This study is an exploratory study on the developmental strategy of representative festival for the city of Seongnam. The festival could create the economic effects and community culture. Thus we need to recognize the real substance of festival and community culture in the city. At this point, it needs to explore the present situation for festival in Seongnam and direction to the development of representative festival so that the citizen of Seongnam will elevate the quality of life and enjoy the cultural taste. To research this study, we investigated present festival situation and analyzed the festival contents, systems, and pros & cons. In addition, we interviewed focus group in festival related persons with structured questionnaires. With the exploratory investigation and the results of interview, we suggested that several political procedures, main body of operation, human resources utilization, festival contents, infra system and some PR & marketing strategies. The representative festival will lead city branding as well, therefore we suggested that Seongnam needs to develop the effective direction for the City branding with city brand slogans for successful representative festival..
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