문화관광축제의 활성화 방안에 관한 연구

A Study on the Strategy for Promoting a Cultural Tourism Festival: Festival Planning & Management

Nowadays, culture is regarded as the symbol of the local community’s dynamism. Cultural events or festivals became important as an instrument for the mobilization of tourism and the promotion of the local economy. In this respect, there are Korean Cultural Tourism Festivals, which are selected in oder to merchandise local festivals as worldwide tourists attractions, and subsidized by the central government. But they were negatively said to waste public budget with abrupt planning. In this context, this study was tried to evaluate Korean Cultural Tourism Festivals with focusing on the activation of local festival planning and management, and come up with new strategy aimed at the tourism market. It is intended (1) to explore the specific behavior of tourists attending the Korean Traditional Drink and Cake Festival 2003 in Kyongju; (2) to examine any significant factors of planning and management environment variables and its relationship; (3) to investigate any significant effects of these factors on tourists satisfaction and willingness to recommend. These are exemplified by 564 tourists experience. The findings of this study will provide festival managers with useful implications in planning the effective festival program.