관광 매력속성 향상을 위한 우선순위의 도출

The aim of this study is to apply a new approach to prioritizing attractiveness attributes in improvement strategies. In particular, this study demonstrates the value of impact range-performance analysis (IRPA) and impact-asymmetry analysis (IAA) in prioritizing attractiveness attributes for improvement. It examines the asymmetric effects of attribute performance on overall satisfaction (OS) from the perspective of Kano’s three-factor theory through impact range-performance analysis and impact-asymmetry analysis. This approach enables classification and prioritization of attractiveness attributes as frustrators, dissatisfiers, hybrids, satisfiers, and delighters for the effective management of overall satisfaction. Results validated the rigor of impact range-performance analysis and impact-asymmetry analysis in identifying key determining attributes of customer satisfaction/dissatisfaction among various attractiveness attributes based on the three-factor theory. Moreover, this approach allows assessment of each attribute’s range of impact on overall satisfaction. The theoretical and practical implications of this study’s findings are included to enrich both academicians’ and industry practitioners’ understanding of customers’ perceptions and attitudes towards destinations and to aid the development of marketing strategies.