Abstract
This article explores the potential for a modified gap analysis to serve as a useful tourism planning tool for rural regions. Minimal differences or “gaps” between customers perceptions of quality and the abilities of service providers to meet these expectations lead to increased profits. Tourists' perceptions are gleaned from surveys of international Japanese and German travelers conducted by national tourism associations. The host region's perceptions of these markets are drawn from survey responses of tourism and planning professionals working in the Cowichan Region in British Columbia, Canada. While there are some notable gaps between the two study groups, overall, the differences in tourism expectations and perceptions between these groups are minor. Based on this research, the potential for using a modified gap analysis in tourism planning is recommended for attention.
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