Importance-performance analysis of general and halal characteristics of Iran tourist destination: experiences of foreign tourists

Document Type : Sterategic Management

Authors

1 Assistant Prof. of Faculty of Management, Economics and Accounting, Hormozgan University. Research Project Manager, Halal Research Center of IRI, Food and Drug Administration, Ministry of Health and Medical Education, Tehran, Iran

2 Associate Professor of Arabic Language and Literature, Hormoz Studies and Research Center, University of Hormozgan, Bandar Abbas, Iran

3 MSc. in Business Management-Marketing, Faculty of Management, Economics, and Accounting, University of Hormozgan, Bandar Abbas, Iran

Abstract

Research has shown that different characteristics of tourist destinations vary in importance for tourists' destination choices, and tourist destinations should allocate their limited resources to improve the most significant features. Therefore, this study was conducted to analyze Iran's Importance-Performance of both general and halal attributes as a tourist destination. The target population of the study consisted of foreign tourists who traveled to Iran from 2010 to 2023. The questionnaire link in Farsi, Arabic, and English was shared online. A total of 178 Muslim tourists and 143 non-Muslim tourists assessed the importance and performance of 26 general characteristics and 6 halal characteristics (specific to Muslims) during their travels to Iran. The importance-performance analysis revealed that, for 15 general features and two solvent features, the actual performance was below the perceived importance. The largest gaps between importance and performance were found in five general features—"confirmation of travel destination by family and friends," "availability of internet and phone lines for quality communication," "availability of financial services and ease of currency exchange," "ease of visa issuance and legal travel arrangements," and "availability of tourist information centers", as well as in two halal features, "water in toilets at tourist sites" and "easy access to facilities for performing religious duties." These areas require attention from policymakers, officials, and managers of tourist destinations.

