Marketing i Zarządzanie

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     DOI: 10.18276/miz.2017.50-04
CC BY-SA   Open Access 

Lista wydań / nr 4 (50) 2017
Importance-Performance Analysis of Ski Destinations in Sweden – Comparison between Two Destinations
(Analiza IPA (importance-performance analysis) destynacji narciarskich w Szwecji ‒ porównanie między dwiema destynacjami)

Rok wydania:2017
Liczba stron:20 (53-72)
Klasyfikacja JEL: Z32 M31 M19
Słowa kluczowe: turystyka rozwój turystyki analiza IPA (importance-performance analysis) destynacja narciarska
Cited-by (Crossref) ?:
Autorzy: Anna Sörensson
Mid Sweden University, Department of Business Administration, Economics and Law

Abstrakt

Celem zaprezentowanych w artykule wyników było zbadanie poziomu zadowolenia turystów biorąc pod uwagę różne czynniki w dwóch ośrodkach narciarskich w Szwecji, celem znalezienia kluczowych cech, które mogą przyczynić się do rozwoju turystyki w regionie. W destynacjach turystycznych turyści są współtwórcami wartości, dlatego ważne jest uwzględnienie ich opinii. Dane zebrano za pomocą kwestionariuszy ilościowych składających się z 40 czynników w skali Likerta od 1 do 6. Kwestionariusz rozdano i otrzymano od 373 turystów w wybranych destynacjach narciarskich. Dla większości atrybutów wyniki wskazują, że turyści są zadowoleni z usług świadczonych przez usługodawców turystycznych w miejscu docelowym. W każdej z destynacji istnieje pięć atrybutów, które wymagają dalszego rozwoju, aby poprawić ogólne wrażenia z miejsca docelowego. Wyniki badań mogą być wykorzystane przez dostawców produktów turystycznych w celu rozwoju destynacji przez rozwiązanie problemów poruszanych przez turystów. Jest to nie tylko ważne dla turystów z doświadczeniem narciarskim, ale także dla innych atrakcji i ofert w miejscu docelowym, które przyczynią się do ogólnego doświadczenia usługobiorcy.
Pobierz plik

