Applying importance-performance analysis to services of a visitor information center

Visitor information centers provide destinations with an opportunity once visitors are at the destination to provide information and recommendations. As a result, destinations who manage visitor information centers benefit from being aware of who visits the center, what information is important to such visitors, and how well the center does at providing the information and services. Therefore, this study compares demographic characteristics of visitors who visit and those who do not visit visitor information centers, as well as if reasons for visiting such facilities (e.g. general information, get a map of the area) are associated with demographic characteristics. The study also conducts an importance-performance analysis of a visitor information center's services. This study found visitors who stopped at the visitor information center were older and more likely to be retired than visitors who did not. The study also found that demographic characteristics, such as age and employment status, were associated with reasons for stopping at a visitor information center. Importance-performance analysis revealed areas where the visitor information center can focus to improve their performance (e.g. knowledge of staff) and where resources might be redirected as a result of less important services (e.g. activities/tour booking service). Practical implications of the study are discussed.