온천관광지 유형별 매력차이 연구

A Comparison of Attractiveness Between a Therapeutic Type Hot Spring and General Hot Springs: An Application of IPA

This research compared the attractiveness of a therapeutic hot spring with those of three other general hot springs using an Importance-Performance Analysis(IPA). Data were collected from 300 users of the Dogo Paradise Hot Spring, which is a representative therapeutic hot spring in Korea, and 300 users of three other general ones from September to October 2009. Results of IPA analysis showed that the hot spring users suggested to concentrate on developing a better therapeutic facilities, programs and service and decreasing the level of crowding. On the contrary, users of the general hot springs estimated that the hot springs should focus on developing events, festivals, contact tourism and/or shopping nearby with a minor development of therapeutic facilities or program. Results of this study proposed that in order to satisfy the users, the therapeutic hot spring should take a different marketing approach from those of the general ones.