AN IMPORTANCE-PERFORMANCE ANALYSIS OF INTERNATIONAL VISITORS TO PENANG ISLAND, MALAYSIA

Abstract

This paper examines international visitors’ perceived importance and performance of 12 destination attributes of Penang Island using an Importance- Performance Analysis (IPA). The result was drawn from a questionnaire survey of 803 respondents who visited the island between August and November 2012. The importance-performance analysis grids illustrate that Penang Island performs well in six attributes namely 1) safety and security; 2) image of destination; 3) friendliness of the people; 4) variety of tourism attractions; 5) value for money; and 6) accessibility to the destination. The attribute of cultural and historical uniqueness appears to get too much concentration, and five attributes fell into the Low Priority quadrant. Safety and security was found to be the determining attribute for international visitors. Implications and recommendations for Penang managers and marketers were discussed.