IPA를 활용한 제주 향토음식점 선택속성의 중요도와 만족도에 관한 연구 - 제주 향토음식점 방문객을 대상으로

Abstract

Objective : The purpose of this study is to provide basic data to foster local food on Jeju Island in response to increasing interest and comsumption of healty life after COVID-19. In addition, this study aimed to supplement the lack of research, which focused on Jeju Island and consumer perspectives, and provide strategic implications. Methods : For selection attributions, this study targeted consumers used local food restaurants on Jeju Island. In selection attributes which fits more with Jeju Island, this study conducted an in-depth interview with 3 experts. This study also used a total of 185(91%) copies for statistical analysis to conduct IPA analysis. Results : As a results of 31 selection attribute items, most of the items were distributes in the first and third quadrant. In addition, the price of the menu and convenience of the parking lot were placed in the second quadrant. Implications : This study holds academic value for deriving selection attributes that reflect regional characteristics through experts related to Jeju local food. “Food price” is expected to require future research and development to preserve local specialties and “convenience of parking facilities” is also expected to require the construction of additional parking towers and public parking lots.