축제의 금기 도입에 관한 탐색적 연구

배만규 ( Man Gyou Bae ) (사)한국마이스관광학회(구 한국컨벤션학회) 2016 MICE관광연구 Vol.16 No.1

Festival is a wide and ordinary effect. People need to festival. But festival visitors do not understand real meaning and value of festival. They remember only visiting fact and festival name. If festival was to differ from other festival then festival needs to set meaningful taboo and to be broken from festival visitor. This study was tried to find make a meaning festival to festival visitors. And then I focused to taboo in festival. Taboo is a cultural mechanism and fear of divine nature and space. Until now taboo and taboo-oriented mind was obeyed to people. People are cautious and willing to do prudence in divine time and space like festival with taboo. So I kept an eye on taboo lane, taboo word, folk-belief, and so on. And I proposed to taboo flow procedure. Namely, deviation desire of daily life → participate festival and taboo situation → conflict feeling → taboo breaking and violation → tension expiration → diversion and satisfaction → daily reversion. Then, This study was investigated to introduce taboo in festival for understanding festival participation meaning to festival visitors. And I hoped to next deeper research study with taboo program in festival.

밀레니얼 축제방문객의 축제경험이 축제에서 느끼는 행복감 축제애착도, 그리고 충성도에 미치는 영향

전상미 ( Jeon Sang-mi ) (사)한국마이스관광학회(구 한국컨벤션학회) 2020 MICE관광연구 Vol.20 No.4

The purpose of this study is to identify the cultural festival experiential attributes, and to examine the impact of these festival experiential attributes on Millennial festival visitors’ behaviors such as happiness, festival attachment, and festival loyalty. A research model was proposed based on the previous studies and the mode was tested with data from 256 Millennial festival visitors at the cultural festival. Exploratory factor analysis was conducted and identified entertainment, escape, education, and esthetic as cultural festival experiential attributes. Subsequent confirmatory factor analysis and structural equation modelling analysis revealed that two of four festival experiential attributes (i.e., entertainment and escape) play significant roles in inducing Millennial festival visitors’ happiness, festival attachment, and loyalty. The findings of this study will help festival practitioners who wish to enhance experiential offerings according to the tastes and preference desired by Millennial festival visitors.

축제 브랜드 진정성에 따른 방문객의 감정적 애착이 브랜드 충성도에 미치는 영향

이미혜,성낙숙 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.5

This study conducted to examine the interrelationships of participants in the Suwon Hwaseong Festival, among a festival brand authenticity, a visitor’s emotional attachment and a brand loyalty. The festival brand authenticity applied three components which are the festival, the personal service and the festival organizer. This survey consists of ten festival brand authenticity questions, seven visitor’s emotional attachment questions and three brand loyalty questions. Each variance is verified validity and reliability, moreover, four research hypothesis is Established. This survey is verified by structural equation modeling analysis. In this study, the festival authenticity and the festival organizer, authenticity had positive effects on the festival brand authenticity and the visitor’s emotional attachment. Thus, the hypothesis 1 and the hypothesis 3 was taken. The hypothesis 2 was rejected because the personal service was inactive. Also, the hypothesis 4 was chosen because the interrelationships between a visitor’s emotional attachment and a brand loyalty had positive effects. As a result of this study, the festival visitors and service on personal, services should be aware of the even more important. Therefore, education and training for festival staff, related direct satisfaction of visitors, should be aware and make an effort to promote sustainable development of the Suwon Hwaseong Festival.

축제이해관계자의 TBL지각에 따른 축제협력의사에 관한 연구

남문희(Nam, Moon-Hee),정강환(Jeong, Gang-Hoan) 한국호텔외식관광경영학회 2014 한국호텔외식경영학회 학술발표논문집 Vol.2014 No.12

