Importance- Performance Analysis of Hotel Selection Factors: A Comparative Study of Business and Leisure Travelers in Tarlac, Philippines

Abstract

This study examined the importance and performance of hotel selection factors among business and leisure travelers in Tarlac City, Philippines, using the Importance–Performance Analysis (IPA) framework. Data were collected from 350 hotel guests across Department of Tourism (DOT)–accredited and local government–licensed accommodation facilities prior to the COVID-19 pandemic. Thirty-three hotel attributes were grouped into six dimensions: service quality, business facilities, value, room and front desk, food and recreation, and safety and security. Results revealed significant differences in the perceived importance and performance of selected attributes between business and leisure travelers, particularly in business facilities and value. However, all six dimensions were positioned in Quadrant II (“Keep Up the Good Work”) of the IPA grid, indicating high importance and high performance across traveler segments. The findings provide actionable insights for hotel managers in optimizing resource allocation, enhancing service delivery, and developing segment-specific marketing strategies to sustain competitiveness in regional hotel markets