A Study on Regional Tourism Preparedness - Focused on Tourists in Busan Metropolitan City -

The purpose of this study is to develop strategies for the continuous tourism development of Busan Metropolitan City as an international tourist destination. To achieve this, the study identified the current state of tourism preparedness, which influences tourist satisfaction and post-visit intentions, and provided suggestions for areas that need improvement. An empirical analysis was conducted targeting tourists who visited Busan Metropolitan City to accomplish the research objectives. A total of 400 valid samples were obtained through an online survey, with proportional allocation by gender and age, and these samples were used for analysis. The study applied a revised Importance-Performance Analysis (IPA) method to derive an Importance-Performance (IP) Matrix based on relative importance. "Travel expenses (tourism prices)" were identified as the attribute in urgent need of improvement among the tourism preparedness factors, and corresponding measures and implications were presented.