Assessing Perceived Quality from the Perspective of Visitors with Different Expenditure Levels and Length of Stay

Document Type : Original Article

10.22034/jitor.2025.734944
Abstract
Inspired by overtourism, many destinations are seeking to attract visitors who tend to provide for a higher level of expenditure. Therefore, this survey study set out to investigate the perception of visitors with different levels of expenditure and length of stay the quality of the tourism product. To this end, An Importance-Performance matrix improved through gap analysis was used to assess tourism product quality. Moreover, 110 Iranian visitors entering Guilan Province were selected to participate in this study, who were then classified into three categories according to the model proposed by Dewyer et al. (2020): 1) high expenditure visitors, 2) low expenditure-short length of stay visitors, and 3) low expenditure-long length of stay visitors. recruited. The results of one-way ANOVA revealed a statistically meaningful difference among the three groups in terms of the performance-importance gap of 20 quality variables. On the other hand, the moderation effect test was conducted on the expenditure level/length of stay using PROCESS Code 4.0 software, the results of which showed that expenditure level/length of stay moderated the relationship between intention to visit Guilan and the gap scores of 9 quality attributes. Considering the results of IPA matrices, the gap comparison test, and the test of the moderating role of the expenditure level/length of stay on gap-intention relationships, the study recommends strategic actions concerning different quality attributes to be used for attracting the three groups of visitors mentioned above. Accordingly, improving building luxurious hotels and restaurants and improving the quality of the currently available ones can help attract more visitors who tend to spend higher expenses for their stay.
Keywords
I-P Matrix
Quality of destination product
Tourists with various expenditure levels/length of stay
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  • Receive Date 25 August 2025
  • Revise Date 15 November 2025
  • Accept Date 19 February 2026