화성뱃놀이 축제의 세계화를 위한 전략적 제언

• 영문명: Strategic Proposal for Globalization of Hwaseong Boating Festival
• 발행기관: 한국해양관광학회
• 저자명: 우경진(Kyung-Jin Woo) 김승준(Seung-jun Kim)
• 간행물 정보: 『해양관광연구』제17권 제3호, 481~497쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

The purpose of this study is to identify the perception and improvement points of the 14th Hwaseong Boating Festival and to derive future strategic tasks. It analyzed 586 responses that participated the 14th Hwaseong Boating Festival activity program. Through this, the purpose is to identify perception and improvement points for the festival and to derive future strategic tasks. For the fifth consecutive year, the Hwaseong Boating Festival has been selected as a representative festival for tourism in Gyeonggi-do, a preliminary cultural tourism festival from 2020 to 2023, and a National cultural tourism festival from 2024 to 2025. Therefore, it is time to consider strategies to become Korea's representative marine festival and global festival and achieve sustainable growth in the future. The results of the 2024 survey could suggest three strategic recommendation. First, it is necessary to analyze the visitor portfolio to diversify visitors and subdivide communication strategies by age, occupation, and visit purpose. A more active marketing communication strategy is needed to increase the participation rate of other city, regions and foreign- country. Second, it is necessary to develop various marine-related experience contents. Rather than expanding the costly boarding experience in terms of operation, a new model that combines natural resources and cultural contents such as peer phishing, wetland experience, and ecological education should be developed. Third, it should develop into a win-win festival that satisfies local residents and tourists. In order for the Hwaseong Boating Festival to be a sustainable success, an advanced cooperation system should be established to form a festival operation committee involving local residents, yacht operators' associations, and village merchants' associations to proceed with the direction of development with local governments.

목차

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 현황 및 분석

Ⅳ. 결론 및 세계화를 위한 제언

참고문헌

키워드

지역관광 해양관광 해양축제 관광콘텐츠 Local Tourism Marine Tourism Marine Festival Tourism Contents