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J. Korean Home Econ. Assoc > Volume 48(1); 2010 > Article
Journal of the Korean Home Economics Association 2010;48(1):97-110. doi: https://doi.org/10.6115/khea.2010.48.1.097
Market Analysis of Cultural Products Sold in Jeonnam Cultural Tourism Festivals
Mi Sook Lee1, Kyung Hee Chung2
1Department of Clothing and Textiles·Human Ecology Research Institute, Chonnam National University
2Department of Clothing and Textiles, Chonnam National University
Corresponding Author: Kyung Hee Chung ,Tel: +82-62-530-1345, Fax: +82-62-530-1349 , Email: pinkdonald@naver.com
Received: September 8, 2009; Revised: October 8, 2009   Accepted: November 14, 2009.
ABSTRACT
The purpose of this study was to identify development strategies of high value-added cultural products in order to help promote Jeonnam cultural tourism festivals. In order to achieve this purpose, we carried out a market survey of cultural products sold in cultural tourism festivals held successfully within the Jeonnam area.The subjects of this study were local festivals which were labeled as cultural tourism festivals by the Ministry of Culture, Sports and Tourism from 2000 to 2008. The results of this study were as follows: Firstly, a store survey was conducted to analyze the categories of products on offer. As a result, the most frequent product was accessories (46.2%), followed by clothing and miscellaneous goods (25.2%), ceramic products (14.8%), interior decoration products (9.1%), and stationery (4.6%). Secondly, in the design motif used for cultural products, most products did not contain festival or local images. Cultural products with festival images made up 47.2% of the range, while only 2.3% of products on offer contained local imagery. The remaining 50.3% of cultural products for sale did not use festival or local images. Finally, in terms of materials used, most products used metal (36.7%), followed by textiles (32.9%), ceramic (13.8%), wood (6.2%), plastic (6.2%), paper (3.6%), and leather (0.2%). For price range, 52.4% of product were equal to or below 10,000 won, followed by 33.1% between 10,000-30,000 won. The results of this study showed that the cultural products of Jeonnam festivals lacked symbolism of the region or festival itself. Furthermore, items and the price ranges were not diverse enough. A possible solution would be to address this short coming, but more importantly, design a marketing and commercial strategy tailored towards the promotion of cultural products which contain both regional and festival imageries.
Keywords: cultural tourism festival, cultural product, design, promoting
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