A Study on the Application of an IPA Method for the Analysis of Visitor Satisfaction - Focusing on Chinese Visitors in Gyeongju Yangdong Village -

관광객 만족도 분석을 위한 IPA 기법 적용 연구 -경주 양동마을 방문 중국인을 대상으로-

  • Cao, Lin-Sen (Dept. of Landscape Architecture, Graduate School, Dongguk University) ;
  • Xia, Tian-Tian (Dept. of Landscape Architecture, Graduate School, Dongguk University) ;
  • Kang, Tai-Ho (Dept. of Landscape Architecture, Dongguk University Gyeongju Campus)
  • Received : 2017.03.02
  • Accepted : 2017.05.29
  • Published : 2017.06.30


As a simple and practicable method, an Importance-Performance Analysis(IPA) is often used as a tool to study the satisfaction of tourists in Tourism. The IPA has two dimensions to attribute importance and performance(or satisfaction as in satisfaction research), and generally uses an interviewee self-reported approach to acquire performance and importance data. Many scholars have pointed out that the traditional IPA cannot meet the premise of its establishment. Therefore, several revised IPA have been proposed. Among them, Deng's IPA is the most representative. There are not many contrastive analyses between the traditional IPA and revised IPA in academia. The lack of comparative study will make it difficult to judge the difference and effectiveness of different IPA techniques. Taking Gyeongju Yangdong Village as an example, this study investigated and researched the degree of satisfaction of Chinese tourists using the traditional IPA method and Deng's modified IPA method respectively, and then analysed the differences between the two methods and their causes. Based on the analysis results, the study put forward suggestions for the improvement of tourism management in Gyeongju Yangdong Village.


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