중요도-성취도 분석에 의한 덕산온천관광지 선택속성 평가

The purpose of this study was to evaluate Duksan spa destination Attributes by the Importance and Performance Analysis. These analyses were based on the Visitors’ Survey conducted in Duksan Spa in Duksan, Chung Cheong Province. The results are as follows: First, according to the results of the Importance-Performance Analysis(IPA) of the twenty-seven selection attributes of the spa destinations, eight attributes were placed in the area I(Keep Up the Good Work), six attributes in the area II(Possible Overkill), six attributes in the area III(Concentrate Here), and the other seven attributes in the area IV(Low Priority). Second, according to the results of the Importance and Performance Analysis of six factors drawn on the base of factor analyses, "water quality of the spa and surrounding areas" was placed in the area I, "accessibility and cost of spa" in the area II, "spa space facility and tourism space" in the area III, and "shopping opportunities and hospitality" in the area IV. In conclusion, according to the difference analyses of Importance-Performance, the choice attributes with relatively high satisfaction were "the convenience of accessible transportations," "fee for hot spa,"and "transportation fare." However, the choice attributes with relatively high dissatisfaction were "crowdedness of tourism area," "leasure - sports facilities," and "tourism area development."