Abstract:

The purpose of this study is the importance of significance-performance analysis in determining the service quality in destinations. Research was conducted regarding domestic tourists in the destination of Bozcaada in Turkey. The survey was conducted on the related sample group via the SPA scale, which was tested in terms of reliability and validity, and used in a similar study. In Bozcaada, while (I) informing, (T) transportation, and (S) shopping factors were given high averages of significance by the visitors, they were placed in the “concentrate here” strategy zone since their performance averages were low. On the other hand (A) accommodation, and (H) health and hygiene were positioned on “possible overkill” strategy zone since they had lower significance averages. Elements such as time and cost are among the main limitations of this study. Because of Bozcaada’s geographic features, it is difficult to generalize the significance- performance analyses in this destination. That is why re-application of the study in different seasons, on visitors with different nationalities, and a comparison of the results will be important for a better understanding of the elements that affect the service quality perception. The data obtained from the research will be important regarding the elements that tourists, who are visiting Bozcaada, attach importance to and affect from the performance. On the other hand, the obtained data will reveal the current situation about the perception of tourists pertaining to the service presented in Bozcaada, and thus enable the further evaluation of which strategies to focus on.

Keywords: