IPA 분석을 통한 지역특산물축제 선택속성에 관한 연구

Abstract

The needs of participants visiting local festivals are becoming very diverse, and local festivals should also reflect tourism trends and market changes, so it is important to grasp the opinions of tourists who choose festivals. Therefore, this study sought to identify differences in importance and satisfaction with the nature of festival selection among participants in local specialties festivals. IPA analysis was conducted, and 17 of the 25 questions of the optional attributes were found to be more satisfied than important. Factors requiring intensive improvement and investment due to low satisfaction compared to their importance were identified as the quality of specialties, things to enjoy at the festival location, toilets, and parking facilities. Three of the top five items of importance (ease of finding the location, convenient transportation, easy access) were found to be related to transportation, while the bottom five items of satisfaction were related to the purchase of amenities and specialties at the festival location. Recently, local festivals have only been expanding in numbers, imitating some successful festivals uniformly, as similar festivals have been repeated rather than differentiated ones that show regional identity and representation due to fierce competition. Based on the research results, the necessity of selecting the festival location and setting and guiding the route, quality of the special products, contents related to the special products, storytelling and entertainment elements were presented to vitalize the local festival and improve awareness.