도시관광기관간 협력적 거버넌스 분석을 위한 탐색적 연구
Exploratory Study on the Collaborative Governance Between Urban Tourism Agencies
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In a tendency of the globalization in which competitions among cities are intensified, small and medium cities establish and develop several policies for activation through the tourism. The purpose of this study is to analyze governance systems of tourism marketing agencies engaging in urban tourism marketing. And tasks are under the premise that it is very important to increase efficiencies of tourism marketing by gathering strengths of stockholders. Based on a literature analysis of the collaborative governance of the urban tourism and a state analysis of characteristics and functions of tasks by themes of agencies promoting tourism marketing in Gwangju Metropolitan city, their cooperative relations, types of governance and forms of it are analyzed. The range and subjects of this study are Gwangju Metropolitan City Hall, Gwangju Convention&Visitors Bureau, Kimdaejung Convention Center, Gwangju Culture Foundation and Gwangju Tourism Association. And as a survey method, depth interviews were implemented. The findings are summarized and arranged: The networks between Gwangju tourism marketing agencies are 'loosely connected network type' and 'star network type' . And the early state of governance, the agencies perform individual businesses rather than joint project developments. Moreover, there are overlapped tasks between them, and tourism information are individually created and managed. Sufficient confidential relations are not established. Authorities in the agencies responded that their roles should be divided according to a common purpose for the collaborative governance, and they must be autonomous and responsible and trust each others. And a compensation for cost and effect derived from their collaborations, and fair distributions of outputs are thought to be important. On the basis of such results of analysis, the ideal Gwangju-type network suggested and an implication of it is induced.
Abstract
In a tendency of the globalization in which competitions among cities are intensified, small and medium cities establish and develop several policies for activation through the tourism. The purpose of this study is to analyze governance systems of tourism marketing agencies engaging in urban tourism marketing. And tasks are under the premise that it is very important to increase efficiencies of tourism marketing by gathering strengths of stockholders. Based on a literature analysis of the collaborative governance of the urban tourism and a state analysis of characteristics and functions of tasks by themes of agencies promoting tourism marketing in Gwangju Metropolitan city, their cooperative relations, types of governance and forms of it are analyzed. The range and subjects of this study are Gwangju Metropolitan City Hall, Gwangju Convention&Visitors Bureau, Kimdaejung Convention Center, Gwangju Culture Foundation and Gwangju Tourism Association. And as a survey method, depth interviews were implemented. The findings are summarized and arranged: The networks between Gwangju tourism marketing agencies are 'loosely connected network type' and 'star network type' . And the early state of governance, the agencies perform individual businesses rather than joint project developments. Moreover, there are overlapped tasks between them, and tourism information are individually created and managed. Sufficient confidential relations are not established. Authorities in the agencies responded that their roles should be divided according to a common purpose for the collaborative governance, and they must be autonomous and responsible and trust each others. And a compensation for cost and effect derived from their collaborations, and fair distributions of outputs are thought to be important. On the basis of such results of analysis, the ideal Gwangju-type network suggested and an implication of it is induced.
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