After the cultural tourism festival’s sunset law, most of the festival organizations have realized the importance of the ‘festival management’ as they were obliged to grow out of governmental fund and gain power of their own. In order for a festival to achieve sustainable development based on various stakeholders’ unified goal, it is essential to know how stakeholders’ are viewing the Triple Bottom Line; TBL.(Allen et al., 2008). This research has its goal set on to verify the effect of such views on to stakeholders’ cooperation on cultural tourism festival. To achieve the goal of this research, the researcher has analyzed the TBL value recognition of stakeholders of Boreyong mud festival, the festival that is seeking for sustainable development as a representative Korean festival even after the appliance of the sunset law. As a result of exploratory factor analysis on TBL recognition, the Boryeong mud festival has had positive effect on boosting regional tourism and elevation the region’s image. On the other hand, the analysis shows low rate of negative factors, showing positive future development potentials. Also, the stakeholders’ recognition of TBL value affects cooperation intent, and that the TBL recognition varies according to stakeholder group. Therefore, the festival organizers should set TBL as their index to setting goal and strategy in order to hold successful festival. This research has its significance in that it has created the ‘TBL model for Regional development festival’ (a model that took into account of the companies that includes stakeholders’ social, ecological interest to tourism event management) and that it has provided the new classification rules for stakeholder groups.

도시문화예술의 생활화를 위한 축제의 의의

엄혜진 글로벌 문화콘텐츠학회 2011 글로벌문화콘텐츠 Vol.0 No.7

Via festivals that make up the Han River, Yeouido Spring festival one of the main program that you want to reinvent itself as a cultural arts festival, depending on the direction of its development planning since 2008 has been doe is a full-fledged site-specific performance and multi arts festival. Life in space in the case of panoramic street theater festival transformed into the space is inviting outdoor space that is deployed in the daily street theater of the case, the spatial perception and meaning are delivered differently. Provided via a variety of programs each year, The festival makes open, participative, communication oriented festival. 2011 4th year anniversary festival continues via the more compelling performances and artistic performances were prepared. Prepared in the planning stage, street performances, pop-up performances, official Invited, offering a small selection was great response to the citizens. Planning Via festival performances in 2011 Creative work movie "Happiness is in my heart 'a beautiful picture and sound performance in harmony with the overall image and sound at the center, delicately expressed spatially. Video, music, sound, and movement of this complex harmonies constitute the audience was a new pleasure and excitement. Families, couples, and elderly people, students can enjoy together, and all citizens and artists in the cultural festival activities were collectively come together. In addition, various genres of performing arts through the fun and let citizens were ready to go mobile performance. Through festivals and performing arts via a highly effective, with the effects of space festival, the festival has the effect of the urban space, the festival's creators (artists) through the impact of the festival for vias evaluated the effect of socio-cultural festival. First, the traditional festival held in celebration of singing and playing the game the way the non-professional artistic people, the French In-Senso invited dance groups and performances to the audience by planning to obtain a good response. Via the popularity of dance through festivals and theaters, and so on diversity awareness will be interpreted as dancers. Second, the Grand Chapter, or as a small theater to try breaking the existing performance space for theater stage performances around the seas, lakes and rivers, parks and outdoor venues, including the diversification of the permanent stage has been expanded continuously. Via festival of modern dance, mime, choral performances, and so many genres, versed in the show, if not a deep person with free admission can be enjoyed casually. Third, via the festival takes place at St. adjacent to the fine arts is changing and new forms, while comprehensive, concrete and dirt, stress-filled life in the city people think is the meaning of the essentially Fourth, the vias through the festival audience and the creators of the fast feedback can be drawn through the immediate response and communication among the narrow streets are not readily available gives us the opportunity to watch the show. The Site-specific performance are engaged in the work of artists in my day-to-day street festival in the outdoor space and provide them and the development of street arts in Korea and to contribute to establish. Been spectacular festival simply "things" will have to avoid to fall, foreign images in serious abuse and promote professional and popular art festivals do not need a castle appropriate defects. Solidarity and community spirit of local people directly involved with the festival prepares to assume an active interest and participation in professional and popular festivals naturally made a successful meeting will be made. Via festival in the city center, an outdoor space with environmental factors and actively interpret the meaning of the theme with a focus on performed, site-specific performance authentic performances driven world of culture and art through the city streets for the festiva... 최근 가장 두드러진 문화적 현상 중 하나가 바로 축제의 양적 증가이다. 21세기 문화산업의 가장 큰 변화는 실내용 작품의 제작비가 점차 높아지는데 반해 극장 관객의 숫자는 고정되어 있다는 것이며 “극장예술을 찾던 관객이 점차 축제로 이동해 가고 있다”는 점이 가장 큰 특징이다. 이러한 예술축제의 증가에 따라 거리공연의 대두가 두드러지고 있다. 대부분의 축제가 실내가 아닌 실외에서 열리기 때문에 축제는 주로 거리공연의 형태로 나타난다. 거리공연은 특정한 공간을 필요로 하지 않으며, 많은 사람들을 축제의 일원으로 참여시킬 수 있다는 장점을 가지고 있다. 따라서 예술축제의 수적 증가에 따라 거리공연은 점차 수면 밖으로 모습을 드러내고 있고 이는 앞으로 더욱더 가속화될 전망이다. 비아페스티벌은 다양하고 통합적이며 예술적인 축제로 서울 도심에서 개최되는 최초의 본격적인 거리극 및 거리예술축제이다. 2008년부터 기획된 본 행사는 한강 여의도 봄꽃 축제 기간 중 개최되는 거리극 중심의 축제로서, 지역의 환경적 요인을 반영하여 오로지 한강 여의도의 새봄에서만 향유할 수 있는 독창적인 예술축제로서의 발전을 의도 한다. 비아페스티벌은 인간과 자연과의 만남을 위한 공간적 설정에서 출발하여 길가에 피어난 봄꽃들을 음미하는 가운데 ‘한강 여의도 봄꽃축제’의 흥을 고조시키고 이를 문화적으로 승화시킬 수 있는 기회를 제공한다. 또한 꽃, 한강 등의 환경적 요인과 그 의미를 능동적으로 해석한 주제의 공연을 중심으로한 본격적인 거리극 공연들 을 유치함으로써 국제적 수준의 거리예술축제의 방향성을 제시한다. 비아페스티벌을 통해 예술성과 공연성이 갖는 효과, 축제의 공간이 갖는 효과, 축제의 도시공간이 갖는 효과 , 축제의 창작자(예술가)에게 미치는 영향을 통해 비아페스티벌의 사회문화적 측면의 효과를 알아보았다.

