An Application of Importance-performance Analysis to a Ski Resort: A Case Study in North Carolina

Skiing is one of the most popular winter outdoor recreation activities in the United States. The objective of this case study is to identify and evaluate the attributes (features and services) of a ski resort. By identifying which attributes and services the ski market considers important together with how well the ski area provides these attributes and services, ski area promoters can determine what the appropriate marketing message and management strategy should be. The procedure used is known as Importance-Performance Analysis. Basically, this procedure involves asking skiers to rate the importance and performance of identified ski resort attributes. Results are then graphically displayed on a two-dimensional action grid that delineates weaknesses and strengths of the ski area in question. Several marketing and management implications are discussed

Influence of Online Review and Rating System towards Consumer Preferences in Hospitality Sector

The purpose of this study was to examine the effects of online review and rating systems ononline consumer behavior in the hotel industry. The study applied quantitative method and datawas collected through online survey. 174 usable responses were performed in data analysis byusing multivariate analysis of variance (MANOVA) and multiple regression analysis. Thefindings suggested that online consumer’s perception of valence not only depends on ratingscore component but also depends on other online review components such as review contentand responding message from service providers. Rational review content produced more impacton online consumer’s perception of information diagnosticity than the effect of emotional reviewcontent. The online consumer’s perception of source credibility can be increased by providingsource identity of reviewers. Furthermore, a negative online review created more powerfulimpact on online consumers’ perceptions, attitudes and purchase intention than a positive one