Importance-performance analysis: An application to Michigan's natural resources

In the state of Michigan, the nature-based tourist is becoming an increasingly important target market for providers of natural resources. To meet the demands of this growing market segment, evaluation strategies for nature-based sites are needed to maintain and improve customer satisfaction and loyalty. Evaluation strategies that incorporate consumer input can help to determine whether the needs of the tourists are being met. By using Importance-Performance Analysis, a marketing tool that emphasizes consumer input, the purpose of this study was to determine the satisfaction of the nature-based tourist who has visited Michigan's natural resources. The IP Analysis was used to examine attributes of the experience and to assess whether the state of Michigan is providing adequately for these attributes.