IPA를 이용한 문화관광축제의 매력 비교 연구

Attractiveness Comparison of the Cultural Tourism Festival using a IPA: The Case of Chuncheon International Mime Festival and Boryeong Mud Festival

This paper compares and evaluates the attractiveness of seeing-centered Chuncheon International Mime Festival and experience-centered Boryeong Mud Festival. The findings and implications are: first, items in segmentⅠ, which were need to be managed continuously, were different by classified festivals. Some items, such as ‘manner of the local residents’, ‘souvenir and memorial’, ‘clearness and pleasantness’, ‘meet with others’, were placed for Chuncheon International Mime Festival while items of ‘festival guide and information’, ‘service of employees’, ‘amusement and enthusiasm’, ‘variety of programs’ were put for Boryeong Mud Festival. Second, both festivals pointed out in common that continuous maintenance would be necessary for some items in segmentⅠ(Maintenance), such as ‘safety’, ‘uniqueness and particularity’, ‘experiences’, and also improvements would be needed on items in segmentⅡ(concentration), such as ‘accommodation’ and ‘food’.