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IPA를 활용한 지역특산물축제 서비스품질 평가에 관한 연구 : 양평용문산산나물축제를 대상으로

원문정보

A Study on the Evaluation of Local Specialty Festival Service Quality Using IPA

노경희, 배기철

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초록

영어

This study attempted to examine the importance and satisfaction perceived by festival visitors regarding the service quality of local specialty festivals using the Importance‐Performance Analysis (IPA) technique. In the current festival operation, by grasping the issues to be improved of festival service of Yongmunsansannamul festival in Yangpyeong, this study attempted to derive practice implications for the development of Korea's representative superb festival. As a result of the IPA analysis, first, the satisfaction level was found to be low in most items. Along with the rapid growth of the festival, visitors’ expectations are expected to continue to increase. Second, the items that need to be improved (two quadrants) include service qualities derived such as ‘festival facility’ and ‘festival Information guide system’. Especially, dissatisfaction with the information guide system of the festival was found to be high. In the future, it will be important to have a visitor‐centered viewing system by checking the operation of the general information center at the festival, the information guide system and information board in the festival venue, and the training related to the guidance of the operation personnel.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 고찰
1. 지역축제 IPA연구
2. 지역축제 서비스품질
Ⅲ. 연구설계
1. 측정항목과 설문지 구성
2. 연구대상, 자료수집 및 분석방법
Ⅳ. 실증분석
1. 표본의 인구통계학적 특성
2. 신뢰도 및 타당성 검증
3. 지역축제 서비스품질의 중요도-만족도 차이분석
4. 지역축제 서비스품질의 중요도-만족도 IPA분석
Ⅴ. 결론
참고문헌

저자정보

  • 노경희 Kyounghee Nor. 경기대학교 관광이벤트학과 강사
  • 배기철 Kichul Bae. 전주대학교 관광외식서비스연구소 연구교수

참고문헌

자료제공 : 네이버학술정보

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