ABSTRACT

Ölüdeniz Natural Park stands out as a competitive tourist attraction due to its unique natural beauties and diversity of services which are offered simultaneously. Importance-performance analysis is an analysis technique which measures service quality in a simple but effective way with two dimensions, namely importance and performance, and is often used in the service-sector studies. The aim of this study is to evaluate service quality in Ölüdeniz Natural Park, with importance-performance analysis. Thus, suggestions will be provided to develop the services offered in the tourist attraction in line with the expectations of visitors. As a result of the importance-performance matrix which was created within the scope of the research, cleanliness of the sea was found as the most important issue. Meanwhile, enjoying the nature and the warm, shallow and undulating characteristics of the sea were rated as the most satisfactory issues. Moreover, visitors emphasized that they could not feel free enough because of the limited space in the park. Based on the research results, managerial suggestions were made to distinguish the services to be concentrated and protected and the services that contain low priority and possible excesses in Ölüdeniz Natural Park.