Abstract
This paper presents importance-performance measurement in the field of destination attractiveness with Sobaeksan Royal Azalea Festival about Danyang market. To perform this task, it is necessary to consider the characteristics of the festival destination. Data were obtained from festival visitors on October. Using a sample of 328, respondents are required to rate attractiveness attributes. IPA analysis proved the research results are then plotted on a two-dimensional matrix. The result of the study indicates that festival organizers should focus more on management attention for festival site, festival period, festival program content and Festival advertising/PR which were located in the Keep up the good work quadrant. This study suggests that the revised IPA is useful to provide a major priority improvement opportunity
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