유네스코(UNESCO) 등재 승덕 피서산장(承德避暑山庄) 박물관을 중심으로 한 문화상품 디자인 개발 = Design and Development of Cultural Products Centered on the Chengde Mountain Resort Museum, a UNESCO World Cultural Heritage Site

국문 초록 (Abstract)

세계 경제 일체화와 문화산업의 발전으로 문화 소비는 현대 사회의 중요한 구성 요소가 되었으며, 박물관은 단순한 문화유산 보호와 전승의 공간을 넘어 문화창의산업과 관광 융합을 촉진하는 핵심 플랫폼으로 자 리매김하였다. 본 연구는 세계문화유산인 승덕 피서산장(承德避暑山庄) 박물관을 중심으로 박물관 문화상품의 디자인과 개발 문제를 심층적으로 연구한다. 현재 중국 박물관 문화상품은 디자인 동질화, 문화 기호 추출 의 부족, 브랜드 영향력의 약화, 시장 피드백 체계의 미비 등 여러 문제 에 직면하고 있다. 이러한 문제는 문화상품의 전파력과 경쟁력을 약화시 키고, 나아가 박물관의 지속가능한 발전을 저해하고 있다. 따라서 본 연 구는 학제적 이론과 실증 연구를 통해 문화적 깊이와 시장 경쟁력을 동 시에 갖춘 박물관 문화상품을 개발하는 데 있으며, 이를 통해 전통문화 의 창조적 전환과 현대적 표현을 실현하는데 그 목적이 있다. 연구방법으로는 문헌연구, 설문조사, 사례연구, 비교연구, 실증분석 등 다중 방법론을 병행하였다. 총 550부의 유효 설문을 수집하여 DTPB를 기반으로 한 구조방정식 모형(SEM)을 구축하고, 신뢰도 및 타당도 검 증, 상관 및 매개효과 분석을 수행하였다. 사례 연구에서는 프랑스의 루브르 박물관, 영국의 대영박물관, 미국의 메트로폴리탄 미술관, 한국의 국립중앙박물관 등의 국제적 사례를 분석하여 문화상품 개발 성공 요인을 도출하였다. 이들 박물관은 문화적 상 징을 심층적으로 발굴하고, 기호를 창의적으로 재구성하며, 브랜드 협업 과 다채널 마케팅을 통해 상품의 가치를 극대화하였다는 것을 알수있었 다. 이에 비해 중국의 고궁박물원, 소주박물관, 상해박물관 등의 사례분 석에서는 상품 수와 규모는 증가하였으나 디자인의 독창성, 문화 표현의 심화, 소비자 경험의 설계 등에서 여전히 한계를 보였으며 이 비교분석 에서는 승덕 피서산장 박물관의 문화상품 개발 전략을 수립하는 데 중요 한 방향성 제공하였다. 또한 본 연구는 계획된 행동이론 해체모델(DTPB)을 도입하여 소비 자 구매의도와 실제 행동 간의 인과관계를 분석하였다. DTPB는 태도, 주관적 규범, 지각된 행동통제 등의 요인을 세분화할 뿐만 아니라, 편의 조건, 지각된 가치, 문화 정체성과 같은 외부 요인을 포함하여, 소비자 행동의 다차원적 동인을 보다 정밀하게 규명할 수 있다. 또한 본 연구는 신박물관학의 관점에서 박물관의 사회교육적 기능과 공공적 역할을 강조 하고, 기호학 및 예술창의디자인학을 적용하여 건축 양식과 소장품에서 문화 요소를 발굴하고, 이를 기반으로 기호학적 변형과 개발 과정을 통 해 현대적 디자인 언어로 변환하는 방법을 제시하였다. 이러한 이론적 틀은 학문적 연구와 실무적 적용 모두에 기초를 제공하였다. 연구 결과, 소비자의 구매행동은 태도와 주관적 규범의 영향을 받을 뿐만 아니라 편의 조건, 지각된 가치, 정체성 인식, 감정적 체험의 요인 에 의해 강하게 좌우되었다. 특히 사회적 외부영향, 구전효과와 같은 요 인은 구매의도에 중요한 매개효과를 발휘하였다. 또한 시장 피드백의 부 족과 디자인 동질화는 박물관 문화상품의 지속 발전을 저해하는 주요한 제약 조건으로 나타났다. 디자인 개발에서는 승덕 피서산장의 건축 예술과 소장품을 기반으로 문화상품 방안을 구체화하였다. 본 연구는 문화상품이 기능성과 문화성, 감정성을 동시에 충족해야 한다는 원칙을 제시하였다. 구체적으로는 문 화 요소 추출 → 기호 전환 및 재창조 → 디자인 프로토타입 개발 → 시 장 검증 → 피드백 조정의 과정을 거쳐 최종 상품을 완성하는 순환적 개 발 구조를 제시하였다. 제품 유형은 기념품, 생활용품, 예술 파생상품, 디 지털 문화상품 등으로 다양화하였으며, 마케팅 전략은 브랜드 구축, 계층 적 가격, 멀티채널 유통, 몰입형 소비자 경험 설계 등을 포함하였다. 이를 통해 승덕 피서산장 박물관은 문화 전파와 시장 경쟁력을 동시에 확 보할 수 있는 발전 경로를 마련할 수 있었다. 본 연구는 크게 세 가지로 요약된다. 첫째, DTPB와 기호학을 결합한 학제적 연구 틀을 제시하여 박물관 문화상품 연구의 이론적 지평을 확장 하였다. 둘째, 국제적 사례와 중국의 현실을 비교·분석하여 소비자 구매 행동의 핵심 요인을 실증적으로 규명하고, 박물관 문화상품 개발을 위한 실천적 전략을 제시하였다. 셋째, 중국 박물관 문화상품의 발전을 위한 모범적 모델을 제시하여 향후 산업화 및 국제적 확산을 위한 경로를 제 안하였다. 그러나 본 연구는 특정 지역에 한정된 표본과 초기 단계의 실증 검증 이라는 한계를 가진다. 향후 연구에서는 VR, AR, 몰입형 체험 기술을 활용한 디지털 문화상품 개발로 확장하여 박물관 문화상품의 전파 방식 과 응용 영역을 넓힐 필요가 있다. 종합적으로 볼 때, 본 연구는 승덕 피 서산장 박물관의 문화상품 디자인 개발에 구체적 전략을 제시하였을 뿐 만 아니라 중국 전통문화의 창조적 전환과 국제적 확산을 위한 학문적으 로 실천하고자 하였다는 점에서 의의가 있다고 할 수 있다.

다국어 초록 (Multilingual Abstract)

With the globalization of the economy and the growth of the cultural industry, cultural consumption has become a critical aspect of modern society. Museums now serve as key platforms not only for the preservation and transmission of cultural heritage but also for integrating cultural creative industries with tourism. This study focuses on the design and development of museum cultural products, taking the Chengde Mountain Resort Museum (承德避暑山庄), a World Cultural Heritage site, as