IPA를 활용한 지역특산물축제 서비스품질 평가에 관한 연구: 양평용문산산나물축제를 대상으로

This study attempted to examine the importance and satisfaction perceived by festival visitors regarding the service quality of local specialty festivals using the Importance‐Performance Analysis (IPA) technique. In the current festival operation, by grasping the issues to be improved of festival service of Yongmunsansannamul festival in Yangpyeong, this study attempted to derive practice implications for the development of Korea's representative superb festival. As a result of the IPA analysis, first, the satisfaction level was found to be low in most items. Along with the rapid growth of the festival, visitors’ expectations are expected to continue to increase. Second, the items that need to be improved (two quadrants) include service qualities derived such as ‘festival facility’ and ‘festival Information guide system’. Especially, dissatisfaction with the information guide system of the festival was found to be high. In the future, it will be important to have a visitor‐centered viewing system by checking the operation of the general information center at the festival, the information guide system and information board in the festival venue, and the training related to the guidance of the operation personnel.