온천관광축제 체험마케팅을 위한 패션 DIY 문화상품 개발

Abstract

Local governments, which are already organizing various tourism festivals to boost the local economy and enhance their image, should focus on developing a festival with unique content and an individual identity. The hot spring tourism festival should offer tourists a distinct experience compared to other forms of regional tourism. Based on the model of the Yuseong Hot Springs Culture Festival, this research aims to develop experiential fashion cultural products suitable for the hot springs festival. Using theoretical research methods, this paper examines fashion and cultural products through precedent research, the festival experience from the visitor perspective, the components of effective marketing of experiences, and existing research on DIY fashion cultural products and consumer-participating products for customization as part of marketing the festival experience. Fashion items to be used for the commemorative events by tourists include bath robes, bath slippers, bath bags and hair bands shaped like sheep’s head, which have DIY components that tourists would assemble and decorate themselves. To strengthen the identity of the hot spring festival and enhance the visitor experience and satisfaction at the festival, tourists will make their own fashion cultural products and take commemorative photos to enhance the experience satisfaction of the hot spring festival. When tourists post photos taken in bath robe made by tourists themselves on Social Networking Service, it is also expected that this will serve as additional publicity for the festival.