• 지역과문화
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• v.7 no.4
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• pp.21-48
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• 2020

The purpose of this study is to analyze how the integrated heritage conservation actually affected the urban economy of historical cities. To this end, this study examined the trends and meanings of an integrated heritage conservation, and a relationship between sustainable urban development and integrated heritage conservation to find out connectivity with urban economy. Before an empirical analysis of domestic policy of integrated conservation of heritage, this study overlooked the system of the preservation and promotion of ancient cities, which can be called integrated heritage conservation system in Korea, and examined how the historic landscape improving project, which is being implemented as part of the policy of the preservation and promotion of ancient cities, actually affected the urban economy. This study empirically identified the impact of the project through a land price analysis of the region. This study focused on analyzing an impact of the project on a price of land in the proximity of subsidized land lot and analyzed the impact through Difference-In-Difference method. In particular, the project effect was analyzed only for the settlement zones among the preservation and promotion zones where the project was carried out, and as a result, it was confirmed that the average price of lands in the proximity of subsidized land increased more over the same period than in the areas where the project was not intensively implemented.

• 지역과문화
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• v.8 no.3
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• pp.27-48
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• 2021

In recent years, China's tourism performing art in a series of new completion of the project, increase the box office of tourism performing arts industry, higher economic income, at the same time led to the formation of brand of tourism performing arts and has a good reputation, with the regional culture, has a certain role in promoting economic development, including Large scenario experience drama is one of the key projects. Large scenario experience drama is a new form of drama that simulates the space design of real environment and enables the audience to have active experience in visual, auditory, smell, taste, touch and other senses with strong interactivity.Large scenario experience drama are adapted from traditional Chinese culture, regional culture and long-passed stories, and combine high technology such as lighting, sound effects, special effects and 3D effects to make the audience's experience more real.As the first Large scenario experience drama in China, 'You Jian Ping-yao' reflects the profound culture of Shanxi with new forms of expression and creative means, in the form of scene experience and make the audience more intuitive feel the 'Shanxi emotion', 'Shanxi sentiment' and 'Shanxi Morality', carry forward the traditional culture at the same time, also passed the Shanxi ancient and great values, strengthened the drama of China's movie village, impetus the development of the tourism industry in Shanxi, drive the Shanxi region of jingjing, gradually formed a complete industrial chain. However, there are also limitations such as improper plot connection and improper tourist management, which can improve the performance effect through more audience interaction and guidance. Therefore, it can be seen that large-scale situational experience dramas play a great role in promoting the dissemination of traditional culture and values, the development of tourism industry, the formation of regional brand characteristics and economic development. Through these, it can be seen that large-scale situational experience plays have enlightenments such as innovative thinking content, gradually forming an industrial chain closed-loop, and broadening publicity channels for the development of live-action performances.

• 지역과문화
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• v.7 no.2
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• pp.113-132
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• 2020

This study explored ways to make tourism resources based on the historical significance and major legacies of Yesan Imjon Fortress and Hongju Juryu Fortress, the center of the war where the core leadership of Baekje Restoration War was located. After the collapse of Baekje, it looked at the process of the restoration war centered on Imjon Fortress, the main characters, Imjon Fortress and Juryu Fortress, and the legends related to the restoration war. The tourism value of Baekje Restoration War is highlighted in terms of location identity and dark tourism. After reviewing cases of similar characteristics to the Baekje Restoration War, the method of tourism resourceization was presented. The elements of resourceization include characters, battles, relics, places, and name legends. Reproduction strategy, experience strategy, hard branding strategy and soft branding strategy were presented. As an example of the reenactment strategy, the Baekgang Battle reenactment event was presented. Experience strategies include walking and Baekje pottery. As for the hard-branding strategy, installation of sculptures of major characters and upgrading of tourist information signs were suggested. Soft branding strategies raised the need for logo marks, catch phrases, character products, video contents, and story maps through the branding of fortresses related to the Baekje Restoration War.

