면세점 쇼핑 관광객의 중요도-만족도(IPA)에 관한 연구 -제주방문 중국인 관광객을 중심으로- = A Study of the Importance-Performance(IPA) of Duty Free Shopping Tourists -Focused on Chinese Tourists in Jeju-

다국어 초록 (Multilingual Abstract)

This study examined the importance and performance of duty free shopping of Chinese tourists in Jeju and suggested practical implications for the effective management strategy on duty free shop. IPA(Importance-performance analysis) was applied to compare the importance attributes with the satisfaction attributes of Chinese tourists` duty free shopping. Through IPA analysis on 20 duty free shopping attributes, 9 were identified in the 1st quadrant, which need to be sustained, showing higher importance and satisfaction. These were diversity of product, resonable price of product, quality of product, packaging of goods, brand, cleanliness of duty free shop, reputation of the store, knowledge of salesperson and kindness of employees. 5 attributes loaded in the 3rd quadrant were linguistic ability of salesperson, foreign language sign, current exchange rate sign, coupon/gift and discount. Finally, in the possible overkill quadrants, 5 attributes such as display of product, convenience of purchase, location of the shop, atmosphere of the store and the interior design of the shop were distributed. Based on the study results, this study suggested measures, limitations and future research direction. on facilitating duty free shopping by chinese tourists visited Jeju.