Prioritising Destination Investments in Support of Marketing Under Resource Constraints

Stanss L. H. V. Joyce Lapian; Greis M. Sendow; Altje L. Tumbel

doi:10.61255/jeemba.v4i5.1891

Authors

Stanss L. H. V. Joyce Lapian Universitas Sam Ratulangi, Indonesia
Greis M. Sendow Universitas Sam Ratulangi, Indonesia
Altje L. Tumbel Universitas Sam Ratulangi, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.1891

Keywords:

Destination Investment, Destination Marketing, Resource Allocation, Importance-Performance Analysis, Stakeholder Preferences

Abstract

Purpose – This study examines how informed stakeholders in a resource-constrained coastal destination distinguish retained visitor-side market diagnostics from interventions they prefer for near-term resource commitment.

Design/methodology/approach – A sequential mixed-evidence design combines archived aggregate visitor-side importance-performance evidence (n = 312) with a stakeholder assessment (n = 55) of 15 destination interventions. Stakeholders rated eight strategic dimensions and made forced fund-now/defer choices. The analysis uses descriptive intervention statistics, respondent-level rank associations, and a 243-combination threshold sensitivity check.

Finding/Results – Cleanliness and waste management receive the highest stated investment priority (M = 4.53), while 80.0% of stakeholders prefer to defer road/access improvement despite the archived IPA placement of accessibility in Concentrate Here. Time to impact shows the strongest average positive association with investment priority, followed by market impact, sustainability fit, and strategic fit; these associations do not represent criterion weights or causal effects.

Originality/Value – The study separates archived attribute-level market diagnosis from intervention-level stated resource preferences and proposes a synthesis-derived Protect-Exploit-Repair-Defer (PERD) architecture. Sensitivity analysis retains 97.8% of baseline classifications, with only A3 changing category under the upper investment-priority cut-off.

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