PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

 

e-ISSN 2231-8534
ISSN 0128-7702

Home / Regular Issue / JSSH Vol. 32 (1) Mar. 2024 / JSSH-8864-2023

 

Importance-Performance Analysis (IPA) Approach of Marine Park Tourism Destinations: A Case Study of Kapas Island Marine Park, Terengganu

Syamimi Mohd Adam, Syamsul Herman Mohammad Afandi, Wan Norhidayah W Mohamad, Ahmad Shuib and Raudhatul Jannah Awang

Pertanika Journal of Social Science and Humanities, Volume 32, Issue 1, March 2024

DOI: https://doi.org/10.47836/pjssh.32.1.05

Keywords: Importance-Performance Analysis, marine park, tourism, visitor experience, satisfaction, Kapas Island

Published on: 19 March 2024

Tourism in the marine park is vital to tourist satisfaction. Tourism and sustainability must be balanced in sensitive regions like marine parks. Tourist feedback helps balance and sustain marine park management. Kapas Island Marine Park (KIMP) in Terengganu receives a high number of tourists annually. The resources and the tourist experience may be adversely affected by excessive utilisation of marine resources. It may have long-term effects on the travel industry. This research has adopted an Importance-Performance Analysis (IPA) to scrutinise how visitors view the execution of 23 attributes of KIMP. The objective of this study is to show that various tourism attributes affect tourist satisfaction, as well as to discover the satisfaction- and dissatisfaction-generating attributes that may be found in the marine tourism experience. In addition, this research discusses how IPA may be used to influence future visitor research and management at marine park sites. The findings of this research were obtained by a questionnaire survey of 310 visitors to the KIMP during May and June 2022. The results are displayed on a grid with four quadrants; facilities are available to ensure the safety and security of the visitors (Quadrant One); attributes are already providing good service, and therefore, performance must be sustained (Quadrant Two); the fundamental amenities or necessities as seen by visitors (Quadrant Three); attributes that have a low significance score but obtained a high-performance score (Quadrant Four). These findings potentially provide a reference for thorough development strategies for a marine park tourism destination.

  • Adam, S. M., Afandi, S. H. M., Mohamad, W. N. W., & Hassan, S. (2022). Mapping major trends in global research in marine and coastal tourism: A bibliometric analysis. Journal of Sustainability Science and Management, 17(8), 196-213. https://doi.org/10.46754/jssm.2022.08.012

  • Adam, S. M., Shuib, A., Ramachandran, S., & Kunasekaran, P. (2019). Impacts of ecotourism development in Tasik Kenyir on the quality of life as perceived by the local community. Journal of Sustainability Science and Management, 14(3), 100-109.

  • Arnberger, A., Eder, R., & Preisel, H. (2023). Assessing visitors’ understanding of river national park functions and landscapes. Water, 15(3), Article 461. https://doi.org/10.3390/w15030461

  • Bagri, S. C., & Devkant, K. A. L. A. (2015). Tourists ‘satisfaction at Trijuginarayan, India: An importance-performance analysis. Advances in Hospitality and Tourism Research, 3(2), 89-115.

  • Boley, B. B., McGehee, N. G., & Hammett, A. T. (2017). Importance-performance analysis (IPA) of sustainable tourism initiatives: The resident perspective. Tourism Management, 58(1), 66-77. https://doi.org/10.1016/j.tourman.2016.10.002

  • Chan, J. K. L., & Saikim, F. H. (2022). Exploring the ecotourism service experience framework using the dimensions of motivation, expectation and ecotourism experience. Tourism and Hospitality Research, 22(4), 425-443. https://doi.org/10.1177/14673584211056860

  • Chen, F., Lai, M., & Huang, H. (2020). Can marine parks become an ecotourism destination? Evidence from stakeholders’ perceptions of the suitability. Ocean & Coastal Management, 196, Article 105307. https://doi.org/10.1016/j.ocecoaman.2020.105307

  • Chen, J., Becken, S., & Stantic, B. (2022). Assessing destination satisfaction by social media: An innovative approach using importance-performance analysis. Annals of Tourism Research, 93, Article 103371. https://doi.org/10.1016/j.annals.2022.103371

  • Coghlan, A. (2012). Facilitating reef tourism management through an innovative importance-performance analysis method. Tourism Management, 33(4), 767-775. https://doi.org/10.1016/j.tourman.2011.08.010

  • Deely, J., Hynes, S., & Cawley, M. (2022). Overseas visitor demand for marine and coastal tourism. Marine Policy, 143, Article 105176. https://doi.org/10.1016/j.marpol.2022.105176

