공주시 관광객의 야간관광 프로그램 선택속성 비교 분석 : 전통적 IPA 모형과 수정된 IPA 모형을 활용하여 = A Comparative Analysis of Destination Selection Attributes for Night Tourism Program Tourists in Gongju: Applying Traditional and Revised IPA Models

다국어 초록 (Multilingual Abstract)

This study examines tourists’ perceptions of night tourism programs in Gongju by comparing the importance and satisfaction of destination selection attributes. Based on a survey of 250 tourists in September 2024, Importance–Performance Analysis (IPA) and a partial correlation–based revised IPA were applied. The results show that safety, cleanliness, and content quality achieved relatively high satisfaction, whereas program diversity, accessibility of travel information, transportation convenience, and accommodation diversity emerged as priority areas for improvement. These findings suggest that enhancing experiential diversity and supporting infrastructure is essential for strengthening night tourism competitiveness and informing local tourism policy.