• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2015, Volume: 8, Issue: 18, Pages: 1-5

Original Article

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


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.
Keywords: Attractiveness, Destination, IPA (Importance-Performance Analysis), Importance, Local Festival, Performance


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