부산대학교 도서관

Local Festival is a kind of total service commodity on the preceding research with Service Quality so this study verified the gap between festival visitor’s expectation and satisfaction using IPA based on SERVQUAL model. This study was based on the Chungjang Memory Festival of Gwangiu Metropolitan City which is designated a Cultural Tourism Festival, and it has attempted new thing for luring in domestic and foreign visitors annually. This study using Paired t-test and IPA shows implication to improve consumer focused service quality of Chungjang Memory Festival. The results have found that the visitors of Chungjang Memory Festival were especially dissatisfied with the infrastructure of festival among 4 factors such as infrastructure, program, guidance service, and accessibility. There are urgent needs to improve and make up for the weak points in respect of following items: 'Memory' which was main theme of Chungjang Festival did not correspond with image of Gwangju in terms of program’s contents and the satisfaction level was also quite low at putting the schedule into practice in terms of guidance service, and convenient accessibility too.