• 지역과문화
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• v.7 no.1
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• pp.127-152
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• 2020

This study was focused on the role of social capital as a measure for managing the sustainable growth and development of tourist destinations. Its ultimate objective is to elucidate that social capital is an important tool used to promote the sustainable tourist development, where the tourist development has an effect on the residents' satisfaction with their regions and attitudes toward tourist development, who have lived in tourist destinations. It also verified the moderating effect of social capital on the influencing relationship between perceived negative effects of tourist development and residents' satisfaction with their regions and attitudes toward tourist development, by dividing Yeosu-si, in which over tourism has occurred, in Jeollanam-do into old downtowns and others. An empirical analysis of such effects shows that they are stronger in old downtowns in which tourist development has been concentrated, than in others which deviated from it. This suggests that social capital can be a measure for reducing the negative effects of tourist development or maintaining sustainable development and growth. It is thus necessary to develop and promote a variety of policies reflecting the characteristics of social capital, such as the basic ordinance for activating private-public governance, community clubs, village general assemblies and so forth.

• 지역과문화
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• v.7 no.3
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• pp.1-21
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• 2020

Living culture emphasizes cultural activities in daily life based on local characteristics, and aims to integrate art with daily life to communicate with others through activities of local residents. In this process, the values that individuals and society should have, are evoked and restored. In order to understand the context and processes in which the values of the living culture are expressed as local culture, we analyzed the case of 'Gosaek Nongak(community band music, dance and rituals in Korea) conservation association' in Suwon area and tried to diagnose how art and daily life are integrated and restoring community life in the actual field. For this purpose, phenomenological research was conducted through literature review participatory observation, and in-depth interviews to categorize the social impacts of living culture activities and public support due to individual, community, and local influences. We found that public support for living culture led to increased artistic development and human interaction in the community, and that individuals who are thus empowered to seek artistic experience and actively interact with other people, emerge as vital subjects and practitioners of culture and arts in their local community. Furthermore, we found that the activities of living culture facilitated the formation of local identity for members and local residents. Through living culture activities, members and local residents became more aware of being members of the community and found value and meaning in participating in daily life and cultural activities.

• 지역과문화
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• v.7 no.1
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• pp.153-182
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• 2020

Andong is the place where the most ginger is produced in Korea. The article is based on a study on the development of storytelling of a co-brand of local agricultural products, focusing on the case of 'The Geudae Ginger,' a co-brand of ginger in Andong. This study aims to develop a brand storytelling of Andong Ginger's co-branded 'Geudae Ginger' to build an image as a local specialty and help revitalize the Andong ginger's industry. The process of developing storytelling to activate 'Geudae Ginger' brand is as follows. In the first step, I collected storytelling materials through data research. Ginger, which has long been used as a medicine for mankind, has more historical and cultural stories than anything else. In the second step, story resources were extracted based on data research. By analyzing the story properties of Andong ginger, we made its list. As a result, the image of the nobility, rigidity and chastity of ginger, which is used to benefit all over, could be associated with the image of Andong, the capital of Korean spiritual culture. Storytelling was developed in the third step. The main theme was 'Andong ginger with anther level ' and the main story was 'The Story of Andong's Ginger Teacher'. The scenario developed is as follows: 1. Introducing Andong's Ginger Teacher, 2. The birth of Dosan Thirteen Tea, 3. 'Geudae Ginger' that bridges love. In the last fourth step, I proposed ways to utilize storytelling. I presented the spread methods of consumer-participated storytelling using images of 'Geudae Ginger' and a new-tro event with teachers highlighting the image of 'Ginger Teacher' and others as a local business program for storytelling expansion.

• 지역과문화
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• v.8 no.2
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• pp.49-68
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• 2021

The pandemic of COVID-19 also affected performing arts business and stimulated 'Untact' performances, which means online streaming of the shows including real-time streaming. This study sought to examine factors to the consumers' acceptance. The research framework was based on the VAM, a revised model of TAM for the ICT products and services. For the research, consumer survey was conducted, where ndependent variables are perceived usefulness, pleasure, technicalty and innovation resistance, and dependent variables are percieved value and acceptance. Smart PLS was used to test the hypothesis. The result shows that the significant factors were percieved usefulness(+), pleasure(+) and innovation resistance(-). The percieved technicalty was not significant, the major reason would be that the digital devices and the internet technology are percieved a commodity these days in Korea. Percieved value was significant factor to acceptance. This study is meaningful because it is about the new phenomenon of 'untact' performance through the VAM methodology and it examined the significant factors to the attitude from the perspective of benefits and costs. There is limit that this study didn't consider old peoples' attitude. It is the reason that the continuous researches are necessary.

