Marketing i Zarządzanie

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X    OAI    DOI: 10.18276/miz.2017.50-04
CC BY-SA   Open Access 

Lista wydań / nr 4 (50) 2017
Importance-Performance Analysis of Ski Destinations in Sweden – Comparison between Two Destinations
(Analiza IPA (importance-performance analysis) destynacji narciarskich w Szwecji ‒ porównanie między dwiema destynacjami)

Autorzy: Anna Sörensson
Mid Sweden University, Department of Business Administration, Economics and Law
Słowa kluczowe: turystyka rozwój turystyki analiza IPA (importance-performance analysis) destynacja narciarska
Data publikacji całości:2017
Liczba stron:20 (53-72)
Klasyfikacja JEL: Z32 M31 M19
Cited-by (Crossref) ?:

Abstrakt

Celem zaprezentowanych w artykule wyników było zbadanie poziomu zadowolenia turystów biorąc pod uwagę różne czynniki w dwóch ośrodkach narciarskich w Szwecji, celem znalezienia kluczowych cech, które mogą przyczynić się do rozwoju turystyki w regionie. W destynacjach turystycznych turyści są współtwórcami wartości, dlatego ważne jest uwzględnienie ich opinii. Dane zebrano za pomocą kwestionariuszy ilościowych składających się z 40 czynników w skali Likerta od 1 do 6. Kwestionariusz rozdano i otrzymano od 373 turystów w wybranych destynacjach narciarskich. Dla większości atrybutów wyniki wskazują, że turyści są zadowoleni z usług świadczonych przez usługodawców turystycznych w miejscu docelowym. W każdej z destynacji istnieje pięć atrybutów, które wymagają dalszego rozwoju, aby poprawić ogólne wrażenia z miejsca docelowego. Wyniki badań mogą być wykorzystane przez dostawców produktów turystycznych w celu rozwoju destynacji przez rozwiązanie problemów poruszanych przez turystów. Jest to nie tylko ważne dla turystów z doświadczeniem narciarskim, ale także dla innych atrakcji i ofert w miejscu docelowym, które przyczynią się do ogólnego doświadczenia usługobiorcy.
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