문화관광형 전통시장 육성사업의 상인만족도 분석 - 온양온천시장과 광주양동시장을 중심으로

Abstract

This study surveys the merchant satisfaction from the government sponsored 'Culture-Tourism Oriented Traditional Marketplace' project. From existing studies, two traditional markets from Onyang and Kwangju were selected as a success and a failure case respectively. A survey was conducted on the merchant satisfaction on specific components of the project. It found that indeed merchant satisfaction from the project was noticeably higher in Onyang than in Kwangju. Turning to specific components, regression analysis from the survey data showed that significant difference on merchant satisfaction was explained by their different perceptions on the effectiveness of self-governing organizations by merchants themselves, despite discrepancies in market characteristics and sales volumes. Interestingly enough, the surveyed merchants also pointed to the collective efforts by merchants themselves as the most important factor for the program's success. A further look into the Onyang case suggests that integrating various self-organizations under one roof could be an effective strategy in eliciting more inputs from diverse merchants, together developing and tailoring specific programs to their own surroundings.