Abstract
This study proposes a revised Importance-Performance Analysis (IPA) approach combined with a regression model due to the strong relationship between the 15 paired variables regarding seniors’ perceived importance of motivations and performance experiences. Findings suggest that a combination of the traditional IPA results and predicted values (lines) from a linear regression analysis leads to a better understanding of the customers’ perceptions and behaviors in the target market, which in this study is the senior travel market. Future research should be undertaken to validate the revised IPA model suggested in this study using different constructs/variables in different markets.
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