IPA를 活用한 祝祭 서비스 品質의 重要度 滿足度가 訪韓 외래 觀光客의 觀光行動에 미치는 影響

How quality of festival service’s importance and satisfaction effects tour behavior of foreign tourists visiting Korea using IPA - Seoul international firework festival 2012 as the center-

The purpose of this study is to provide helpful information to allow festival administration to manage festival ’s service quality and to gain competitiveness by comparing other festivals by analyzing how importance and satisfaction effect behavior of festival participants about festival ’s service quality. Subject targeted 115 foreign tourists of ‘2012 International Firework Festival ’. Of the data collected, 104 copies of answers were verified and used in final analysis and the other 11 copies that were judged as weak or partially responded were not verified. For the data processing, frequency analysis, t-test, reliability analysis, factor analysis, regression analysis, IPA analysis were conducted. As a result, first, in the IPA analysis of festival service quality, the 4th quarter factors were relevant to guidance facilities, kindness of personnel, diverse products, and commodity prices. Second, programs and human services, hygiene and convenience service, etc. affects intention of behavior and recommendation that gives effects to importance of service quality factor. Third, among the behavior intention that affects service quality satisfaction, only promoting and guiding factors were affecting intention of recommendation.