문화마케팅 분석을 통해 본 전곡구석기축제

Abstract

In an attempt to propose some current problems of the korean contemporary rural festival, this paper analysed the festival of 'paleolithic site 'Jeongok-oup' in Kuyngki province which is located in the middle of Korea, focusing on the culture marketing. As for the methodology, this study adopts various tactics, such as analyzing literature and its related materials, undertaking field studies, taking interviews, and holding focus group meeting. Jeongok paleolithic culture festival opens on before or after children's day every year since 1993. In Korea the regional festival is one of the imfortant culture policies in the regional government that tries generally to identify to regional festival as regional symbol and for promoting a local economic values. But Jeongok paleolithic culture festival is initiated by the civil expert. Since the local government get to organize this festival, they want to consider regional festival as a part of the cuture policy which deals with traditional culture, we may need to adjust our view. In order to vitalize this festival and promote systematic manegement of the culture marketing, we need to pay attention to several points. That is, we need to take into account of distinct issues : such as processes of festival, organizing, managing of festival could be considered the participation of the regional citizens as well as view of consumer. To conclude, I have noted in this paper some problems involving regional festival. If those problems could be remedied and some suggestions for improvements could be reflected in drafts of future regional culture policies. As cultural heritage gets recognized as having high economic values, the issue of commercialization of cultural assets emerges as an integral part of national policy.