문화관광축제 만족도 조사 평가항목에 대한 가중치 부여의 필요성

Abstract

The cultural tourism festival is increasing its role as a means of revitalizing the region's economy by revitalizing its unique culture and traditions, improving its image. Accordingly, the central government, centered on the Ministry of Culture, Sports and Tourism, has been developing and supporting policies to promote this. All 40 festivals, which are supported by the Ministry of Culture, Sports and Tourism in 2018, are evaluated by expert field monitoring, consumer evaluation, local self-performance evaluation, and comprehensive evaluation. An important objective of evaluating cultural tourism festivals is for fair support, and the validity of the evaluation is essential for the correct selection. Therefore, this study aims to solve the problem of the current satisfaction evaluation method using the simple average, which is a factor that can impair the validity of the evaluation. As a result of conducting sensitivity analysis that weighted survey evaluation items, the ranking of previous festival evaluations was reversed. In other words, it was analyzed that it is highly desirable to consider weights by satisfaction survey items in order to derive reasonable results for the purpose of evaluating the annual festival. In addition, there was a need to develop weights using methods such as evaluating scores and rankings using the fuzzy TOPSIS method, increasing the number of valid samples of satisfaction surveys, and hierarchical decision making (AHP) methods.