관광축제의 중요도-만족도 분석(ISA)과 인구통계적 비교 평가

• 영문명: Importance-Satisfaction Analysis of Tourist Gala: Evaluation of Boryong Mud Festival
• 발행기관: 한국관광학회
• 저자명: 박상현 곽대영 정병웅
• 간행물 정보: 『관광학연구』제32권 제4호, 145~166쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.08.31

영문 초록

As one of preferring leisure participation tourist festivals have been in popularity all over the country. One of the festival evaluation methods, Importance-Performance Analysis by Martilla and James has been regarded as a useful technique to identify priority with visual matrix without complex statistical technique and a technical terminology. However Scholars such as Tonge and Moore insisted the 'performance' of IPA is focused on quality of management, so it should be changed into 'satisfaction' which evaluates quality of visitors experience, that is ISA. This paper adopted ISA to evaluate 2007 Boryeon Mud Festival. From the results, 'toilets', 'rest facilities', 'price of food', and 'parking' were found included in 'concentrate' territory of the ISA matrix as needed to prior management.

목차

I. 서론

II. IPA와 ISA에 관한 이론적 배경

III. 실증조사와 분석결과

IV. 시사점 및 결론

참고문헌

키워드

중요도-만족도 분석 중요도-실행도 분석 축제평가 Importance-stisfaction analysis Importance-performance analysis Festival evaluation