Applying the importance-performance matrix and gap analysis to evaluate the visitor satisfaction at Fiji's nature-based tourism attractions

This study investigates how visitors evaluate quality of key dimensions at nature-based tourism attractions (NBTAs) in Fiji. It also examined the influence of various NBTA dimensions on visitor satisfaction and loyalty, while identifying areas that may negatively affect experiences. We employed an exploratory sequential mixed-methods approach, conducting seventeen stakeholder interviews to identify context-specific factors influencing visitor satisfaction and refine our survey instrument. A subsequent structured survey, prepared incorporating qualitative insights and earlier established scales, was distributed across various NBTAs in Fiji, utilising Importance-Performance Analysis (IPA) and service quality dimensions. Data from 307 valid responses were analyzed using multiple regression and gap analysis methods to assess the influence of destination attributes on satisfaction and loyalty. Our findings revealed that although Fiji's natural landscapes, cultural interactions, and welcoming staff were highly valued, significant gaps existed in environmental quality and basic amenities. IPA confirmed these attributes as critical priorities requiring urgent managerial intervention. Regression further discovered that NBTA dimensions- tangibles, empathy, natural resources, and assurance strongly influenced visitor satisfaction and loyalty, with satisfaction mediating the link between service quality dimensions and visitor loyalty. This highlights the need to integrate natural resources and cultural engagement into service quality models to enhance satisfaction and loyalty.