문화구 시설과 서비스요소에 대한 분석과 평가는 매우 중요한 것이다. 지금까지 문화구시설과 서비스설계에 관한 연구는 매우 미흡한 실정이나, 문화구가 많이 늘어남과 아울러 문화구 평가수요도 많아지고 있다. 따라서 본 연구의 접근방법으로서 중요도-성과 분석은 일종의 마케팅 분석의 한가지 방법으로 본 연구에 응용되고 있다. 본 연구는 총 28명의 전문가를 방문하여 인터뷰를 진행하였으며, 그 중에는 문화구 관리인원, 장기간 예술 관계자들도 포함되어 있다. 또한 modal salient beliefs method방법으로 41개 문화구 요소를 평가하고 선정하였다. 설문조사를 진행하여 (1) 인구통계학적 요인, (2) 41개 요소중 15개 문화구 설계요소에 적합된 요소들을 선정하고, 15개 요소의 성과에 대한 분석을 진행하였다. 데이터분석 과정에서는 먼저 요인분석 방법을 통하여 5개 요인을 선정하고, 다음 MANOVA을 사용하여 5개 요인에 대한 적합성 여부를 검증하였다. 분석결과 5개 요인으로 구성된 도표는 신뢰도와 타당성을 확인하였다. 마지막으로 본 연구는 중요도-성과 분석을 통하여 마케팅 전략에 관한 분석을 진행하여 결과를 도출하였다. 따라서 문화구 서비스요소는 문화구 건축 풍격, 문화구 시설, 문화구 문화 의미지, 문화구 환경과 문화구 생활시설이 포함되어 있으므로 본 연구의 분석 결과를 문화구 관리에 있어 중요 관리요인으로 인식하여 문화구 시설과 서비스에 대한 관리 개선에 활용하여야 할 것이다.
Evaluation of the visitor efficacy of design features is essential for optimizing existing and future recreational facilities. Little research in design of Cultural District Facility and Service (CDFS) has been conducted, therefore, resulting in a limited amount of data available to assist the planner in the design of CDFS. Evidence does exist that there is an increasing need for the development and refinement of an evaluation technique that incorporates a marketing Importance-Performance Analysis (IPA) for application in recreation services. The problem addressed in this dissertation is the development and validation of a salient set of relevant attributes in assessment for design features of cultural district. A total 28 subjects were invited to the interview session for the expert judges method. Subjects for the expert judges were manager of committee in cultural district and artists in the district. At the same time, a total of 12 subjects were invited to the interview session for the modal salient beliefs method. Subjects for the modal salient beliefs method must be self-identified as being of the age of 25 or above and frequent visitors. Attributes generated from the expert judges and modal salient methods were combined into one list. The frequency of each mentioned attribute was calculated. A total of 41 cultural district design feature attributes were generated from these two methods. On the other sides, a closed-ended questionnaire consisting of there parts, with (1) demographic survey (2) the relative importance of the 15 cultural district design features, and (3) opinion on the performance of the 15 cultural district design features, was constructed. In the section of data analysis, firstly the study extracted five factors by factor analysis for further analysis of MANOVA; secondly, MANOVA analysis was employed for identifying significant difference between nominal variables and observed variables. The statistical results of this study indicated that this instrument, comprised five factors made up of 15 attributes, is valid (with eigenvalues ranging from 1.64 to 2.65) and reliable (coefficient reliability ranging from .65 to .80);thirdly, the study employed importance-performance to analyze the data and generate marketing strategies for improving Cultural District’s Facility and Service. On the other hand, this 5-factor modal of the cultural district design features, which made up of 15 attributes, include: (1) Cultural District’s Architect; (2) Cultural District Facility; (3) Cultural District’s Art Level; (4) Cultural District Environment; (5) Cultural District Living Condition. In conclusion, this study provides a valid process of attribute development within the context of the conditions set forth in this study