한옥의 관광 자원화 방안과 마케팅 방안 연구 = A Study on Utilizing Plan and Marketing Plan of Traditional Korean House as Tourism Resources

다국어 초록 (Multilingual Abstract)

It is living a space where it's a refreshing space by spending most of your time on food, clothing and shelter living in human being. So the house can offer us a glimpse of a dweller's culture consciousness comprehensively.
The traditional korean house(called 'Han-Ok') which is spoken at all the on-dol(heating system) & the floor must be preserved to make sightseeing and development of residential culture as which has not only environmentally friendly from a Feng Shui perspective but also wisdom of life to be hidden in Han-Ok.
Especially in Han-Ok, We will be available to find the only space structure of Han-OK architecture such as the lay out called 'chae na num' which is suitable to live together with many families because the Han-Ok architecture sustained the life style of the extended-family structure in Korea. And it's Han-Ok where we can learn manners respecting for elders and to come across examples.
This study has begun for a reason because of the beauty of architecture and community sprit of Han-Ok can't become representative culture resources of Korea in this century.
Thus this research studied many ideas to revive Han-Ok villages and the Han-Ok which is traditional living space of korean as resources of culture and tourism by utilizing the tangible and intangible properties in architecture of Han-Ok and Han-Ok villages.
A summary of the essential points is as follows.
To make Han-OK villages as tourism resources, participation principle voluntarily through democratic agreement of residents should be the most important precondition. And on the participation principle, I draw the main theme from attraction of villages and find the action plan in terms of four detailed aspects to expose the main theme of Han-Ok villages, so proposed the integrated marketing plan with network marketing of nationwide Han-Ok villages.
To explain in terms of four aspects for increasing tourism resources of Han-Ok:
1) At the aspect of hardware on Han-Ok, 'the idea of preserving the architecture in harmony with nature'.
2) At the aspect of software in Han-Ok villages, 'the idea of utilizing the experience programs to organize community with much pride'.
3) At the aspect of 'administrative supports.'
4) And in closing, This study mentioned the need of customer relations and emphasized active participation voluntarily & training of collective residents in Han-Ok villages.
In my point, to explain the H/W aspect is to preserve the beauty of Han-Ok architecture and structure including the Han-Style(such as 'Han-Ji', 'Han-Bok', 'Han-Sik', 'Han-Gul', 'Han-Ok', 'Han-Kook music'.) then, this study suggested utilizing plan by exposing Han-Ok villages which guarded korean's health and spiritual well-bing with environmentally friendly perspective.
To explain the S/W aspect, The dweller of Han-Ok & history of villages are exactly resources of culture and tourism. Which will also increase the experience tourism of Han-Ok, dwellers should develope playing program and festival suitable to the tourist by characteristic of villages on the active participation.
And this study emphasized what it's possible that the plan to hold festival Han-Ok villages regularly for exchange cultures is important strategy as resources of culture & tourism in Han-Ok.
This study gains the secondary effects of integrated marketing plan utilizing IT technology, which can share tourists of Han-Ok and be useful to the making basic system to be available secure popular local products for internet shopping mall.
In the end the plan of tourism resources of Han-Ok villages should develope Han-Ok using lodge to reform as culture space, which people talk about the life & nature on the basic of community in this open space, the cultural products nationwide can be exchange with fluency through internet shopping mall of Han-Ok villages. In addition, the festival for exchange culture should be guarantee in reality by meeting regularly.
The point of beginning tourism is able to start from the pride of village what you were born and to live in.
By a research method, this study analyzed reference books, reports and relevant homepage more over made the field survey.
By details of the research, in chapter Ⅰ, set-up the reason & the scope of this study.
In chapter Ⅱ, researched preceding studies and checked attractions of Han-Ok & the possibility of resources as culture tourism in Han-Ok.
In chapter Ⅲ, searched a present condition for tourist to use the traditional house through cases in domestic and foreign data more over sought other alternative for tourism resources.
In chapter Ⅳ, emphasized to develope the main theme including dweller's participation & charm of Han-Ok villages with four aspects(H/W, S/W, A/S, C/R).
In this respect, to give you an example researcher applied this study to the Jeon-Ju Han-Ok village.
In addition, this study suggested the integrated network system of Han-Ok nationwide to explain how internet technology can be applied in this case for Han-Ok tourism.
The fruit of this study is to stress to make tourism resources of Han-Ok. So, that is not using Han-Ok for sleeping but utilizing Han-Ok for culture space which is a playing program & experience education on the basic of community by participation voluntarily.
And, how to manage 'Han-Ok tourism', it's as follows.
This study stressed the marketing strategy and the operating plan which is the network system of Han-Ok nationwide that should be organized on the level of culture tourism in Korea.
There were some complaints that this study lacks, it's like this.
The study's lack is that doesn't go how to utilizing the Han-Style composing the Han-Ok essentially and how to boost the Han-Style for tourist.
From now on the research of utilizing plan of Han-Ok tourism should be studied with the plan of boosting the Han-Style in Han-Ok.
This study can't present the solution of dweller's participation & the program of playing experience in each Han-Ok & Han-Ok villages, thus only the solution is limited to the Jeon-Ju Han-Ok village.
But it is impossible that this study present the powerful model covering all situations because capability & environment are different in each Han-Ok & Han-Ok villages.
By suggesting this study, I think that although every Han-Ok has uniqueness from different environment this is worthy of the important principle for boosting Han-Ok tourism.
From now on if someone studies Han-Ok tourism in each village with characteristics charm on this suggestion, Han-Ok tour will be higher.
In conclusion, I'd like to hope to have motivation that the living in the Han-Ok village echo-friendly with pride is the best tourism resources.