the primary case. Chinese museum cultural products currently face challenges such as design homogenization, insufficient extraction of cultural symbols, weak brand influence, and limited market feedback, which hinder their dissemination, competitiveness, and sustainable development. A multi-method approach was employed, including literature review, surveys, case studies, comparative analysis, and empirical modeling. A total of 550 valid questionnaires were analyzed using a Structural Equation Model (SEM) based on the Decomposed Theory of Planned Behavior (DTPB), with reliability, validity, correlation, and mediation effects examined. International case studies—such as the Louvre, the British Museum, the Metropolitan Museum of Art, and the National Museum of Korea—were analyzed to identify key success factors in cultural product development. These institutions effectively extract cultural symbols, creatively reconstruct them, and enhance product value through branding and multi-channel marketing. Comparisons with Chinese museums (e.g., the Palace Museum, Suzhou Museum, Shanghai Museum) revealed that while product volume has increased, limitations remain in design originality, cultural expression depth, and consumer experience design. The study applies DTPB to analyz the causal relationships between purchase intention and actual behavior, incorporating both internal and external factors such as attitude, subjective norms, perceived behavioral control, convenience, perceived value, and cultural identity. Drawing on new museology, semiotics, and creative design, the research identifies cultural elements in architecture and collections, translating them into contemporary design language through semiotic transformation. Findings indicate that consumer purchase behavior is influenced not only by attitudes and subjective norms but also strongly by convenience, perceived value, cultural identity, and emotional experience, with social influence and word-of-mouth mediating purchase intention. Market feedback gaps and design homogenization were found to constrain sustainable development. In practice, the study develops concrete strategies for Chengde Mountain Resort Museum, proposing a cyclical process: extraction of cultural elements → semiotic transformation and recreation → prototype development → market validation → feedback adjustment. Products were diversified into souvenirs, daily items, art-derived products, and digital cultural products, supported by brand building, tiered pricing, multi-channel distribution, and immersive consumer experience design. This approach enables the museum to enhance both cultural dissemination and market competitiveness. In summary, the study expands the theoretical framework of museum cultural product research by integrating DTPB and semiotics, empirically identifies key drivers of consumer behavior, and provides practical strategies for cultural product development. It offers a model for advancing Chinese museum cultural products toward industrialization and international dissemination, contributing to the creative transformation and global appreciation of traditional Chinese culture.

