Exploring the discrepancies in perceived destination images from residents' and tourists' perspectives: a revised importance-performance analysis approach

A comprehensive and balanced understanding of both local residents' and tourists' perceived destination image (DI) is a pivotal step for successful tourism development. Using the revised importance-performance analysis approach, this study assesses the differences between residents' and tourists' perceived implicit importance and performance of DI attributes in the Liyu Lake Scenic Area in Hualien, Taiwan. A mixed methods approach was adopted. First, 30 pertinent image attributes were identified by interviewing local residents and tourists. These image attributes were subsequently used in a questionnaire survey. Results indicate that residents' and tourists' opinions were divided on environmental issues and purposes of visit. The most significant finding is that both the residents and tourists regarded the majority of the attributes as possible overkill, suggesting that destination management organization should reconsider the direction for future development and try to realize the real needs of the residents and tourists based on their motivations.