Using the importance-performance analysis (IPA) model, this study assesses the performance of Hong Kong’s tour guides as
perceived by mainland Chinese outbound visitors. Twenty pertinent tour guide service quality attributes are identified. The results of
IPA illustrate that Hong Kong’s tour guides performed well in 11 out of the 20 service quality attributes, in areas mainly related to
their professional skills, reliability and language ability (keep up the good work quadrant), while the problem-solving ability of Hong
Kong’s tour guides fell into the concentrate here quadrant. The study illustrates that the IPA model as a useful managerial tool can
be applied in identifying areas to which marketing resources should be allocated in order to improve and enhance the quality of tour
guide services provided.
r 2003 Elsevier Science Ltd. All rights reserved.
Keywords: Importance-performance analysis; Tour guides; Mainland Chinese visitors