Abstract
Customers opinions on factors for revitalizing commercial streets should be considered to establish local government policy and to guide local merchants efforts. Limited resources should be allocated to factors with high importance while its performance is low from visitors viewpoints. However, the previous policy and research on revitalization of commercial streets have mainly identified factors from merchants viewpoints or objective researchers perspective. This study aims to investigate and interpret the perception and attitude of visitors on importance and performance against revitalization factors. Firstly, factors are theoretically identified by means of literature review and field investigation on Sinsadong Garosu-gil and Samcheongdong-gil. The factors are organised by introducing qualitative analysis of visitors interview results. Main questionnaire survey results are interpreted introducing Importance and Performance Analysis (IPA) in order to clarify priority aspects from the perspective of customers to which urgent efforts should be given. The analysis result shows that comfortable and safe pedestrian is significant among 23 factors given that perceived performance is relatively unsatisfactory regarding its importance.
