Evaluating Demand Indicators for Marine Tourism Souvenirs in Busan Tourism Area: An Approach Using the KANO Model and the Analytic Hierarchy Process

To heighten the desirability and pertinence of Busan's marine tourism souvenirs, this study rigorously applies an integrated methodology incorporating both the KANO Model and the Analytic Hierarchy Process.Starting with a comprehensive categorization of 18 demand indicators, the analysis differentiates them into Must-be, One-dimensional, Attractive, and Indifferent demands.Subsequently, the five indicators classified as Indifferent, such as Craftsmanship, Eco-friendly functions, Educational functions, etc., are excluded.Therefore, they were excluded due to their minimal impact on the study's objectives.The methodology focuses on the remaining 13 indicators, including Design shape, Safety features, Commemorative characteristics, etc., to establish a hierarchical structure of enhancement priorities through AHP.This evaluation method highlights nine critical indicators for pioneering and targeted developmental initiatives.Their precedence order includes commemorative characteristics, marine cultural features, creative features, safety features, and series design and practical functionality.The paper proposes a suite of tailored recommendations aimed at augmenting cultural authenticity, spurring design innovation, and assuring the practical allure of souvenirs, thereby surpassing the complex needs of tourists and amplifying their overall contentment with Busan's marine tourism products.By harnessing the diagnostic capabilities of both methods, the study introduces a nuanced, dual-faceted framework for evolving souvenirs emblematic of Busan's unique marine heritage while attuning to contemporary market trends.The results endorse an intensified focus on refining souvenir characteristics that tourists deem most compelling, consolidating Busan's reputation as a distinguished marine cultural hub.It is recommended to emphasize interactive experiences in souvenir design, delve into marine cultural symbols, and employ design techniques to distill Busan's marine culture into practical souvenirs, thus enhancing their appeal and utility while preserving the city's maritime cultural identity.