Kano 모형을 이용한 지역축제 방문객 만족속성 분류 = 목포해양문화축제를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to enhance the satisfaction of the visitors to local festivals and minimize their dissatisfaction by classifying satisfaction assessment attributes of local festivals according to Kano Model (1984). The questionnaire of this study was designed in 5-point scale by reorganizing 17 items into a set of positive and negative questions by each item among visitor satisfaction survey items of Ministry of Culture, Sports and Tourism, according to the questionnaire composition suggested by Kano model. This study was conducted on the visitors of Mokpo Maritime Cultural Festival and local residents who have visited the festival and finally data of 183 people were utilized for Kano classification and customer satisfaction coefficient. As the result, first, satisfaction attributes of visitors to local festivals are classified into one-dimensional elements, attractive elements and indifferent elements. Second, accessibility, experience programs and variety of food are the source of satisfaction and deep impression and they can be used as differentiation strategy to secure competitive advantage of local festivals. Third, 5 attributes of program`s fun , information service, prices of foods, cleanness of restroom and rest spaces have relatively influence on both the satisfaction and dissatisfaction. Especially, cleanness of restroom turned out to be the priority to be solved to enhance the satisfaction of visitors to local festival. The result of this study can be utilized to explain and predict the satisfaction of visitors to local festivals and contribute to the establishment of festival marketing strategy and festival operation policy as a guideline.