전통적 IPA와 수정된 IPA를 활용한 MICE 개최지 선택속성 비교 연구

Abstract

This study attempted to clarify the attributes that MICE stakeholders consider when selecting a MICE destination and to analyze competitiveness. In addition, MICE attributes were constructed by adding the green MICE concept and were analyzed by using Importance-Performance Analysis(IPA). IPA is the most widely used analysis tool to clarify this competitiveness, and this study compared the results between Traditional IPA results and revised IPA results. Traditional IPA results and revised IPA results were slightly different. However, there were many similar parts, and key elements essential for holding MICE located in quadrant Ⅰ were located similarly. Most of green MICE attributes were found to be located in quadrant Ⅲ. It means that awareness has not yet spread widely in the MICE industry and needs to improvements. Nevertheless, it was confirmed that the limitations pointed out in traditional IPA were slightly improved through comparison with the revised IPA results and this study proposed implications to strengthen competitiveness of MICE destination.