Enhancing Importance-Performance Analysis Through Segmentation

This article demonstrates how importance-performance analysis (IPA) and segmentation can be effectively used as a tool to measure user satisfaction with the recreational opportunities in a parks and recreation district of a gateway community. Data were obtained from three different segments of the gateway population-year-round residents, seasonal residents, and tourists. Results indicated that importance-performance evaluations varied among the three segments. Segmentation was found to be a necessary component of IPA in order to identify differences between distinct user groups that allow for more accurate planning and decision making. Additionally this article examines how the adjustment of importance and performance crosshairs can enhance IPA beyond more traditional approaches.