지역축제 서비스스케이프요인의 중요도와 만족도 분석


A study on the servicescape of Local Festival Using the Importance Performance Analysis(IPA)

김창수, 김영지

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This study that is based on the difference between importance and satisfaction of service scape cues of local festivals examined the several variables theoretically and for the practical research, the questionnaire was distributed to the visitors of festivals. As a result, There was a statistically significant difference between the importance and the satisfaction of servicescape cues of a local festival, and selly significant effect. As a result of the IPA research, 'Human service', 'Program entertainment' are categorized into the 1st. quadrant of "Keep up the good work" and the 'Convenience' is categorized into the 2nd. quadrant of "Concentrate here" 'the attractiveness of food' is categorized into the 3rd. quadrant of "Low Priority" and 'Design of space' is into the 4th. quadrant of "Possible Overkill" This study shows that the key competencies required for the Local festival are Human service, Program entertainment and Convenience.


 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 지역축제 서비스스케이프
  2. 지역축제 서비스스케이프와 IPA 분석- 중요도 만족도
 Ⅲ. 연구설계
  1. 측정항목 도출 및 설문지 구성
  3. 자료수집 및 분석방법
 Ⅳ. 실증분석
  1. 표본의 일반적인 특성
  2. 신뢰성 및 타당성 검증
  3. 분석 결과 및 고찰
 Ⅴ. 결론


  • 김창수 Changsoo Kim. 경기대학교 관광이벤트학과 교수
  • 김영지 Yeongji Kim. 경기대학교 관광이벤트학과 연구원 장학생


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