ABSTRACT
As an addition to the manager’s set of tools, performance-importance analysis can provide insight into tourist evaluations on critical issues. On a performance-importance grid, the interaction of performance perceptions with the importance for an evaluation criteria permits managers to grasp the relative success of tour features. An illustration is used plotting tourist pre-trip expectations, post-trip satisfactions, and importances of each on a performance-importance grid to consider potential decisions for escorted tours design. Changes in evaluations (expectations-to-satisfactions) demonstrated the flexibility of the grid in adapting to different measures.
