Hi Seoul 페스티벌 발전방안 · 시정연 2007-PR-04 Hi Seoul 페스티벌 발전방안 백 선 혜 나 도 삼 2007.7 서울시정개발연구원 SeoulDevelopmentInstitute

시정연 2007-PR-04

Hi Seoul 페스티벌 발전방안

백 선 혜

나 도 삼

2007. 7

서울시정개발연구원Seoul Development Institute

연 구 진

연구책임 백 선 혜 • 디지털도시부 부연구위원

공동책임 나 도 삼 • 디지털도시부 연구위원

연 구 원 김 소 은 • 디지털도시부 연구원

자문위원 (가나다 순)

김 경 욱 • 서울문화재단 축제팀

김 승 현 • 서울시 문화과 축제팀

김 영 호 • 서울문화재단 문화사업팀장

이 각 규 • 한국지역문화이벤트연구소 소장

이 무 용 • 전남대학교 문화전문대학원 교수

이 인 배 • 서울시 문화국 축제팀장

이 훈 • 한양대학교 관광학과 교수

류 정 아 • 한국문화관광연구원 책임연구원

최 기 탁 • 숙명여자대학교 문화관광학부 교수

이 보고서의 내용은 연구진의 견해로서 서울특별시의

정책과는 다를 수도 있습니다.

제목 차례

제1장 연구개요

제1절 연구의 배경 및 목적

1. 연구의 배경 ····················································································································· 1

2. 연구의 필요성 ················································································································· 2

제2절 연구의 범위 및 방법

1. 연구의 범위 및 기간 ······································································································· 4

가. 과업의 수행기간 ········································································································ 4

나. 시간적 범위 ············································································································ 4

다. 내용적 범위 ·············································································································· 4

라. 공간적 범위 ············································································································ 5

2. 연구의 수행체계 및 방법 ································································································· 6

제2장 세계주요도시 축제 사례 연구

제1절 축제의 의의 및 유형

1. 축제의 의의 ·················································································································· 11

2. 축제의 유형 ·················································································································· 13

제2절 세계주요도시 축제 성공사례 분석

1. 사례분석 축제 개괄 ······································································································· 18

가. 구주지역의 축제 ····································································································· 18

나. 미주지역의 축제 ····································································································· 20

다. 대양주지역의 축제 ·································································································· 21

라. 아주지역의 축제 ····································································································· 21

2. 구주지역의 축제 ············································································································ 23

가. 프랑스 ·················································································································· 23

나. 스페인 ·················································································································· 29

다. 독일 ······················································································································· 34

라. 스코틀랜드 ············································································································ 44

마. 오스트리아 ·············································································································· 45

3. 미주지역의 축제 ············································································································ 48

가. 캐나다 ···················································································································· 48

나. 미국 ······················································································································· 52

다. 브라질 ···················································································································· 55

4. 대양주지역의 축제 ········································································································· 57

5. 아주지역의 축제 ············································································································ 60

가. 중국 ······················································································································· 60

나. 일본 ····················································································································· 62

다. 타이완 ···················································································································· 65

라. 태국 ····················································································································· 66

제3절 세계주요도시 축제 성공요인

1. 세계 축제의 주요 특징 ································································································· 69

2. 성공요인 ······················································································································· 72

제3장 서울시 주요 축제와 Hi Seoul 페스티벌

제1절 서울시 주요축제

1. 서울내 축제 개최현황 ··································································································· 77

2. 서울의 축제지형도 ········································································································· 79

제2절 Hi Seoul 페스티벌의 개최현황

1. 2007년 이전 개최현황 ································································································· 82

2. 2007년 Hi Seoul 페스티벌 ···················································································· 86

제3절 역대 Hi Seoul 페스티벌 평가체계

1. 역대 Hi Seoul 페스티벌 평가항목 ············································································· 88

가. 2003년 Hi Seoul 페스티벌 평가항목 ································································· 88

나. 2004년 Hi Seoul 페스티벌 평가항목 ································································· 90

다. 2005년 Hi Seoul 페스티벌 평가항목 ······························································· 92

라. 2006년 Hi Seoul 페스티벌 평가항목 ······························································· 94

2. 역대 Hi Seoul 페스티벌 평가결과 ··········································································· 96

가. 2003년 평가결과 ··································································································· 96

나. 2004년 평가결과 ··································································································· 98

다. 2005년 평가결과 ································································································· 100

라. 2006년 평가결과 ································································································· 102

3. 2007 Hi Seoul 페스티벌 평가결과 ······································································ 104

가. 서울시 자체 종합평가 보고회 결과 ······································································· 104

나. 외부전문가 평가결과 ····························································································· 107

제4절 Hi Seoul 페스티벌 개최 결과 종합 ························································ 118

