서울시 근대문화유산의 스토리텔링을 통한 관광활성화 방안

반정화 ( Jeong Hwa Pan ),민현석 ( Hyun Suk Min ),노민택 ( Min Taek Noh ) 서울시정개발연구원 2009 연구보고서 Vol.2009 No.28

Ⅰ. Introduction The area inside the original city walls of Seoul contains the history of Seoul`s modern culture and played an important part in establishing Seoul`s unique authenticity and identity. However, the level of awareness and utilization of Seoul`s modern cultural heritage is very low. To resolve this situation, this study 1) accumulated references by making a database of Seoul`s modern cultural heritage, 2) researched literature and case studies on storytelling for tourism revitalization, and 3) concluded as to how storytelling techniques could be used to revitalize awareness and utilization of modern cultural heritage inside Seoul`s original four city walls. The modern cultural heritage studied was defined as that within current Jung-gu and Jongro-gu (the area inside the original city walls). Based on material from the Cultural Heritage Administration of Korea and the city of Seoul, a total of 74 modern cultural heritage (45 in Jongro-gu, 29 in Jung-gu) were found for research. Ⅱ. The Current State of Modern Cultural Heritage inside Seoul`s City Walls Modern cultural heritage includes all aspects of the era between the beginning of Korea`s modernization (roughly 1876) to 50 years before today, including among others the spheres of humanities, society, geography, and environment. Most modern cultural heritage cannot be internally changed and have limited utilization in other ways than originally intended. 63.5% of Seoul`s modern cultural heritage is privately owned, and 41.9% (31 items) are non-public, making it difficult to make them into proper tourist capital. Most tourism resources are distributed following the pattern of capital, being focused in the Bukchon and Insadong area, the Jeong-dong area, and the Bukchang/Namdaemun/Myeongdong area. Tourist attractions inside the original Seoul city walls are rarely utilized, being only partially introduced as part of Seoul`s city tour program. Ⅲ. Storytelling of Tourism Destinations ``Storytelling``is a combination of "story" and "telling." Here, "story" means a plot, and "telling" refers to the method of communication appropriate for a particular medium. Storytelling techniques are used in a variety of fields, and is being recognized not only as a way to maximize consumers` experience but also as an effective method of behavioral change. Storytelling in tourism must be understood as a meaning system created in concert between the story surrounding a particular tourist attraction, and the tourist. It is important to use ``interaction`` between the tourist and a particular attraction to bring to the surface an aspect valued by both sides. This study proposes that tourism storytelling be developed through the next five steps: 1) finding stories about tourist attractions, 2) selecting the main goal of storytelling, 3) developing a main theme, 4) selecting media, and 5) realizing the plan. Ⅳ. Revitalizing Tourism of Seoul`s Modern Cultural Heritage Through Storytelling 1. Step-by-Step Strategy for Storytelling of Seoul`s Modern Cultural Heritage Step 1: Discovery of stories surrounding cultural heritage inside the Seoul city walls: after making a database of the modern cultural heritage inside the Seoul city walls and categorizing them, use the information to find stories and themes that could be used to improve tourism in the area. -Facilities related to modern technology and industry, -Changes in modern architecture -Education facilities and changes in education -Portraits of modern personalities(political, cultural, artistic) -History of the Korean interim government and modern Korean history, -Religious facilities, -Socio-cultural facilities Step 2: selection of a goal for storytelling of modern cultural heritage: studying the goals of modern cultural heritage storytelling from the perspective of maximization of tourists` experience, heritage protection, expansion of advertisement, and safe tourism. Step 3: development of a theme for modern cultural heritage storytelling: division of stories found in step 1 between three districts (Bukchon, Jeong-dong, Namchon). Step 4: Planning the media for delivering stories about modern cultural heritage inside city walls: proposal of possible media outlets for storytelling. 2. Expanding Storytelling about Modern Cultural Heritage Inside Seoul City Walls Changing perceptions about modern cultural heritage: the following was proposed as solutions to bring new meaning to the Bukchon, Jeong-dong, and Namchon areas. Expansion and development of tour routes focusing on the Jeong-dong, Bukchon and Insadong, and Namchon areas. Increased utilization of modern cultural heritage through virtual reality and video: creation of virtual tours and documentaries Building of museums on modern culture and history of modern life Changing perceptions about modern culture and creation of educational materials Reenactment of Wongudan and 3/1 protests Ⅴ. Conclusion and Policy Suggestions In order to change perceptions of modern cultural heritage, it is necessary to give new meaning to the Bukchon, Jeong-dong, and Namchon areas, making them an opportunity to introduce "Seoul culture" through modern cultural heritage. The utilization of these heritage must be increased using stories and storytelling media with the help of specialists. The possibilities of the heritage must be carefully studied to develop diverse tourism routes and to select appropriate storytelling media.

