Local Festival Quality and the Application of a Revised Importance–Performance Analysis: The Case of the Jirisan Cheon-Wang Festival

Abstract

The purposes of this research are twofold: (1) to empirically identify which attributes of festival quality affect attendees' satisfaction; and (2) to utilize a new method, a revised Importance– Performance Analysis (IPA) technique to monitor festival quality and to assess festival performance. The findings suggest that three festival quality attributes affected the overall satisfaction of the festival: festival program content, program operation/organization, and festival advertising/PR. Discovering quality attributes is the utmost task among practitioners in order to differentiate products and achieve competitive advantage. This study also extends the research on local festival/event quality and the impacts on satisfaction using the three-factor theory of customer satisfaction. It also provides empirical evidence that demonstrates the necessity of implicit importance derived from performance instead of self-rated importance in traditional IPA models.