Abstract
While importance-performance analysis (IPA) is one of the most ubiquitous methodological tools utilized in tourism research, its supply-side application to residents has been lacking. Additionally, little research has examined residents' perceptions of sustainable tourism initiatives (STIs) or their community's performance on these STIs. Given this gap, this study conducted an IPA of resident attitudes towards STIs across three U.S. counties in the Commonwealth of Virginia with varying levels of emphasis placed on sustainable tourism within their strategic plans. The results revealed residents of the three counties placed uniformly high levels of importance on the STIs, but varied in their perceptions of performance. The county with the most emphasis placed on sustainable tourism within their plan was found to have the highest performance evaluations. Methodological and theoretical considerations are discussed in detail, including the placement of cross-hairs and how IPA can be situated within social exchange theory and Oliver's expectancy-disconfirmation paradigm.
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