전통적 IPA와 Vavra의 수정된 IPA 비교분석을 통한 설악문화제 활성화 방안

Abstract

The purpose of this study was to first identify significant differences between the importance and performance of visitors to the Seorak Cultural Festival, a local cultural festival, and secondly, to suggest ways to revitalize the Seorak Cultural Festival festival program through a modified IPA comparative analysis of traditional IPA and Vavra. Frequency analysis, corresponding sample analysis, and regression analysis were used, and the results derived from the study are summarized as follows. First, there were statistically significant differences in the average value of importance and performance in the opening concert, closing concert, youth Hanmadang, regional representative cultural and artistic performances, family Olympics, receipt events, Seoraksan memory recall mission, and Seorak Cultural Festival certification tour. Second, as a result of analyzing the traditional IPA and the modified Vavra IPA, the traditional IPA included 7 in B-side (including youth Hanmadang), 8 in C-side (including fringe performance), and 3 in D-side (including fringe performance). Meanwhile, the revised IPA analysis results of Vavra, an IPA designed to improve the concentration of traditional IPA, included five I-quadrant, three II-quadrant, seven III-quadrant, and two IV-quadrant among a total of 17 attributes. Third, as a result of the revised IPA comparison analysis between traditional IPA and Vavra, five items (opening concert, street parade, civic song festival, youth culture and arts performance), and three sides, which are non-major elements, were included (Seoraksosa, Sokcho Youth Mall, receipt event, and Seorak Cultural Festival certification tour).