Applying the importance - performance matrix and gap analysis to evaluate the visitor satisfaction at Fiji's nature - based tourism attractions

Gupta, Vikas and Matatolu, Ilisapeci and Sahu, Garima and Promsivapallop, Pornpisanu and Sharma, Savita (2026) Applying the importance - performance matrix and gap analysis to evaluate the visitor satisfaction at Fiji's nature - based tourism attractions. Tourism Recreation Research, NA . NA. ISSN 0250-8281

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Abstract

This study investigates how visitors evaluate quality of key dimensions at nature-based tourism attractions (NBTAs) in Fiji. It also examined the influence of various NBTA dimensions on visitor satisfaction and loyalty, while identifying areas that may negatively affect experiences. We employed an exploratory sequential mixed-methods approach, conducting seventeen stakeholder interviews to identify context-specific factors influencing visitor satisfaction and refine our survey instrument. A subsequent structured survey, prepared incorporating qualitative insights and earlier established scales, was distributed across various NBTAs in Fiji, utilising Importance-Performance Analysis (IPA) and service quality dimensions. Data from 307 valid responses were analyzed using multiple regression and gap analysis methods to assess the influence of destination attributes on satisfaction and loyalty. Our findings revealed that although Fiji's natural landscapes, cultural interactions, and welcoming staff were highly valued, significant gaps existed in environmental quality and basic amenities. IPA confirmed these attributes as critical priorities requiring urgent managerial intervention. Regression further discovered that NBTA dimensions- tangibles, empathy, natural resources, and assurance strongly influenced visitor satisfaction and loyalty, with satisfaction mediating the link between service quality dimensions and visitor loyalty. This highlights the need to integrate natural resources and cultural engagement into service quality models to enhance satisfaction and loyalty.

Item Type:	Journal Article
Uncontrolled Keywords:	Visitor satisfaction; naturebased tourist attractions; Fiji; Importance-Performance Analysis (IPA); mixed methods
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business and Management (SBM)
Depositing User:	Vikas Gupta
Date Deposited:	09 Mar 2026 21:39
Last Modified:	09 Mar 2026 21:39
URI:	https://repository.usp.ac.fj/id/eprint/15287

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