목차 (Table of Contents)

• Ⅰ. 서론 ················································································································· 1
• 1. 연구배경 및 목적 ························································································· 1
• 1.1 연구배경 ··································································································· 1
• 1.2 연구 목적 ································································································· 4
• 2. 연구범위와 방법 ··························································································· 6
• 2.1 연구범위 ··································································································· 6
• 2.2 연구 방법 ································································································· 7
• 2.3 연구의 흐름도 ························································································· 8
• Ⅱ. 이론적 배경 ·································································································· 9
• 1. 박물관 ············································································································ 9
• 1.1 박물관의 개념 ························································································· 9
• 1.2 박물관의 특성 ························································································· 9
• 1.3 박물관의 기능 ······················································································· 11
• 2. 박물관 문화상품 ························································································ 13
• 2.1 박물관 문화상품의 개념 ····································································· 13
• 2.2 박물관 문화상품의 구성 요인 ··························································· 30
• 3. 구매의도 ···································································································· 42
• 3.1 구매의도의 개념 ··················································································· 42
• 3.2 구매의도의 선행연구 ··········································································· 43
• 4. 구매행동 ······································································································ 44
• 4.1 구매행동의 개념 ··················································································· 44
• 4.2 구매행동의 선행연구 ··········································································· 45
• 5. 승덕 피서산장 박물관의 예술적, 문화적 특성 ···································· 46
• 5.1 승덕 피서산장 박물관 건축 예술의 문화적 특성 ························· 47
• 5.2 승덕 피서산장 박물관 소장품의 문화적 특성 ······························· 48
• Ⅲ. 박물관 문화상품 디자인 사례분석 ···················································· 50
• 1. 세계 유명 박물관 문화상품 디자인 사례분석 ····································· 50
• 1.1 프랑스 루브르 박물관 ········································································· 50
• 1.2 대영박물관 ···························································································· 52
• 1.3 미국 메트로폴리탄 미술관 ································································· 54
• 1.4 한국 국립중앙박물관 ··········································································· 55
• 2. 중국박물관 문화상품 사례분석 ······························································· 56
• 2.1 중국박물관 문화상품 디자인 개발의 발전과정 ····························· 56
• 2.2 중국박물관 문화상품 디자인 개발 성공사례 ································· 57
• 2.3 중국과 세계 유명 박물관 문화상품 비교분석 ······························· 60
• 3. 승덕 피서산장 박물관 문화상품 디자인개발 현황 ····························· 61
• 3.1 승덕 피서산장 박물관의 가치 ··························································· 61
• 3.2 승덕 피서산장 박물관 문화상품 디자인개발 현황과 문제점 ····· 63
• Ⅳ. 연구설계 ······································································································ 70
• 1. 연구모형 ······································································································ 70
• 2. 연구가설의 설정 ························································································ 72
• 2.1 박물관 문화상품에 대한 구매태도와 구매의도의 관계 ··············· 73
• 2.2 박물관 문화상품에 대한 주관적 규범과 구매의도의 관계 ········· 75
• 2.3 박물관 문화상품에 대한 지각된 행동통제와 구매의도 간의 관계 ·········· 77
• 2.4 소비자의 박물관 문화상품 구매의도와 구매행동의 관계 ··········· 79
• 2.5 박물관 문화상품에 대한 소비자의 구매태도와 구매행동 간의 관계 ········· 80
• 2.6 박물관 문화상품에 대한 주관적 규범과 구매행동 간의 관계 ··· 81
• 2.7 박물관 문화상품에 대한 지각된 행동통제와 구매행동 통제의 관계 ······· 82
• 2.8 구매태도와 구매행동의 관계에서 구매의도의 매개효과 ············· 84
• 2.9 주관적 규범과 구매행동의 관계에서 미치는 영향에서 구매의도 의 매개효과 ···· 85
• 2.10 지각된 행동통제와 구매행동의 관계에서 구매의도의 매개효과 ············· 86
• 3. 변수의 조작적 정의 및 설문 구성 ························································· 87
• 3.1 변수의 조작적 정의 ··········································································· 87
• 3.2 설문 구성 ······························································································· 89
