IPA를 통한 중국 허쩌 국제 모란축제관광객의 만족도에 관한 연구

• 영문명: A Study on Visitors’ Satisfaction of International Peony Festival in Heze, China through IPA
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 최철(Zhe-Cui) 김영국(Yeong-Gug Kim)
• 간행물 정보: 『아태비즈니스연구』아태비즈니스연구 제13권 제1호, 289~300쪽, 전체 12쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.03.30

영문 초록

Purpose - This study is a study on China’s national flower, the Peony Festival’, with a focus on the Heze International Peony Festival, which is called the “City of Peonies, to investigate the difference in the importance and achievement of festival items”. Design/methodology/approach - IPA is used to identify items that need to be improved for festival satisfaction attributes, and to suggest the direction of the annual peony festival in the future. Findings - The difference in importance and achievement for each of the 17 items of the Heze International Peony Festival, there was a statistically significant difference between importance and satisfaction, except for the peony admission ticket. It was found that satisfaction was relatively low in these items as it was higher than the average value. Second, the first quadrant showed information on traffic communication, food taste, convenient facilities (parking lot, restroom, shelter), service delivery speed, service provider attitude, natural scenery at the festival site, road signs, and information boards. Third, the diversity of cultural performances appeared in the fourth quadrant. Finally, the second quadrant is an area of high importance but low achievement. Two items were derived: the environment of the entertainment venue and the diversity of the entertainment venue. Research implications or Originality - These are the items that led to the dissatisfaction of visitors to the festival, and seem to be the items that need to be improved the most urgently.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Heze International Peony Festival IPA Analysis Satisfaction