제4장 2007 Hi Seoul 페스티벌 평가

제1절 2007 Hi Seoul 페스티벌

1. 조사 설계 ··················································································································· 123

2. 방문객 만족도 조사 ···································································································· 124

가. 조사 개요 ············································································································· 124

나. 조사 결과 ············································································································· 125

3. 방문객 심층인터뷰 ······································································································ 135

가. 조사 대상 ············································································································· 135

나. 분석 결과 ············································································································· 135

4. 전문가 조사 ·············································································································· 143

가. 조사개요 ··············································································································· 143

나. 조사결과 ··············································································································· 144

제2절 Hi Seoul 페스티벌 평가 종합 및 시사점 ·············································· 183

제5장 Hi Seoul 페스티벌의 문제점 종합분석

제1절 Hi Seoul 페스티벌의 현재위치

제2절 Hi Seoul 페스티벌의 SWOT 분석

1. 강점(Strengths) ····································································································· 193

2. 약점(Weaknesses) ································································································ 195

3. 기회(Opportunities) ······························································································ 196

4. 위협(Threats) ········································································································· 197

제3절 Hi Seoul 페스티벌의 개선전략 ······················································ 199

1. 강화 전략(SO) ·········································································································· 199

2. 극복 전략(ST) ··········································································································· 200

3. 보완 전략(WO) ········································································································· 201

4. 방어 전략(WT) ········································································································· 202

제6장 Hi Seoul 페스티벌의 발전방안

제1절 연구결과 요약

제2절 정책제언

1. 비전정립 ·······················································································································209

2. 기구 구성 ·····················································································································209

3. 프로그램 기획 ···············································································································211

가. 프로그램 운영 ········································································································214

나. 마케팅 ····················································································································218

부록

1. 참고문헌 ··································································································································223

2. 2007 Hi Seoul 페스티벌 방문객 만족카드 ··········································································226

3. Hi Seoul 페스티벌 방문객 심층인터뷰 질문지 ······································································227

4. Hi Seoul 페스티벌 전문가 조사 설문지 ················································································228

5. Hi Seoul 페스티벌 방문객 만족카드(안) ···············································································237

6. Hi Seoul 페스티벌 프로그램 평가표(안) ···············································································239

표 차례

축제의 유형 ·························································································································17

구주지역의 축제 ··················································································································19

미주지역의 축제 ··················································································································20

대양주지역의 축제 ···············································································································21

아주지역의 축제 ··················································································································22

아비뇽 페스티벌 수입내역(1996년) ····················································································27

축제조직 ······························································································································48

홍콩아트페스티벌 수입 총액 (단위:백만홍콩달러) ································································61

축제성공요인 ························································································································72

서울의 축제 및 예산(2006년) ·························································································77

서울시ㆍ구청주관 축제 현황 ······························································································78

서울시 축제의 유형별 구분 ·······························································································79

시기별 서울시 축제 개최현황 (단위:개) ············································································80

지역별 서울시 축제 개최현황 (단위:개) ············································································81

Hi Seoul 페스티벌 개최 현황 ························································································83

연도별 프로그램 현황 ········································································································84

Hi Seoul 페스티벌 각 연도별 주요 특징 ·······································································85

2007 Hi Seoul 페스티벌 개최개요 ···············································································86

2003년 Hi Seoul 페스티벌 평가항목 ···········································································89




2003년 Hi Seoul 페스티벌 평가결과 ···········································································97

2004년 Hi Seoul 페스티벌 평가결과 ···········································································99

2005년 Hi Seoul 페스티벌 평가결과 ·········································································101

2006년 Hi Seoul 페스티벌 평가결과 ·········································································103

내국인 방문객 평가항목 ··································································································108

파급효과 평가항목 ···········································································································108

외국인 방문객 평가항목 ··································································································109

자원봉사자 평가항목 ·······································································································109

참여관찰 평가항목 ···········································································································110

Hi Seoul 페스티벌의 경제적 파급효과 ·····································112

조사장소별 유효표본수 ····································································································124

성별 ································································································································125

동반유형 ·························································································································125

직업 ································································································································126

연령대 ·····························································································································126

거주지 ·····························································································································127

프로그램 및 Hi Seoul 페스티벌 만족도 (100점 만점) ···············································128

다른 프로그램 참여의도 ··································································································129

수정ㆍ보완의 필요성 ·······································································································129

지속개최 희망 ·················································································································130

이미지 제고 효과 ············································································································131

조사장소별 만족도(7점 만점) ··························································································131

지불의사 ·························································································································133

조사장소별 지불가능금액 ·································································································134

전문가 인구통계학적 특성 ·······························································································144

Hi Seoul 페스티벌에 적합한 축제모델 ·········································································145

축제성공요인 ···················································································································153

Hi Seoul 페스티벌이 가장 미진한 부분 ·······································································156

