IPA분석을 활용한 흰여울문화마을의 관광활성화

Abstract

HUINNYEOUL 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 HUINNYEOUL 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 HUINNYEOUL Culture Village on the study. The survey questionnaire was designed and administered for 160 respondents to visit the town on August 2019. A total of 154 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, and then presented in the form of graphical IPA grids. According to the IPA result of destination selection attributes, the landscapes of HUINNYEOUL 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 'Cleanliness and hygiene', 'Accessibility and convenience of public transportation', 'Resting space'. 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 village', 'Interesting photo zone', 'Browse cafe with a view', 'Expectation to post on sns', 'Huinnyeoul village and Image' and 'Unique Village History'. 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 HUINNYEOUL Culture Village's renown to the world.

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