통영연극예술축제의 브랜드 구축 방안 연구

Abstract

The need for brand building is growing at local arts festivals. Therefore, this study tried to contribute to the establishment of the brand strategy of the local art festival by analyzing the brand construction status of the Tongyeong Theater Arts Festival(TTAF) as a brand myth construction model. As a result of the study, in terms of the dominant ideology, the TTAF was exposed to negative perceptions such as their own league, low artistic level, and doubts about individuality and creativity, as commonly found in other regional festivals. In addition, the desires of consumers and masses were marked by independent consumption, demand for easy and comfortable arts, and enhancement of pride and self-esteem in local culture. To overcome the cultural contradiction, the TTAF is judged to have to focus more on regional specialization and artistic level improvement using the unique cultural resources of the region. Therefore, this study specifically suggests the improvement of the brand strategy of the TTAF through the supplementation and innovation of the PR marketing strategy.