Evaluating Recreation and Tourism Programs: ImportancePerformance Methods

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Evaluating Recreation and Tourism
ProgramsImportance-Performance Methods

• Our objective today is to understand the
  mechanics for implementing an Importance-Performan
  ce (I-P) appraisal.

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Evaluation Strategy TheImportance-Performance
(I-P) Appraisal
Respondents are asked to rate (a) how important
different services are to their overall enjoyment
and/or satisfaction, and (b) how well you have
performed in delivering these services.
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Analysis and Interpretation of Data

• Mean importance and performance scores are
  calculated for each service attribute and then
  graphed in the form of a scatter plot.
• A comparison of I-P scores provides a basis for
  determining which services you may wish to
  improve, maintain, or, perhaps, de-emphasize.

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Model Importance-Performance Grid
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Importance-Performance Items

• You should include a broad range of service
  attributes on the survey
• leadership
• availability of refreshments
• sufficient parking
• cleanliness of restrooms
• things for all ages to do

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How to Measure Importance?
Suppose that another city wanted to develop a
program similar to Cleveland Metroparks BugFest.
In your opinion, what services or features would
be IMPORTANT in planning such an event? CIRCLE
the number that best describes your feelings for
each of the items below.
Survey said . . .
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NOT SOMEWHAT VERY IMPORTANT IMPORTANT IMPORTANT
1 2 3 4 5 6 7 Knowledgeable leaders 1 2 3 4 5 6 7
Fun 1 2 3 4 5 6 7 Sufficient parking
1 2 3 4 5 6 7 Availability of restrooms
1 2 3 4 5 6 7 Things for all ages to do
1 2 3 4 5 6 7 Places to sit and rest
1 2 3 4 5 6 7 Availability of refreshments
1 2 3 4 5 6 7 Uncrowded 1 2 3 4 5 6 7 Affordable
1 2 3 4 5 6 7 Friendly staff 1 2 3 4 5 6 7 Cle
anliness of restrooms 1 2 3 4 5 6 7 Variety of
things to do 1 2 3 4 5 6 7 Availability of
picnic facilities 1 2 3 4 5 6 7 Educational
1 2 3 4 5 6 7 Helpfulness of staff 1 2 3 4 5 6 7
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How to Measure Performance?
Listed below are the same features that you just
rated in terms of importance. Now we want you to
RATE HOW WELL CLEVELAND METROPARKS BUGFEST
PERFORMED on each of the items. Again, CIRCLE
the number that best describes your feelings
about each feature.
Survey said . . .
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TERRIBLE UNHAPPY MIXED HAPPY DELIGHTED
1 2 3 4 5 6 7 Knowledgeable leaders 1 2 3 4 5 6 7
Fun 1 2 3 4 5 6 7 Sufficient parking
1 2 3 4 5 6 7 Availability of restrooms
1 2 3 4 5 6 7 Things for all ages to do
1 2 3 4 5 6 7 Places to sit and rest
1 2 3 4 5 6 7 Availability of refreshments
1 2 3 4 5 6 7 Uncrowded 1 2 3 4 5 6 7 Affordable
1 2 3 4 5 6 7 Friendly staff 1 2 3 4 5 6 7 Cle
anliness of restrooms 1 2 3 4 5 6 7 Variety of
things to do 1 2 3 4 5 6 7 Availability of
picnic facilities 1 2 3 4 5 6 7 Educational
1 2 3 4 5 6 7 Helpfulness of staff 1 2 3 4 5 6 7
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Attributes Falling in the QuadrantKeep up the
Good Work

• Knowledgeable leaders
• Fun
• Educational
• Helpfulness of staff
• Friendly staff
• Affordable
• Variety of things to do

These attributes had higher than
average importance scores and higher than average
performance scores.
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Attributes Falling in the QuadrantConcentrate
Efforts Here
These attributes had higher than
average importance scores but lower than average
performance scores.

• Sufficient parking
• Availability of restrooms
• Cleanliness of restrooms
• Things for all ages to do

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Attributes Falling in the QuadrantLow Priority
These attributes had lower than
average importance scores and lower than average
performance scores.

• Uncrowded
• Availability of refreshments
• Availability of picnic facilities
• Places to sit and rest

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You can use the I-P Appraisal in Other Areas of
Needs Assessment and Program Evaluation

• What benefits are visitors to a recreation area
  seeking AND are they able to obtain these
  benefits?
• How do community residents rate current park and
  recreation provision AND what priority do they
  think different recreation initiatives should
  have in the future planning of recreation
  services?

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What benefits are visitors to a recreation area
seeking AND are they able to obtain these
benefits?
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Listed below are different benefits that people
obtain when using the all purpose trail at North
Chagrin Reservation. USING THE SPACES IN THE
LEFT COLUMN, please indicate (from 1 to 4) how
DESIRABLE or IMPORTANT each benefit was to you as
a reason for visiting the all purpose trail on
the day of the interview. Next, USING THE SPACES
IN THE RIGHT COLUMN, rate (from 1 to 4) how well
you feel you were able to obtain each benefit on
this trip. IMPORTANCE ABLE TO OBTAIN 1NOT AT
ALL IMPORTANT 1NOT AT ALL ABLE 2SOMEWHAT
UNIMPORTANT 2SOMEWHAT ABLE 3SOMEWHAT
IMPORTANT 3MODERATELY ABLE 4VERY
IMPORTANT 4TOTALLY ABLE
Survey said . . .
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IMPORTANCE? ABLE TO OBTAIN? (1-4) (1-4)
___ Relaxation To get away from the usual
demands of life. ___ ___ Family togetherness To
spend quality time with members of my
family. ___ ___ Friendship ties To spend quality
time with my friends. ___ ___ Appreciate nature
To view the scenery and enjoy the sights sounds,
and smells. ___ ___ Solitude To be where it is
quiet and/or to get away from other
people. ___ ___ Exercise To keep me healthy and
fit. ___ ___ Personal control To feel
independent and/or do something that I wanted to
do. ___ ___ Excitement To have a stimulating and
exciting experience. ___ ___ Novelty To do
something different and unique. ___ ___ Skill
development To be challenged and/or develop my
skills and abilities. ___ ___ Enjoyment To do
something I really like to do. ___ ___ Reflection
To think about things and/or to get in touch
with myself spiritually. ___
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4.0
Benefits Sought
Benefits
F
Gained Among
DK
Walkers on an
A
3.5
All Purpose Trail
E
G
3.0
Benefits Sought
L
B
2.5
C
J
H
I
2.0
2.0
2.5
3.0
3.5
4.0
Benefits Obtained
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The I-P Analysis Revealed that Walkers Sought and
Obtained Four Primary Benefits

