Urban and Regional Planning, 1402 Applied Economics, 1604 Human Geography
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General)
Divisions: Business & Management (new Sep 19)
Publisher: Sage
Related URLs:
Date Deposited: 21 Oct 2019 09:18
Last Modified: 21 Oct 2019 09:18
Editors: Wise, N and Maguire, K
URI: http://researchonline.ljmu.ac.uk/id/eprint/11613

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