지역축제의 성공요인에 관한 연구 : 보령머드축제 및 함평나비대축제를 중심으로

다국어 초록 (Multilingual Abstract)

In the period of local Autonomy, each local self government has tried both the development of tourism industry and activation of local economy. Local festivals play a part and the development and industry and local economy in this way.
The object of studies done on local festivals is to determine the factors which contribute to success of some festivals in Korea by focusing on planning and scheduling.
Among local festival of whole local self government selected as example the Hampyeong Butterfly great Festival and the Boryeong Mud.
2 examples of successful festivals hosted by the local self-government the great Hampyeong Butterfly Festival, and the Boryeong Mud.
These two festivals demonstrate outstanding results that have received high recognition, sufficient attraction, have drawn many tourists, and have had a great economic ripple effect.
Chosen as the best festivals by the Ministry of Culture, Sports, and Tourism, these festivals have a chance to enhance the development of local festivals as a whole.
Methods of study include books on general theory, research papers, relative materials of festival evaluation, research papers, telephone interviews, and face-to-face interviews.
The following summarizes success factors of successful local festivals based on the great Hampyeong Butterfly Festival and Boryeong Mud.
Factors that have influenced the success of local festivals are peculiarity factors, participation factors, management factors, finance factors, etc...
The following shows pecularity factors.
First, a successful local festival must consider local unique traditional culture, and cultural background in order to accurately represent characteristics of local culture.
Second, this festival must display characteristic aspects of the uniqueness of the region. Local festival attraction can be made to demonstrate the personality and creativity of the region, as well as traditional and historical aspects.
Third, it needs to remain unified in accurately recognizing the festival's opening goals. Most local festivals in korea are mainly used for amusement events of singing contests. This is often insufficient for convaying the opening goal, and therefore damages festival unification.
Festivals must be held while always recognizing the original opening goal to maintain unification.
The focus of my research is to examine characteristics important to the success of festivals. Two festivals are obviously worthy of being considered festivals because of the way that they represent aspects of local culture. In such festivals, there is always a clear-cut distinction among other festivals. This quality leads festivals to success. Incase the Boyeong Mud Festival is distributed mud easy to get over a wide area in Daechen beach. It can find easy merterials typically mud. It have local representative characteristic that no one can be blindly imitate. Hampyeong Butterfly great festival made the most of clean area's characteristics to use buttlefly more locally.
In the case of Boryeong Mud Festival, mud is spread over a wide area on Daechen beach. It is easy to find mud on Daechen beach. Taking advantage of this local representative characteristic makes it difficult to blindly imitate this festival. The great Hampyeong Butterfly festival makes the most of the area's clean nature, and draws on the area's high local butterfly population.
The final goal in establishing these festivals is to create a recognizable image for the city based on the opening goal, and through the title of the local festival in order to achieve economic vitalization.
A good consistent program title also entices tourists. Analasys shows that success in these two festivals results from their unique characteristics.
Another important factor in the success of festivals is the participation and cooperation of local government(head, council, public official), local residents, etc to achieve manpower and regional cooperation.
First, participation of a local government (head, council, public official), has a big impect on success of local festivals.
Elected mayor, county governor and chief of a gu by local residents have a big impact on the success of local festivals because they like to hold local festivals aggressively.
Seond, success factors are to attract voluntary participation from local residents. Also, they can share preexisting information about the festival and can understand and cooperate. It is important in reviving the
meaning of local festivals.
Third, manpower resources of festival is to perform the speciality tasks. In case of shortage of specialists in the
festival, they make as an advisory committee professional agency, with some experts to operate effecively.
The fourth success factor is the degree of voluntary participation from enterprises in the area. Local festivals have to cooperate with enterprises in the area in order to get them to participate voluntarily.
It is difficult to operate all the festival without financial aid so, local area can be developed more and more local companies can be developed.
The two parties must work together for their mutual benefit.
And so, the participation factor of local festivals has a big impact on success. In the case of the two festivals discussed here, head, council, and public office has had a big impact on success. These festivals were typically lead by the local government.
Public officials of local governments participated to make a project proposal and carry out their designated tasks related to the festival. In the case of the great Hampyeong Butterfly Festival, officials from each department each took on their own individualized tasks.
This is to make it clear where the responsibility for each task lies.
Particfipation factors led the great Hampyeong Butterfly Festival and Boryeong Mud Festival to success, and lead to positive attitudes of the businesses in their charge. At the same time, festival experts and residents played a smaller part in this festival. Local resident participation was low.
During festival operation, financing factors are duration of festival, date, and scale. The budget is examined to appropriately and efficiently achieve the goals of the festival.
During festival operation, financing factors are duration of festival, date, and scale. The budget is examined to appropriately and efficiently achieve the goals of the festival. Also, when the local government held several festivals, it had to rearrange the schedule in order to allow for multiple festivals to each be of suitable size.
Second, it is important to take a side view of the effectiveness of intercommunity advertisement. intercommunity advertisement.
Third, it is important to properly manage the festival budget. Consideration must go into planning and managing a secure budget. Operating to two local festivals at approximately the same time was another factor which took strong operational management. The Boryeong
Mud Festival was well timed for its target audience.
Effective strategies in festival public relations, advertisement, and publicity were used to promote these festivals in advance as part of the marketing strategy. This improved visitor satisfaction in 2008.
Finally, to examine fetival expenses from another angle, the Boryeong Mud festival reduced expenses through local enterprises, and by recycling festival venue. The great Hampyeong Butterfly Festival's strategy was so efficient that it reduced spending to 25% of the Boryeong Mud festival.
As a result, the great Hampyeong Butterfly Festival operated at a budget of twenty five percent of the Boryeong Mud festival's budget. Costs were reduced through sponsorship and local enterprises.

