Performance of Phuket's Port of Call Management for Cruise Tourism: an Assessment of IPA Application

Abstract

A study using mixed research methodology was aimed at assessing the performance of Phuket’s port of call management toward the investigation of its importance and performance levels from the cruise passenger perspectives by using questionnaire as a quantitative research tool from 562 cruise passengers who cruised to Phuket Island by all four ship sizes during November-December, 2013. In addition, the qualitative data were also collected from relevant stakeholders, employing semi-structured interview in order to explore profound perspectives. Importance-Performance Analysis (IPA) was applied as a tool for data analysis from the importance and performance levels to highlight what Phuket should prioritize for port of call development.

The data from mean scores of the 22 variables from 4 factors were transferred onto the IPA grid presentation and plotted onto the four quadrants according to the mean scores of both levels. 9 variables loaded in “keep up the good work” quadrant are “tourism attraction”, “tourism activity”, “service provider”, “value for money”, “safety & security onshore”, “health & sanitation”, “cleanliness”, “climate & sea condition” and “immigration formality & custom regulation”, 5 variables in “concentrate here” quadrant are “emergency plan”, “connectivity”, “port facility”, “port infrastructure” and “political stability”, 5 variables in “low priority” quadrant are “tourism amenity” “port management” “national cruise policy”, “collaboration of stakeholders” and “social acceptance” and 3 variables in “possible overkill” quadrant are “shore excursion management”, “accessibility” and “port characteristic”. As results from both methodologies, “emergency plan”, “connectivity”, “port facility”, “port infrastructure” and “political stability” should be urgently prioritized for Phuket’s port of call development.