Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Case Study on the Local Culture Festival in the Contact-free Era

비대면 시대의 지역문화축제 사례연구

  • 안혜령 (한양대학교 문화콘텐츠학과) ;
  • 김치호 (한양대학교 문화콘텐츠학과)
  • Received : 2021.08.23
  • Accepted : 2021.11.20
  • Published : 2021.11.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to analyze local cultural festivals hosted contact-free in the corona era and to suggest the direction for sustainable festivals in the post-corona era. To this end, by analyzing the cases of well-known festivals held contact-free in 2020 and 2021, we tried to get implications for the festivals in the post-corona era from there. As a result of this study, contact-free festivals had the following characteristics. First, the on-tact method, which produces and transmits a video or allows interaction through real-time participation, was prominent. Second, in order to compensate for the shortcomings of the contact-free method, various efforts have been made to enable on-tact experience by making and delivering experience kits in the case of experiential elements of the festival in advance. Third, communication was secured through real-time comments, and fourth, products were sold through the Internet and live commerce channels, and a certain effect was obtained. In particular, in the case of online festivals, there is a problem of loss of the sense of place of the festival, but there are cases of online festivals with more participation than offline festivals. It is judged that the problem of how to achieve this will become a reference material for the future development of contact-free festival contents.

본 연구는 코로나 시대에 비대면으로 주최된 지역문화축제들을 분석하고 포스트코로나 시대에도 지속가능한 축제 진행의 방법에 대하여 그 방향을 제시하는데 목적이 있다. 이를 위하여 2020년, 2021년에 비대면으로 진행한 인지도 있는 축제들의 사례를 분석하여 거기에서 포스트코로나 시대의 축제에 대한 시사점을 얻고자 하였다. 이렇게 연구를 진행한 결과 비대면 축제들의 경우 다음과 같은 특성이 있었다. 첫째, 영상을 제작하여 송출하거나 실시간 참여로 상호작용을 하도록 하는 온택트의 방식이 두드러졌고 둘째, 비대면 방식의 단점을 보완하고자 축제의 체험적 요소의 경우 체험 키트 등을 제작하여 사전에 전달하는 방식으로 온택트 체험을 가능하게 하는 등 다양한 노력이 있었으며 셋째, 실시간 댓글을 통해 소통성을 확보하였고 넷째, 인터넷 및 라이브 커머스 채널을 통해 상품 판매를 진행하여 일정한 효과를 얻은 것으로 나타났다. 특히 온라인 축제의 경우 축제의 장소성 상실이라는 문제가 내재해있지만, 오프라인 축제보다 더 많은 참여가 이루어진 온라인 축제의 사례도 있어, 온라인 축제의 접근의 용이성을 어떻게 잘 활용할 것 인가하는 문제와 참여자와의 소통을 어떻게 이루어 내느냐는 문제가 향후 비대면 축제 콘텐츠 개발을 위한 참고자료가 되리라 판단한다.

