Destination Attributes Classification and Tourist Overall Satisfaction

The purpose of the current paper is to study the perception of first-time and repeat travelers toward the importance and performance of Penang Island tourism attributes. A total of 12 attributes was developed to evaluate the traveler's satisfaction level towards Penang as a tourist destination. Importance Performance Analysis (IPA) grid depicted the perception of fist-time and repeat travelers towards the level of importance and performance of Penang attributes. The first-time and repeat travelers showed different perception regarding to some of the factors. However, they were agreed in many aspects such as the most important attributes with high level of performance. The implication and recommendation for Penang marketers were discussed.