Hi Seoul 페스티벌이 가장 중요한 성공요인 ································································160

Hi Seoul 페스티벌의 주요 축제속성 ············································································165

Hi Seoul 페스티벌의 가장 충실한 축제속성 ································································167

Hi Seoul 페스티벌의 가장 미진한 축제속성 ································································168

Hi Seoul 페스티벌 종합분석 ························································································193

대응방향 매트릭스 ···········································································································199

강점과 기회 요인의 상관관계 ··························································································199

강점과 위협요인의 상관관계 ····························································································201

약점과 기회요인의 상관관계 ····························································································202

약점과 위협요인의 상관관계 ····························································································203

그림차례

[그림 1] 연구의 필요성 ·····················································································································3

[그림 2] 공간적 범위-난지지구, 여의지구, 노들섬, 뚝섬ㆍ잠실지구 ··················································5

[그림 3] 공간적 범위- 북촌, 서울광장 ······························································································5

[그림 4] 연구의 수행과정 ··················································································································7

[그림 5] 니스카니발 ························································································································24

[그림 6] 망똥레몬축제 ····················································································································26

[그림 7] 아비뇽축제 조직위원회 ······································································································27

[그림 8] 아비뇽 페스티벌 ···············································································································28

[그림 9] 발렌시아 불꽃축제 ············································································································30

[그림 10] 팜플로나 산페르민 축제 ·································································································31

[그림 11] 부뇰의 토마토축제 ··········································································································33

[그림 12] 쾰른카니발 ·····················································································································36

[그림 13] 옥토버페스트 ··················································································································37

[그림 14] 바이로이트 바그너 음악제 ······························································································39

[그림 15] 베를린 러브퍼레이드 ·······································································································41

[그림 16] 베를린 영화제 ················································································································43

[그림 17] 에든버러 페스티벌 ··········································································································45

[그림 18] 잘츠부르크 음악제 ··········································································································47

[그림 19] 몬트리올 국제 재즈 페스티벌 ·························································································49

[그림 20] 캘거리 스탬피드 ·············································································································51

[그림 21] 메이시스 퍼레이드 ··········································································································53

[그림 22] 테이스트 오브 시카고 ·····································································································55

[그림 23] 리우 삼바축제 ················································································································56

[그림 24] 뭄바 페스티벌 ················································································································58

[그림 25] 마디그라 축제 ················································································································59

[그림 26] 홍콩아트페스티벌 ············································································································62

[그림 27] 삿포로 눈축제 ················································································································63

[그림 28] 기온 야마카사 ················································································································65

[그림 29] 자이현 등불 축제 ···········································································································66

[그림 30] 송크란 축제 ···················································································································68

[그림 31] 시기별 서울시 축제 개최현황 ·························································································80

[그림 32] 지역별 서울시 축제 개최현황 ·························································································81

[그림 33] 2007 Hi Seoul 페스티벌 비전 ··················································································87

[그림 34] 2007 Hi Seoul 페스티벌 포스터 ···············································································88

[그림 35] Hi Seoul 페스티벌 운영기구(안) ··············································································117

[그림 36] 2007 Hi Seoul 페스티벌 평가방안 ·········································································123

[그림 37] 2007 Hi Seoul 페스티벌 만족카드 ·········································································124

[그림 38] 조사장소별 만족도 ·······································································································132

[그림 39] 조사장소별 지불의사 및 지불가능 금액 ········································································134

[그림 40] 노들섬 지구 행사 ·······································································································136

[그림 41] 여의도 지구 행사 모습 ································································································140

[그림 42] 북촌 지구 행사 모습 ···································································································142

[그림 43] Hi Seoul 페스티벌 운영조직(안) ··············································································213

