Using action-grids in tourism management

The use of importance-performance analysis (IPA), when a population has segments positioned differently on analysis variables, is examined. IPA is referred to as action grid analysis (AGA) in order to focus on action instead of importance or performance. Issues in using action grids to study population segments are illustrated using 1996 Taiwan foreign visitor exit data for examples. The implications of visitors from four nations having four different action grids, suggesting that segment-specific action strategies be considered, is related to the conclusion that when segments differ on grid variables, AGA for the population is in general invalid. The implication for AGA of segments having sub-segments with potentially differing action grids is introduced. AGA results are discussed as appropriate input in early stages of strategy and plan formulation, e.g., in understanding priorities of differing and potentially competing markets. In addition, methodological considerations are raised, including using AGA with or instead of other analysis approaches. (C) 2002 Elsevier Science Ltd. All rights reserved.