Earticle

초록

영어

The purpose of this study is to find the characteristics of cultural marketing, Hampyeong Butterfly Festival. In these day cultural-oriented regional development strategy has become a useful method in less-developed regions. Festival marketing is one of the common methods. This strategy focuses on the promotion of cultural attractiveness to induce visitors for regional development. It is consisted of two steps, the process of place making and place promotion. In this study the characteristics of Hampyeong Butterfly Festival are found out by field study, participation in the festival and interview of the festival related persons. This study found out the successful factors of festival marketing as follows; 1, choice of competitive regional assets, 2, development of various programs focusing on festival theme, 3. participation of many actors, 4. provision of commercial marketing strategies.

목차

Abstract:
 1. 서론
 2. 이론적 배경 및 분석의 틀
  2.1 영역혁신적 지역발전
  2.2 축제 마케팅과 지역발전
  2.3 축제 마케팅 특성 및 분석의 틀
 3. 함평나비축제의 태동 및 주요내용
  3.1 함평나비축제의 태동
  3.2 함평나비축제의 주요내용
 4. 함평나비축제의 특징
 5. 장소자산 구축 및 상품화， 판촉전략
  5.1 인적자원과 곤충 연구소
  5.2 경쟁력 있는 소프트웨어 구축
  5.3 장소자산 브랜드화
  5.4 다각적인 홍보 및 판촉
 6. 함평나비축제의 성공요인과 과제
 7. 결론
 참고문헌

키워드

저자

• 김현호 [ Kim. Hyeon Ho . | 한국지방행정연구원 수석연구원 ]
• 조순철 [ Cho. Soon Chul | 한국지방행정연구원 수석연구원 · 동신대학교 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국지역개발학회지 [Journal of the Korean Regional Development Association]

• 간기

  연5회

• pISSN

  1225-9055

• 수록기간

  1989~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 322 DDC 330