IPA evaluation about IT services for tourists in Smart tourism

Purpose - Purpose -In this paper, we measured and analyzed the importance and satisfaction about IT services for Smart tourism so that we presented strategies of providing the IT services for progressing the Smart tourism. Research, design, data, and methodology - We used IPA(Importance- Performance-Analysis) technique to analyze the importance and satisfaction about the IT services which would be represented on IPA matrix according to the importance and satisfaction scores. The IT services would be divided into three domain which would be pre-tourism, during-tourism and post-tourism. Tourism information search service, Price comparison service, Online reservation service, Online payment service, Payment service based on Smart phone and Entertainment service for pre-experience in tourism belong to IT services for the pre-tourism. Tourism information search service, Context-awareness service, Internet of Things service, Navigation service, Entertainments service during tourism, and Dronography service belong to IT services for the during-tourism. Interactive sharing service and Tagging service belong to IT services for the post-tourism. Importance and satisfaction about the IT services were measured by five-point Likert scale. Results - Both importance and satisfaction scores were high in IT services such as Online reservation, Online payment, Tourism information Search, Navigation, Internet of Things. In case of Price comparison services, importance score were high but, satisfaction score were low. Both importance and satisfaction scores were low in IT services such as Dronography, Entertainment, Context-awareness and Smart phone payment services. In case of Interactive sharing and Tagging services, importance score were low but, satisfaction score were high. Conclusions - It would be necessary to endeavor for maintaining present states in IT services such as such as Online reservation, Online payment, Tourism information Search, Navigation, Internet of Things. But, the Price comparison service would have to be improved and expanded to raise the satisfaction score. On the other hand, it would not be necessary to improve and expand in IT services such as Dronography, Entertainment, Context-awareness and Smart phone payment services. But, it would be possible to make an interpretation in which tourists could not evaluate accurately because the IT services could not provide sufficient functions due to immaturity of the technologies. Interactive sharing and Tagging services might be in area that not have to be improved and expanded.