• 4. 조사설계 및 자료의 분석방법 ································································· 90
• 4.1 조사설계 ································································································ 90
• 4.2 예비조사 ································································································ 91
• 4.3 자료의 분석방법 ··················································································· 91
• 5. 실증분석 ······································································································ 91
• 5.1 표본의 인구통계학적 특성 ································································· 91
• 5.2 측정 도구의 타당도 및 신뢰도 분석 ··············································· 93
• 6. 상관관계 분석 ··························································································· 95
• 7. 연구가설의 검증 결과 ··············································································· 96
• 7.1 구조모형 ································································································ 96
• 7.2 매개효과 검증 ···················································································· 100
• 7.3 가설검증 결과 요약 ··········································································· 103
• 8. 승덕 피서산장 박물관 문화상품디자인 개발을 위한 소비 행태분석 ··· 104
• 8.1 박물관 문화상품 구매현황 ······························································· 104
• 8.2 승더 피서산장 박물관 실천작에 대한 이용자 만족도 조사 ····· 108
• 9. 승덕 피서산장 박물관 문화상품 구매행동에 미치는 영향요인 연구결과 ······ 110
• 9.1 연구개요 및 데이터 분석 ································································· 110
• 9.2 실증분석 결과 ···················································································· 110
• 9.3 연구의 시사점 및 향후 방향 ··························································· 111
• Ⅴ. 승덕 피서산장 박물관 문화상품 디자인 개발 방안 ················· 112
• 1. 승덕 피서산장 박물관 문화상품의 마케팅 전략 ······························· 112
• 1.1 브랜드 구축과 협력 ··········································································· 113
• 1.2 상품의 계층적 가격결정 ··································································· 116
• 1.3 멀티채널 마케팅 ················································································ 118
• 1.4 소비자 경험 향상 ··············································································· 120
• 2. 승덕 피서산장 박물관 문화상품의 디자인 과정 ······························· 121
• 2.1 수요분석 ······························································································ 121
• 2.2 디자인 단계 ························································································ 123
• 2.3 제품 평가 ···························································································· 124
• 3. 승덕 피서산장 박물관 문화상품의 디자인 원칙 ······························· 125
• 3.1 포지셔닝 전략 ···················································································· 125
• 3.2 문화 융합 ···························································································· 125
• 3.3 예술 표현 ···························································································· 126
• 3.4 정서적 공감 ························································································ 127
• 3.5 세분화 디자인 ···················································································· 129
• 4. 승덕 피서산장 박물관 문화상품의 디자인 방법 ······························· 130
• 4.1 디자인 주제 ························································································ 130
• 4.2 디자인 내용 ························································································ 132
• 4.3 디자인 기호학을 기반으로 한 승덕 피서산장 박물관 문화상품 디자인 방법 연구 ·········· 134
• 5. 승덕 피서산장 박물관 문화상품 디자인 방안 제시 ························· 136
• 5.1 기초 디자인 연구 ··············································································· 136
• 5.2 응용 디자인 실천 ··············································································· 137
• 6. 승덕 피서산장 박물관 문화상품 디자인 실습작에 대한 만족도 표본 데이터 분석 ········ 178
• Ⅵ. 결론 ············································································································· 180
• 1. 연구 결과의 요약 ···················································································· 180
• 2. 연구의 가치 ······························································································ 182
• 3. 연구의 한계점과 향후 연구방향 ························································· 183
• 4. 종합적 의의 ······························································································ 184
• 참고문헌 ········································································································ 185
• 부록 ················································································································ 200
• Abstract ········································································································ 223