Destination appraisal

Abstract

In light of numerous calls for researchers to draw evaluative insights from qualitative data, this study examines the utility of applying a traditional framework for appraisal, importance-performance analysis, to a content analytic assessment of comments. A sample of tourists provided written accounts of positive and negative incidents that occurred during their destination visit. Content analyses of comment frequency and order were used to generate an action grid that specified strengths and weaknesses. The validity of this approach to appraisal is considered along with the study’s implications for evaluative research in general.