Özet:

The Dead Sea Nature Park stands out as a high competitive tourist attraction center due to its unique natural beauty as well as the diversity of services it simultaneously offers. Importance-performance analysis is a technique of analysis that can be measured in a simple but efficient way, taking into consideration the quality of the service through two dimensions: importance and performance, and which is frequently applied in the work done in the service sector. This study aims to evaluate the importance of the quality of the service of the Dead Sea Nature Park by performance analysis. Thus, the necessary data will be provided to update the services offered within the tourist attraction center, in accordance with the expectations of the visitors. According to the importance-performance matrix created within the framework of the research, the important element for visitors is the cleansing of the sea, and the remaining elements of performance are the characteristics of enjoyment of nature and the sea is warm, thick and wave-free. In addition, it is understood that visitors are essentially unable to feel free enough because of the area’s narrowness. In light of the findings, the concentration and the services to be preserved in the Dead Sea Nature Park, as well as administrative recommendations for the distribution of services with low priority and possible extreme.

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