공연관광활성화를 위한 연구 - <미소>를 중심으로

Abstract

‘Performance art tourism’ is performance as a cultural product, which could have been referred as the niche market in the tourism industry. It is now forming and growing its own market enough to create a new concept word, performance art tourism by combining ‘performance’ and ‘tourism’. Through a performance to foreign tourists, it helps them get the better understanding about the culture. And through the experience, it creates not only positive image but also the possibility to revisit the country. Accordingly, the importance of the ‘performance art tourism’ industry has grown, proved by the current 15 open-run performing art around Seoul. The major performing work among them include <Nanta>, <Jump> and Chongdong Theater’s open-run performing art of Korean traditional <Miso>. Chongdong Theater’s open-run performing art of Korean traditional <Miso> started in 1997 as <Nanta>, celebrating 15th anniversary. Up to now, the number of domestic and foreign audience who viewed <Miso> is more than 650,000, and in 2010 notably as the first case as a national and public organization, it is now performed twice a day in its own <Miso> theater, continuously spotlighted in the ‘performance art tourism’ industry. It was no table that it was the first case as a national and public organization. In the performance art tourism industry where usually dominated by non-verbal, open-run performing art of Korean traditional was another subject for experimentation. Towards to idea of making Korean traditional performing arts as opea-run performance art, most of the professionals and critics in the performance arts and tourism industries speculated it as gloomy. However, Chongdong Theater focused on the strategy to productizing performing arts of Korean traditional and started as “open-run performance stage of Korean traditional”. It continued twice a week every Tuesday and Friday as “open-run performance stage of Korean traditional” from February to November every year. In 2008, the brand name changed to <Miso> and became spotlighted newly in the performance art tourism industry. Taking this as a chance, now it is performed every day except Monday and in 2010 it has its own performing hall called <Miso>. Cleary the <Miso> performing hall in Chongdong Theater shows the open-run performance art twice a day and it is widely recognized as the leading performing art brand, <Miso>. As a result, it can be said that Chongdong Theater’s <Miso> has opened the blue ocean for open-run performance art of Korean traditional in the performance art tourism industry.