Keywords

References

  1. S. H. Baik & J. H. Lee & Y. J. Cho. (2020). Prospects and challenges of non-face-to-face performing arts in the post-corona era. policy report, 307, 1-30.
  2. B. H. Yoon(2021). A Study on the Direction for the Management of the Tea Culture Festival in the Post-Corona Era. The journal of tea culture & industry studies, 51(-), 67-84.
  3. J. H. Hwang.(2020). Sustainable Icheon Ceramics Festival Operation Plan Research : Especially on the analysis comparing with Arita Ceramics Festival. Master's thesis. Kyung Hee University. Seoul.
  4. S. M. Park & D. O. Choi & Y. Cheon. (2021). A Study on Marketing Implication of Transferring to Contactless Performing Arts : Focusing on Seoul Donhwamun Traditional Theater. Culture and Convergence Society, 43(2), 145-164.
  5. J. Y. Yoon. (2021). A Study on Non-contact Classical Music Performance Cases and Ways to Improve Performing Arts in the COVID-19 Era. The Journal of Humanities and Social science. 12(1), 2389-2403.
  6. Ministry of Culture, Sports and Tourism. Current status of regional festivals in 2020 (as of 10.16). https://www.mcst.go.kr/kor/s_culture/festival/festivalList.jsp.
  7. H. G. Choe. (2020). Illuminating the aspects of content change (content, choice, enjoyment, connection, reuse) for the untact content revolution in the Corona era. Korea Society Broadcast Engineers Magazine, 25(4) 61-72. p.61-72, p.61-63, p.69.
  8. H. C. Park. (2006). A Study on the Performance and Satisfaction Valuation of Local Festivals in Korea : Gangneung Dano Festival and Haedoji Festival. Doctoral dissertation. Kangwon National University, Chuncheon.
  9. M. S. Jeon & K. J. Kim. (2011). An Analyse Study of Storytelling Factors of Sustainable Regional Festival -Based on 2010 the great Backje World Festival-. Korean Photographic Geographical Society, 20(4), 87-95.
  10. H. Y. Maeng. (2013). Development of measurement scale for sustainable festival quality(FESTQUAL). Doctoral dissertation. Gyeongsang National University, Gyeongsangnam-do.
  11. J. W. Yoo & C. W. Kim & Y. M. Kim. (2014). Effects of Residents' Participation in the Organizing Process of the Local Festival on their Flow and Sustainability of Festival. Journal of MICE & Tourism Research, 14(1), 59-77.
  12. B. S. Lee. (2020). [Policy Proposal] Direction of local festivals to prepare for the era of 'post-corona'. Monthly Public Policy, 179, 63-67. p.65-67.
  13. H. J. Cho. (2020). A Study of the Development Plan for Local Festival as a Contents Platform. Story & Image Telling, 19, 299-232. https://doi.org/10.22758/SNI.2020.19.299
  14. H. K. Park. (2020). Untact Live Concert, Marketing.Marketing, 54(7), 43-52.
  15. J. H. Cho. (2015). A study on performance contents using advanced media techniques. Journal of the Korean Society for Design Culture, 21(2), 637-645.
  16. K. J. Kim & Y. B. Na. (2020). A Study on Activation of Online Performances Using Sac on Screen Project Analysis. The Korea Contents Society, 20(8), 114-127.
  17. Y. H. Go. (2020). Evolution of 3D stereoscopic sound technology and untact performance in the post-corona era. Korea Society Broadcast Engineers Magazine), 25(4), 25-34. https://doi.org/10.35373/KMES.25.3.2
  18. A. N. Yoo & J. O. Lee. (2020). The Possibility of Being an Alternative as Uncontact Concert Format for BTS's Recent Online Concert Called "Bang Bang Con The Live". Journal of the Korea Entertainment Industry Association, 14(5), 27-35.
  19. C. W. Park. (2021.01.22.). Anticipated cultural change scenarios and countermeasures. Korea Policy Briefing. https://www.korea.kr/news/cultureColumnView.do?newsId=148882985&pWise=mMain&pWiseMain=G1.2021.5.23.
  20. J. Y. Yoon. (2020). Classical Music Concerts in the Post-Corona Era. Korean Art Research. (29) 73-90.
  21. Wikipedia. (2019.10.21). Gimje Horizon Festival. https://ko.wikipedia.org/wiki/김제_지평선_축제.
  22. Gimje City Hall. (2020). The 23rdGimje Horizon Festival.https://www.gimje.go.kr/festival/index.gimje? menuCd=DOM_000001701002000000.
  23. Y. H. Kim. (2020). The Influence of Online Festival Program and Website Quality on Festival Satisfaction : Focused on Gimje Horizontal Online Festival. Tourism Research, 45(4), 101-120. p.106-107. https://doi.org/10.32780/KTIDOI.2020.45.4.101
  24. Korea Tourism Organization. (2021). [Honorary Festival] Geumsan Insan Festival. Every corner of Korea. https://korean.visitkorea.or.kr/detail/fes_detail.do?cotid=ec6726a7-893e-47eb-bc4e-21e8c6c73542.
  25. H. J. Kim. (2013). Enhancement Plans of Integrated Brand for Activation Local Cultural Festival -Revolve around Geumsan Ginseng Festival-. Communication Design Studies, 42, 16-32. p.22.
  26. S. M. Cho. (2020.10.19.). The 39th Online Geumsan Ginseng Festival Closing SNS Channel Hits Over 1 Million. Yonhapnews. https://www.yna.co.kr/view/AKR20201019077100063.
  27. Okcheon Ji-Yong festival.(2020). home on Ji-yong festival, http://gy-festival.okcc.or.kr/html/kr/.
  28. S. Y. Park. (2020.01.08.). Okcheon Ji-Yong festival Selected as the best festival in Chungcheongbuk-do for 3 consecutive years. http://www.newstnt.com/news/articleView.html?idxno=45333.
  29. H. K. .Yoo. (2021). A Study on Content composition of Literature festival: Focused on Ji-Yong festival. Master's thesis. Hanyang University. Ansan. p.43, p.54-56.
  30. Y. B. Choi. (2020.12.07.) 33rd Ji-yong festival 'Home ON Ji-yong' 7-day online festival completed. Chungcheong Newspaper. http://www.dailycc.net.
  31. Seoul Drum Festival website. The 23rd 2021 Seoul Drum Festival. http://seouldrum.go.kr/dldydr.
  32. Y. K. Lee. (2005). A study on the actualization of Seoul Drum Festival as the cultural tourism festival., Travel studies, 22, 133-147. p.136.
  33. Edward Relph. (2005). PLACE AND PLACELESSNESS. Seoul : Nonhyeong.
  34. M. J. Sung. (2021.05.22.) Konkuk University hosts the first contact-free virtual festival nationwide with 'Metaverse' technology... Students become avatars and walk around campus, 'chat' with seniors and juniors. CIVICnews, http://www.civicnews.com/news/articleView.html?idxno=31752
  35. Good Influencer. (2021.04.01.) [IT] Metaverse meaning and use cases. Useful magazine, https://good-influence.tistory.com/entry/%EB%A9%94%ED%83%80%EB%B2%84%EC%8A%A4Metaverse%EB%9C%BB%EA%B3%BC-%ED%99%9C%EC%9A%A9%EC%82%AC%EB%A1%80