수정된 중요도-만족도 분석 적용에 관한 연구:서울 종로구의 관광품질 사례를 중심으로 (Application of Revised Importance-Performance Analysis: The Case of Jongro-gu, Seoul)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 25권 / 5호 / 199 ~ 215페이지
· 저자명 : 김남현, 이충기

초록

This study aims to apply a Revised Importance-Performance Analysis(R-IPA) which is more reliable to measure the service quality and satisfaction attributes of a tourism destination. Based on Kano’s Three-Factor Theory, the study addressed the drawbacks of the IPA technique proposed by Martilla and James(1977) and introduced the R-IPA by empirically applying to the case of Jongro-gu, South Korea, as one of the famous tourism districts. To this end, online survey was conducted for domestic people by Research & Research survey firm based on quarter sampling method. The R-IPA grid helps marketers identify which attributes are the most important ones for improving visitors’ satisfaction. The results also suggest where resources and marketing efforts should be allocated.

영어초록

This study aims to apply a Revised Importance-Performance Analysis(R-IPA) which is more reliable to measure the service quality and satisfaction attributes of a tourism destination. Based on Kano’s Three-Factor Theory, the study addressed the drawbacks of the IPA technique proposed by Martilla and James(1977) and introduced the R-IPA by empirically applying to the case of Jongro-gu, South Korea, as one of the famous tourism districts. To this end, online survey was conducted for domestic people by Research & Research survey firm based on quarter sampling method. The R-IPA grid helps marketers identify which attributes are the most important ones for improving visitors’ satisfaction. The results also suggest where resources and marketing efforts should be allocated.

참고자료

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