Perceptions of service attributes in a religious theme site: an importance–satisfaction analysis

A growing number of commercial corporations have chosen to open visitor centers or company museums. This trend has not bypassed the religious not-for-profit sector. This study uses past literature, input from management, and importance–performance analysis (IPA) to investigate the visitor experience for a religious theme site in Orlando, Florida. A total of 176 visitor surveys collected in two phases were used to conduct the IPA for the 18 attributes identified. The data analysis revealed three attributes for management concentration, including spiritual activities, something for everyone, and inspirational experience. The remaining attributes were placed into areas of low priority, areas indicating a good job, and areas indicating possible overkill. The results of IPA considered along with the current challenges of management can provide useful insight into the decision-making of management. For the research stream related to the unique context of contrived themed religious visitor sites, this research provides additional support for the behavior of the traveler by identifying and measuring attributes of importance and the associated satisfaction with those attributes. By combining these results with future work, additional support for the testing of sound models of mixed visitor behavior applied to religious theme sites can be offered.

越来越多的商业公司选择开设游客中心或企业博物馆。这一趋势也没有绕过宗教非营利领域。本研究利用以往的文献、管理层的意见以及重要性 - 绩效分析（IPA）来调查佛罗里达州奥兰多一个宗教主题场所的游客体验。分两个阶段收集的总共176份游客调查问卷被用于对确定的18个属性进行IPA分析。数据分析揭示了三个需要管理层关注的属性，包括精神活动、适合所有人的项目以及鼓舞人心的体验。其余属性被归入低优先级区域、表明工作良好的区域以及可能过度投入的区域。IPA的结果结合管理层当前面临的挑战，可以为管理层的决策提供有用的见解。对于与人为打造的主题宗教游客场所的独特背景相关的研究领域，本研究通过识别和衡量重要属性以及对这些属性的相关满意度，为游客的行为提供了额外支持。通过将这些结果与未来的工作相结合，可以为测试适用于宗教主题场所的混合游客行为的合理模型提供额外支持。