국내 크루즈 관광객의 선택속성에 대한 중요도-만족도 분석 -목포-제주 관광객을 중심으로-
The Importance-Satisfaction Analysis of the Selective Attributes of Domestic Cruise Tourists –Focusing on Mokpo-Jeju Tourists-
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초록
본 연구에서는 실제 크루즈선에 탑승한 관광객들을 대상으로 안전성 요인, 선실 서비스, 홍보, 편의시설에 대한 인구통계학적 특성과 중요도-만족도 분석을 시행하여 크루즈관광 만족에 미치는 영향을 분석하였다. 크루즈 관광객의 크루즈 선택속성에 대한 중요도-만족도 분석(IPA)을 통해 우선적으로 개선해야 할 평가 측정 요소들을 알아보고, 선택속성이 관광객의 재구매 의도에 미치는 영향을 분석하여 관광객의 재구매를 촉진하기 위해 가장 영향을 미치는 평가 측정 요소가 무엇인지를 제시하였다. 크루즈 IPA분석 결과 가장 먼저 개선해야 할 집중, 유지, 저순위, 과잉 영역으로 중요도-만족도를 분석하였다. 이를 확인한 결과 Durbin-Watson은 1.479으로 2에 가까운 값을 보여주고 있어 모형의 독립성을 보이고 있으며 독립변수 간 다중공선성은 VIF 지수가 10미만으로 다중공선성이 없는 것으로 확인되어 다중회귀분석에 적합한 모형으로 보여지고 있다. 선택속성 요인들은 유의확률 .001 값을 가지고 있어 재구매 의도에 정(+)의 영향을 미치는 것으로 나타났다. 중요도-만족도 분석을 통해 관광객들이 중요하게 생각하는 요소와 만족도를 파악함으로써 고객 중요도-만족도 증대, 서비스 품질 향상, 관광상품의 개선, 크루즈 관광객의 불만 사항과 요구사항 파악함으로써 기대효과를 높일 수가 있을 것이다.
Abstract
In this study, we conducted an analysis of demographic characteristics and importance-performance factors related to safety, cabin services, publicity, and convenience facilities for tourists on actual cruise ships. This analysis aims to evaluate the impact on cruise tourism satisfaction. Through importance-satisfaction analysis (IPA) of cruise tourists' selection attributes, we identified the evaluation factors that need improvement and analyzed how these selection attributes influence tourists' repurchase intentions, thereby determining the most impactful factors for encouraging repurchase. The Cruise IPA analysis revealed the importance-satisfaction levels, categorizing them into areas that require initial improvement: focus, maintenance, low priority, and excess. The Durbin-Watson test indicated a value of 1.479, which is close to 2, suggesting the independence of the model. Additionally, multicollinearity among independent variables was assessed, confirming no multicollinearity since the VIF index was below 10, making it a suitable model for multiple regression analysis. The selection attribute factors demonstrated a significance confidence value of .001, indicating a positive effect on repurchase intention. By identifying the factors and levels of satisfaction that tourists consider important through importance-performance analysis, we can enhance expected outcomes by improving customer importance-performance, service quality, tourism products, and by addressing cruise tourists' complaints and requirements.
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