Visitors to Mauritius: Using IPA to Discern Cultural Differences in Image Perceptions

Abstract

Importance-performance analysis (IPA) remains one of the lesser used quantitative techniques to analyze cultural differences in image perceptions. Therefore, this chapter analyzes differences in international visitors' image perceptions for the island of Mauritius in its key generating markets. Using the mixed method, the study identifies image attributes in a qualitative phase initially, followed by the administration of a survey instrument to a quota sample of 1,000 visitors, resulting in 705 useable questionnaires. IPA reveals the existence of significant differences between importance and performance scores on image for the whole sample as well as significant differences by nationality sub-groups. For example, Germans on average have the lowest importance scores, whereas Indians have the highest in comparison with other nationalities. For each market, the study also identifies the influence of fluency levels in main languages spoken on importance and performance scores. Using IPA, the gaps in scores reflect degrees of product customization and re-positioning that is needed for the different markets of Mauritius. Similarities in scores across nationalities suggest the universal importance of some image attributes in destination selection. The chapter contributes to the dearth of literature on cultural differences in image perceptions for island destinations.

Citation

Prayag, G. (2011), "Visitors to Mauritius: Using IPA to Discern Cultural Differences in Image Perceptions", Woodside, A.G. (Ed.) Tourism Sensemaking: Strategies to Give Meaning to Experience (Advances in Culture, Tourism and Hospitality Research, Vol. 5), Emerald Group Publishing Limited, Leeds, pp. 153-175. https://doi.org/10.1108/S1871-3173(2011)0000005010