• 지역과문화
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• v.7 no.1
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• pp.59-98
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• 2020

An empirical study utilizing data was performed with a variable called 'strategic planning' for festivals in order to look into the impact of a cultural tourism festival on urban regeneration. As a success factor of a festival, strategic festival planning was drawn up, and the following hypotheses were set: Seven strategic factors verified through an exploratory factor analysis will have a positive impact on festival satisfaction (festival success) and on urban regeneration, and festival satisfaction will have a positive impact on urban regeneration by having a mediating effect on it. For the analysis, the Gimje Horizon Festival was selected as it was considered as a typical case of urban regeneration through a festival, and the relationship between the festival and urban regeneration was understood by conducting a combined analysis of a quantitative analysis through a survey, a literature search, field investigations and in-depth interviews. The quantitative analysis indicates that strategic planning has a positive impact on festival satisfaction (festival success) and on urban regeneration and that festival satisfaction has a positive impact on urban regeneration. The same study result as the quantitative analysis result was obtained even through a qualitative analysis. This shows that the higher the path coefficient of strategic planning, the higher the path coefficient of festival satisfaction and urban generation and that with better strategic planning, the effects of festival satisfaction and urban regeneration are maximized. In other words, when planning and implementing a festival by actively incorporating the seven strategic planning factors which were suggested as festival success factors earlier in this study beginning from the stage of festival planning, it is likely to have a positive impact not only on the success of the festival but also on urban regeneration. This is an implication that gives a new alternative to software-based urban regeneration through festivals. It is meaningful to present the importance of festival planning and the direction of planning to maximize the effect of urban regeneration to festival planners and urban regeneration experts. This study is believed to serve as a momentum for people to take a new approach to studies on festivals and urban regeneration utilizing software in the future.