Editor: David Fennell (Brock University)
Reviews Editor David Weaver (University of South California, USA)
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Volume: 2 Number: 3 Page: 196–212
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The Use of Importance–Performance Analysis and Market Segmentation for Tourism Management in Parks and Protected Areas: An Application to Tanzania's National Parks
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Derek J. Wade and Paul F.J. Eagles
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This paper presents an application of the IPA technique, coupled with market segmentation, to a sample of visitors to Tanzania's National Parks. The utility of the technique in a protected area context
is highlighted, by comparing it with the results from three programme perspectives – non-segmented data (a homogeneous IPA programme), segmented data that look at performance measurements only (a
segmented performance-only programme), and segmented data (a segmented IPA programme). A few examples of non-parametric statistical analysis are presented to highlight the flexibility of the technique.
When combined with market segmentation, IPA is a superior technique to that of a non-segmented approach, which views the sample as homogeneous and can lead to the displacement of visitors. It is also superior
to that of a performance-only approach. The technique is achievable for a protected area agency with limited resources and expertise and is also a good starting point for agencies with suitable resources
and expertise.
Keywords: IMPORTANCE-PERFORMANCE ANALYSIS, MARKET SEGMENTATION, NATIONAL PARKS, PROTECTED AREAS MANAGEMENT, TANZANIA
© Multilingual Matters 2003
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