An importance-performance analysis of international visitors to Penang, Malaysia
As one of the leading tourism destinations in Malaysia particularly after Kuala Lumpur and Pahang, Penang faces competition with its neighbouring competitors. To remain competitive, Penang needs to identify its strengths and weaknesses and consequently develop its future marketing strategies to s...
| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://eprints.usm.my/34990/ http://eprints.usm.my/34990/1/HBP23.pdf |
| _version_ | 1848877498678378496 |
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| author | Omar, Shida Irwana Muhibudin, Masitah Sim, Jason Kok Jiun Mohamed, Badaruddin |
| author_facet | Omar, Shida Irwana Muhibudin, Masitah Sim, Jason Kok Jiun Mohamed, Badaruddin |
| author_sort | Omar, Shida Irwana |
| building | USM Institutional Repository |
| collection | Online Access |
| description | As one of the leading tourism destinations in Malaysia particularly after Kuala
Lumpur and Pahang, Penang faces competition with its neighbouring
competitors. To remain competitive, Penang needs to identify its strengths and
weaknesses and consequently develop its future marketing strategies to secure
high tourists’ satisfaction. Indeed, tourist satisfaction needs to be measured
and monitored. In light of this consideration, it is believed that the importanceperformance
analysis (IPA) was found to be a practical and useful technique
for evaluating attributes that satisfy tourist and at the same time measure the
importance of the same attributes to the tourists. This paper presents an
application of the IPA technique to a sample of 372 international visitors who
visiting Penang Island between September to October 2012. The data, analyzed
quantitatively using matrices, showed the mean score of importance, which
were plotted against performance onto two-dimensional axis. Results show that
Penang performs well in five items namely (1) safety and security; (2) image of
destination; (3) variety of attractions; (4) value for money; and (5)
accessibility to the destination. On the other hands, findings show that there is
room for improvement for accommodation services, and other areas like
friendliness of the people and cultural/historical uniqueness appear to get too
much attention. Moreover, this study is significant in identifying the prime
market segments and evaluating the products and services provided. As a
result, it provides an insight for tourism stakeholder such as hotels operators,
public transport operators, food operators, policy makers and others towards
enhancing future development of tourism in Penang. |
| first_indexed | 2025-11-15T17:16:24Z |
| format | Conference or Workshop Item |
| id | usm-34990 |
| institution | Universiti Sains Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T17:16:24Z |
| publishDate | 2013 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | usm-349902017-06-08T02:04:44Z http://eprints.usm.my/34990/ An importance-performance analysis of international visitors to Penang, Malaysia Omar, Shida Irwana Muhibudin, Masitah Sim, Jason Kok Jiun Mohamed, Badaruddin TH1-9745 Building construction As one of the leading tourism destinations in Malaysia particularly after Kuala Lumpur and Pahang, Penang faces competition with its neighbouring competitors. To remain competitive, Penang needs to identify its strengths and weaknesses and consequently develop its future marketing strategies to secure high tourists’ satisfaction. Indeed, tourist satisfaction needs to be measured and monitored. In light of this consideration, it is believed that the importanceperformance analysis (IPA) was found to be a practical and useful technique for evaluating attributes that satisfy tourist and at the same time measure the importance of the same attributes to the tourists. This paper presents an application of the IPA technique to a sample of 372 international visitors who visiting Penang Island between September to October 2012. The data, analyzed quantitatively using matrices, showed the mean score of importance, which were plotted against performance onto two-dimensional axis. Results show that Penang performs well in five items namely (1) safety and security; (2) image of destination; (3) variety of attractions; (4) value for money; and (5) accessibility to the destination. On the other hands, findings show that there is room for improvement for accommodation services, and other areas like friendliness of the people and cultural/historical uniqueness appear to get too much attention. Moreover, this study is significant in identifying the prime market segments and evaluating the products and services provided. As a result, it provides an insight for tourism stakeholder such as hotels operators, public transport operators, food operators, policy makers and others towards enhancing future development of tourism in Penang. 2013-02 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.usm.my/34990/1/HBP23.pdf Omar, Shida Irwana and Muhibudin, Masitah and Sim, Jason Kok Jiun and Mohamed, Badaruddin (2013) An importance-performance analysis of international visitors to Penang, Malaysia. In: International Conference on Tourism Development: Building The Future Of Tourism, 4 - 5 February 2013, Pulau Pinang, Malaysia. |
| spellingShingle | TH1-9745 Building construction Omar, Shida Irwana Muhibudin, Masitah Sim, Jason Kok Jiun Mohamed, Badaruddin An importance-performance analysis of international visitors to Penang, Malaysia |
| title | An importance-performance analysis of international visitors to Penang, Malaysia |
| title_full | An importance-performance analysis of international visitors to Penang, Malaysia |
| title_fullStr | An importance-performance analysis of international visitors to Penang, Malaysia |
| title_full_unstemmed | An importance-performance analysis of international visitors to Penang, Malaysia |
| title_short | An importance-performance analysis of international visitors to Penang, Malaysia |
| title_sort | importance-performance analysis of international visitors to penang, malaysia |
| topic | TH1-9745 Building construction |
| url | http://eprints.usm.my/34990/ http://eprints.usm.my/34990/1/HBP23.pdf |