IMPORTANCE PERFORMANCE ANALYSIS FOR MEASUREMENT OF HEALTH TOURISM SERVICES QUALITY

Increasing competition in tourism and hospitality sector and new types of tourism services, are forcing service providers to focus on customers, their preferences and satisfaction. Health tourism services belong to the group of people-processing services, with the highest level of perceived risks among customers.One of the well known models for tourism service quality measurement is Importance-Performance Analysis (IPA). The model includes service performances evaluation from customer point of views, but also evaluation of importance of specific attributes and quality dimensions. The main objective of this research is to evaluate the customer perception of health tourism service quality and their evaluation of importance of different attributes and dimensions of perceived service quality of health centre. Results of research show that most of service quality dimensions items are identified in Low Priority quadrant and Keep up the Good Work quadrant. Based on the research results health tourism institution in most cases provides high performance services in attributes and quality dimensions which customers’ perceived as the most important.