• Exercise.
• Appreciation of nature.
• Enjoyment.
• Relaxation.

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How do community residents rate current park and
recreation provision AND what priority do they
think different recreation initiatives should
have in the future planning of recreation
services?
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Listed below are some specific recreation
facilities and programs that are available to
people. Using the columns on the left, circle
whether you believe that the present level of
provision in Port Aransas is SATISFACTORY or
UNSATISFACTORY. Next, Using the columns on the
right, circle whether you think each facility and
program should be a HIGH or LOW priority in the
future planning of recreation opportunities in
Port Aransas.
Survey said . . .
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CURRENT RATING
PRIORITY FOR FUTURE
Satisfactory Unsatisfactory High Low
Satisfactory Unsatisfactory City
parks High Low Satisfactory Unsatisfactory Recrea
tion programs for 6-12 year olds High Low Satisfa
ctory Unsatisfactory Recreation programs for
13-18 year olds High Low Satisfactory Unsatisfact
ory Recreation programs for 19- 64 year
olds High Low Satisfactory Unsatisfactory Recreat
ion programs for 65 year olds High Low Satisfact
ory Unsatisfactory Special events (such as
concerts and dances) High Low Satisfactory Unsati
sfactory Facilities for 6-12 year olds to hang
out High Low Satisfactory Unsatisfactory Faciliti
es for 13-18 year olds to hang out
High Low Satisfactory Unsatisfactory Public
swimming pools High Low Satisfactory Unsatisfacto
ry Bicycle trails High Low Satisfactory Unsatisfa
ctory Public golf courses High Low Satisfactory U
nsatisfactory Marina facilities High Low Satisfact
ory Unsatisfactory Places for shelling High Low S
atisfactory Unsatisfactory Places to observe
birds and other wildlife High Low Satisfactory Un
satisfactory Walking/exercise trails High Low Sat
isfactory Unsatisfactory Roller skating/in-line
skating rink High Low Satisfactory Unsatisfactory
Lighted athletic fields High Low
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The I-P Analysis Revealed that Port Aransas
Should Concentrate on Five Recreation Initiatives

• Facilities for 13 to 18 year olds.
• Recreation programs for 13 to 18 year olds.
• Public swimming pool.
• Roller skating/in-line skating rink.
• Special events (such as concerts and dances).

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How do community residents believe park and
recreation agencies should position themselves?
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Cities throughout America value parks and
recreation amenities for a variety of reasons.
Please circle the number which indicates how much
you agree or disagree with each of the following
statements.
Ideally, parks and recreation amenities can be
important to American cities because they
STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL A
GREE AGREE
Bring tourists to the city 1 2 3 4 5 Keep youth
out of trouble 1 2 3 4 5 Increase property
values 1 2 3 4 5 Make businesses want to relocate
there 1 2 3 4 5 Increase community
pride 1 2 3 4 5 Enhance family recreation
opportunities 1 2 3 4 5 Educate residents about
the environment 1 2 3 4 5 Help residents stay
healthier 1 2 3 4 5 Help residents meet other
people 1 2 3 4 5 Preserve natural
areas 1 2 3 4 5 Make cities better places to
live 1 2 3 4 5
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These next questions are specifically about
Oklahoma City. Please circle the number which
indicates how much you agree or disagree with
each of the following statements about Oklahoma
City.
I believe that Oklahoma City Parks and Recreation
helps to
STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL A
GREE AGREE
Bring tourists to Oklahoma City
(OKC) 1 2 3 4 5 Keep OKC youth out of
trouble 1 2 3 4 5 Increase property values in
OKC 1 2 3 4 5 Make businesses want to relocate to
OKC 1 2 3 4 5 Increase community pride in
OKC 1 2 3 4 5 Enhance family recreation
opportunities 1 2 3 4 5 Educate OKC residents
about the environment 1 2 3 4 5 Help OKC
residents stay healthier 1 2 3 4 5 Help OKC
residents meet other people 1 2 3 4 5 Preserve
natural areas in OKC 1 2 3 4 5 Make OKC a better
place to live 1 2 3 4 5
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ABring tourists to the city BKeep youth out of
trouble CIncrease property values DMake
business want to relocate EIncrease community
pride FEnhance family recreation
opportunities GEducate residents about the
environment HHelp residents stay
healthier IHelp residents meet other
people JPreserve nature areas Make cites better
places to live
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The I-P Analysis revealed that Oklahoma City
could position itself in terms of

• Keeping youth out of trouble.
• Preserving natural areas.
• Helping residents stay healthier.
• Increasing community pride.
• Promoting family recreation.
• Increasing general quality of life.