Keywords

References

Aji, H. M., Muslichah, I., & Seftyono, C. (2021). The determinants of Muslim travellers’ intention to visit non-Islamic countries: a halal tourism implication. Journal of Islamic Marketing, 12(8),1553-1576. https://doi.org/10.1108/JIMA-03-2020-0075.
Ali Shah, S. A., Fianto, B. A., Sridadi, A. R., & Kayani, U. N. (2023). A Master Conceptual Framework of Research in Halal Tourism. Tourism: An International Interdisciplinary Journal, 71(1), 121-144.
Al Kahtani, S. J. H., Xia, J. C., Veenendaaland, B., Caulfield, C., & Hughes, M. (2015). Building a conceptual framework for determining individual differences of accessibility to tourist attractions. Tourism Management Perspectives, 16, 28-42. https://doi.org/10.1016/j.tmp.2015.05.002
Al Kahtani, S. J. H., Xia, J. C., & Veenendaal, B. (2008). A review of methodologies on measure of accessibility to tourist attractions. In PATREC Research Forum, 2008, Perth, Western Australia, Australia.
Aref, F. (2010). Residents' attitudes towards tourism impacts: A case study of Shiraz, Iran. Tourism analysis, 15(2), 253-261.
Asadi, R. (2011). Strategies for development of Iran cultural tourism. Australian Journal of Basic and Applied Sciences, 5(8), 1021-1034.
Azzopardi, E., & Nash, R. (2013). A critical evaluation of importance–performance analysis. Tourism management, 35, 222-233. https://doi.org/10.1016/j.tourman.2012.07.007
Babolian Hendijani, R. (2016). Effect of food experience on tourist satisfaction: the case of Indonesia. International Journal of Culture, Tourism and Hospitality Research, 10(3),272-282. https://doi.org/10.1108/IJCTHR-04-2015-0030
Bacon, D. R. (2003). A comparison of approaches to importance-performance analysis. International Journal of Market Research, 45(1), 1-15. https://doi.org/10.1177/147078530304500101
Bahaee, M., Pisani, M. J., & Shavakh, F. (2014). Residents’ attitudes toward international tourism: A case of Iran. Journal of Tourism and Recreation, 1(2), 1-14. https://doi.org/10.12735/JOTR.V1I2P01
Battour, M., Battor, M., & Bhatti, M. A. (2014). Islamic attributes of destination: Construct development and measurement validation, and their impact on tourist satisfaction. International Journal of tourism research, 16(6), 556-564. https://doi.org/10.1002/jtr.1947
Boley, B. B., McGehee, N. G., & Hammett, A. T. (2017). Importance-performance analysis (IPA) of sustainable tourism initiatives: The resident perspective. Tourism Management,58, 66-77. https://doi.org/10.1016/j.tourman.2016.10.002
Busaini, B., Diswandi, D., Rojabi, S. H., & Budiatiningsih, M. (2023). Exploring the Equilibrium of Halal Tourism Market: An Importance Performance Analysis (IPA) Study. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(6), 22. https://doi.org/10.26668/businessreview/2023.v8i6.2563
Brien, A., Razli, I. A., Senalasari, W., & Djatnika, T. (2022). Is Muslim tourist satisfaction in Muslim destination and non-Muslim destination different? International Journal of Applied Business Research, 4(2).115-132.
Cultural observation report (2023). Mosque in Iran (statistics, functions, issues and social position). Tehran: Research Center For Culture, Art And Communications. Retrieved 25 July 2024 from: https://ircud.ir/Media/PDF/1402/06/20/638300325397995088.pdf (In Persian)
Cibinskiene, A., & Snieskiene, G. (2015). Evaluation of city tourism competitiveness. Procedia-social and behavioral sciences, 213, 105-110.
De Carlos, P., Alén, E., Pérez-González, A., & Figueroa, B. (2019). Cultural differences, language attitudes and tourist satisfaction: A study in the Barcelona hotel sector. Journal of Multilingual and Multicultural Development, 40(2), 133-147.https://doi.org/10.1080/01434632.2018.1493114
Dwyer, L., Mellor, R., Livaic, Z., Edwards, D., & Kim, C. (2004). Attributes of destination competitiveness: A factor analysis. Tourism analysis, 9(1-2), 91-101. https://doi.org/10.3727/1083542041437558
Ekka, P. M. (2024). Halal tourism beyond 2020: concepts, opportunities and future research directions. Journal of Islamic Marketing, 15(1), 42-58. https://doi.org/10.1108/JIMA-09-202206
El-Gohary, H. (2016). Halal tourism, is it really Halal? Tourism Management Perspectives, 19.https://doi.org/10.1016/j.tmp.2015.12.013
Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: a quantitative approach. Tourism management, 25(6), 777-788. https://doi.org/10.1016/j.tourman.2004.06.008
Fajriyati, I., Afiff, A. Z., Gayatri, G., & Hati, S. R. H. (2020). Generic and Islamic attributes for non-Muslim majority destinations: application of the three-factor theory of customer satisfaction. Heliyon. 6(6). 1-14. https://doi.org/10.1016/j.heliyon.2020.e04324
Harahsheh, S., Haddad, R., & Alshorman, M. (2020). Implications of marketing Jordan as a Halal tourism destination. Journal of Islamic Marketing, 11(1), 97-116. https://doi.org/10.1108/JIMA-02-2018-0036
Hariani, D., & Hanafiah, M. H. (2024). The competitiveness, challenges and opportunities to accommodate the Halal tourism market: a Sharia-law tourism destination perspectives. Journal of Islamic Marketing, 15(3), 919-942.
Hasan, A. A. T. (2024). Factors influencing halal tourism destinations revisit intentions among Muslim travelers of Bangladesh: the mediating role of emotional attachments. Journal of Islamic Marketing, 15(3), 720-744. https://doi.org/10.1108/JIMA-02-2023-0045
Heydari, M.T., Ahadnejad Roshti, M. & Moharrami, S. (2018). An analysis on the economic regeneration of the city with the approach of gastronomy tourism (case study: Ash festival event in Zanjan city). Urban economy, 4(2), 37-54. (In Persian)
Heydari Chianeh, R., Del Chiappa, G., & Ghasemi, V. (2018). Cultural and religious tourism development in Iran: prospects and challenges. Anatolia, 29(2), 204-214. https://doi.org/10.1080/13032917.2017.1414439
Islamic Republic News Agency (December, 2023). But if there is a lack of medical equipment in the west of Mazandaran. News link:www.irna.ir/xjPn9n
Javanonline.ir (December 12 2024). Lack of health facilities and pain treatment in Mazandaran during the holidays. News link: 1249554 (In Persian) Short link:https://www.javanonline.ir/005F46
Jia, X., & Chaozhi, Z. (2020). Halal tourism: is it the same trend in non-Islamic destinations with Islamic destinations? Asia Pacific Journal of Tourism Research, 25(2), 189-204.https://doi.org/10.1080/10941665.2019.1687535
Khalife Soltani, M., Moini Taba, F. S., & Ghalani, N. (2012). A Survey of the Effective Factors on Foreign Tourists’ Feeling of Security in Isfahan. Strategic Research on Social Problems, 1(1), 39-58. (In persian)
Khademi, N., Abbasi, A., & Askarifar, K. (2023). The Factors Attracting Event Tourists to Local Festivals (Case Study: Flower and Rosewater Festival, Meymand, Iran). Tourism Management Studies, 18(63), 41-72. https://doi.org/10.22054/tms.2023.74805.2853
Kumar, N., & Kumar, R. R. (2020). Relationship between ICT and international tourism demand: A study of major tourist destinations. Tourism Economics, 26(6), 908-925. https://doi.org/10.1177/1354816619858004
Lai, I. K. W., & Hitchcock, M. (2015). Importance–performance analysis in tourism: A framework for researchers. Tourism management, 48, 242-267. https://doi.org/10.1016/j.tourman.2014.11.008
Lam, J. M., Tan, S. H., & Oh, Y. L. (2014). Exploring internet influence towards travel satisfaction. Procedia-Social and Behavioral Sciences, 130, 542-551. https://doi.org/10.1016/j.sbspro.2014.04.063
Lee, C. C., Chen, M. P., Wu, W., & Xing, W. (2021). The impacts of ICTs on tourism development: International evidence based on a panel quantile approach. Information Technology & Tourism, 23, 509-547. https://doi.org/10.1007/s40558-021-00215-4
Luo, K., Liu, Y., Chen, P. F., & Zeng, M. (2022). Assessing the impact of digital economy on green development efficiency in the Yangtze River Economic Belt. Energy Economics,112, 106127.
Liallahu, G. (2022). An Importance-Performance Analysis of Halal Tourism Attributes and Tourist Satisfaction: Evidence from The New Zealand Muslim Community (Doctoral dissertation, Open Access Te Herenga Waka-Victoria University of Wellington).
Mandalia, S., & Hidayat, T. (2022). Using Importance-Performance Analysis in The Measurement of Muslim Visitor's Satisfaction with Hotel Facilities in Taiwan. Jurnal Pendidikan Dan Keluarga, 14(2), 16-26.
Mastercard- Crescent rating. (2024). Global Muslim Travel Index 2024. Retrieved 30 July2024, from:https://www.crescentrating.com/reports/global-muslim-travel-index-2024.html
