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한국관광학회.jpg
KCI우수등재 학술저널

관광축제의 중요도-만족도 분석(ISA)과 인구통계적 비교 평가

보령머드축제를 대상으로

As one of preferring leisure participation tourist festivals have been in popularity all over the country. One of the festival evaluation methods, Importance-Performance Analysis by Martilla and James has been regarded as a useful technique to identify priority with visual matrix without complex statistical technique and a technical terminology. However Scholars such as Tonge and Moore insisted the 'performance' of IPA is focused on quality of management, so it should be changed into 'satisfaction' which evaluates quality of visitors experience, that is ISA. This paper adopted ISA to evaluate 2007 Boryeon Mud Festival. From the results, 'toilets', 'rest facilities', 'price of food', and 'parking' were found included in 'concentrate' territory of the ISA matrix as needed to prior management.

I. 서론

II. IPA와 ISA에 관한 이론적 배경

III. 실증조사와 분석결과

IV. 시사점 및 결론

참고문헌

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