IPA를 이용한 섬 관광지 매력성 평가 : 제주섬의 사례

Importance-Performance Analysis of Attractiveness Assessment for Island Tourism Destination: A Case of Jeju Island

This paper presents importance-performance measurement in the field of destination attractiveness with island tourism about Jeju market. To perform this study, it is necessary to consider the characteristics of the island destination. Data were obtained from island visitors on October. Using a sample of 206, respondents are required to rate attractiveness attributes. IPA analysis proved the research result are then plotted on a two-dimensional matrix. The results indicates that those who were visited on Jeju island choiced quadrant 2(keep it up) attributes, such as natural and cultural attractiveness, safety, accommodation, accessibility, island beauty, and public hygiene. However, there are very concentrative attributes(quadrant 1) to change the current situation, such as employee's service, residents' attitude against tourists, and transportation in destination. Its result shows that service quality in a warm and efficient manner will be competitive and long-term attractiveness in destination. In addition, IPA proved low priority attributes. To develop the low attributes, Jeju destination may maintain a good focus on all important tourists' expectations and find out the solutions for the success of this island tourism. The paper concluded with implications for the attractiveness in island destination and a brief outlook for future research.