Earticle

초록

영어

The Hampyeong Butterfly Festival is currently one of the most successful national festivals in Korea. In 2008, the festival celebrated its 10th anniversary and entered the international venue by hosting the Hampyeong Butterfly and Insect Expo. Naturally this brought focus from many researchers, and the festival also came up with many researched articles with results regarding its “success factors.” However, I think that most of the previous researches on this festival are restricted and one-dimensional perspective. They tend to be too micro-focusing on one theme such as the program of the festival or the tour aspect. In order to make up for this, this article views the festival from 1)an administrative view, 2)as a regional development policy, 3)a marketing perspective of each policy. Also to get a more steric conformation, the festival was divided by 'human infrastructure construction stage' 'festival opening stage' 'festival evolution stage', and analyzed the marketing characteristics of each stage. The factors dealt with in this article include 1)administrative service, 2)participation of citizen, 3)tourist incoming, 4)sales of industrial products for tourism, 5) RIS.

목차

Abstract
 1. 서론
  1.1 기존 연구의 검토와 연구의 목적
  1.2 연구의 방법 및 구성
 2. 지역발전정책과 정책마케팅
  2.1 지역발전과 지역발전정책
  2.2 지역발전을 위한 정책마케팅
  2.3 지역발전정책을 위한 마케팅의 내용
  2.4 지역발전을 위한 지역축제의 분석틀
 3. 함평나비축제의 성공 요인
  3.1 행정서비스마케팅: 함평주민의 참여 유도
  3.2 내부마케팅: 함평군 공무원의 참여 유도
  3.3 장소마케팅: 장소의 홍보와 판매
  3.4 상품마케팅: ‘나르다’ 브랜드
  3.5 기업유치마케팅과 지역혁신체계
  3.6 PR
 4. 결론
 참고문헌

키워드

저자

• 이재광 [ Lee, Jea-Kwang | 중앙일보 이코노미스트 경제전문기자, 지역연구센터 소장 ] 단독저자

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