光州ㆍ全南 地域祝祭 活性化方案 硏究

A Study on the Activation for the Culture Festival of GwangjuㆍJeonnam Province

Culture was regarded as an activity which created the spiritual value, so it was not been included in the sphere of tourism. As the cultural desire of people, however, has been increased as well as the consumption level of people, popular culture has been developed and has taken the form of a cultural festival. The purpose of the study is to provide the local government with the basic direction and the strategic guidelines for the policy-making to develop the cultural festival of region in more effective and sound way. In this research the cultural festival was studied by setting up local festivals held in GwangjuㆍJeonnam province as a research theme. Most of successful cases of domestic and foreign culture festival show the functional linkages and cooperation among the sectors of citizen, enterprise, local government. The local government should support citizens and enterprises in the indirect manner and avoid dominating and intervening in the festival. The local government should make the programs which designate the order of the projects and link with each other. In the marketing process, the cultural festivals may be effective to advertize the image of the city. However, when the cultural festivals are executed as one-shot events without the linkage with the whole framework, any significant effects cannot be expected from them. Organization of the human and physical networks also provides very useful marketing environment. The study discusses the strategy to develop the cultural festivals of city mainly from the viewpoint of city marketing. Above all, however, good quality of life is the most essential condition to attract the cultural festivals into the city.