Korean Journal of Environment and Ecology (한국환경생태학회지)

Korean Society of Environment and Ecology (한국환경생태학회)
권호 표지
DOI QR코드

DOI QR Code

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

IPA-Kano 모델을 적용한 천연기념물 서천 마량리 동백나무 숲 방문 만족도 분석

  • 손지원 (국립문화재연구소 자연문화재연구실) ;
  • 이나라 (국립문화재연구소 자연문화재연구실) ;
  • 신진호 (국립문화재연구소 자연문화재연구실) ;
  • 김한 (국립문화재연구소 자연문화재연구실)
  • Received : 2018.08.01
  • Accepted : 2018.09.04
  • Published : 2018.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

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.

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.

Keywords

References

  1. Cultural Heritage Administration(2003) A white paper on natural monuments. Cultural Heritage Administration, Daejeon, 251pp. (in Korean)
  2. Heo, B.S., H.J. Kim, W.H. Lee and H.J. Kang(2009) Growth Conditions and Maintenance of Natural Monument Old Big Trees in Gangwondo. MUNHWAJAE 44(1): 182-195. (in Korean with English abstract)
  3. In, K.S., D.G. Ryu and Y.H. Ju(2014) An Application of Importance-Performance Analysis for the Efficient Management of Natural Recreation Forest. The Journal of Korean Institute of Forest Recreation 18(1): 71-84. (in Korean with English abstract)
  4. Jeon, Y.R.(2016) An Analysis on Satisfaction Using Revised IPA and Destination Image. Journal of Tourism Studies 28(2): 75-99. (in Korean with English abstract) https://doi.org/10.21581/jts.2016.05.28.2.75
  5. Jung, J.S.(2009) Surgery and Preservation Management of Natural Monuments. MUNHWAJAE 42(1): 122-142. (in Korean with English abstract)
  6. Jung, K., J.Y. Seo and J.K. Lee(2009) A Study on the Analysis of Growth of Ginkgo and Pine Trees for Environmental Circumstance Improvement for Old Big Trees -Focused on Precious Natural Treasures and the Designated as Treasures by Cities and Counties -. Korean Institute of Traditional Landscape Architecture 27(1): 57-65. (in Korean with English abstract)
  7. Kang, B.K.(2014) The assessment of tree risk of Mulgun-ri forest (Monument No. 150) of Namhae in Korea. Gyeongnam nationa university, 59pp. (in Korean with English abstract)
  8. Kano, N., N. Seraku, F. Takahashi and S. Tsuji(1984) Attractive quality and must-be quality. Hinshitsu 14(2): 147-156.
  9. Kim, T.S., C.H. Lee, I.H. Park and H.Y. Lee(2009)Analysis of Growth Environment on Old Tree, a natural Monument in Jeon-La do. Korean Institute of Traditional Landscape Architecture 39(1): 56-64. (in Korean with English abstract)
  10. Kim, H. J.(2011) Growth Conditions of Natural Monument Old Big Trees in Gyeongsangnamdo, Korea. Journal of the Korea Society of Environmental Restoration Technology 14(5): 103-112. (in Korean with English abstract) https://doi.org/10.13087/KOSERT.2011.14.5.103
  11. Kim,T.S., S.H. Joe and H.J. Kang(2010) Analysis og Growth Environment on Old Tree, a Natural Monument in Gyeongsangbuk-do. MunHWAJAE 43(1): 190-211. (in Korean with English abstract)
  12. Kim, D.W., B.S. Heo, S.J. Lee and H.J. Kim(2011) Tree Growth and Ecosystem Conditions of Docheon Forest (Natural Monument No. 514) in Docheon-ri, Yeongdeok - Focusing on Plant Ecosystems. MUNHWAJAE 44(1):122-137. (in Korean with English abstract)
  13. Lee, I.S.(2007) Plans for Tourism Resources of Plant Natural Treasures-Concentrating on Sok-ri Mountain's Jungyeepoomsong-. The Korea Contents Society 5(1): 1-7. (in Korean with English abstract)