제1장

연구개요

제1절 연구의 배경 및 필요성


Ⅰ. 연구개요

1

제1장 연구개요

제1절 연구의 배경 및 목적

1. 연구의 배경

• 2003년부터 개최되어 오고 있는 Hi Seoul 페스티벌은 서울시가 서울

대표축제로 육성하고자 하는 대표적인 문화프로그램으로, 세계적인

축제로의 자리매김을 목표로 많은 예산과 인원이 투입되고 있음

• 일반적으로 축제는 단순히 경제적 효과 외에도 지역사회를 융합하고

문화를 발전시키는 ‘부수 효과'를 만들어냄. 지역 주민 참여를 극대화해

축제를 준비하는 과정에서 공동체 의식이 강해지고 지역 문화 수준을

고양시키는 것으로 알려짐

• 물론 모든 지역 축제가 옥토버페스트, 리우카니발, 삿포로 눈축제처럼

지구촌의 관심을 끄는 수준의 ‘성공작'이 되기는 어려움. 자칫 막대한

돈만 들이고 국가나 도시의 이미지가 훼손되는 경우도 있음

• 각국의 중앙정부나 자치단체가 홍보 등 다양한 지원을 강화하고 있는

것도 ‘축제 경제학'의 긍정적 효과를 극대화하기 위해서임. 지구촌의

이목을 끄는 축제는 고부가가치 산업이자 자국 문화관광상품의 브랜드

가치를 끌어올리는 최고의 마케팅 수단이며 에너지와 재창조의 원동력임

• 그러나 Hi Seoul 페스티벌은 서울의 정체성을 살리지 못하고 서울문화의

대표성을 상실한 채, 과시적 행정의 대표적 사례로 비판받고 있는

실정임. 또한 제5회 Hi Seoul 페스티벌을 맞고 있음에도 불구하고 안정

적인 위상을 확보하고 있지 못한 실정임

• 이는 Hi Seoul 페스티벌의 비전과 목표, 평가체계 등이 명확히 수립되

지 않은 상태에서 행사개최 자체에 급급해왔기 때문임


2

• 이를 극복하고 Hi Seoul 페스티벌을 진정한 서울의 대표축제로 만들기

위해서는 우선 서울과 위상이 비슷한 세계주요도시 축제들과 비교분석

하여 축제의 구성요소 및 지향점, 조직구조 등을 유형화하여야 함

2. 연구의 필요성

• Hi Seoul 페스티벌은 서울시민을 위한 행사로 출발하여 2007년 제5회의

행사를 치렀음. 이 시점에서 Hi Seoul 페스티벌의 미래를 구상하기 위

한 중장기 전략의 수립을 통해 시민 잔치식의 행사를 뛰어넘어 국제축

제로 발돋움 할 시기가 되었음

• 그러기 위해서는 서울의 역사와 전통을 주제로, 즉 서울의 색을 보여

줄 수 있는 가장 서울적인 축제를 구상하는 것이 필요함. 600년 고도

서울을 바탕으로 세계 수많은 축제와 차별화 시키면서 고유의 이미지

와 브랜드를 창출해야 할 것임

• 따라서 대도시 축제의 목표와 구성요소에 기반을 두어 Hi Seoul 페스티

벌의 실태분석을 통해 그 위상을 파악하고, Hi Seoul 페스티벌이 서울을

대표하는 세계적인 축제로 확고히 자리매김하여 서울의 잠재 관광객을

유치할 수 있도록 Hi Seoul 페스티벌의 발전방안을 구상함

• 향후 개최되는 Hi Seoul 페스티벌의 나아가야 할 방향을 제시함으로써

행사개최의 직ㆍ간접적 효용을 높이고, 이를 통해 서울을 대표할 수

있는 관광매력물로써 Hi Seoul 페스티벌이 자리매김할 수 있도록 함

• 이를 위해서 세계주요도시 축제들의 특징 및 성공요인을 다각도로

분석하고, Hi Seoul 페스티벌의 참가자 및 관련 전문가의 의견수렵을

통해 Hi Seoul 페스티벌이 가져야 하는 비전과 정체성을 수립하고, 이에

기반을 둔 발전방안을 도출하여야 할 것임

• 이러한 연구과정을 통해 Hi Seoul 페스티벌의 조직적인 개최와 효율적인

운영, 정확한 평가 등이 가능하게 하는 방안을 제시함으로써 중ㆍ장기

전략 수립에 기초자료를 제공하고자 함

Ⅰ. 연구개요

3

• 이를 통한 보다 효율적인 축제기획을 통해 서울의 각종 관광자원의 매

력도를 제고하는 시너지효과를 낼 수 있도록 하여 서울시 관광객

1,200만 유치에 기여하고자 함

• Hi Seoul 페스티벌의 정체성 확립을 통해 잠재적으로는 서울의 정체성

을 확립하고, 서울 도시 브랜드 이미지 제고에 기여하고자 함

서울시관광객 1200만

유치

서울시관광매력도

제고

서울시브랜드이미지

제고

축제개최를 통한 관광

목적지로써의 유인력

제고를 통한 관광객

증대

보다 효율적인 축제

기획을 통한 서울의 관

광자원 매력도 제고 및

관광객 만족도 제고

Hi Soeul 페스티벌의 통한

서울시 정체성 및 이미지

제고, 이를 통한 관광매력도

제고

Hi Seoul 페스티벌 발전방안 모색

과시적 행정 대표사례로 손꼽히는 실정임

서울의 정체성을 제대로 표상하지 못하고 있음

도시와 시민의 축제로써 영향력이 극히 미미함

2003년부터 5회째 개최됨에도 불구하고 인지도가 낮은 실정임

[그림 1] 연구의 필요성


4


1. 연구의 범위 및 기간

가. 과업의 수행기간

• 2007년 3월 1일~ 2007년 7월 31일(5개월)

