A Study on Island Tourism Sustainability: Assessing Tourist Perspectives Using Revised IPA

Abstract

Purpose: Achieving a balance between development and conservation for sustainability in island tourism destinations necessitates a profound understanding of tourists' perspectives. This research aims to assess how tourists perceive the social, environmental, and economic sustainability aspects, often referred to as the Triple Bottom Line. Methods: Utilizing the Martilla & James Importance-Performance Analysis (IPA), with Deng's modifications, this study focuses on Chinese domestic tourists with experience in Weizhou Island in China. Through convenience sampling, data were collected via online surveys from November 1 to November 7, 2023, resulting in 300 valid responses for final analysis. Results: The revised IPA technique revealed that, from the tourist's standpoint, effective management of tourism products and services, especially souvenir prices and transportation costs, at an appropriate level is crucial. Tourists emphasize the need for prioritized attention to achieve this. Furthermore, while tourists generally rate the economic value creation through dominant island tourism positively, concerns arise regarding excessive dependence on tourism in both industry and regional economies. Conclusion: This study highlights two key academic implications. Firstly, it emphasizes that although similar factors contribute to the pursuit of sustainability, tourists' evaluations may vary depending on specific attributes. Secondly, evaluating sustainability from the perspective of external stakeholders, such as tourists, holds significance.