  • Eriksson, B., Johansson, F., & Blicharska, M. (2019). Socio-economic impacts of marine conservation efforts in three Indonesian fishing communities. Marine Policy, 103, 59-67. https://doi.org/10.1016/j.marpol.2019.02.007

  • Feng, M., Mangan, J., Wong, C., Xu, M., Lalwani, C. (2014). Investigating the different approaches to importance–performance analysis. The Service Industries Journal, 34(12), 1021-1041. https://doi.org/10.1080/02642069.2014.915949

  • Fugard, A. J., & Potts, H. W. (2015). Supporting thinking on sample sizes for thematic analyses: A quantitative tool. International Journal of Social Research Methodology, 18(6), 669-684. https://doi.org/10.1080/13645579.2015.1005453

  • Hassan, T. H., Salem, A. E., & Abdelmoaty, M. A. (2022). Impact of rural tourism development on residents’ satisfaction with the local environment, socio-economy and quality of life in Al-Ahsa Region, Saudi Arabia. International Journal of Environmental Research and Public Health, 19(7), Article 4410. https://doi.org/10.3390/ijerph19074410

  • Higham, J., Font, X., & Wu, J. (2021). Code red for sustainable tourism. Journal of Sustainable Tourism, 30(1), 1-13. https://doi.org/10.1080/09669582.2022.2008128

  • Hong, Y., Cai, G., Mo, Z., Gao, W., Xu, L., Jiang, Y., & Jiang, J. (2020). The impact of COVID-19 on tourist satisfaction with B&B in Zhejiang, China: An importance–performance analysis. International Journal of Environmental Research and Public Health, 17(10), Article 3747. https://doi.org/10.3390/ijerph17103747

  • Ibrahim, M. S. N., Assim, M. I. S. A., Johari, S., Mohammad, S. K. W., Afandi, S. H. M., & Hassan, S. (2023). Public awareness on biodiversity conservation and well-being: Case of Gunung Mulu National Park, Sarawak. GeoJournal, 88, 3471-3496. https://doi.org/10.1007/s10708-022-10818-x

  • Irwana, O. S., Abukhalifeh, A. N., & Badaruddin, M. (2015). An importance-performance analysis of international visitors to Penang Island, Malaysia. Tourismos: An International Multidisciplinary Refereed Journal of Tourism, 10(1), 15-36.

  • Islam, G. M. N., Tai, S. Y., Kusairi, M. N., Ahmad, S., Aswani, F. M. N., Senan, M. K. A. M., & Ahmad, A. (2017). Community perspectives of governance for effective management of marine protected areas in Malaysia. Ocean & Coastal Management, 135, 34-42. https://doi.org/10.1016/j.ocecoaman.2016.11.001

  • Jaafar, M., & Maideen, S. A. (2012). Ecotourism-related products and activities, and the economic sustainability of small and medium island chalets. Tourism Management, 33(3), 683-691. https://doi.org/10.1016/j.tourman.2011.07.011

  • Jang, D., Cho, W., & Lee, K. (2020). A study on the development strategy for marine leisure tourism: Using the importance performance analysis (IPA) method. Sport Mont, 18(1), 39-45. https://doi.org/10.26773/smj.200207

  • Jin, Y., & Park, Y. (2019). An integrated approach to determining rural tourist satisfaction factors using the IPA and conjoint analysis. International Journal of Environmental Research and Public Health, 16(20), Article 3848. https://doi.org/10.3390/ijerph16203848

  • Kele, A. T. A., Chan, J. K. L., Lily, J., & Idris, S. (2020). Media content analysis on the impacts of the COVID-19 Pandemic on the tourism industry in Malaysia. Journal of Humanities and Social Sciences Research, 2(2), 55-66. https://doi.org/10.37534/bp.jhssr.2020.v2.n2.id1060.p55

  • Kim, J. H. (2017). The impact of memorable tourism experiences on loyalty behaviours: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856-870. https://doi.org/10.1177/0047287517721369

  • Kim, J. J., Lee, Y., & Han, H. (2019). Exploring competitive hotel selection attributes among guests: An importance-performance analysis. Journal of Travel & Tourism Marketing, 36(9), 998-1011. https://doi.org/10.1080/10548408.2019.1683484

  • Kumar, P., Dahiya, A., & Kumar, A. (2023). Exploring the key drivers of exceptional dining experiences: A study of eateries along National Highway 44. Atna - Journal of Tourism Studies, 18(2), 143-165.

