Cross-nationality importance performance analysis of Middle East all-inclusive mass tourism destination image

Abstract

Purpose – The paper aims to analyze cognitive attributes affecting the overall destination image perception of British, German, and Russian tourists toward Antalya, a well-positioned mass tourism destination in the East Mediterranean region dominated by an all-inclusive (AI) system. Methodology – The paper is an empirical study using a structured questionnaire conducted in the summer of 2018 with 274 British, 179 German, and 231 Russian tourists departing to their respective source markets from Antalya International Airport. The mean values are used as performance and correlation coefficients of the relationship between each cognitive image dimension, and overall image evaluation is used to express importance. Findings – The paper provides empirical insights that these 3 nationalities prefer Antalya as an AI holiday destination for different reasons and that each nationality demands attention to different factors of the destination for improvement or preservation. Research limitations/implications – This study provides specific recommendations for AI destinations such as Antalya for the German, British, and Russian source markets. When other source markets or types of destinations are considered, the findings of this study should be re-considered. Practical implications – Utilization of the original and modernized importance performance analysis (IPA) plot interpretations in this research reveals a deeper understanding of current findings and provides a new perspective for further research and guidance for destination managers and marketers. Originality – Unlike the majority of destination image research, this study of destination image based on individual nationalities enables tailor-made destination image development according to diversified importance and performance of destination attributes affecting the overall destination image for each nationality.