여행사 서비스 비용과 고객 충성도 관계 분석

潘正和(Pan, Jeong-hwa) 한국문화관광학회 2002 문화관광연구 Vol.4 No.2

The purpose of this study is to examine the purchasing behavior of cultural tourists segmented by value. A survey was conducted from August 15 through to August 30, 1999 by distributing a total of eight hundred questionnaires to respondents in 25 selected Gus in Seoul. Of the total, seven hundred and fifteen were collected and six hundred and eighty were usable and analyzed. The data analysis was done by SPSS/WIN Ver.6.0 and SAS/WIN VER.6.12 software packages. Factor analysis and cluster analysis were employed to determine the characteristics of segmented clusters, ‘value’ and selected attribution of cultural tourism. The one-way ANOVA was used to present relationships between value and cultural tourists’ selection features. A regression analysis presented relationships between selection features of a cultural tour and ex post facto behavior (revisit intention) after purchasing. The findings are as follows: Value group was divided into 4 clusters-logical, self-realizing, religion-oriented, and conservational. The tourists who had a freedom-oriented value factor took a serious view of experiential cultural tourism. On the other hand, the tourists who had a traditional value factor avoided experiential cultural tourism. This study helps to determine which selection features influence cultural tourists in terms of revisit intention.

서울시 산업관광자원 활성화 방안

반정화 ( Jeong Hwa Pan ),이정현 ( Jung Hyun Lee ),강미선 ( Mi Sun Gang ) 서울시정개발연구원 2011 연구보고서 Vol.2011 No.10

Overview on the Research: Though Seoul has many different industrial resources, utilization of the industrial resources as tourism packages is not sufficient, and, in most cases, industrial tourism is viewed as business travel due to lack of understanding and research activities are not actively performed. This research aims to establish a driving strategy for vitalization of Seoul Industrial Tourism by understanding the characteristics of the industrial tourism and searching and securing the industrial tourism resources that can be utilized, II. Industrial Tourism: 1, Concept and characteristics of industrial tourism The industrial tourism is a form of tourism in which ``industry is the subject of tourism`` and it started as part of efforts to vitalize local industry, In spite of its importance, research activities of both academic and business circles involved in the domestic industrial tourism are not actively performed. The subject and scope of the industrial tourism is unlimited as any and all forms of industries producing goods and services for economic income can be the subject of the industrial tourism, and, in addition, the materials for the industrial tourism can be seen everywhere if particular attention is paid, 2, Research on the industrial tourism The research activities flow on the industrial tourism can be divided into 1) industrial tourism utilizing the local industries, 2) creation of brand asset value through industrial tourism, 3) experience tourism factors of industrial tourism and satisfaction level, 4) importance of industrial tourism policies and 5) utilization of industrial heritage. In this research, the definition of the industrial tourism and its vitalization are explored from three different perspectives, that are the tourists, businesses and local government, III, Current Statues Analysis of Seoul Industrial Tourism Resources The analysis on the actual condition of Seoul industrial tourism resources were conducted in the following four different segments; 1) Industrial tourism packages preferred by tourists from outside 2) Seoul City Government`s industrial tourism programs 3) Industrial tourism resources based on the Seoul industry distribution status 4) Industrial heritage resources of Seoul. VI. Strategies to vitalize the utilization of Seoul industrial tourism resources As for the strategy for vitalizing the industrial tourism, 1) utilization of Seoul industrial tourism resources, 2) cooperation with industrial tourism resources of other areas, 3) utilization of large/small and medium enterprises, 4) search and utilization of industrial heritage resources and 5) enhancement of industrial tourism awareness and publicity marketing, etc. were presented. V. Conclusion and implication 1. Current status and problems of Seoul industrial tourism The following were pointed out as the problems of Seoul industrial tourism; -Utilization of industrial tourism resources and publicity efforts are not sufficient -Very little understanding as to industrial tourism resources and shortage of related infra -Shortage of data as to industrial tourism resources -Shortage of cooperative ties for utilizing industrial tourism resources -Very little attention to, and utilization of, industrial heritage. 2. Implications First of all, as the industrial tourism packages are not clearly defined and there is no clear criteria, they should be differentiated from other tourism packages. New packages that will meet the value of the industrial tourism should be developed so that the value of the packages may come to the fore. Secondly, among other things, the differences between the industrial tourism and existing tourism should be dealt with as an important issue so that the industrial tourism may draw more and more attention. Lastly, privately owned industrial heritage and the difficulties encountered by private companies in leading development projects are viewed as the biggest obstacle. In order to expand the participation of private companies in promoting the industrial tourism, such problems need to be resolved.