• 지역과문화
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• v.7 no.3
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• pp.49-79
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• 2020

This study focuses on the analyzing historical and cultural resources formed during the Goryeo, Chosun, and Anti-Japanese Movement periods after the Silla period with the aim of finding ways to utilize its cultural contents. The viewpoint of analysis was made from the perspective of exchange, naturalization, and faith, and the following conclusions were obtained from the analysis. First of all, from the exchange perspective, the activities of Choi Chi-won, Seogyu, and Song Young-gu contributed to the formation of regional historical and cultural contents, such as leaving a lot of ruins or geographic stories in the area and a heritage of good human exchange. From the point of view of naturalization, Du Kyung-ryeong, Cheon Man-ri, and Jeong Yul-seong contributed to the history and culture of the story and the formation of heritage by doing such as contributing activities to the war, anti-Japanese movement for the nation, and the formation of the nation. The most representative from a religious point of view is the Guan Yu faith, which has become a faith believed by the authorities and civilian as a brave longevity and a symbol of the victory of war. The related symbols, paintings, etc. also are objects of worship and have become valuable local Chinese cultural resources as artistic values. Therefore, from a cultural point of view, there is a need to further develop and utilize these China-related historical and cultural resources as good cultural contents by elaborating their stories and local festivals, book culture branding, international music festivals, and exploring various cultures such as Chinese tour courses.

• 지역과문화
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• v.7 no.1
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• pp.99-126
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• 2020

This study aimed to investigate the effects of multicultural complexes on activating local culture. Prior studies that discuss activating local culture through multicultural complexes focus on literature reviews or quantitative research methods, which do not incorporate the detailed and practical opinions of the users of the location. Therefore, this study collected detailed information through in-depth interviews with users, and investigated the future development methods of multicultural complexes based on the obtained information. It focused on the Asia Culture Center (ACC) in Gwangju, which is considered a prime example of a multicultural complex, and conducted in-depth interviews with citizens who have lived in Gwangju for at least five years as well as visited the ACC to investigate the research question from a detailed perspective. The results revealed that although the citizens of Gwangju have a positive perception of the functions of ACC as a cultural space representing the city that activates the local culture, they perceive it as partially insufficient to be considered a multicultural complex. Major findings included the following: the contents of the ACC do not have a mass appeal, its inflexible hours of operation inconvenience visitors, and the contents available for visitors lack in quantity and quality. Therefore, in order for the ACC to appeal as a successful multicultural complex, it is necessary to cooperate with the members of the community to investigate their needs with respect to the contents and location, and prepare strategic plans to satisfy those needs.

• 지역과문화
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• v.7 no.2
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• pp.155-172
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• 2020

This study analyzed the factors to customer attitude on the goods and service introduced in UGC(User Generated Contents) and explored the difference between Korean and Chinese customers. For the first research question, the hypothetical factors were selected through literature review, the area of which are media consumption, social media and effect of advertising. In this study examined 4 independent variables: information, reliability, BJ attractiveness and customer innovation. Methodologies are confirmatory factor analysis, correlation analysis and multi regression. Result showed that reliability, BJ attractiveness and customer innovation are statistically significant. According to the β value, the biggest one is customer innovation, the second one is BJ attractiveness and the third one is reliability. The influence of information on customer attitude is not statistically significant. The result is well-aligned with the prior studies. The information factor's influence, however, is disputable because some prior studies shows that it is not significant when the research samples are recently developed channel such as mobile or social media commerce platforms. It is necessary to identify the root causes why the information factor is not significant in some research cases. For the second research question, this study used independent t-test between Korean and Chinese customers. The result shows that the difference in reliability, BJ attractiveness and attitude are stastically significant, and the ratings of Chinese customers are higher. This result caused by the difference of media commerce environment between Korea and China. Information and customer innovation didn't show significant difference.