文化觀光거리의 場所마케팅에 관한 硏究

Abstract

The Cultural Street of Artist Jung-Seop Lee in Seogwipo City is a street called after a name of an artist for the first time in Korea, which is highly appraised for a thing having a uniqueness. The street aims at spreading effects for the local economy and enhancing the appreciative eyes for culture and art more by inviting a variety of related facilities central to the residing place and street where Jung-Seop Lee had performed his activities for his works, recovering the old commercial areas under depression in Seogwipo City, seeking for the growth between regions and the balance of development, helping local revitalize and income increase, and further providing a high quality of tourism resource to the local people and tourists. For such purpose, the strategic mechanism of local culture is derived and the implications to consider in establishing the future development strategies are provided by reviewing general theories to the strategies of local culture, examining theories applicable to establish the strategic plans in the strategies of local culture in consideration of the vitalization of place, seeking for the strategies of local culture, and applying the strategies of local culture specifically with selecting example areas carrying out various projects of local culture including local cultural events. Samples were extracted from a population of locals and tourists visiting the Cultural Street of Jung-Seop Lee by using the convenience sampling to carry out the empirical analysis in this study. The survey was carried out for 16 days from 15 to 30 July 2006 in the Cultural Street of Jung-Seop Lee and Jung-Seop Lee Gallery. A total of 360 questionnaires were distributed, of which 351 were utilized as the basic data for the study excluding 9 with low reliability among them. A hypothetical test was performed to the collected data with a statistical package called SPSS and the results are summarized as follows. First, the path of information gathering, the importance factor and the satisfaction factor of the cultural tourism street, and the overall satisfaction showed differences depending on the visiting motive types. For the tourism and entertainment motive types, the information gathering through advertisements and the importance factor of the cultural tourism street were high, and the satisfaction factor of cultural resource in addition to the satisfaction factor of the public and information were characterized to be high. For the cultural motive types, the information gathering through the surrounding people and other media, and the satisfaction factor of entertainment and event were characterized to be low. For the social motive types, the overall satisfaction was characterized to be high. Second, the importance factor of the cultural tourism street showed no difference depending on the visiting behavior, and no significant difference was represented except for the path of information gathering in the satisfaction factor of the cultural tourism street. The satisfaction factor of the public and information as well as the satisfaction factor of entertainment and event were represented to be low for the visitors using the Internet in the path of information gathering. No significant difference was also shown in the overall satisfaction depending on the visiting behavior. Third, significant correlation were shown between the importance factor and the satisfaction factor in the cultural tourism street. Especially, a high correlation was represented between the importance factor of event and the satisfaction factor of entertainment and event. The human importance factor showed a significant correlation only with the satisfaction factor of cultural resource. Fourth, the satisfaction of cultural tourism street affected the overall satisfaction, and it is represented that the satisfaction factor of cultural resource affects the most. Based on the findings above, the following plans to vitalize the cultural tourism street were suggested. First, the production and distribution of advertisements for public relations, expansion of parking facilities and convenience facilities, lighting facilities at night matching to the cultural tourism street should be prepared. Second, it is necessary to create the street image of arts central to Jung-Seop Lee Gallery and Jung-Seop Lee's birth house to vitalize the street of arts. Third, it is necessary to prepare a place of experience to become the recollection and memory during the visit of students and tourists for the purpose of cultural experience. Fourth, it is requested to play a role of meeting and interchanging to mingle young people with their family all the time by ensuring the street to have regular festivals and events. In spite of the findings above, this study has the following restrictions. It was difficult to establish a theory in the respect of tourism for the lacking of theories previously studied as well as the history of introducing the concept of the cultural tourism street or place marketing. In addition, the suggested strategies were not tested in a way to what extent they are able to conform with the real situations. Moreover, as the time of questionnaire survey was limited to July and the street was not vitalized, the questionnaire survey was carried out primarily for locals and tourists visiting Jung-Seop Lee Gallery rather than the street. Consequently, it is hard to say that it represents the general characteristics of locals and tourists visiting the Cultural Street of Jung-Seop Lee. For such reasons, it was ruled out in the hypothetical test as the visiting behavior was not diversified, and it is necessary to have more in-depth studies for the vitalized cultural tourism street in the future. Finally, the study has a restriction of a difficulty generalizing anything for the nationwide cultural tourism street by limiting the study region to the Cultural Street of Jung-Seop Lee in Jeju area. Consequently, the studies for plans to promote should be carried out through the analysis of examples applicable in reality as well as the establishment of theories and multidimensional in-depth investigation based on more systematic ground by supplementing the previous restrictions in the future research.