축제 서비스요인이 방문객 만족도와 지역관광에 미치는 영향

정강환(Jeong, Gang-Hoan),안정하(An, Jeong-Ha),임명재(Lim, Myoung-Jae) 한국문화산업학회 2012 문화산업연구 Vol.12 No.4

The purpose of this study is to identify the effects of festival service quality factors on festival visitors" satisfaction, local culture perception and local tourism visiting intention, In order to achieve the objectives of the study, the survey was conducted towards visitors who attended Hampyeong Butterfly Festival. Three festival service quality factors in terms of festival product and food, information service and other facilities were derived from factor analysis. According to the analysis, it was found that festival product and food and information service positively affected recognition of local cultural tourism and visiting intention to nearby region. At the same time, festival visitors" satisfaction also had direct positive effects on recognition of local cultural tourism and visiting intention to nearby region. According the results, some practical implications and suggestions were proposed to festival managers for the development of festivals. The purpose of this study is to identify the effects of festival service quality factors on festival visitors" satisfaction, local culture perception and local tourism visiting intention, In order to achieve the objectives of the study, the survey was conducted towards visitors who attended Hampyeong Butterfly Festival. Three festival service quality factors in terms of festival product and food, information service and other facilities were derived from factor analysis. According to the analysis, it was found that festival product and food and information service positively affected recognition of local cultural tourism and visiting intention to nearby region. At the same time, festival visitors" satisfaction also had direct positive effects on recognition of local cultural tourism and visiting intention to nearby region. According the results, some practical implications and suggestions were proposed to festival managers for the development of festivals.

