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The main purpose of the study was to use importance-performance analysis to measure the quality of the services provided by the hospitality and tourism industry of a historic city located in the Southern USA.The information obtained would help the city 1 ) identify and preserve those assets that establish their unique identity and distinguish them from the surrounding areas;2) pinpoint those areas that require further improvement and promotional efforts;and 3) design a more comprehensive marketing plan,and further expand the market.