Importance-performance analysis towards sustainable indigenous tourism (a lesson learned from Indonesia)

This study aims to explain the usage of importance-performance analysis through the study case of specific village tourism in Indonesia, Desa Wisata Nglanggeran, Kabupaten Gunungkidul, Daerah Istimewa, using a uni-dimension of indigenous tourism initiatives towards sustainability with the theories and concepts of the indigenous community and competitive advantage to empower social entrepreneurship while creating consensus for each actor in the village tourism towards sustainability. Hence, sustainability measured by acknowledging the triple bottom line (environment, socio-cultural, and economy) and according to the context of tourism activities managed responsibly and continuously. Using a mixed-method, the authors gather the qualitative data through in-depth interviews to collect the sustainability measurement as well. Finally, the problems related to the limitation of this research and the measurement method of indigenous tourism towards sustainability using importance-performance analysis with the recommendations for further research would be discussed.