An Importance-performance Analysis of Attractiveness Attributes Assessment for Rural Tourism Destination

This research findings on an importance-performance measurement in the field of attractiveness attributes in rural tourism villages in South Korea. Numerous researchers have applied importance-performance analysis (IPA) to identify the critical performance factors in customer survey data for products and services. Importance-performance analysis (IPA) is a simple and effective technique that can assist researchers in prioritizing customer attributes. Data were gathered from 303 visitors in 10 rural tourism villages. Respondents were required to rate attractiveness attributes before leaving the village. Their responses were categorized using IPA into four Quadrants, namely Quadrant 1: keep it up, Quadrant 2: Concentration, Quadrant 3: Low priority, Quadrant 4: Possible overkill. The results indicate that those who visited rural tourism villages as a destination chose 4 attributes from Quadrant 1 (Keep it up), such as natural attractiveness, parking facility, various experience programs and educational facility. In addition, eight attributes were chosen from Quadrant 2 (Concentration), i.e. accommodation, public hygiene, leader's ability, good reputation, facility, related programs, partner programs and price. Of low priority to them (Quadrant 3) were various experienced facilities, service attitude and advertisements. Lastly, in Quadrant 4(Possible overkill), five attributes were selected, such as security, food, accessibility, information and local commodity. To develop the low attributes, rural tourism villages should maintain a good focus on all important tourist expectations and identify the solutions for the success. This paper has identified attributes which contribute to the attractiveness of rural tourism villages as a tourism destination.