관광객과 지역주민의 축제참여동기와 만족에 관한 연구 -춘천마임축제를 중심으로-

김영표 한국자료분석학회 2013 Journal of the Korean Data Analysis Society Vol.15 No.1

This study is to examine to draw festival motivation factors, to find the difference between tourists and residents about festival motivation and festival satisfaction, and to check the influencing factor between festival motivation and overall festival satisfaction. For this, factor analysis, t-test, regression analysis were used. 29 motivation factors were used for factor analysis and six festival motivation factors were draw: escape from daily life, sociability, attractiveness, family affinity, mystics, and connected tourism. There is a difference between tourists and residents in six festival motivation factors. But there is no difference between tourists and residents in festival satisfaction. To find the influence level through regression, sociability, attractiveness, family affinity were influencing factors. Attractiveness showed the most influencing factor with .277 of β and 3.898(p<.000) of t value. In conclusion acquired facts from the result of analysis were illustrated to develop Chuncheon Mime Festival. For this, the establishment of a strategy and action plan were suggested: the establishment of master plan, the development of software program, and variety of specified food. 본 연구의 목적은 강원도의 우수축제인 춘천마임축제를 방문한 관광객 및 지역주민을 대상으로 축제참여동기 요인도출, 축제참여동기 요인에 대한 관광객과 지역주민간의 유의한 차이검증, 축제만족도에 대한 관광객과 지역주민간의 유의한 차이검증, 축제참여동기가 축제전체만족도에 미치는 영향정도를 파악하는데 있다. 본 연구에서는 연구분석방법으로 요인분석, t-test, 회귀분석을 이용하였다. 29개의 축제참여동기항목에 대해 요인분석을 실시하여 축제참여동기요인을 이끌어냈다. 축제참여동기로 6개(일상탈출, 사교성, 축제매력성, 가족친화성, 축제신비성, 연계관광) 요인이 추출되었다. 축제참여동기 6개 요인에 대해 관광객과 지역주민의 축제참여동기 차이분석에서는 부분적으로 유의한 차이를 나타냈다. 축제만족도에 대한 관광객과 지역주민간에는 유의한 차이가 없는 것으로 나타났으며, 축제참여동기가 축제전체만족도에 미치는 영향을 회귀분석으로 실행한 결과에서는 사교성, 축제매력성, 가족친화성요인이 만족도에 영향을 미치는 것으로 나타났다. 이중 가장 높은 영향력을 나타낸 곳은 표준화회귀계수(β)가 .277, t값이 3.898(p<.000)인 축제매력성이었고, 이어 사교성, 가족친화성의 순으로 나타났다. 연구결론에서는 분석결과에서 얻어진 특성을 반영하여 춘천마임축제 발전을 위한 전략과 과제로 마케팅 마스터플랜의 수립, 관광객객과 지역주민들의 만족도를 높이기 위한 프로그램 개발, 다양한 먹거리 메뉴 개발 등을 제안하였다.

비연고성 소재를 활용한 지역축제에 관한 연구

김영만 ( Young Mann Kim ),박상천 ( Sang Chun Park ) 한국언어문화학회 2015 한국언어문화 Vol.0 No.58

3D The purpose of the study is to explore instruction style and characteristic of non-connected material in regional festival. To this end, the author selected 66 festivals which are classified as successful regional festivals. The study investigated introduction background of material for festival and identified 14 regional festivals with material that is not originated from a region. And the author analyzed introduction backgrounds of material for festival such as ① use of Korean unique material, ② regional festival connected to a certain material like natural thing etc. to strengthen local image, ③ expansion of cultural and artistic event which was led by private at first, ④ use of sensitivity of era as material, ⑤ strengthening of enjoyment factor etc. Based on this, the study suggested 5 styles. And it was identified that ‘traditional material’, ‘natural thing’, ‘culture and the arts’ were used as non-connected material by exploring characteristics of the regional festivals. And it was identified that non-connected material was divided according to style such as urban style, mountain village style, rural community style, and sea village. And it was emphasized that in the case cultural and artistic event was led by private at first expanded to regional festival, it took some time until it was established as a festival; festival based on non-connected material is being actively introduced recently. On the other hand, it was explored that regional festival is a ground to reorganize regional order and the festival has a structure where a new regional identity can be introduced, formed, and established through festival. And it was also found through examples of established regional festival of non-connected material that non-connected material of festival can create regional identity. It is expected that the study can contribute to broadening academic horizon and suggesting new model for development of festival through study on festival of non-connected material that has not received interest as an object of study.