목차 (Table of Contents)

• Abstract = ⅶ
• I. 서론
• 제1절 연구 배경 및 목적 = 1
• 1. 연구의 배경 = 1
• 2. 연구의 목적 = 2
• 제2절 연구 방법 및 범위 = 3
• 1. 연구 방법 = 3
• 2. 연구 범위 = 3
• II. 문화관광자원으로서 한옥
• 제1절 선행 연구의 동향과 전망 = 5
• 1. 선행 연구 동향 = 5
• 2. 연구 전망 = 7
• 제2절 한옥의 특징과 문화관광자원 = 8
• 1. 한옥의 특징과 우수성 = 8
• 1) 한옥의 특징 = 8
• 2) 한옥의 우수성 = 10
• 가) 자연친화적 건축 구조 = 10
• 나) 인간 중심 공동체성 실현의 장 = 11
• 2. 문화관광자원의 개념과 한옥 = 14
• 1) 문화관광자원의 개념 = 14
• 2) 지식기반산업의 핵심으로서 문화관광산업 = 15
• 3) 지역 문화관광산업과 문화관광객의 특징 = 16
• 가) 지역문화관광산업의 특징 = 16
• 나) 문화관광객의 특징 = 18
• 4) 관광활성화를 위한 문화자원 개발 유형 = 18
• 5) 문화관광자원으로서 한옥 = 21
• III. 관광자원으로서 전통가옥 활용 현황
• 제1절 전통가옥과 전통마을 = 25
• 1. 전통가옥의 개념과 활용현황 = 25
• 1) 전통가옥의 개념 = 25
• 2) 전통가옥의 활용 현황 = 25
• 2. 전통마을 형성과정과 현황 = 31
• 1) 전통마을 형성과정 = 31
• 2) 전통마을 현황 = 32
• 제2절 관광자원으로서 한옥 활용 현황 = 34
• 1. 보존과 보전의 개념 = 34
• 2. 한옥마을 보전 및 지원 현황 = 36
• 1) 서울 북촌 한옥마을 = 36
• 2) 전주 한옥마을 = 40
• 3) 안동지역 한옥 지원 현황 = 45
• 4) 전통가옥의 관광자원화 활용 현황 = 50
• 3. 전통가옥을 활용한 체험 프로그램 실태 = 53
• 제3절 해외의 전통 가옥 활용 사례 = 62
• 1. 일본 전통가옥 활용 현황 = 62
• 1) 전통적건조물군보존 개요 = 62
• 2) 중요전통적건조물보존지구 미야마초(美山町) = 64
• 가) 개요 = 64
• 나) 성과 요인 = 65
• 3) 쿠라시키(倉敷) 미관지구 = 66
• 가) 개요 = 66
• 나) 성과 요인 = 68
• 4) 시라카와촌(白川村) = 69
• 가) 개요 = 69
• 나) 성과 요인 = 69
• 2. 테마파크형 전통마을 운영 사례 = 73
• 1) 폴리네시안 문화센터(Polynesian Cultural Center), PCC = 73
• 가) 하와이 폴리네시안 역사 = 73
• 나) 폴리네시아문화센터 역할 = 74
• 다) 폴리네시아문화센터 운영 현황 = 75
• 2) 미들 킹덤(Middle Kingdom) = 77
• 3) 미국 캘리포니아의 Solvang, 미국 속의 덴마크 = 79
• Ⅳ. 한옥의 관광자원화 방안과 마케팅 방안
• 제1절 한옥의 관광자원화 전략 = 80
• 1. 문화정책 추이 = 80
• 2. 한옥의 관광자원화 전략 = 83
• 제2절 한옥의 관광자원화 방안 = 89
• 1. 주민참여 원칙 = 89
• 2. 한옥(마을)의 핵심 주제 도출 = 93
• 3. 핵심 주제를 부각시키기 위한 네 가지 관점 = 96
• 1) 하드웨어 보전(자연과 상생하는 건축물) = 96
• 2) 소프트웨어 활용(놀이ㆍ체험, 공동체 교육 공간) = 98
• 3) 행정 지원 방향 = 102
• 4) 향유자(고객)관리 프로그램 = 104
• 4. IT기술을 활용한 한옥 관광 마케팅 방안 = 105
• 1) IT기술을 활용한 마케팅 필요성과 원칙 = 105
• 2) IT기술을 활용한 마케팅 구현 방법 = 109
• 가) 웹 마케팅 = 109
• 나) 이메일 마케팅 = 110
• 다) 검색엔진 마케팅 = 111
• 3) 한옥 관광의 효율화를 위한 전국 통합 마케팅 방안 = 112
• 가) 전통가옥 및 한옥마을 통합 온라인 마케팅 방안 = 113
• 나) 전통문화마을 회원 카드 마케팅 = 117
• Ⅴ. 결 론
• 제1절 연구의 요약 = 119
• 제2절 연구의 한계와 향후 연구 방향 = 121
• 참고문헌 = 122
• 부 록 = 128