- 3~4월 : 세계도시축제사례조사 및 역대 Hi Seoul 페스티벌 개최결과 분석

- 4~5월 : 개최기간 중 각종 조사 실시 및 조사결과 분석

- 5~7월 : 사례분석 결과 및 개최결과 종합을 통한 발전방안 도출

나. 시간적 범위

• 연구기준 연도 : 2006년 7월말

• 연구목표 연도 : 2007년

다. 내용적 범위

• 역대 Hi Seoul페스티벌의 추진과정과 평가결과 등을 비교 분석하여 시

사점을 도출함

• 세계 주요 도시축제의 사례분석을 통해 축제의 성공요인을 파악함

• 또한 2007년 Hi Seoul페스티벌 참가자 대상의 설문조사 및 전문가 조사

등 각종 의견 수렴을 통해 시사점을 도출함

• 위의 연구 결과를 바탕으로 중ㆍ장기적인 Hi Seoul페스티벌의 발전방안

을 수립함

Ⅰ. 연구개요

5

라. 공간적 범위

• 서울시내 Hi Seoul 페스티벌 행사장

- 경복궁, 경희궁, 운현궁, 북촌 한옥마을 일대, 서울광장, 한강지구(여의

지구, 노들섬, 뚝섬ㆍ잠실지구, 선유도, 난지지구, 반포지구), 남산N타워,

청계광장, 인왕산, 세종문화회관, 열린극장 창동, 63 빌딩, 대학로 일대

[그림 2] 공간적 범위 - 난지지구, 여의지구, 노들섬, 뚝섬ㆍ잠실지구

[그림 3] 공간적 범위 - 북촌, 서울광장


6

2. 연구의 수행체계 및 방법

• 연구의 필요성 및 목적을 바탕으로 과업의 목표를 설정함. 역대 Hi

Seoul 페스티벌의 개최실태 파악을 통해 본 연구에 필요한 기초조사를

실시함

• 사례분석을 통해 세계도시 대표축제의 구성과 성공요소를 도출함.

