Importance-Performance Analysis of Ski Destinations in Sweden – Comparison between Two Destinations

The aim of this study was to investigate the tourists’ level of satisfaction concerning different factors at two ski destinations in Sweden in order to find key attributes that can create tourism development in the region. At the destinations, tourists are co-creators of value and it is therefore important to take their opinions into account. The data was collected by quantitative questionnaires consisting of 40 attributes that were graded on a Likert scale from 1 to 6. The questionnaire was handed out and responded by 373 tourists at the selected ski destinations. For most of the attributes the results indicate that tourists are satisfied with the performance of the tourist service providers at the destination. There are five attributes on each of the destinations that need further development in order to improve the overall experience of the destination. The result can be used for tourist producers in order to develop the destinations by addressing the issues raised by tourists. It is not only important for the tourists with the ski experience but also other attractions and offers at the destination that contribute to the overall experience.