Importance-Performance Analysis of Attractiveness Assessment for Festival: A Case of Sobaeksan Royal Azalea Festival

Autor:	SangSoo Choi
Rok vydání:	2015
Předmět:	Attractiveness Multidisciplinary History Advertising Sample (statistics) Simulation
Zdroj:	Indian Journal of Science and Technology. 8
ISSN:	0974-5645 0974-6846
DOI:	10.17485/ijst/2015/v8i18/83947
Popis:	This paper presents importance-performance measurement in the field of destination attractiveness with Sobaeksan Royal Azalea Festival about Danyang market. To perform this task, it is necessary to consider the characteristics of the festival destination. Data were obtained from festival visitors on October. Using a sample of 328, respondents are required to rate attractiveness attributes. IPA analysis proved the research results are then plotted on a two-dimensional matrix. The result of the study indicates that festival organizers should focus more on management attention for festival site, festival period, festival program content and Festival advertising/PR which were located in the Keep up the good work quadrant. This study suggests that the revised IPA is useful to provide a major priority improvement opportunity
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::efdc85d8e094b921f7d53a1090dda69a https://doi.org/10.17485/ijst/2015/v8i18/83947 Zobrazit plný text záznamu