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Improving on-campus quality of life: Using importance-performance analysis on recreation facilities in Universiti Utara Malaysia

Kasim, Azilah and Dzakiria, Hisham (2012) Improving on-campus quality of life: Using importance-performance analysis on recreation facilities in Universiti Utara Malaysia. International Journal of Asian Tourism Management, 3 (1). pp. 47-63. ISSN 1906‐8654

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This study applied the Important-Performance Analysis (IPA) - a long established and proven tool to develop organizations’ management strategies in achieving service quality - to assess the quality of recreation provision in the Northern University of Malaysia (NUM).Thus the study measured respondents’ perception on selected attributes i.e. 1)accessibility; 2) adequacy of facilities; 3) suitability of services and facilities; 4)availability of support services and facilities; 5) maintenance of services and facilities; and benefits of services and facilities provided in all recreation sites in NUM. To add depth to the findings, two open ended questions on whether NUM should add more recreation facilities and why; and ideas on how recreation services and facilities in NUM can be improved were added.Using a quantitative survey on a sample of 1185 students, IPA on five attributes shows two belonging to the ‘strength’ quadrant’ (adequacy and suitability), two to the ‘opportunity’ quadrant (maintenance and support services/facilities) and one in between the two quadrants mentioned (accessibility).This means that recreation provision in NUM is adequate and suitable, with some required improvement in accessibility, and an emphasis on maintenance and support services and facilities. One important finding however is that despite the abundant nature recreation resources available, respondents perceived very little benefit from those resources, thereby implying very little awareness of the value of nature based recreation.Such is evident when even addition of open ended questions, which otherwise proved useful in shedding light on type of facilities users would like to see, and how recreation provision in the campus can be improved, cannot tap respondents information on how nature based recreation can be improved to add value to their quality of life. This paper ends with a discussion of a few implications of the study.

Item Type: Article
Uncontrolled Keywords: Campus recreation, Importance-Performance Analysis, recreation management, Malaysia
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: School of Education & Modern Languages
Depositing User: Prof. Madya Dr. Hisham Dzakiria
Date Deposited: 15 Nov 2016 04:29
Last Modified: 15 Nov 2016 04:29
URI: http://repo.uum.edu.my/id/eprint/19544

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