Earth Day Teach In

IPA Teach In

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Importance-Performance Analysis (IPA) Concept - Proceedings of the ...
Matzler, K. 272


Importance-Performance Analysis: The Right Tool for Measuring Success

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Executive Summary

Importance- performance analysis (IPA) is a graph that measures how important and how satisfactory a performance is based on four different areas. IPA is largely used today in hospitality and tourism because it is focused on consumer-driven improvement opportunities.


The analysis directly involves consumers and visitors in the measurement process by having people rate what they believe is important and what is performed well. The information provided is put in the four quadrant graph to outline weaknesses and strengths (as seen above). From here organizations can create a strategic plan to enhance areas they perform weak in, reallocate resources in areas that are deemed unimportant, and see what is already performed well.

Call to Action

I am suggesting applying this tool to parks education and outreach programming. Parks reach a broad audience, who are all visiting to enjoy outdoor recreation. This gives parks a unique advantage to connect with many different kinds of people and learn ways to better cater to their visitors.


Parks would be able to make adjustments to their programming, based on what visitors see as important and well performed. Results of the Importance-performance analysis can help parks allocate their resources (which are already limited) whether its money, time, or manpower, in a way that is beneficial for the public and would allow parks to capitalize off of it.


Revisiting importance-performance analysis. (2001). Tourism Management, 22, 617–627. Retrieved from https://www-sciencedirect com.proxysb.uits.iu.edu/science/article/pii/S026151770100036X

The asymmetric relationship relationship between attribute-level performance and a overall customer satisfaction: a reconsideration of the importance-performance analysis. (2002). Industrial Marketing Management , 33, 271–277. Retrieved from https://www-sciencedirect-com.proxysb.uits.iu.edu/science/article/pii/S0019850103000555




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