Exploring an Importance–Performance Analysis approach to evaluate destination image

This paper aims to explore the effectiveness of an Importance–Performance Analysis approach to assess destination image. It focuses on the image of the UK for Chinese students studying in the country. This is because the destination image of a certain country for a homogenous group, such as Chinese students, has not been studied enough, and this specific market is central for the UK, especially its education and tourism sector. In total, 23 attributes were examined, and each was found in one of the five quadrants. Two attributes related to the environmental aspect of the UK were found in the Competitive Attributes quadrant. These attributes are key strengths of the UK in relation to Chinese students’ images of the country. Three attributes placed in the Keep Up Good Work quadrant are associated with British culture and heritage. This signifies that the UK should keep utilising these resources to improve Chinese students’ images of the nation. Fourteen attributes were identified in the Concentrate Here quadrant. These attributes include essential elements of tourism such as local cuisine and transportation. Their roles are vital in enhancing the image of the UK for Chinese students, but more efforts must be made to this end.