세계국립극장페스티벌 운영 활성화 방안 연구

이주영 문화예술콘텐츠학회 2012 콘텐츠 문화 Vol.1 No.-

Culture is one of the most valuable legacies of human beings and their treasure chest of times. Among many aspects of culture, festivals can unify most cultural activities the best. Performing arts festivals are the most aesthetic and effective as concentrated culture among others in short times. International performing arts festivals have been boosting up mutual understanding, economic growth, and global images between nations in contemporary societies. The National Theatre of Korea(NTOK hereinafter) is symbolic for performing arts of Korea. This study has been done into systematic analysis and revitalization measures of management for <The World Festival of National Theatres> (TWFNT hereinafter), specially programed, managed, and hosted by NTOK since 2007. The summary of the study is as follows; First, TWFNT needs to keep its direction as early planned. This leads to identity and uniqueness of the festival. From audience's point of views, pellucid positioning of festivals' direction is an extremely significant and critical element for confirmation and general management of the programs. An active support and cooperations from government are needed. Second, lacking regular employees, TWFNT office needs to organize and run (a) festival team(s) for professionalism and continuity of the work. By setting up its own human resource management manual, it can maximize employing and using civil festival staff and volunteers. Third, TWFNT needs to strengthen the role of the management council. It should expand the period of appointment for the council members for two years so that the council can cooperate with TWFNT office for actual programming work. Considering programs of the year, TWFNT should increase the number of the council members and build the system for practical unition between TWFNT and the council. Fourth, TWFNT needs to fix programs matching with the direction of the festival in earlier stage. This is very critical for programming as theatre's planned performances and as an international performing arts festival. For quality elevation and thorough checking on the spot, the programs should be chosen after being watched, invitations be posted after a close filtering, and the best ones must be taken strict standards for selection. These are for the organization to obtain enough time, secure finances, and professionalism. Fifth, TWFNT needs to develop advertisement resources continuously and set up executive marketing strategies except for the basic tools in terms of advertisement and marketing. Co-advertisement and co-marketing plans allied with related organs must be set and done in a long run. Integrated marketing plans must be built through proper choices of the programs and concentration on the chosen programs of the year. Development of progressive management resources is effective for festival contents information to be connected to strategical advertisement and finally to get successful marketing outcomes, such as wider public awareness plans for the theatre and festivals. Marketing partnerships with corporations and institutions from participant countries to the festival are highly precise and efficient in terms of international exchanges. Based on the management of <The World Festival of National Theatres>, this study shows what TWFNT lacks for better management and programs, analyzes the results of the festival, and suggests revitalization methods of it. The result of the study will contribute for the National Theatre of Korea as the capital of performing arts and as the representative theatre in Korea to grow as the international pivot in performing arts culture, to expand its global exchange with excellent performing arts theatres and organizations in the world and to activate the differentiated performing arts festival internationally. 인류의 가치적 소산이자, 시대의 보고(寶庫)가 문화이다. 문화의 다양한 측면들이 있지만, 이를 총체적으로 결집시킬 수 있는 것은 축제이다. 축제의 유형 중 단시간에 가장 심미적이면서도 효과의 정도가 높은 것이 공연예술축제이다. 그 중에서도 현대사회에서 국제공연예술축제를 통해 국가간의 상호 이해 증진, 경제의 활성화, 국가 이미지 제고 등 여러 효과를 증진 시키고 있다. 본 연구는 한국의 공연예술을 대표하는 국립극장이라는 상징성을 바탕으로 극장의 프로그래밍 차원에서 2007년부터 특별기획 되어져 현재까지 시행되어 오고 있는 <세계국립극장페스티벌>의 운영실태를 토대로 운영결과를 체계적으로 분석하고, 활성화 방안을 도출하기 위해 시행되었다. 본 연구에서 도출한 세계국립극장페스티벌 운영 활성화 방안을 요약하여 보면 다음과 같다. 첫째, 세계국립극장페스티벌에서 초기 설정한 방향성 유지이다. 이는 페스티벌의 정체성이자 고유성으로 직결된다. 수요자 중심 측면에서 볼 때 페스티벌의 방향성이 명징하게 포지셔닝 되는 것은 물론 프로그래밍 확정 및 총괄 운영 전반에 영향을 미치는 중요한 요소로서 정부차원에서도 적극적인 지원과 협력이 요구된다. 둘째, 조직재편 및 인력운영 측면에서는 우선 세계국립페스티벌 사무국의 정규인원이 부족한 바, 전문성 획득과 연속성 확보차원에서 극장 내에 페스티벌(축제)팀을 신설, 운영함이 요구된다. 인력 운용 매뉴얼을 설정하여 자원봉사자들을 비롯한 시민 축제 요원들에 대한 적극 발굴과 활용도를 높여야 한다. 셋째, 운영자문위원회의 역할 강화이다. 위촉기간을 만 2년으로 둠으로써 사무국과 더불어 실질적 프로그래밍 업무에 함께 하도록 창구를 확장해야 할 것이다. 해당년도의 프로그램을 감안하여 자문위원의 구성원 보강을 통해 실질적인 조직위가 구성되는 체계를 구축함이 중요하다. 넷째, 페스티벌 방향에 부합되는 프로그램 조기 확정이다. 이는 극장 기획공연으로서의 프로그래밍 측면과 국제공연예술축제로서의 측면 모두에서 중요한 부분이다. 질적인 고양과 실질적 검증을 위해 가급적 현장을 통한 작품 선정, 면밀한 필터링을 통한 초청작, 우수작에 대한 엄격한 선별과정이 필요하다. 결국은 충분한 시간과 재원확보, 전문성이 근간이므로 조직 차원에서 이를 충족시켜야할 것이다. 다섯째, 홍보 및 마케팅 측면에서는 기본적인 툴 외에 지속적인 홍보 소스 개발 및 마케팅 실행 전략 수립을 기해야 한다. 기관 및 단체들과의 공동(연계) 홍보, 마케팅은 지속적인 발굴과 실행이 요구된다. 해당년도의 프로그램에 맞는 선택과 집중을 통한 통합 마케팅이 필요하다. 극장 및 페스티벌의 인지도 확산 프로그램 운영을 시작으로 페스티벌 콘텐츠 정보가 전략 홍보에 연동되어져, 마케팅의 결과물로 이어지는 단계별 운영 소스 개발이 필요하다. 국제교류 관점에서 참가국들의 기업, 기관과 파트너 마케팅의 추진은 적실성이 높다 하겠다. 본 연구는 <세계국립극장페스티벌>의 운영실태를 토대로 문제점 도출 및 운영결과를 분석함으로써 그 활성화 방안을 제시하고 있다. 이 연구결과는 대한민국 공연예술의 중심이자 대표 공연장인 국립극장이 세계 공연예술문화의 중심으로 성장하며 해외 우수 공연예술단체들과의 교류확대를 진작시켜 차별화된 국제공연예술축제의 장이 활성화 되는데 기여할 것이다.

