IPA를 이용한 테마파크 방문자들에 대한 인식 분석 : 롯데월드를 사례로

초록

Purpose – The purpose of this study is to analyze the needs of target consumers by using Importance-Performance Analysis for theme park users. In other words, this study aims to understand the importance of theme park visitors through IPA, and to grasp satisfaction by meeting each one of them. Research Design, data, and methodology –For data collection, the study adopted survey instrument and the survey participants were the Lotte World visitors. The study carried out field survey and collected 130 respondents and performed IPA using SPSS 15.0. Using the derived factors, the importance of participants' perception in the theme park and the actual perceived satisfaction after using the theme park were analyzed through the difference of importance and achievement of the measurement items. IPA is composed of four parts(keep up the good work, concentrate here, low priority, and possibile overkill). Result – As a result of the average value of importance in 5 items(events and rides, information service, accessibility and transportation system, cost, environment and convenience), environment and convenience facilities showed the highest value with average value of 3.88. Also, in the performance part, information service part showed the highest result with 3.68. Conclusions – The results indicated that entrance fee, crowding, and motion line need to be improved, while consumers were satisfied with the cleanliness and accessibility of theme park.

키워드