고양호수예술축제 서비스 품질 IPA 분석

초록

This study analyzed the service quality and the economic ripple effects of the 2025 Goyang Street Arts Festival. Service quality was evaluated using a modified IPA to identify priority rankings for importance and satisfaction across quality factors. The analysis employed partial correlation coefficient (PCC). The results showed that factors scoring relatively high in both importance and satisfaction included “Accessibility (Location)”, “Friendliness of Staff/Local residents”, “Safety Measures or Orderliness”, “Distinctiveness”, “Appropriateness of Theme”, “Entertainment Value”, and “Diversity”. In contrast, factors with relatively low importance but high satisfaction are “Venue Attractiveness”, “Smooth Festival Operations”, and “Dynamism”. The economic ripple effect of the festival is estimated to be 24.6 billion KRW, calculated by combining visitor expenditures with induced effects in the related industries. The implications of the findings suggest that factors that rate high in both importance and satisfaction should be maintained or strengthened, while comprehensive improvements are required for factors such as “Parking Convenience”, “Pre-festival Promotion”, “Reflection of Local Characteristics”, and “Educational Value”. This study is significant in that it provides an academic analysis of the service quality of festival content and operational management in an urban art festival.

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