축제방문객의 방문동기가 만족에 미치는 영향에 관한 연구 : 사전지식의 조절효과를 중심으로

이덕순 관광경영학회 2017 관광경영연구 Vol.74 No.-

The purpose of this study is to investigate the effect of visiting motivation of festival visitors on festival satisfaction and to grasp the moderating effect of prior knowledge on the influence relationship. The subjects of this study were 220 Jangsoo Hanwoorang Sagwa rang festival visitors, and two research hypotheses were set up. The hypothesis test results are as follows. Hypothesis 1 was partially adopted. Factors influencing the satisfaction of festival visitors were the purchase of local goods, the out of routine and relaxation, the fun and interest, but family affection did not affect festival satisfaction. As a result of hypothesis 2, the prior knowledge about the festival visitor s' festival controls the influence of fun and interest motivation on satisfaction. If the visitors who want to meet the desire of fun and interest through visiting a festival have a lot of the prior knowledge about the festival, the satisfaction of the festival becomes bigger. This means that it is important for potential festival visitors to be fully informed about the elements that can satisfy the fun and interest of the festival in preparation for the festival. Those who want to visit a festival can have various motivations, but the result of this study shows that pursuing the fun and interest has a big influence on the satisfaction of the festival, and for the festival visitors having a lot of the prior knowledge, the influence increases. Therefore, in planning and operating a festival, it is necessary to know how much fun and excitement the festival visitors can have and how effectively the information can be communicated in advance.