  14. Lee, S.J.(2009) A Study on Owners of Smith's Tools. MUNHWAJAE 42(1):88-99. (in Korean with English abstract)
  15. Lee, W.H. (2013). An Analysis of Growth Status and Soil Environment in Camellia japonica L. Forest at Jeolla-province Natural Monuments. Korean Institute of Traditional Landscape Architecture 31(3): 1-11. (in Korean with English abstract)
  16. Lee, E.Y. and Y.J. Jeon(2016) HMR Selection Attributes in Large Discount Stores by Using Revised IPA. J East Asian Soc Diet Life 26(6): 473-480. (in Korean with English abstract) https://doi.org/10.17495/easdl.2016.12.26.6.473
  17. Marilla, J.A. and J.C. James(1977) Importance-performance analysis. Journal of Marketing 41(1): 77-79. https://doi.org/10.1177/002224297704100112
  18. Min, E.S. and Y.C. Lee(2015) The Importance-Performance Analysis(IPA) for Decided Selection by Visitors at Gyeryongsan National Park. The Journal of Korean Institute of Forest Recreation 19(4): 67-75. (in Korean with English abstract) https://doi.org/10.34272/forest.2015.19.4.007
  19. Mittal, V., W.T. Ross and P.M. Baldasare(1998) The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of marketing 62: 33-47. https://doi.org/10.1177/002224299806200104
  20. Park, K.H.(2009) The Study of the Eco-tourism Destination Attrsctives Assessment via Importance-Performance Analysis. International Journal of Tourism Management and Sciences 24(2): 1-20. (in Korean with English abstract)
  21. Son, J.W., J.H. Shin and Y.S. Jeon(2015) The Attitude towards Nature According to Awareness of the Natural Monuments-Focusing on Natural Monuments in Naejang National Park-. Korean journal of environment and ecology 29(6): 959-966. (in Korean with English abstract) https://doi.org/10.13047/KJEE.2015.29.6.959
  22. Son, J.W., J.H. Shin and J.J. Lee(2016) An Analysis on Vitality Status of Big Old Trees Preserved as Natural Monuments Based on Artificial Management. Korean journal of environment and ecology 30(3): 415-422. (in Korean with English abstract) https://doi.org/10.13047/KJEE.2016.30.3.415
  23. Lee, N.R., J.W. Son and J.H. Shin(2017) Usage and Management according to Visitor Characteristics of Natural Monument Marsh Plants of Daesong-ri, Haman. Korean journal of environment and ecology 31(6): 578-585. (in Korean with English abstract) https://doi.org/10.13047/KJEE.2017.31.6.578
  24. Ting, S.C. and C.-N. Chen(2002). The asymmetrical and non-linear effects of store quality attributes on customer satisfaction. Total Quality Management 13(4): 547-569. https://doi.org/10.1080/09544120220149331
  25. Vavra, T.G.(1997) Improving your measurement of consumer : A guide to creating, conducting, analyzing and reporting customer satisfaction measurement program. Milwaukee.
  26. Yang, S.P. and Y.D. Gawk(2010) The Effects of Attractiveness, Attitude, and Perceived Value on Eco-tourists' Satisfactio. Journal of the Korea Society of Environmental Restoration Technology 25(5): 271-290. (in Korean with English abstract)
  27. Yang, J.M. and S.I. Han(2013) A study on Airline Service Quality Assessment using Potential Customer Satisfaction Improvement(PCSI) Index based on Kano Model. Journal of Hospitality and Tourism Studies 22(6): 27-57. (in Korean with English abstract)
  28. Yin, J., X. J. Cao, X. Huang and X. Cao(2016) Applying the IPA-Kano model to examine environmental correlates of residential satisfaction: A case study of Xi'an. Habitat International 53: 461-472 https://doi.org/10.1016/j.habitatint.2015.12.013