IPA분석을 활용한 감천문화마을의 관광 활성화 방안 연구

Abstract

GAMCHEON Culture Village, one of the most attractive destinations with increasing number of visitors, is the hot place of the urban tourism through the urban regeneration with arts, its history and nostalgia in Busan recently. This study empirically aimed at verifying the destination selection attributes perceived by visitors of GAMCHEON Culture Village. And this study was intended to examine the visitor's perception of the attributes in terms of importance and satisfaction using IPA. Finally it was intended to provide the implications to activate and develop GAMCHEON Culture Village on the study. The survey questionnaire was designed and administered for 180 respondents to visit the town on March 2015. A total of 177 useful responses were collected and the data were processed by SPSS 20.0 software using the techniques of frequencies analysis, factor analysis, reliability analysis, paired t-test, Anova and then presented in the form of graphical IPA grids. First, the results of the frequencies analysis indicated that, in descending order, there were found such attributes as 'natural landscape of the town', 'colorful residential landscape', 'cleanliness and sanitary condition of the town', 'accessibility and transportation to town', 'accessibility and cleanliness of toilet' in the importance attributes. And there were found the attributes, in descending order, such as 'colorful residential landscape', 'natural landscape of the town', 'kindness of the sales staffs', 'cleanliness and sanitary condition of the town', 'kindness of the local people' in the performance attributes. Second, according to the IPA result of destination selection attributes, the landscapes of GAMCHEON Culture Village were top ranked in the both importance and performance criteria. In the quadrant 1(Concentrate here) which indicated high level of importance but low level of performance and should be corrected by priority, there were 3 attributes such as 'accessibility and transportation to town', 'accessibility and cleanliness of toilet', 'more spaces for rest'. In the quadrant 2(Keep up the good work) which indicated high level of importance and performance, there were 6 attributes such as 'natural landscape of the town', 'colorful residential landscape', 'cleanliness and sanitary condition of the town', 'culture information', 'interest in photo zone' and 'kindness of sales staffs'. This report served as a good point for the interested parties of the town in understanding their visitors and coming up with ways to enhance visitor's satisfaction. The findings in this case study indicated that the management should allocate more resources to make such improvements as enhancing the physical environment, the expansion of the vulnerable infrastructure, the development of the new tourism contents, the diversified marketing strategy, the importance of the communication for the sustainable tourism development to introduce GAMCHEON Culture Village's renown to the world.

Key words : destination selection attributes, GAMCHEON Culture Village, IPA(Importance-Performance Analysis)