대학생 배낭여행객의 여행행태 분석

반정화(Jeong Hwa Pan),이정규(Jeong Gyu Lee) 한국호텔관광학회 2002 호텔관광연구 Vol.4 No.3

문화관광객의 가치에 따른 시장세분화와 선택행동분석

李貞珪(Lee, Jeong-gyu),潘正和(Pan, Jeong-hwa) 한국문화관광학회 2002 문화관광연구 Vol.4 No.2

The purpose of this study is to examine the choice behavioral characteristics of cultural tourists being segmented by value. The survey conducted from Aug. 15th through Aug. 30th in 1999. Total of 800 questionnaires were distributed to the respondents in the selected 25 Gus in Seoul, and 715 were collected and 680 were usable and analyzed. The data analysis was done by SPSS/WIN Ver.6.0 and SAS/WIN Ver.6.12 software packages. Factor analysis and cluster analysis were employed to find out the characteristics of segmented clusters, ‘value’. The one-way ANOVA were used to present relationships between value and cultural tourists’ choice features. The regression analysis presented relationships between selection features of cultural tour and ex post facto behavior(revisit intention) after purchasing. The findings are as follows; Value group was divided into 4 clusters; logical, self-realizing, religion-oriented, and conservational. The tourists who have freedom-oriented value factor took a serious view of experiential cultural tourism. On the other hand, the tourists who have traditional value factor avoided experiential cultural tourism. They help to find which selection features influencing cultural tourists in terms of revisit intention.

문화관광객 세분시장의 구매행동 분석

李貞珪(Lee, Jeong-gyu),金相會(Kim, Sang-hoi),潘正和(Pan, Jeong-hwa) 한국문화관광학회 2001 문화관광연구 Vol.3 No.1

As the importance on cultural tourism grows, researches on psychological characteristics influencing tourists’ behavior have gradually increased. The purpose of this dissertation is to examine the purchasing behavioral characteristics of cultural tourists being segmented by benefit sought. This research is divided into two categories; one is the demographic characteristics, the other is the benefit sought. The study on purchasing behavioral characteristics includes problem recognition, information search, alternative evaluation, purchase, ex post facto behavior after purchasing cultural tourism. The survey conducted from September 1th through 15th. Total of 300 questionnaires were distributed to the respondents in the selected 25 Gus in Seoul, and 245 were collected and 213 were usable and analyzed. The data analysis was done by SPSS Ver. 6.0. Factor analysis and cluster analysis were employed to find out the characteristics of segmented cluster; benefit sought. Cross tab and one-way ANOVA were used to present relationships among cultural tourists’ selection features. Therefore, tourists behavior can be accounted to the benefits they want to obtain and market is required to be segmented by the benefits consumers want to obtain.

서울시 생태관광을 위한 생태탐방로 조성방안

송인주 ( In Ju Song ),반정화 ( Jeong Hwa Pan ),정진아 ( Jin Ah Jeong ) 서울시정개발연구원 2008 연구보고서 Vol.2008 No.19

