문화관광 콘텐츠로서의 예술관광 활성화 방안: 클라우드 게이트 무용단 사례를 중심으로
Measures to promote the arts tourism as a cultural tourism content -Focused on the case of Cloud Gate Dance Theatre-
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Art tourism, which is a typical futuristic industry with high added values, is a new market in which not only tourism industry but the arts industry are interested. The arts industry is rendering diverse attempts for a successive conversion of performances into a cultural tourism content. By reviewing the activities of Taiwan’s Cloud Gate Dance Theatre, a successful case of the arts tourism, the study sought to suggest five measures to activate the arts tourism so that our arts tourism could establish its position as equipped with worldwide cultural tourism content. First, secure worldwide universality of performances Second, artistic identity and persue cultural attractiveness Third, successful runs at international festivals and the show has forayed into overseas markets Fourth, secure exclusive theaters to firmly build marketing bases Fifth, render policy-wise assistances Obviously, the art tourism has the potential for blue ocean. Above all, one of its biggest merits would be that it can boost country’s cultural images by inducing tourists and also contribute to the economy. For this, the study believes we need more detailed market analysis, analysis of consumer propensity including tourists at home and abroad, development of the cultural tourism content based on human’s common sentiments, and policy-wise assistances from the government level. Given that arts can be a stronger driving force behind enhancing the image and prestige of a nation than any other fields, the study hopes multiple changes and explorations in terms of the tourism policies could take place for activation of the arts tourism.
Abstract
Art tourism, which is a typical futuristic industry with high added values, is a new market in which not only tourism industry but the arts industry are interested. The arts industry is rendering diverse attempts for a successive conversion of performances into a cultural tourism content. By reviewing the activities of Taiwan’s Cloud Gate Dance Theatre, a successful case of the arts tourism, the study sought to suggest five measures to activate the arts tourism so that our arts tourism could establish its position as equipped with worldwide cultural tourism content. First, secure worldwide universality of performances Second, artistic identity and persue cultural attractiveness Third, successful runs at international festivals and the show has forayed into overseas markets Fourth, secure exclusive theaters to firmly build marketing bases Fifth, render policy-wise assistances Obviously, the art tourism has the potential for blue ocean. Above all, one of its biggest merits would be that it can boost country’s cultural images by inducing tourists and also contribute to the economy. For this, the study believes we need more detailed market analysis, analysis of consumer propensity including tourists at home and abroad, development of the cultural tourism content based on human’s common sentiments, and policy-wise assistances from the government level. Given that arts can be a stronger driving force behind enhancing the image and prestige of a nation than any other fields, the study hopes multiple changes and explorations in terms of the tourism policies could take place for activation of the arts tourism.
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