A Study on the Improvement ofWellness Tourism Service Quality - Focused on Participants of Wellness Tourism in Chungcheongbuk-do -

This study examines the quality of wellness tourism services in Chungcheongbuk-do, South Korea, identifying key areas for improvement to enhance competitiveness. Wellness tourism has gained global attention, with increasing demand post-pandemic as travelers seek relaxation and health benefits. The study applies Deng’s modified Importance-Performance Analysis (IPA) to analyze service quality factors based on participant surveys. Key attributes include cleanliness, sufficient tourism resources, hospitality, and high-quality infrastructure. Areas requiring improvement include service training, pricing fairness, and alignment with visitor expectations. The study suggests systematic employee training, enhanced customer management, and sustainable infrastructure development. Local culture integration and customized wellness programs are also emphasized. Findings provide theoretical contributions and practical implications for wellness tourism growth. Despite its focus on Chungcheongbuk-do, this study highlights broader strategies applicable to wellness tourism worldwide. Future research should explore regional comparisons and large-scale surveys to strengthen findings.