earticle

영어

The purpose of this study is to find the characteristics of cultural marketing, Hampyeong Butterfly Festival. In these day cultural-oriented regional development strategy has become a useful method in less-developed regions. Festival marketing is one of the common methods. This strategy focuses on the promotion of cultural attractiveness to induce visitors for regional development. It is consisted of two steps, the process of place making and place promotion. In this study the characteristics of Hampyeong Butterfly Festival are found out by field study, participation in the festival and interview of the festival related persons. This study found out the successful factors of festival marketing as follows; 1, choice of competitive regional assets, 2, development of various programs focusing on festival theme, 3. participation of many actors, 4. provision of commercial marketing strategies.