Consumer Evaluation toward Attribute Factors of Regional Characters Using Revised Importance Performance Analysis: Focusing on Kumdori and Kumsuni of Daejeon

Daejeon has actively utilized its representative characters, Kumdori and Kumsuni, in urban marketing since 2020. This study evaluates their attribute factors using Revised Importance Performance Analysis (RIPA) and examines their impact on overall satisfaction, along with differences in influence between the two characters. For Kumdori, attractiveness, reliability, and similarity emerged as strengths, while originality was a weakness. For Kumsuni, attractiveness and similarity were strengths, but homogeneity and originality were weaknesses. Kumsuni's attractiveness was rated higher, whereas Kumdori scored higher in reliability and dynamicity. All attributes except dynamicity positively affected overall satisfaction. However, the regression analysis revealed no significant difference between the two characters. These findings offer practical insights for character-based urban marketing strategies in Daejeon.