Abstract
ABSTRACT This article presents the results of a study conducted at the Dalmacija Wine Expo, a regional wine fair that was held for the first time in 2010 in Makarska, Croatia. To identify critical attributes impacting the experience of fair participants, two separate surveys were conducted among visitors and exhibitors. In analyzing the data, this study used an extended neural network-based importance-performance analysis (IPA) that combines measures of both the relevance (i.e., stated importance/general importance) and determinance (i.e., derived importance/actual influence) of fair attributes. Compared to traditional IPA approaches with uni-dimensional operationalization of attribute-importance, such an approach provided significantly more detailed (and reliable) managerial implications.
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