IPA를 활용한 해양레저이벤트의 서비스품질에 관한 연구

Abstract

The purpose of this study is to provide marketing information by analyzing the levels of service quality of a marine leisure exhibition event. In the study, 222 visitors were surveyed and Importance-Performance Analysis (IPA) was used to compare the importance and performance of the service quality of a marine leisure exhibition event. Findings are as follows. First, the importance of accessibility, facilities, operation, support, promotion marketing and exhibition level of visitors was higher than the satisfaction level which means performance level is relatively low. This showed that visitors were not as satisfied as they think it is important to participate in the marine leisure exhibition event. Second, the quadrant I included public transportation (bus, etc.) connection, guide signs to the venue, convenience of parking facility, safety and security level, convenience facilities, overall facility level, friendliness of staff and smoothness of overall events. The quadrant Ⅱ included the convenience of participating procedures (participation application, registration etc.) and the specialization of staff. The quadrant Ⅲ included variety of marine leisure experience program, existence of linked tourism program, publication of publicity booklet, homepage management, SNS, application (APP), the number of visitors (including buyers) and the level of buyers. The quadrant Ⅳ included the level of participating companies (techni\-cal etc.), diversity of participating companies & products, attracting new companies & items with technological capabilities, publicity of exhibitions (attracting visitors and buyers) and additional events to attract visitors. The results of this study are important for analyzing the importance and performance of the service quality of the visitors of the marie leisure exhibition. They provide practical implications for activating the marie leisure exhibition event.