지역축제의 관광상품화 방안에 관한 연구 : 산청군 지리산한방약초축재를 중심으로 = (A) Research of local festival's commercialization for tourism

다국어 초록 (Multilingual Abstract)

Since the age of local autonomy, local festivals serve as an important strategics for cultural development in various areas including the establishment of local identity, the enhancement of local solidarity and sense of community, the development of local culture and the improvement of local images. As the 21st century is an age of cultural commercialization, strategics for cultural development including local festivals will play an important role in the development of local community. Therefore, it is absolutely necessary that efforts should be made in terms of policies and academics with a view to making active use of local festivals under the bigger banner of local development.
This study is designed to present measures for the commercialization of local festivals at Sancheong-gun aimed at improving the local community and present long-term developmental measures as one of the cultural tourist strategics.
The following are the measures for commercializing local festivals at the local community.
First, it is very important to come up with strategics to make the area into the city of Mt. Jiri and a Mecca of Donguibogam with the help of pushing ahead with the differentiated strategics of a festival with herbs as its theme, the composition and contents of festival, the resources of cultural tourism, the system of embracing tourism, economic, effects, social and cultural effects, environmental and technical effects, people's volition to open festivals, constant R&D, the introduction of a festival rating system for the cultivation of professional manpower, the consolidation of connections with tourist sites, restaurant, and lodging places in the vicinity of the area and the movement of making the areas a place of strong festival images for both tourists and residents.
Second, tourist marketing activities should be strengthened by connecting local festivals with other tourist resources for the sake of the marketing and publicity of festivals. It is important to produce local festival souvenirs along with the development of packaged tourist products and the composition of programs differentiated from other festivals in addition to the development of festival themes reflecting locality.
The researcher would like to suggest that the integrative system of controlling local festivals at Sancheong-gun should be worked out as a long-term improving measures and that drastic adjustment and integration should be needed to produce festival in tune with the trends of this age and that an institution in full charge of commercializing tourism should be established and that cultural infrastructure related with festivals should be expanded. Though a committee is organized in order to take charge of Mt. Jiri herb festival, the government is now in charge of the festival for lack of professional manpower. So it is necessary for people to take the lead in the performance of the festival and to establish an institution in full charge of the festival.
Last but not least, local residents should play a pivotal role in a festival. Various and vivid culture should be realized through local festivals with the aid of the realization of cultural democracy guaranteeing the variety, subjectivity and creativity of local residents. Then local festivals can serve as meaningful strategics for developing local communities. Therefore cultural strategics should be ironed out by being linked to the life of the lcoal residents and improving it with a view to making Mt. Jiri herb festival a success.

목차 (Table of Contents)

• 목차 = i
• 제 1 장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 및 구성 = 2
• 제 2 장 지역축제에 관한 이론적 고찰 = 3
• 제1절 지역축제의 특성과 기능 = 3
• 1. 지역축제의 개념과 의의 = 3
• 2. 지역축제의 기본요건 = 4
• 3. 지역축제의 분류 = 5
• 4. 축제의 기능 = 8
• 제2절 지역축제의 효과 = 10
• 1. 사회적 효과 = 10
• 1) 지역정체성의 형성 = 10
• 2) 지역 이미지 제고 = 11
• 2. 문화적 효과 = 12
• 3. 지역경제 효과 = 14
• 4. 환경적 효과 = 21
• 제3절 지역축제의 성공요소 및 관광상품화 방안 = 22
• 1. 지역축제의 성공요소 선정기준 = 23
• 2. 축제의 관광상품화 방안 = 25
• 3. 주민참여 = 30
• 4. 테마가 있는 지역축제 = 31
• 제4절 지역축제의 우수사례 = 32
• 1. 외국의 우수축제 사례 = 32
• 2. 국내 우수축제 사례 = 39
• 제 3 장 지역축제의 현황과 문제점 = 41
• 제1절 우리나라 지역축제의 일반적 현황 = 41
• 1. 지역축제의 현황 = 41
• 2. 지역축제의 공통적 특징 = 44
• 제2절 산청군의 관광여건 및 지리산한방약초축제 = 49
• 1. 산청군의 지역적 특성 = 49
• 2. 문화 및 관광여건 = 50
• 3. 지리산한방약초축제 = 51
• 제3절 지리산한방약초축제의 문제점 = 66
• 1. 축제의 관광상품화 미흡 = 66
• 2. 축제의 마케팅화 부재 = 68
• 3. 지역주민 참여 미흡 및 문화 프로그램의 미흡 = 69
• 제 4 장 지리산한방약초축제의 관광상품화 방안 = 69
• 제1절 축제의 관광상품화 = 69
• 1. 지역축제의 특성화 전략 추진 = 69
• 2. 축제 평가체계의 도입 = 73
• 3. 주변과의 연계성 강화 = 75
• 4. 장소판촉(Place Marketing)의 활성화 = 76
• 제2절 축제의 마케팅화 및 홍보 = 77
• 1. 축제와 연계된 관광마케팅 활동 강화 = 77
• 2. 축제프로그램의 차별화 = 79
• 3. 관광상품의 개발 = 80
• 4. 체계적인 홍보전략 추진 = 82
• 제3절 지역주민 참여와 지역경제 활성화 = 83
• 1. 민간주도의 축제 = 83
• 2. 지역주민 참여프로그램 개발 = 84
• 제4절 지역축제 전문인력의 양성과 테마가 있는 축제 = 84
• 1. 지역축제 전문인력 양성 = 84
• 2. 축제관련 문화인프라 확충 = 85
• 제 5 장 결론 = 86
• 참고문헌 = 89
• Abstract = 93
• 부록 = 96