An application of importance - performance analysis to a ski resort: a case study in North Carolina.

Skiing is one of the most popular winter outdoor recreation activities in the United States. The objective of this case study is to identify and evaluate the attributes (features and services) of a ski resort. By identifying which attributes and services the ski market considers important together with how well the ski area provides these attributes and services, ski area promoters can determine what the appropriate marketing message and management strategy should be. The procedure used is known as Importance-Performance Analysis. Basically, this procedure involves asking skiers to rate the importance and performance of identified ski resort attributes. Results are then graphically displayed on a two-dimensional "action grid" that delineates weaknesses and strengths of the ski area in question. Several marketing and management implications are discussed. AN APPLICATION OF IMPORTANCE-PERFORMANCE ANALYSIS TO A SKI REPORT: A CASE STUDY IN NORTH CAROLINA