부산대학교 도서관

This study aimed to evaluate the festival service quality of the cultural-art and eco-nature festival using importance-performance analysis. Specifically, the present study focused on identifying the difference between importance and performance of the festival service quality. 277 samples in total were utilized for the final analysis. Frequency analysis was implemented for identifying the demographical and festival participation behavior characteristics. Factor analysis and reliability analysis were also utilized for testifying the reliability and validity of festival service qualtiy. Finally, the IPA method was implemented to find out the importance and performance of festival service quality perceived by the participants. The results of this study suggested how to improve the festival service quality and what kinds of component factors would be more focused on improving the festival service quality.