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The ‘Seopyeonje’ marketing and the Slow marketing by the Cheongsando Island Kwak, Su-Kyoung The influences of the visual media on the public are powerful. Because the places that were exposed in the visual media make the deep impressions remain, a lot of visitors visit, too. But, in order for this to not stop at being a temporary phenomenon, either the heavy cultural soil of the concerned region must be the foundation or the demand and the desires of the visitors must be satisfied through the appropriate tourism products and through the execution of the appropriate policies. While being introduced with a good image beginning with ‘Seopyeonje’ and through the television dramas and the entertainment programs, the Cheonsando Island heightened the nationwide level of awareness. And, by implementing the tourism policies that meet this, it has been luring a lot of tourists. In this manuscript, the causes of the success were found in the ‘Seopyeonje’ marketing and the Slowcity policy. When considering that the time limit by which the visual media have the influences on the public is 3 years ordinarily, the influences of the Cheongsando Island have been continuing by having the visual works of art get filmed by having the effective cycles. Although, actually, each and every visual work of art had appealed to the diverse consumption brackets and had played a role that had been similar but different, by engaging in the visual marketing which concentrates on the ‘Seopyeonje’, the Cheongsando Island used the strategy of definitely establishing the level of awareness of the region and the brand and spreading the effects. Thereby, the other visual media, too, have been made to continuously possess the interest in the Cheongsando Island. And, meanwhile, by pursuing the Slowcity policy that harmonizes with the image of the Cheongsando Island, which is depicted by the visual works of art, and by proceeding with the Slow Walking Festival, the direct result of making the tourists come to visit has been garnered. Of course, because the tourism policy of the Cheongsando Island is still in the elementary phase, which attaches the importance on the increase of the number of the tourists, there remains the task of elevating to a higher phase which considers the qualitative level of the tourism industry. However, I believe that, as a successful case example that connects the influences of the visual media with the specific results, it will provide a point of suggestion to a lot of the local governments that have been promoting the attraction of the visual media.

목차

1. 영상매체와 관광정책
 2. <서편제>와 영상작품들
 3. 슬로시티와 슬로걷기축제
 4. 맺는 말
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 논문초록

키워드

청산도 <서편제>마케팅 슬로마케팅 슬로시티 영상매체 관광정책 Cheonsando Island the ‘Seopyeonje’ marketing the Slow marketing Slowcity visual media tourism policy

저자

• 곽수경 [ Kwak, Su-Kyoung | 목포대학교 도서문화연구원 HK연구교수 ]

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