한국환경생태학회지 (Korean Journal of Environment and Ecology)

  • 제32권5호
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  • Pages.532-540
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  • 2018
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  • 1229-3857(pISSN)
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  • 2288-131X(eISSN)
한국환경생태학회 (Korean Society of Environment and Ecology)
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IPA-Kano 모델을 적용한 천연기념물 서천 마량리 동백나무 숲 방문 만족도 분석

Applying the IPA-Kano Model to Analysis Visiting Satisfaction: A Case Study of Natural Monument Forest of Common Camellias in Maryang-ri, Seocheon

  • 손지원 (국립문화재연구소 자연문화재연구실) ;
  • 이나라 (국립문화재연구소 자연문화재연구실) ;
  • 신진호 (국립문화재연구소 자연문화재연구실) ;
  • 김한 (국립문화재연구소 자연문화재연구실)
  • 투고 : 2018.08.01
  • 심사 : 2018.09.04
  • 발행 : 2018.10.31
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초록

중요도-만족도 분석방법은 만족도 향상을 위해 관리 우선순위를 선정할 수 있는 간단하고 효과적인 방법이다. 본 연구는 이중에서 IPA-Kano 모델을 적용하여 천연기념물의 방문 만족 속성과 관리 방안을 연계하고 방문 만족도 향상을 위한 관리 개선 우선순위 선정을 목적으로 한다. 방문 만족 속성 14개를 기본요소, 실행요소, 매력요소로 구분하고 요소별 성취도(만족도)에 따른 개선 우선순위를 도출하였다. 서천 마량리 동백나무 숲 관리의 기본요소는 '자연환경', '안내소 안내직원'이며, 중요 실행요소에는 '아름다운 경관', '탐방시설', '숲의 관리상태', '접근성', '역사문화자원'이 해당된다. 매력요소는 '천연기념물의 가치', '주변 관광지', '적정 입장료'로 나타났다. 성취도에 따른 개선 우선순위는 '안내소 안내직원' > '접근성' > '자연환경' > '탐방시설', '역사문화자원', '숲 관리상태', '아름다운 경관' > '적정입장료', '주변 관광지' > '천연기념물의 가치' 순으로 나타났다. 연구결과를 바탕으로 천연기념물 관리 시 한정된 자원과 예산, 인력을 효율적으로 배치하기 위한 우선순위를 제안하였다.

Importance-performance analysis (IPA) is a simple and effective technique that can assist practitioners in prioritizing customer attributes to enhance service quality and visitor's satisfaction. The purpose of this study is to use the IPA-Kano model to examine the correlation of visitor's satisfaction and management matters and deduce the management priority. It classifies 14 visiting satisfaction attributes into basic factors (forest environments and staff/information center), performance factors (the natural landscape, trail facilities, forest status, easy access, and historical and cultural resources), and excitement factors (the value of natural monument, educational experiences, and entrance fee) to select the management priority according to the achievement (satisfaction). The management priority according to the performance is staff/information center > easy access > forest environment > trail facilities, historical and cultural resources, forest status, and natural landscape > entrance fee and educational experience > value of natural monument. By considering their performance, it further identifies development priorities for visitor's satisfaction improvement. These priorities allow local governments to deploy scarce resources to improve satisfaction.

키워드

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