  • Lai, I. K. W., & Hitchcock, M. (2015). Importance–performance analysis in tourism: A framework for researchers. Tourism Management, 48, 242-267. https://doi.org/10.1016/j.tourman.2014.11.008

  • Lankia, T., Venesjärvi, R., & Pouta, E. (2022). Importance-performance analysis of the fishing tourism service structure: Recreational anglers’ preferences on the remote salmon river of Teno in Finland. Fisheries Research, 254, Article 106425. https://doi.org/10.1016/j.fishres.2022.106425

  • Lee, H.-S. (2015). Measurement of visitors’ satisfaction with public zoos in Korea using importance-performance analysis. Tourism Management, 47, 251-260. https://doi.org/10.1016/j.tourman.2014.10.006

  • Leh, F. C., Isa, N. K. M., Ibrahim, M. H., Ibrahim, M., Yunos, M. Y. M., & Ibrahim, J. A. (2021). Low-carbon tourism approach as an alternative form for tourism development: A review for model development. Pertanika Journal of Social Sciences & Humanities, 29(4), 2431-2451. https://doi.org/10.47836/pjssh.29.4.19

  • Ling, S. M., Ramachandran, S., Afandi, S. H. M., Baum, T., & Shuib, A. (2022). Policy, government strata and sustainable tourism of a rural destination: An analytical network policy perspective. Asia-Pacific Journal of Innovation in Hospitality & Tourism, 11(2), 25-51.

  • Luck, M., & Porter, B. A. (2019). Experiences on swim-with-dolphins tours: An importance–performance analysis of dolphin tour participants in Kaikoura, New Zealand. Journal of Ecotourism, 18(1), 25-41. https://doi.org/10.1080/14724049.2017.1353609

  • Marasinghe, S., Perera, P., Simpson, G. D., & Newsome, D. (2021). Nature-based tourism development in coastal wetlands of Sri Lanka: An importance–performance analysis at Maduganga Mangrove Estuary. Journal of Outdoor Recreation and Tourism, 33, Article 100345. https://doi.org/10.1016/j.jort.2020.100345

  • Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77-79. https://doi.org/10.2307/1250495

  • McLeay, F., Robson, A., & Yusoff, M. (2017). New applications for importance-performance analysis (IPA) in higher education: Understanding student satisfaction. Journal of Management Development, 36(6), 780-800. https://doi.org/10.1108/jmd-10-2016-0187

  • Mohamed, Z., Afandi, S. H. M., Shuib, A., Ramachandran, S., & Adam, S. M. (2021). A travel cost analysis of the value of adventure tourism of Kampar, Malaysia. Journal of Sustainability Science and Management, 16(8), 118-133. https://doi.org/10.46754/jssm.2021.12.009

  • Mustafa, H., Omar, B., & Mukhiar, S. N. S. (2020). Measuring destination competitiveness: An importance-performance analysis (IPA) of six top island destinations in South East Asia. Asia Pacific Journal of Tourism Research, 25(3), 223-243. https://doi.org/10.1080/10941665.2019.1687534

  • Nadirah, R., Zaiton, S., & Wan Norhidayah, W. M. (2020). Local community and visitor awareness of firefly conservation in Kuala Selangor, Malaysia. The Malaysian Forester, 83(2), 178-193.

  • Nguyen, V. V., Phan, T. T. T., Ferdin, A. E., & Lee, C. H. (2021). Conducting importance–performance analysis for human–elephant conflict management surrounding a National Park in Vietnam. Forests, 12(11), Article 1458. https://doi.org/10.3390/f12111458

  • Nian, S., Zhang, H., Mao, L., Zhao, W., Zhang, H., Lu, Y., Zhang, Y., & Xu, Y. (2019). How outstanding universal value, service quality and place attachment influences tourist intention towards world heritage conservation: A case study of Mount Sanqingshan National Park, China. Sustainability, 11(12), Article 3321. https://doi.org/10.3390/su11123321

  • Oğuzbalaban, G., & Kizilirmak, İ. (2019). Importance-performance analysis of destination attributes in cruise tourism: The case of Kuşadasi. Social Sciences, 14(6), 3263-3282. https://doi.org/10.29228/TurkishStudies.32688

  • Ortigueira-Sánchez, L. C., Ortigueira-Bouzada, M., & Gómez-Selemeneva, D. (2017). Derived importance-performance analysis and diagonal model in a Spanish municipality. International Review of Administrative Sciences, 83(3), 481-502. https://doi.org/10.1177/0020852315585510