실태조사를 통해 역대 Hi Seoul 페스티벌의 개최현황 및 평가 방안,

평가결과 등을 다각도로 면밀히 분석하고, 도출된 시사점을 바탕으로

2007 Hi Seoul 페스티벌을 평가를 위한 기초연구 결과로 활용함

• 2007 Hi Seoul 페스티벌을 평가는 서울시의 자체평가와 서울문화재단의

평가보고서를 바탕으로 한 외부 평가를 활용하고, 방문객 만족카드,

방문객 심층인터뷰, 전문가 자문 및 설문을 바탕으로 한 내부 평가를

통해 수행함

- 외부평가는 서울시 자체 종합평가 보고회 및 서울문화재단과

한양대 관광연구소의 평가 및 컨설팅 보고서를 바탕으로 함

- 내부평가는 프로그램별 방문객 만족도 조사를 위한 방문객 만족

카드평가와 방문객 심층인터뷰를 통해 내외국인 방문객의 의견을

수렴함

- 전문가 자문 및 설문조사는 서울시 축제 실행위원회, 서울 문화

재단, 역대 Hi Seoul 페스티벌 감독, 축제 관련 전문가, 학계 전

문가 등을 중심으로 진행됨

• 위의 평가결과를 바탕으로 Hi Seoul 페스티벌의 종합분석을 실시함. 전

략점 시사점 도출을 바탕으로한 강화전략, 극복전략, 보완전략, 방어전

략을 수립하여 발전방안을 모색함

Ⅰ. 연구개요

7

과업목표설정

연구방향수립

평가를 위한 기초조사

사례조사 실태조사

세계도시 대표축제의 구성과 성공요인 파악

역대 Hi Seoul 페스티벌 개최현황 및 평가결과 파악

2007 Hi Seoul 페스티벌 평가

외부평가 내부평가

서울시자체평가

서울문화재단평가보고서

방문객만족카드

방문객심층인터뷰

전문가설문

Hi Seoul 페스티벌종합분석

Hi Seoul 페스티벌발전방안 도출

[그림 4] 연구의 수행과정

제2장

세계주요도시 축제 사례 연구


제2절 세계주요도시 축제성공사례분석

제3절 세계주요도시 축제 성공요인


11



1. 축제의 의의

• 오늘날 축제는 지역의 문화와 전통성을 나타냄과 동시에 지역관광과

연계하여 지역의 이미지를 제고시키고 사회ㆍ문화ㆍ경제적인 파급효과를

증대시키기 위하여 개최되고 있음. 이러한 축제는 원초적으로 성스러운

종교 제례의 개념과 놀이적 개념을 내포하고 있음

• 축제의 종교적 개념은 초기 사회에서 초자연적 현상과 자연적 재해에

대한 두려움 극복과, 부족의 공동체적 통일을 이루기 위하여 초월적인

존재에게 바치는 신성한 제사의식으로부터 시작되었음

• 축제의 놀이적 개념은 종교적 제례의식 이후 시작되는 원시적 신명성을

기초로 하여 음식을 나누고 음주가무를 즐기며 부족 간의 공동체적

통합성을 이루어내기 위한 것임

• 현대적 의미의 축제는 신성성은 크게 감소하고 여가활동의 일환으로

유희와 즐거움이 강조되는 방향으로 변화되고 있음. 과학화, 산업화,

도시화로의 변화에 따라 문화자체가 하나의 산업이 되면서 농촌축제가

아닌 도시 축제로, 생활공동체에 기반을 둔 자연발생적인 축제가 아닌

의도를 가진 계획적인 이벤트로 축제가 기획되고 있음

• 지방자치시대 이후의 국내 축제 문화는 지역축제와 지역이미지 구축

사업과의 연계, 축제를 통한 지역경제 활성화 제고, 다양한 주제의 축

제시대 도래, 아가씨 선발대회에서 종합 축제로의 특산물 축제의 변화,

박람회의 특성을 가지고 있는 대규모 축제로 기획되고 있음

• 또한 다양한 예술 페스티벌이 성장하고 있으며, 지원체계 다양화 등의

특징이 두드러지게 나타나고 있음. 현대의 축제는 현대 산업사회의 문


12

화적 행위로서의 새로운 기능과 구조로 정립되고 있으며 축제가 지닌

본래적인 기능은 현대적인 패러다임으로 새롭게 구성되고 있음

• 현대도시축제는 과거의 사회ㆍ문화적인 측면에서 조직적ㆍ경제적ㆍ

관광 마케팅적 측면으로 변모(정강환, 1996)하고 있으며, 경제적 효과에

대한 기대 때문에 지방정부들은 축제를 개최하고 있음

• 축제의 현대적 제의성은 현대인들의 일상적 삶을 연결한 정체성 구현에

있음. 도시축제가 추구하는 이상적인 의의가 지역정체성의 형성에 있

다면, 지역 공동체와 관련된 문화복지적인 축제는 지역주민의 현실적

