An Importance-performance Analysis of Chinese Tourists’ Perceived Risk in Thailand

Lertporn Parasakul

doi:10.55766/RCXC8198

Authors

Lertporn Parasakul Faculty of Management Science, Chandrakasem Rajabhat University, Thailand

DOI:

https://doi.org/10.55766/RCXC8198

Keywords:

Importance-Performance Analysis, Perceived risk, Dimensions of risk, Chinese tourists

Abstract

This research paper examined Chinese tourists’ perceived importance and performance risk in Thailand using an Importance-Performance Analysis (IPA). The factor analysis classified 24 risk attributes into 5 dimensions of risk: Social risk, Satisfaction risk, Service/performance risk, Physical risk, and Political/financial risk. The IPA grids illustrated that the Satisfaction risk fell into the Concentrate Here quadrant; Physical and Service/performance risks in the Keep Up the Good Work quadrant; Social risk in the Low Priority quadrant; and Political/financial risk in the Possible Overkill quadrant. Implications for tourism management, tourism planners and industry were discussed.

Author Biography

Lertporn Parasakul, Faculty of Management Science, Chandrakasem Rajabhat University, Thailand

B.Sc.(Mahidol University), B.A.(Ramkamhaeng), M.A.(Chulalongkorn Uni.), Ph.D.(University of Queensland), Dip in TESL(Victoria University of Wellington)

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