‘천안흥타령춤축제’를 통해 본 무용장르를 활용한 지역브랜드 확립에 관한 연구

Abstract

The purpose of this research is to analyze how the Dance genre positively affected  to local brand establishment through this study about "Cheonan World Dance Festival," which is to be seen as a success case among local festivals oriented for dance genre and to find the way to advance for the future. According to advance research, local brand means; brand awareness, brand loyalty, and reminiscent of the brand image and the higher experience factor is for local festivals, the more positive effect is brought to the brand values. Therefore, the positive roles of local brand factors through general participation events and dance among audience for "Cheonan World Dance Festival" can be known by analyzing the statistics. The results are as follows. First, in 2007~2011 audience range chart, as 2011 starts, although the audience from Cheonan City decreased and became insignificant, as showing the audience from other cities was spread evenly, it was noticeable that one time participation for local festivals changes to multi-lasting one. Second, in relation with dance genre as a local brand, as the result shows that the audience were the participants themselves before 2008, on the contrary, after 2010, audience were solely to enjoy the festivals, it reveals that awareness and loyalty of the festivals were increased. Third, Through "Cheonan World Dance Festival" the local festival in Cheonan, and through the genre of dance as a media, we can show the possibilities that we can make it happen that dance is not just for specialists or related people, but every one can contact and enjoy. And as this is one of the positive media contents, it can stand tall not only as for local promotion and economic values, but also as a local brand.