삶과 관련되어 중요한 의의를 지님

• 문화적 기제로써 지역공동체를 바탕으로 한 축제는 사회구성원이 동질

성과 정체성을 확보하고, 구성원의 소속감을 강화시켜 지역공동체에

대한 자긍심과 주인의식을 심어주게 되어 지역정체성 형성에 크게

기여하게 됨

• 근래에 들어 대중매체를 비롯한 여러 채널을 통해서 지역축제에 대한

다양한 정보를 쉽게 접할 수 있게 됨. 이로 인해 일상적으로 선택하고

경험할 수 있는 직ㆍ간접적 사회ㆍ문화적 자극을 통해 색다른 여가생

활을 체험하거나 소외된 개인이 아닌 사회공동체 구성원으로서 즐길 수

있는 대중적인 행사에 참여하면서 잠재된 놀이 욕구를 발산하고자 하며,

이에 따라 방문객 수요는 급증하고 있음

• 이러한 추세에 따라 지방정부는 지역축제의 성공을 위해 행정력을

동원하고 재정비용을 투자하고 있음. 지역축제의 성공은 지역발전과

지역경제 활성화를 가져오며 동시에 지역문화 및 지역이미지 향상을

가져올 수 있기 때문임. 또한 지역축제는 적은 비용으로 상대적 큰

부가가치 효과를 발생시키는 것으로 알려져 지역축제를 개최하지 않는

지방정부가 없을 정도로 기하급수적으로 증가하고 있는 추세임


13

2. 축제의 유형

• 축제의 유형에 대한 분류는 분류자의 연구방법 혹은 연구목적에 따라

서로 다른 기준으로 분류될 수 있음. 실제 우리나라 각 지방자치단체

에서 행해지고 있는 많은 축제들의 경우 어떤 한 범주에 포함되기 보

다는 여러 범주에 동시에 포함됨

• 1997년 문화관광부는 ‘한국의 축제’에서는 축제를 행사의 내용이나 구성

양식에 따라 전통문화축제, 예술축제, 종합축제, 기타축제로 분류하고,

축제 개최목적에 따라 주민화합축제, 관광축제, 산업축제, 특수목적

축제로 분류함

- 전통문화축제는 지역의 전승설화나 풍습에 유래하여 개최되는

축제로서 주요 프로그램의 구성형식이 전통 문화적인 요소를 강

하게 포함함

- 예술축제는 현대적인 전시예술과 공연예술 위주로 구성된 축제 등

문화적인 소재와 예술적인 소재를 활용한 축제를 의미함

- 종합축제는 전통문화축제형식, 예술축제형식, 체육행사 및 오락

프로그램이 혼합되어 나타나는 축제로 주로 전야제(제사, 시가행진,

축등행렬), 공개행사(주로 개막식 및 축하공연), 전통문화행사

(민속예술공연 등), 현대적 문화예술행사(각종예술분야 전시 및

공연, 백일장), 체육행사(주민 체육대회), 부대행사(특산품판매,

미인선발대회, 난장개설) 등이 다양하고 복합적으로 구성된 축제를

가리킴. 이러한 종합축제는 오늘날 가장 보편적인 지역축제의

형식으로 자리 잡고 있음

- 기타축제는 위에서 분류한 이외의 체육행사를 비롯한 오락프로

그램위주의 축제를 의미함

- 주민화합축제는 주로 해당지역에서 전통적으로 개최되어 온 전

통문화 축제를 비롯하여 시ㆍ군민의 날을 기념하여 개최되는 축

제를 말함


14

- 관광축제는 관광산업의 발전과 관광객 유치를 통한 지역경제 육

성을 목적으로 하는 축제로서 문화관광축제가 이에 해당함

- 산업축제는 비교적 빈도가 높게 나타나는 관광축제를 제외한 다

른 산업분야, 즉 농림축산업, 어업, 상업 등의 발전을 목적으로

개최하는 축제를 말함

- 특수목적 축제는 환경보호 또는 역사적 인물이나 사실을 추모하

거나 재현하는 것을 목적으로 하여 개최하는 축제 등을 포함함

• 문화연대의 경우 2001년 문화관광축제의 평가를 위하여 ‘예술페스티벌’,

‘전통문화축제’, ‘지역(전통)특산물 축제’와 ‘관광자원(지역특성화) 축제’로

분류함. 이는 평가사업의 목적이 평가인 만큼 목적을 정확히 이룰 수

있는 관점과 방법에 의하여 축제를 나누었다고 볼 수 있음

• 정강환(1996)은 자원 혹은 주제형태를 중심으로 축제를 분류함. 농업

특산물, 전통공예 특산물, 기후, 지형적 특성, 꽃(식물), 음식, 음료, 문화

(연극/음악) 등은 축제의 자원으로서 주제가 될 수 있음을 지적하고

주제별로 축제를 분류하고 있음

• 김병철(1998)은 축제의 지향성을 기준으로 지역축제를 유형화하고 있음.