In this study, we categorized ecological resources and selected main resources for ecological trails that had valuable for touring such as wild life preservation areas and ecosystem conservation region including historical and cultural resources. Moreover, we tried to make an urban ecological trail tour program not only to preserve environment but also to provide natural tour for people through examined and analyzed main resources of ecological trails. In addition, we enhanced prestige of ecological tourism in Seoul as the ecological trails vitalization program. This study is divided by four part- analysis of current condition about ecological trails tour examine and analysis about potential resources of ecological trails; suggestion of the way to make ecological trails; vitalization program for using ecological trail. The main results of this study are the followings. First, we confirmed terminologies related to ecological tour and examined domestic and foreign cases of ecological trails to understand current condition. We tried to use these two results as basic data for the ecological trails planning in Seoul. According to the survey and the analysis of park utilizations condition data, people maintained their needs that they want to experience the nature even though city of Seoul has less resources than other areas for its scale. Secondly, we categorized ecological trails into forest ways, river ways and park ways. Moreover, we surveyed and summarized potential resources each of them. For forest ways, we examined forestry resources and parks in mountains. For river ways, we went through river and wetland and for park ways, we investigated ecological parks and neighborhood parks. Forestry of Seoul as a potential resources of forest ways are founded 35 places including Gwanaksan(Mt.), Namsan(Mt.), Dobongsan(Mt.). Among these places, 7 places have special historical resources and 6 places have special preservation area. Accordingly, 37% of total forestry resources have cultural resources or special ecological resources. Potential resources of river ways are 18 areas including small creeks in Seoul such as Han river, Tancheon(stream), Dunchon-dong wetland. We can find high biodiversity in there because wetland has special characteristics and it can be allowed specific ecological resources. Resources of park ways are 28 of neighborhood parks in Seoul and except some areas, they have many visitors due to easily accessible place besides ecological and cultural resources. In case of ecological tour resources in Seoul, although forest resources located just at the edge of north and south regions, river resources are allocated evenly. Moreover, park ways resources dotted in urban areas. Therefore, Seoul has potential to make networks through whole areas using these resources including ecological and cultural resources. Even though Seoul is a huge city which have many urbanized areas and high population, three resource ways-forestry ways, river ways, park ways- have patterns that make interact with each others. Thus, if we use this interaction, we can create not only ecological trails but also green networks of Seoul. We choose 8 ecological resources from selected by ecological resources considering the values of ecological trails. We conduct analysis and assessment with chosen 8 resources. We choose 4 resources-Umyeonsan(Mt.), Daemosan(Mt.), Bugaksan(Mt.), Achasan(Mt.), as forest way resources from total 35, 2 resources-Amsa-dong wetland, Godeok-dong wetland as river way resources and 2 resources-Gil-dong Ecological Park, World Cup park as park way resources. We make "field survey sheet of ecological resources for ecological tours in Seoul"in order to analyze and evaluate and assess the 8 selected resources. In addition, we analyze land use and vegetation of each resources based on biotop map of Seoul (2005). Thirdly, we select the site of case study with basic concept plan of ecological trails through assessment of main resources of ecological trails. To select case study areas, we consider name recognition, accessibility and whether the area has historical and cultural resource, because all of 8 resources already have their own ecological resources. We apply basic concepts and methods to make ecological trails to the Umyeonsan(Mt.) which selected former step. Fourthly, we suggest managing guidelines and programs to contribute to ecological tour of Seoul. Control system for natural conservation is crucial. Thus, we need classification standards of areas under current situation for visitors` satisfaction and environmental preservation. Moreover, we have to determine the period of staying, activities, needed tools of visitors through setting up goals and guidelines within physical, social, ecological condition. The following suggested policies are based on results of study. First, we suggest establishment of the basic plan for ecological trails. There are many action plans such as "Development plan for ecological trails" and "Development plan for forestry ways". However, due to absence of basic plan for whole networks in Seoul, it cannot be connected each other. Moreover, each action plan has different characteristics and it made big gaps between districts. We need a plan for ecological trails fitting into characteristics of Seoul with a lot of efforts to create ecological trails under national government. Second, we need management for potential resources and monitoring for developed trails. We should build database for ecological trails which have potential resources. Moreover, We will extend ecological trails development plans based on potential resources which have remarkable developing results. In cases of developed ecological trails, we need management systems to monitor constantly with civic groups or citizen. Third, we need guidelines to preserve and use of ecological trails. In addition, we must make zones and regulations considering characteristics of resources, potential of resources and value of ecological resources. We should show activities allowed in districts, services provided and directions during activities through detail regulations.

서울시 생태관광을 위한 생태탐방로 조성방안

송인주(In-Ju Song),반정화(Jeong-Hwa Pan),정진아(Jin-Ah Jeong),김현,윤유식,이영주,이현우 서울연구원 2008 서울연구원 정책과제연구보고서 Vol.- No.-

서울관광 글로벌 제휴마케팅 전략

홍석기(Suk-Ki  Hong),반정화(Jeong-Hwa Pan),금기용(Kiyong Keum) 서울연구원 2008 서울연구원 전략연구보고서 Vol.- No.-

문화관광객 세분시장의 구매행동 분석 : 추구편익을 중심으로 A Benefit Sought Approach

李貞珪,金相會,潘正和 한국문화관광학회 2001 문화관광연구 Vol.3 No.2

As the importance on cultural tourism grows, researches on psychological characteristics influencing tourists' behavior have gradually increased. The purpose of this dissertation is to examine the purchasing behavioral characteristics of cultural tourists being segmented by benefit sought. This research is divided into two categories; one is the demographic characteristics, the other is the benefit sought. The study on purchasing behavioral characteristics includes problem recognition, information search, alternative evaluation, purchase, ex post facto behavior after purchasing cultural tourism. The survey conducted from September 1th through 15th. Total of 300 questionnaires were distributed to the respondents in the selected 25 Gus in Seoul, and 245 were collected and 213 were usable and analyzed. The data analysis was done by SPSS Ver. 6.0 Factor analysis and cluster analysis were employed to find out the characteristics of segmented cluster; benefit sought. Cross tab and one-way ANOVA were used to present relationships among cultural tourists' selection features. Therefore, tourists behavior can be accounted to the benefits they want to obtain and market is required to be segmented by the benefits consumers want to obtain.