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조건부가치측정법(CVM)을 활용한 지역축제의 경제적 가치 추정 연구 : 가파도 청보리 축제의 입장료 지불의사를 중심으로

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Abstract
With the implementation of local autonomy in 1995, a number of regional festivals came into being nationwide as a means to promote smaller regions and reinvigorate regional economies. As they generated social, cultural, and economic effects such as enhancing the image of said regions, activating regional economies, and bringing unity to regional communities, regional festivals have established themselves as a means of regional development. However, most of regional festivals depend on government subsidies for their budget and cannot survive for long without public funding. In 2008, the South Korean government cut the budget provided for the festivals in implementing its efficient local finance policy, which triggered the discontinuation and merger of about 200 regional festivals, thus making many festivals unable to survive without national funding. It gave rise to the suggestion that there had to be measures to boost the financial self-sufficiency of such festivals in order to ensure their sustainability. Especially, as small regional festivals which are held by villages which tend to be perceived as regional projects, the financial stability of festival operating organizations may serve as a crucial factor for the sustainability of the previously mentioned festivals. Accordingly, this study explored a plan to promote the financial self-sufficiency of festival operating organizations, assuming that there exist chargeable festivals, with the goal of ensuring the sustainability of small-sized regional festivals. Securing funding for the festival operating organizations not only ensures the stable operation of the festivals but also promotes the sustainability of festivals through their reinvigoration. Furthermore, a transition from free-of-charge festivals into a fee driven structure is a sensitive issue, a study should take place on the applicability of charges by estimating the visitors' willingness to pay. To fulfill the purpose of the research, this study selected the contingent valuation method (CVM) which estimates the economic value of non-market goods like regional festivals and applied double-bounded dichotomous choice as a method to promote the willingness to pay. Afterwards, for the purpose of estimating the total economic value of a festival, this study identified the willingness to pay (WTP), assuming a situation in which it is necessary to introduce charges to ensure the continuation of festivals. A one-on-one survey was conducted with visitors of Gapado Green Barley Festival, and a sample of total 383 valid copies of the questionnaire was used in the analysis. The study showed that the average willingness to pay (WTP) per person for the Gapado Green Barley Festival was 3,262 won. This amount is more than twice as much as the 1,500 won average charge for other public tourist sites in Seogwipo, which suggests that visitors put a greater value on the Gapado Green Barley Festival than on other public tourist destinations. And given the ferry fare that visitors paid to come to the festival, the WTP as actually registered by the respondents should be even greater. The total economic value of the Gapado Green Barley Festival estimated by multiplying the total numbers of visitors calculated in three different scenarios by the average WTP were 220,958,094 won, 116,345,492 won, and 168,648,662 won, respectively, which was larger than 30,000,000 won, the budget spent on the 10th Gapado Green Barley Festival in 2018, thus demonstrating the applicability of a chargeable festival as a plan to fund the festival operating organizations. The study identified the intention to return to a festival and the satisfaction with festival programs as the variables that significantly influenced the WTP for the Gapado Green Barley Festival. These two variables are statistically significant as the coefficient estimate shows a positive (+) value. In other words, the greater the satisfaction with the festival program, the greater the willingness to return to the festival thus the greater the willingness to pay the aforementioned charge for the festival. On the other hand, the study showed that the demographic characteristics were insignificant. This seems to be influenced by the regional peculiarity which has the whole of Jejudo as a tourist attraction and the fact that visitors have to pay a ferry fare to get into Gapado. This research and its results have the following implications. First, as the study estimated the WTP of the visitors to a festival, the results may serve as basic data for calculating a reasonable charge and when adopting a pricing plan for a charge for festivals in the future, they may be used as grounds for introducing a charge and as data for forecasting visitors based on the varying amount of charge. Second, it can lead to the creation of promotional and marketing plans for the Gapado Green Barley Festival. Creating a marketing strategy through market segmentation that has as its main target of the early and late middle-aged people who constitute the largest group that visit the Gapado Green Barley Festival could attract more visitors. This study estimated the economic value of the festival to boost the financial self-sufficiency of the festival operating organization, and demonstrated the applicability of a chargeable-schemed festival to make regional festivals sustainable. Other studies that estimated the economic value of festivals wanted to prove the necessity of government funding for festivals, whereas this study is significant in that it has explored a plan allowing for the operating organizations to become self-sufficient. The study is also significant in that it broke from the old practice of estimating the economic value of large regional festivals and has focused on small-sized regional festivals.
Author(s)
정다혜
Issued Date
2018
Awarded Date
2018. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/common/orgView/000000008623
Alternative Author(s)
Jung, Da Hye
Affiliation
제주대학교 일반대학원
Department
대학원 관광개발학과
Table Of Contents
제 1 장 서 론 1
제 1 절 연구의 배경 1
제 2 절 연구의 목적 3
제 3 절 연구의 범위 및 방법 4


제 2 장 이론적 고찰 6
제 1 절 지역축제 6
1. 지역축제의 이론적 고찰 6
2. 지역축제의 선행연구 검토 11
3. 지역축제의 경제적 가치 개념 14
제 2 절 조건부가치측정법(CVM) 15
1. 가치추정방법론 15
2. 조건부가치측정법(CVM)의 적용절차 19
3. 조건부가치측정법(CVM)을 이용한 선행연구 검토 30


제 3 장 연구 설계 33
제 1 절 사례 대상지 현황 33
1. 제주특별자치도 지역축제의 현황 33
2. 연구 대상지 선정 36
3. 가파도 청보리 축제의 개요 37
제 2 절 조사 설계 43
1. 설문지 설계 43
2. 설명변수 및 연구모형 48
제 4 장 분석 결과 52
제 1 절 기초통계분석 53
1. 인구통계학적 특성 53
2. 방문객 행태 57
제 2 절 경제적 가치 추정 60
1. 가파도 청보리 축제의 지불의사금액 추정 60
2. 가파도 청보리 축제의 총 경제적 가치 추정 67
제 5 장 결론 69
제 1 절 연구의 요약 및 의의 69
제 2 절 연구의 한계 및 향후 연구 방향 72


참고문헌 74
설 문 지 79
Abstract 85
Degree
Master
Publisher
제주대학교 일반대학원
Citation
정다혜. (2018). 조건부가치측정법(CVM)을 활용한 지역축제의 경제적 가치 추정 연구 : 가파도 청보리 축제의 입장료 지불의사를 중심으로
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Faculty of Data Science for Sustainable Growth > Tourism Development
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