The use of importance-performance analysis to identify determinant short-break destination attributes in New Zealand

This article presents results from the first formal investigation of domestic short-break holidays in New Zealand. Importance-performance analysis (IPA) was used to identify the perceived strengths and weaknesses of five leading destinations. The results identified 11 attributes deemed determinant in the travel context. The graphical nature of the IPA proved readily communicable to regional tourism organizations. However, while the technique proved useful at an individual destination analysis level, IPA proved cumbersome as a competitive positioning analysis tool.