Theatrical performance in the tourism industry: An Importance-Satisfaction Analysis

Theatrical performances have been developed quickly in many tourism destinations in China; however, little research has been focused on this important area. This study examined tourists’ perceptions towards The Romance of the Song Dynasty, one of the most successful performances targeted at tourists in China. Using Importance-Satisfaction Analysis (ISA), this study revealed that the most important and satisfied attributes by tourists were primarily associated with the core service attributes (i.e., performing art), whereas the most unimportant and dissatisfied attributes by tourists were mainly associated with the peripheral service attributes (i.e., venue environment, service, and tourist management). Both theoretical and practical contributions were provided in this study.