Abstract
The purpose of this study is to present improvements for the sustainable development of the focusing on the 2017 Yeongju Seonbi Culture Festival. In order to achieve the purpose this study, a revised IPA was used based on storytelling. In the study field on festivals, storytelling is widely used as a variable that attracts festival visitors and increases their satisfaction. For empirical analysis, on-site surveys were conducted during the festival period, and a total of 266 valid samples were obtained and used for analysis. The results of using the revised IPA suggested by Deng, which supplemented the limitations of the tranditional IPA, are as follows. In the IP matrix, areas that need urgent improvement appearing in the fourth quadrant include Increased attractiveness of festival, Increased mystery, stimulation of curiosity, and speciality. Based on the storytelling items presented, discussions on implications for future development were conducted.
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