  • Pai, C. K., Liu, Y., Kang, S., & Dai, A. (2020). The role of perceived smart tourism technology experience for tourist satisfaction, happiness and revisit intention. Sustainability, 12(16), Article 6592. https://doi.org/10.3390/su12166592

  • Pratiwi, I. C., Novani, S., & Suryana, L. A. (2022). Tourists’ intentions during COVID-19: Push and pull factors in extended theory of planned behaviour. Pertanika Journal of Social Sciences & Humanities, 30(2), 699-721. https://doi.org/10.47836/pjssh.30.2.15

  • Reef Check Malaysia. (2021). Status of Coral Reefs in Malaysia, 2021. https://static1.squarespace.com/static/5c9c815e348cd94acf3b352e/t/620a203badc11165570e8f4d/1644830812124/2021+Annual+Survey+Report.pdf

  • Safuan, C. D. M., Ashraf, A. R. M., Tan, C. H., Jaafar, S. N., Yusop, P. A. M., Lai, R. K., Ismail, M. N., Chan, A. A., Repin, I. M., Wee, H. B., & Bachok, Z. (2021). Coral health status assessment in Malaysia islands; looking towards marine spatial planning. Ocean & Coastal Management, 213, Article 105856. https://doi.org/10.1016/j.ocecoaman.2021.105856

  • Saib, S., Dawood, M. M., & Saikim, F. H. (2016). Evaluation of tourists satisfaction towards firefly industry in Sabah using importance-performance analysis model. Transactions on Science and Technology, 3(1-2), 93-100.

  • Sapari, M. S., Shuib, A., Ramachandran, S., & Afandi, S. H. M. (2013). Visitors’ satisfaction towards service and facilities in Kilim Karst Geoforest Park, Langkawi. Journal of Applied Economics and Business, 1(4), 25-42.

  • Sasithornwetchakul, A., & Choibamroong, T. (2019). Evaluation of tourism management in Nakhon Si Thammarat province, Thailand as a secondary tourism city. Asian Administration & Management Review, 2(2), 23- 34.

  • Sharma, P., & Nayak, J. K. (2019). Understanding memorable tourism experiences as the determinants of tourists’ behaviour. International Journal of Tourism Research, 21(4), 504-518. https://doi.org/10.1002/jtr.2278

  • Simon, N., Saikim, F. H., Bagul, A. H. B. P., & Aziz, N. A. A. (2020). Tourist satisfaction towards Kota Kinabalu, Sabah using importance-performance analysis (IPA) as a tool to determine urban ecotourism potential. Journal of Tropical Biology & Conservation, 17, 187-202. https://doi.org/10.51200/jtbc.v17i.2661

  • Simpson, G. D., Patroni, J., Teo, A. C., Chan, J. K., & Newsome, D. (2020). Importance-performance analysis to inform visitor management at marine wildlife tourism destinations. Journal of Tourism Futures, 6(2), 165-180. https://doi.org/10.1108/jtf-11-2018-0067

  • Sundram, S. D., & Gani, A. A. (2022). importance performance analysis (ipa) on tourism destination competitiveness in Mabul Island, Sabah. International Journal of Academic Research in Business & Social Sciences, 12(2), 110-129. https://doi.org/10.6007/ijarbss/v12-i2/11536

  • Taplin, R. H. (2012). A competitive importance-performance analysis of an Australian wildlife park. Tourism Management, 33(1), 29-37. https://doi.org/10.1016/j.tourman.2011.01.020

  • Torabi, Z. A., Shalbafian, A. A., Allam, Z., Ghaderi, Z., Murgante, B., & Khavarian-Garmsir, A. R. (2022). Enhancing memorable experiences, tourist satisfaction, and revisit intention through smart tourism technologies. Sustainability, 14(5), Article 2721. https://doi.org/10.3390/su14052721

  • Zhang, Q., Oo, B. L., & Lim, B. T. H. (2021). Mapping perceptions and implementation of corporate social responsibility for construction firms via importance–performance analysis: Paths of improvement. Journal of Management in Engineering, 37(6). https://doi.org/10.1061/(asce)me.1943-5479.0000954

  • Ziegler, J., Dearden, P., & Rollins, R. (2012). But are tourists satisfied? Importance-performance analysis of the whale shark tourism industry on Isla Holbox, Mexico. Tourism Management, 33(3), 692-701. https://doi.org/10.1016/j.tourman.2011.08.004

ISSN 0128-7702

e-ISSN 2231-8534

Article ID

JSSH-8864-2023

Download Full Article PDF

Share this article

Related Articles