목차 (Table of Contents)

• 제1장. 서 론 1
• 제1절. 연구의 배경과 목적 1
• 제2절. 연구의 범위와 방법 3
• 제2장. 지역축제의 이론적 배경 4
• 제1절. 지역축제의 의의 4
• 1. 지역축제의 개념 및 필요성 4
• 2. 지역축제의 유형 및 기대효과 9
• 제2절. 지역축제의 접근방법 및 추진과정 17
• 1. 지역축제의 접근방법 17
• 2. 관광자원 조사분석 19
• 3. 지역축제의 기획, 집행 및 평가과정 19
• 제3절. 지역축제의 성공에 영향을 미치는 요인 20
• 1. 선행연구에 대한 검토 20
• 2. 지역축제의 성공에 영향을 미치는 요인 25
• 3. 지역축제의 성공에 영향을 미치는 요인별 판단기준 32
• 제4절. 분석틀 36
• 제3장 보령머드축제와 함평나비대축제의 전개와 성과 38
• 제1절. 지역축제의 일반현황 38
• 1. 지역축제의 개최현황 38
• 2. 지역축제의 운영실태 41
• 제2절. 보령머드축제 42
• 1. 지역적 조건 42
• 2. 축제의 내용 44
• 3. 2009년 제12회 보령머드축제 48
• 4. 보령머드축제 성과 50
• 제3절. 함평나비대축제 51
• 1. 지역적 조건 51
• 2. 축제의 내용 52
• 3. 2009년 함평나비대축제 56
• 4. 함평나비대축제 성과 58
• 제4장. 보령머드축제와 함평나비대축제의 성공요인 분석 62
• 제1절. 특성요인 분석 62
• 1. 축제의 주제와 지역대표성 62
• 2. 프로그램의 특성화 67
• 3. 축제 개최목표의 일관성 유지 70
• 제2절. 참여요인 분석 73
• 1. 지방자치단체(단체장, 의회, 공무원)의 참여정도 74
• 2. 지역주민의 자발적 참여정도 75
• 3. 축제인력의 전문성 발휘정도 77
• 4. 지역 내 기업의 자발적 참여정도 77
• 제3절. 운영 및 재정요인 분석 79
• 1. 축제 개최의 적절성 80
• 2. 축제에 대한 홍보와 안내의 효과성 82
• 3. 축제 운영의 효율성 85
• 4. 축제 예산의 적절한 운영 86
• 제5장. 결 론 93
• 제1절. 연구결과의 요약 93
• 제2절. 정책적 시사점 96
• 참고문헌 100
• ABSTRACT 105