IMPORTANCE-RESPONSIBILITY COMPARISON OF TOURISTS’ ACTIONS: A HOST PERSPECTIVE

Abstract

Tourism industry has recently awakened to sustainability issues along with destination competitiveness and alternative tourism. With these changes, a related and equally important issue has emerged Responsible Tourism. The objective of this research paper is to use importance-responsibility analysis (IRA) to examine the tourists at a destination (attraction) with regard to their responsible actions, and to establish a background for understanding tourist responsibilities from the point of view of hosts. Importance Performance Analysis is applied as an instrument to develop marketing strategies in hospitality and tourism sector. It is applied to sustainable tourism initiatives study in one case & further modified to apply as importance-satisfaction analysis study in another case. This paper reconceptualises this analysis to one of importance-responsibility, enabling a focus on the responsibilities in tourism scenario.