Mehrnews. (December 29, 2023).Nowshahr Hospital's situation is worse than the patients/sorrow of the lack of nurses and specialists. News link: mehrnews.com/x33BXK (In Persian)
Mohammadi, M., Khalifah, Z., & Hosseini, H. (2010). Local people perceptions toward social, economic and environmental impacts of tourism in Kermanshah (Iran). Asian Social Science, 6(11), 220.
Movagharpak, A., & Ghorbani, F.. (2018). The Status Of Tourism In National Security And Developmental Trend Of Countries (A Case Study Of Iran). Geographical Journal Of Tourism Space, 7(26 ), 1-25. (In Persian)
Nazarpouri, A. H., feli, R., & ZiaeeMehr, A. (2020). Identification and Importance - Performance Analysis Factors Affecting Maritime Tourism (Case Study: Khorramshahr Port. Journal of Tourism and Development, 9(3), 137-152. doi:10.22034/jtd.2019.169581.1640 (In Persian)
Nield, K., Kozak, M., & LeGrys, G. (2000). The role of food service in tourist satisfaction. International Journal of Hospitality Management, 19(4), 375-384. https://doi.org/10.1016/S0278-4319(00)00037-2
Pai, C. K., Wang, Z. Y., & Chen, S. H. (2017). Measuring the effect of ubiquitous Internet success on travelers’ perceived value and overall tourism destination satisfaction. International Journal of Tourism Sciences, 17(4), 298-315. https://doi.org/10.1080/15980634.2017.1393903
Pew Research Center (2022, December 21). Religious Composition by Country, 2010-2050, Retrived 27 July 2024, from:https://www.pewresearch.org/religion/feature/religious-composition-by-country-2010-2050/
Rašovská, I., Kubickova, M., & Ryglová, K. (2021). Importance–performance analysis approach to destination management. Tourism Economics, 27(4), 777-794. https://doi.org/10.1177/1354816620903913
Rezghi, M., shahabian, P., modiri, A., & ahmadian, R. (2019). Assessing the Destinations Brand Equity Indexes in Historical cities of Iran from the Perspective of Foreign Tourists. urban tourism,5(4), 137-152. https://doi.org/10.22059/jut.2018.258398.485 (In Persian)
Said, M. F., Adham, K. A., Muhamad, N. S. A., & Sulaiman, S. (2022). Exploring halal tourism in Muslim-minority countries: Muslim travellers’ needs and concerns. Journal of Islamic Marketing, 13(4), 824-842. https://doi.org/10.1108/JIMA-07-2020-0202
Sthapit, E., Björk, P., & Piramanayagam, S. (2023). Motivational, emotional and memorable dimensions of non-Muslim tourists’ halal food experiences. Journal of Islamic Marketing, 14(1), 23-42. https://doi.org/10.1108/JIMA-02-2021-0047
Tabor, A. S., Milfont, T. L., & Ward, C. (2015). International migration decision-making and destination selection among skilled migrants. Journal of Pacific Rim Psychology, 9(1). https://doi.org/10.1017/prp.2015.3
Tanford, S., & Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61, 209-220. https://doi.org/10.1016/j.tourman.2017.02.005
Taplin, R. H. (2012). Competitive importance-performance analysis of an Australian wildlife park. Tourism Management, 33(1), 29-37. https://doi.org/10.1016/j.tourman.2011.01.020
Thompson, M., Cassidy, L., Prideaux, B., Pabel, A., & Anderson, A. (2017). Friends and relatives as a destination information source. In Advances in Hospitality and Leisure (pp. 111-126). Emerald Publishing Limited.
Üngüren, E., Tellioglu, S., & Türker, N. (2021). Determining the role of hotel attributes in building customer loyalty using importance–performance analysis: a study in the context of tourist nationalities. Journal of Tourism and Services, 12(22), 105-130.
World Economic Forum (2022). Travel & Tourism Development Index 2021 Rebuilding for a Sustainable and Resilient Future, Retrieved 25 July 2024, from: https://www.weforum.org/publications/travel-and-tourism-development-index-2021/
World Travel & Tourism Council. (2023). Travel & Tourism Economic Impact 2023, Iran. Retrieved from: https://assets-global.website-
Yagmur, Y., Ehtiyar, R., & Aksu, A. (2020). Evaluation of halal tourism in terms of bibliometric characteristics. Journal of Islamic Marketing, 11(6), 1601-1617. https://doi.org/10.1108/JIMA-05-2019-0101
Zargham Boroojeni, H., & Torkaman, N. (2013). Exploring the potentialities of religious tourism in Hamedan province. Iranian journal of management sciences, 8(30), 57-80.  (In Persian)

Files

History

  • Receive Date: 28 February 2025
  • Revise Date: 25 April 2025
  • Accept Date: 27 May 2025

Share

How to cite

Statistics