Naslov
An extended neural network-based importance- performance analysis for enhancing wine fair experience

Autori
Mikulić, Josip ; Paunović, Zoran ; Prebežac, Darko

Izvornik
Journal of travel & tourism marketing (1054-8408) 29 (2012), 8; 744-759

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
visitor and exhibitor satisfaction; wine fair; attribute-importance; neural networks; importance-performance analysis

Sažetak
This paper presents the results of a study conducted at the Dalmacija Wine Expo, a regional wine fair that was held for the first time in 2010 in Makarska, Croatia. To identify critical attributes impacting the experience of fair participants, two separate surveys were conducted among visitors and exhibitors. In analyzing the data, this study used an extended neural network based importance-performance analysis that combines measures of both the relevance (i.e. stated importance/general importance) and determinance (i.e. derived importance/actual influence) of fair attributes. Compared to traditional IPA approaches with uni-dimensional operationalization of attribute-importance, such an approach provided significantly more detailed (and reliable) managerial implications.

Izvorni jezik
Engleski

Znanstvena područja
Matematika, Ekonomija

POVEZANOST RADA