An importance–performance analysis of sustainable tourism: A comparison between international and national tourists

Abstract

Sustainable tourism—with its focus on the economic, social, and environmental impact of tourism—has been an issue since the publication of the Brundtland Commission Report in 1987. The objective of this research paper is to use importance–performance analysis (IPA) to examine the performance of one particular tourist destination with regard to social and environmental sustainability, and to establish whether international tourists and national tourists differ in the sustainability factors they consider important. A quantitative questionnaire was handed out to national and international tourists at tourist offices in Bologna, Italy. The questionnaire contained scales to measure the tourists' satisfaction with the destination and their hotels from a sustainability point of view, and their views on the importance of such factors. The conclusion is that their opinions vary considerably: for example national tourists rank the environmental sustainability of their holiday destination more highly than do international tourists. The results of the study can be used by destination managers in Bologna and elsewhere to improve the sustainability factors that tourists think are most important, while other tourist destinations could also conduct similar studies to examine their sustainability performance.