Toronto’s Image As a Destination: A Comparative Importance-Satisfaction Analysis by Origin of Visitor

Abstract

The purposes of this study were to examine Toronto visitors’ perceptions of products and services in terms of importance and satisfaction by visitor origin and to apply the results to the importance-satisfaction model to identify strengths in service. The sample consisted of 359 visitors to Toronto in either August or November 1998. The results suggest that, in general, the overall visitors’ image of Toronto is similar. Closer analysis of the visitors’ country of origin, however, shows that there are some important differences in the attributes seen as important as well as in levels of satisfaction.