보령시 보령머드축제 성공사례

A Case Study of Boryeoung Mud Festival

Boryeoung city has devoted itself to industrialize mud which is regionally abundant, and to develop it as the cultural tourism festival in connection with Daecheon Beach. As a result, the Boryeoung Mud Festival was designated as one of the excellent festivals in 1998 by the Ministry of Culture and Tourism. Lots of domestic and foreign tourists have visited there and so the regional economy has been greatly affected. And it has been settled as the representative culture festival which records the highest participation rate of foreign tourists. Recently various regional festivals have increased in quantity and so restructuring of cultural tourism festivals are required. The Boryeoung Mud Festival enables human beings to directly feel and experience natural benefits through mud which is a natural resource and so it has been firmly established as the differential cultural festival from other regional festivals. To make the Boryeoung Mud Festival develop as the worldwide cultural event in the future, it is regarded that its marketing mix should be generally compensated according to a change of environment.