Importance-Performance Analysis in the Context of Quality Management of Tourist Information Centres

The paper presents the applicability of the IPA method (Importance-Performance Analysis) in the process of managing/supervising the service quality of tourist information centres (TIC). TIC are important components of destination promotion and their qualitative level can have a significant impact on prolonging the time of a visitor's stay and the level of expenses in a destination. The bi-dimensional model of IPA is used for measuring the importance and the output of individual variables that have an influence on service evaluation. This analysis helps identify the prior or less important service attributes and also determine the critical areas that require more attention. The paper demonstrates the practical application of IPA for TIC in the Czech Republic. The input data were gained by means of field research that used a quantitative questionnaire survey. Graphically processed results show rather a positive situation when the most of important quality factors are found in the quadrant of optimal situation, i.e. the items characterized by high importance as well as high output. The highest importance was assigned to the item of "helpful/obliging approach to a customer" and the highest output to "the overall impression of IC". In conclusion, the authors discuss the advantages and disadvantages of the used IPA method in the context of other methods.