IPA 분석을 통한 지역특산물축제 서비스품질 평가와 개선 연구

A Study on the Evaluation and Improvement of Service Quality in Regional Specialty Festivals through IPA Analysis

This study aims to evaluate the service quality of regional specialty festivals and propose improvement measures using Importance-Performance Analysis (IPA) with a focus on the Cheongyang Chili-Gukija Culture Festival. Regional specialty festivals are emphasized for their importance in rural economic development, food tourism, and regional agricultural heritage; however, there has been a lack of objective evaluations of service quality and research on improvement measures for such festivals. This study analyzes the gap between the service quality elements that visitors consider important and their actual experiences to derive directions for future festival operations. Through IPA analysis, the study identifies areas that need urgent improvement, such as 'festival program enjoyment', 'cleanliness of restrooms', 'comfort of food booths', and 'packaging and design of specialty products', where importance is high but satisfaction is low. On the other hand, elements like 'taste of festival food', 'specialty product distribution service', and 'production areas of chili and goji berries' show similar levels of importance and satisfaction, indicating that the current service quality is well-maintained. Furthermore, the IPA analysis categorizes service quality into four areas and proposes strategic directions for improvement. The results provide practical insights for the planning and marketing strategies of regional specialty festivals and serve as essential foundational material for sustainable festival operations.