Plik artykułu

Bibliografia

1.Abe, T. (2005). What is service science? Research Report. No. 246. The Fujitsu Research Institute, Economic Research Center. Tokyo Japan.
2.Almanza, B.A. Jaffe, W., Lin, L. (1994). Use of the service attribute matrix to measure consumer satisfaction. Hospitality Research Journal, 17 (2), 63‒75.
3.Archer, B. (1996). Sustainable tourism: an economist’s viewpoint. In: L. Briguglio, B. Archer, J. Jafari, G. Wall (eds.), Sustainable Tourism in Islands & Small States. London: Pinter.
4.Buhalis, D., Fletcher, J. (1995). Environmental impacts on tourist destinations: an economic analysis. In: H. Coccossis, P. Nijkamp (eds.), Sustainable Tourism Development. Hants: Avebury.
5.Caber, M. Albayrak, T., Matzler, K. (2012). Classification of the destination attributes in the content of competitiveness (by revised importance-performance analysis). Journal of Vacation Marketing, 18 (1), 43‒56.
6.Chu, R., Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travelers. Tourism Management, 21, 363‒377.
7.Deng, W-J. Kuo, Y-F., Chen, W-C. (2008). Revised importance-performance analysis: three factor theory and benchmarking. The Service Industries Journal, 1, 37‒51.
8.Elbe, J. (2003). Att sälja Småland: Destinationsmarknadsföring i nätverksperspektiv. In: M. Larson, (ed.), Svensk turismforskning – en tvärvetenskaplig antologi om turister, turistdestinationer och turismorganisationer. Östersund: Etours vetenskapliga bokserien.
9.Evans, M.R., Chon, K.S. (1989). Formulating and evaluating tourism policy using importance-performance analysis. Hospitality Education and Research Journal, 13, 203‒213.
10.Griffin, T., Edwards, D. (2012). Importance-performance analysis as a diagnostic tool for urban destination managers. Anatolia – An International Journal of Tourism and Hospitality Research, 23 (1), 32‒48.
11.Grönroos, C. (2007). In search of a new logic for marketing – foundations of contemporary theory. West Sussex: John Wiley & Sons, Ltd.
12.Hemmasi, M. Strong, K.C., Taylor, S.A. (1994). Measuring service quality for strategies planning and analysis in service. Journal of Applied Business Research, 10 (4), 24‒34.
13.Hsu, C.H.C., Byun, S., Yang, I.S. (1997). Attitudes of Korean college students towards quick-service, family-style, and fine dining restaurants. Journal of Restaurant & Foodservice Marketing, 2 (4), 65‒85.
14.http://stadskarta-sverige.blogspot.com/2011/06/jamtland-karta-over-staden.html.
15.Hudson, S., Shepard, G. (2008). Measuring service quality at tourist destinations: an application of importance-performance analysis to an alpine ski destination. Journal of Travel & Tourism Marketing, 7 (3), 61‒77.
16.Keyt, J.C. Yavas, U., Riecken, G. (1994). Importance-performance analysis: A case study in restaurant positioning. International Journal of Retail and Distribution Management, 22 (5), 35‒40.
17.Kristensson, P. (2009). Den tjänstedominanta logiken – innebörd and implikationer för policy. Vinnova rapport. VR 07.
18.Lewis, R. (1985). Getting the most from marketing research. Predicting hotel choice: the factors underlying perception. The Cornell Hotel and Restaurant Administration Quarterly, 25 (3), 45‒69.
19.Lewis, R.C., Chambers, R.E. (1989). Marketing leadership in hospitality. New York: Van Nostrand Reinhold.
20.Martilla, J., James, J. (1977). Importance-Performance analysis. Journal of Marketing, 41 (1), 77‒79.
21.Martin, D. (1995). An importance-performance analysis of service providers’ perception of quality service in the hotel industry. Journal of Hospitality and Leisure Marketing, 3 (1), 5‒17.
22.Matzler, K. Bailom, F. Hinterhuber, H. Renzl, B., Pichler, J. (2004). The asymmetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance-performance analysis. Industrial Marketing Management, 33, 271‒277.
23.Morgan, M. Elbe, J. Curiel, J. (2009). Has the experience economy arrived? The views of destination managers in three visitor-dependent areas. International Journal of Tourism Research, 11, 201‒16.
24.Murdy, S. Pike, S. (2012). Perceptions of visitor relationship marketing opportunities by destination marketers: An importance-performance analysis. Tourism Management, 33, 1281‒1285.
25.Oh, H. (2001). Revisiting importance-performance analysis. Tourism Management, 22, 617‒627.
26.Parasuraman, A. Zeithaml, V., Berry, L. (1988). SERVQUAL: a multi-item scale for measuring conmsumer perceptions of service quality. Journal of Retailing, 64 (1), 12‒37.
27.Payne, A. Storbacka, K. Frow, P. (2007). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36 (1), 83‒96.
28.Pine, J., Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review, Summer July‒August.
29.Pine, J., Gilmore, J. (1999). The experience economy. Boston: Harvard Business School Press.
30.Prahalad, C.K. Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive marketing, 18 (3), 5‒14.
31.Prahalad, C.K. Ramaswamy, V. (2006). The future of competition ‒ Co creating unique value with customers. Dehli: Penguin Books India.
32.Sethna, B.N. (1982). Extensions and testing of importance-performance analysis. Business Economics, 20, 28‒31.
33.Sörensson, A. (2010). Sustainable tourism at mass tourist destinations: best practice from tourist producers in Europe. In.: C.A. Brebbia (ed.), The Sustianble World (pp. 593‒604). Southampton: WIT Press.
34.Sörensson, A. (2011). Sustainable mass tourism – Fantasy or reality? The International Journal of Environmental, Cultural, Economic & Social, 7 (5), 325‒334.
35.Sörensson, A., von Friedrichs, Y. (2013). An importance-performance analysis of sustainable tourism: A comparison between international and national tourists. Journal of Destination Marketing & Management, 2 (1), 14‒21.
36.Spohrer, J., Maglio, P. (2006). The emergence of service science: Toward systematic service innovation to accelerate co-creation of value. Production and Operations Management, 17 (3), 238‒246.
37.Tao, T., Wall, G. (2009). Tourism as a sustainable livelihood strategy. Tourism Management, 30, 90‒98.
38.Taplin, R. (2012). Competitive importance-performance analysis of an Australian wildlife park. Tourism Management, 33, 29‒37.
39.Tarrant, M., Smith, E. (2002). The use of a modified importance-performance framework to examine visitor satisfaction with attibutes of outdoor recreation settings. Managing Leisure, 7, 69‒82.
40.Tosun, C., Temizkan, P. Timothy, D., Fyall, A. (2007). Tourist shopping experiences and satisfaction. International Journal of Tourism Research, 9, 87‒102.
41.UNWTO (2014). Retrieved from: http://unwto.org/en (29.05.2015).
42.Vargo, S.L. Lusch, R.F. (2004a). Evolving to a new dominant logic for marketing. The Journal of Marketing, 68 (1), 1‒17.
43.Vargo, S.L. Lusch, R.F. (2004b). The four service marketing myths – Remnants of a Goods-Baset. Journal of Service Science, 6 (4), 324‒335.
44.Vargo, S.L. Lusch, R.F. (2007). Service-dominant logic: continuing the evolution. Journal of Academic Marketing Science, 36, 1‒10.
45.Vargo, S.L. Lusch, R.F. (2008). Why ”service”?, Journal of the Academic Marketing Science, 36, 25‒38.
46.Visita (2013). Retrieveed from: www.visita.se/Visita/-About-SHR (29.05.2013).
47.von Friedrichs Grängsjö, Y., Gummesson, E. (2006). Hotel networks and social capital in destination marketing. International Journal of Service Industry Management, 17 (1), 58–75.
48.von Friedrichs Grängsjö, Y. (2003). Destinationsmarknadsföring: Företag i nätverk. In: M. Larson (ed.), Svensk turismforskning – en tvärvetenskaplig antologi om turister, turistdestinationer och turismorganisationer. Östersund: Etours vetenskapliga bokserien.
49.Wahab, S., Pigram, J. (1997). Tourism, Development and Growth – the challenge of sustainability. London: Routledge.
50.Weaver, D. (2012). Organic, incremental and induced paths to sustainable mass tourism convergence. Tourism Management, 33, 1030‒1037.
51.Wilkins, H. Merrilees, B. Herington, C. (2007), Towards an understanding of total service quality in hotels. International Journal of Hospitality Management, 26 (4), 840‒853.
52.www.are.se/naeringsliv/naeringslivsutveckling. www2.jamtland.se/index.php/en/destinations/are (29.05.2015). www.skistar.com/are. www.skistar.com/en/Are/About-Are/History.
53.www.skistar.com/vemdalen.
54.www.slao.se.
55.Yoon, Y. Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26, 45‒56.
56.Zhang, H., Chow, I. (2004). Application of importance-performance model in tour guides’ performance: evidence from mainland Chinese outbound visitors in Hong Kong. Tourism Management, 25, 81‒91.
57.Ziegler, J. Dearden, P. Rollins, R. (2012). But are tourists satisfied? Importance-performance analysis of the whale shark tourism industry in Isla Holbox, Mexico. Tourism Management, 33, 692‒701.