• International Journal of Contents
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• v.5 no.3
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• pp.98-106
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• 2009

For the success of a festival, effective volunteer management is axiomatic. Given the dramatically increased size and quality of festivals and events in Korea over the past fifteen years, the importance of effective volunteer management has been overlooked among festival organizations in comparison to similar festivals in western countries. This paper provides a description and an assessment of the Hi Seoul Festival 2009 volunteer program based on an seven-step ideal process of an effective festival volunteer program with suggestions for the program development by reviewing organizational documents, and an interview with a staff member of the Hi Seoul Festival organization, and a survey pertinent to festival volunteers' motivation. This study shows college students are more interested in volunteering at festivals in Korea with the primary motivation of developing relationships and gaining work experience. It also suggests that the Hi Seoul Festival organization should fully appreciate the importance of an effective volunteer program and the position and work of a volunteer coordinator.

• Asia-Pacific Journal of Business
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• v.1 no.1
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• pp.23-40
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• 2010

This article estimates the total evaluation of the festival and investigates the determinants of visitors' WTP(willingness to pay) for the festival. Hi Seoul Festival is a way to introduce Korean culture to other foreigners as well as to serve as an economic and cultural stimulus for Seoul. A contingent evaluation survey was conducted and a total of 763 useful samples were collected. The results show that the evaluation of the festival were different across three different WTPs which were calculated as 2,846 won, 3,321 won, and 4,838 won. The annual total benefits value is calculated as 433.767 billion Korean won. And visitors' sex and visitors' satisfaction(keep up festival, need to modify) was a important determinants of the WTP for a visit. These findings may provide guidance managers and practitioners who help maintain the Hi festival.

• The Journal of the Korea Contents Association
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• v.8 no.10
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• pp.328-341
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• 2008

This study is to analyze impacts of a newly developed festival based on place attachment and involvement theories using SEM. The results are that there are positive relationships between festival involvement and festival impacts, but there are negative relationships between place attachment and the impacts. The results mean that residents may have not enough interaction with the newly developed festival. Therefore, the findings suggest that organizers and managers are need to make efforts to communicate with citizens and to enlarge place attachments with the festival.

• 베이커리
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• no.7 s.420
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• pp.56-58
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• 2003

• 베이커리
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• no.6 s.431
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• pp.58-59
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• 2004

• Journal of the Korean Society of Food Culture
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• v.20 no.2
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• pp.152-171
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• 2005

This study was to investigate the perception of Korean traditional festival/holiday foods among the housewives in their 20's, 30's, 40's, and 50's residing in Seoul. Out of 350 questionnaires, 282 respondents were results The results were summarized as fellows: The most familial traditional holiday was Seollal on the New Year's Day(100%), and the most favored foods for respective traditional holidays are as fellows: tteokguk, rice paste soup, (98.23%) for Seollal on the New Year's Day; ogokbap, cooked rice mixed with five cereals (98.23%) for Daeboreum on the New Moon's Day of January 15; neuttitteok, zelkova ricecake, (20.64%) for Chopail on Buddha's Birthday; charyunbyeong cake (20.21%) for Dano on May 5; gyesamttang, chicken broth with ginseng, (89.72%) for Sambok, the hottest period of summer; songpyeon, pine cake, (96.45%) for Chuseok on August Moon Festival; patjuk, redbean stew, (98.94%) for Dongji on the winter solstice; and mandu, bun, (16.37%) for Seotdalgeumeum on the year-end day. Most of the respondents said that they ate traditional festival foods in compliance with the traditional manners and customs and that they made such traditional foods at home. They added that they wanted to team more about various recipes of the traditional foods and pointed out that traditional holiday foods had to be modernized in some way.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.328-339
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• 2021

In the age of global competition, city brand is a significant element for establishing a city's competitiveness. City branding is the process of building a storytelling about cities' content. Among the various contents that differentiate cities, this study seeks to discuss the role of an event and a city brand in the process of city branding based on the city marketing and event tourism literatures. This research uses grounded theory and a case study to examine Seoul exploring the changes in the Hi Seoul Festival and the Hi Seoul city brand over the last two decades. The qualitative research includes a secondary data analysis based on case studies from domestic and foreign regions and their festivals. The analytical results indicted three limitations: inconsistency, a lack of identity, and political leverage. Based on the limitations, this study discusses the importance of the connection between city identity and event content, suggesting implications for moving forward toward a stable Seoul city branding strategy for the Seoul Metropolitan Government.