화성뱃놀이 축제의 세계화를 위한 전략적 제언

Strategic Proposal for Globalization of Hwaseong Boating Festival

The purpose of this study is to identify the perception and improvement points of the 14th Hwaseong Boating Festival and to derive future strategic tasks. It analyzed 586 responses that participated the 14th Hwaseong Boating Festival activity program. Through this, the purpose is to identify perception and improvement points for the festival and to derive future strategic tasks. For the fifth consecutive year, the Hwaseong Boating Festival has been selected as a representative festival for tourism in Gyeonggi-do, a preliminary cultural tourism festival from 2020 to 2023, and a National cultural tourism festival from 2024 to 2025. Therefore, it is time to consider strategies to become Korea's representative marine festival and global festival and achieve sustainable growth in the future. The results of the 2024 survey could suggest three strategic recommendation. First, it is necessary to analyze the visitor portfolio to diversify visitors and subdivide communication strategies by age, occupation, and visit purpose. A more active marketing communication strategy is needed to increase the participation rate of other city, regions and foreign- country. Second, it is necessary to develop various marine-related experience contents. Rather than expanding the costly boarding experience in terms of operation, a new model that combines natural resources and cultural contents such as peer phishing, wetland experience, and ecological education should be developed. Third, it should develop into a win-win festival that satisfies local residents and tourists. In order for the Hwaseong Boating Festival to be a sustainable success, an advanced cooperation system should be established to form a festival operation committee involving local residents, yacht operators' associations, and village merchants' associations to proceed with the direction of development with local governments.