A market segmentation study of visitors to North Cyprus through importance-performance analysis of destination attributes
Yavuz, Nurdan F.
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Tourism in North Cyprus provides recreation opportunities for visitors and creates employment and income. Even though there has been a substantial growth in tourism during the last three years, there has been, if any, limited amount of research that has examined and evaluated the nature of tourism offerings as destination attributes and their associated marketing and management concerns with respect to satisfaction and performance levels of such attributes in North Cyprus. The objective of this study is to examine if there are travel behavior differences in the importance and performance levels of destination attributes by different age groups and origin (nationality) of visitors in North Cyprus. More specifically, the study examined the following two propositions: (1) perceived importance and performance of destination attributes will vary by origin of visitors, and (2) perceived importance and performance of destination attributes will vary by age of visitors. First, he study developed an instrument, which was then used to evaluate visitors' perceptions of preselected destination attributes associated with North Cyprus. By using this instrument, this study delineated the perceived level of importance of each destination attribute together with how well the destination provided and met such attributes and activities. Importance-Performance Analysis (lIP) is utilized for this study. This is an evaluative technique which involves four major steps. First is the development of an attribute list, second is to develop a questionnaire from these attributes, third is to ask the respondents to rate these attributes according to importance and satisfaction levels, and the final step is done by analyzing the results and displaying them on an action grid. The results revealed differences in the importance mean scores of destination attributes and their perceived performance among the three identified age groups. The findings of the study also indicated that ratings of destination attributes and activities show some variations by origin (nationality) of visitors. The study concludes with marketing and management implications as suggested by study findings.
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