An importance–performance model of restaurant dining experience

The purpose of this research is to evaluate the perceptions of local tourists concerning the importance and performance of their dining experience and restaurant selection factors at tourist destinations. Five hundred forty-one questionnaires collected from a series of on-site surveys at popular tourist destinations were analyzed. The results of importance–performance analysis (IPA) illustrate that no attribute fell in the Concentrate Here quadrant; staff service, service speed, food quality, interior design, comfort, cleanliness, restaurant scent, food scent attributes, and the “food service” factor fell under the Keep up the Good Work quadrants; noise, music, new experience, price attributes, and the “servicescape” factor fell in the Low Priority quadrant; servicescape lighting fell in the Possible Overkill quadrant. In conclusion, restaurants at popular tourist destinations have done very well in most service items and seem to have reached the professional standards expected by mass tourists.