농촌관광 사업자의 경영역량 중요도-성취도 분석 : R-IPA를 중심으로

Management Capabilities of Rural Tourism Business Operators: Focusing on R-IPAKyung

This study aims to examine the importance-performance for management capabilities of the rural tourism business operators using the Revised Importance-Performance Analysis(R-IPA). To make up for the limitations of the traditional Importance-Performance analysis method, the R-IPA analysis method based on the Kano’s three-factor model was applied to establish a management capabilities for better credibility and validity. Online survey measuring 15 items for management capabilities of rural tourism business were conducted for domestic rural tourism business operators based on power allocation sampling method. The results identified three attributes(e.g., business concept, negotiation, organizational competency) that belong to “concentrate here” quadrant and five attributes(e.g., self-awareness, environmental awareness, goal setting, network, supervisory competency) that belong to “keep up the good work” quadrant. The result of this study provides rural tourism operators with valuable information on management capabilities that potentially increase the business performance. The results suggest a way to effectively allocate resources into management strategies.