IPA를 이용한 크루즈 여행상품 선택속성에 관한 연구

Abstract

The cruise industry is one of the fastest growing sectors of world tourism. The worldwide cruise industry has demonstrated a significant trend expand over the decade. The market of the worldwide cruise industry recorded an annual average growth rage 10.3% between 2000 and 2012. At the present, the number of cruise travelers has been increasing a high growth annually. In the past, the Asia region has received only minor attention as a cruise destination but Asia has recently started attracting cruise tourists as a new cruise destination, especially Northeast Asia. Nevertheless, the cruise industry is in its infancy in the Northeast Asia market. Jeju Island has in rich nature resources, climate and the geographical position which is peninsula by sea on all sides. The purpose of this study is finding out what the selection attributes of a cruise tour product are and to give help to plan marketing strategy through the data from the questionnaire by Chinese cruise tourists visiting Jeju by using the technique of IPA(Importance-Performance Analysis). The results of this research the IPA showed "Concentrate Here" in quadrant I, "Keep up the Good Work" in quadrant II, "Low Priority" in quadrant III and "Possible Overkill" in quadrant IV. Depending on the outcome IPA the accessibility and customs in Jeju need to focus more on the work in the future.