축제의 개최 목적이나 목표대상에 따라 내부지향형과 외부지향형으로

구분하고, 다시 내ㆍ외부지향형 축제는 축제의 소재나 프로그램 형식에

의해서 내ㆍ외향형 전통축제와 내ㆍ외향형 현대축제로 구분하고 있음

- 내향형 전통축제는 지역주민의 지역귀속감과 공동체 의식을

강화하는 목적을 가지고 지역의 전통문화적 배경을 토대로 개최

되는 축제임

- 내향형 현대축제는 현대 문화적 요소를 중심으로 프로그램이

구성되는 축제로 지역 주민의 화합, 지역 문화 예술의 발전 등

사회문화적인 목적을 가진 축제가 이 유형에 포함됨


15

- 외향형전통축제는 전통문화적인 요소를 중심으로 구성되는 형식의

축제로서 지역 경제에 대한 축제의 파급효과를 목적으로 하는

축제를 가리킴

- 외향형 현대축제는 지역의자연적인 조건이나 사회경제적 환경을

중심으로 현대적 소재로 구성된 지역축제로 관광객 유치확대를

통한 지역 경제활성화를 목적으로 하는 축제를 말함

• 안경모(1994), 김흥운(1997)은 역사적 시점에 의해 크게 전통적 축제와

현대적 축제로 구분함. 전통적 축제는 주로 지역에 근거한 전통적인

축제로서 개화기 이후 흔히 향토축제로서 정의되어졌던 것으로 지역

사회를 구성하는 지역주민의 일상적인 생활문화가 중심이 되어 이어져

오는 전통이 있고 개성이 있는 제의적 놀이마당의 성격이 강함. 현대적

축제는 지역의 전통문화가 아닌 인형극, 연극, 영화 등 현대적인 감각의

컨셉을 내용으로 하는 현대예술축제를 의미함

• Dawson(1991)은 개최민족 및 프로그램의 내용 등에 따라 단일민족축제와

다문화축제로 구분함. 국내 대다수 축제는 단일민족 축제의 유형을 띠고

있지만, 해외에서는 다문화 제가 성행하고 있음. 국가간의 교류가 활발해

짐에 따라 국내에서도 앞으로 다문화 축제가 많이 생겨날 것으로 예상됨

- 단일민족축제는 말 그대로 단일민족그룹을 중심으로 이루어지는

축제이며, 단일그룹의 문화유산을 경축하는 축제임. 특정문화유

산의 보존과 확인, 표현하고 싶은 욕구와 같은 동기에서 행해짐

에 따라 민족그룹이 그들의 유산을 촉진하고 재생하며, 보존하

는 방법으로 나타남

- 다문화축제는 다양한 민족문화를 재현하는 축제로 문화적 공유

행사(sharing event)로 하나 이상의 민족·문화그룹의 활발한 참여를

포함함. 이는 다양한 민족에게 공동체적 사회인식을 촉진하는

것이라는 기능을 갖고 있음


16

• 이무용(2005)은 서울형 축제 발전 및 체계적 지원방안 연구를 통해 현

대도시의 축제를 하고 현대도시의 축제 유형을 분류함. 종교적 축제가

잔존하는 형태의 축제, 종교성과 역사성 및 유희성이 결합된 형태의

축제, 지역민의 화합과 문화정체성의 표현을 위하여 이루어지는 형태의

축제, 지역홍보와 관광자원으로써의 축제로 분류함

- 종교적 축제가 잔존하는 형태의 현대도시축제는 그 기원이 종교

적인 의미를 가진 것이나 현대에 들어 종교적 신성성보다는

세속적 여흥거리로 대부분 그 본래의 성질이 변화된 축제를 말함

- 종교성과 역사성 및 유희성이 결합된 형태의 현대도시 축제는

적당한 종교성이 축제의 정당성을 입증하는 근거로 작용하는

동시에 현대인들이 욕구를 충족시킬 수 있는 다양한 연희형태들이

포함되어 있는 축제를 말함. 흔히 카니발로 불리는 이 축제들이

가장 대표적임

- 지역민의 화합과 문화정체성의 표현을 위하여 이루어지는 형태의

현대도시축제는 현재적이고 실질적인 지역주민들의 삶을 직접

반영하고 있는 축제를 말함. 이는 그 중요성에 비해 널리 알려져

있지 않은 실정이나 비교적 역사적 전통도 깊으면서 지역주민들의

직접적인 참여정도가 대단히 높은 축제를 일컬음

- 지역홍보와 관광자원으로써의 현대의 현대도시축제는 관광객이

특정 지역을 방문했을 때 가장 쉽게 접할 수 있는 축제의 형태를

말함. 역사적 유래는 오래되지 않았지만 지역적 특성, 자연물,

민속적 요소 등이 다양한 축제적 여흥거리와 결합되어 하나의

축제연희 형태로 개발된 것이 해당함. 이러한 범주에 포함되는

축제는 비교적 역사가 짧지만 흥미 유발성이나 사람들이 참여

비율이 대단히 높아서 지역의 중요한 관광 상품임과 동시에

지역의 문화 정체성을 높이는데 상당한 기여를 하는 것으로 평가됨


17

구분 분류 연구자

민족적 특성에따른 분류

단일민족축제다문화축제

Dawson(1991)

역사적 시점에 따른 분류

전통적 축제현대적 축제

안경모(1994)

행사내용이나 구성형식에 따른 분류

전통문화축제예술축제종합축제기타축제 문화관광부

(1996)

개최목적에 따른 분류

주민화합축제관광축제산업축제특수목적축제

자원 또는주제형태에 따른 분류

농업특산물, 전통ㆍ공업 특산물, 기후ㆍ지형적특성, 식물, 음식ㆍ음료, 역사적 사건ㆍ인물,문화 등으로 분류

정강환(1996)

지향성에 따른 분류

내부지향형 축제내향형 전통축제내향형 현대축제외부지향형 축제외향형 전통축제외향형 현대축제

김병철(1998)

목적달성의관점과 방법에

따른 분류

예술페스티벌전통문화축제(전통)특산물 축제관광자원(지역특성화)축제

문화연대(2001)

현대도시의축제유형 분류

종교적 축제가 잔존하는 형태의 축제종교성과 역사성 및 유희성이 결합된 축제지역민의 화합과 문화정체성의 표현의 축제지역홍보와 관광자원으로써의 축제

이무용(2005)

축제의 유형


18

제2절 세계주요도시 축제 성공사례 분석

1. 사례분석 축제 개괄

• 세계적으로 성공한 축제를 중심으로 Hi Seoul 페스티벌이 벤치마킹 가

능한 축제들의 사례를 조사하였음

• 축제의 외형뿐만 아니라 발생배경, 축제 개요 및 주요행사, 축제의 성과,

축제의 성공요인을 중심으로 서울과 위상이 비슷한 세계주요도시들의

성공적인 축제사례를 중심으로 비교ㆍ분석하였음

• 사례 분석된 축제들은 대륙별로 나누어 정리하였으며, 축제의 유형을

종교적 전통이 기반이 되어 발전한 종교축제, 지역산업의 육성을 위하여

계획된 산업축제, 시민화합을 위해 시작된 시민축제, 각종 예술공연이

주를 이루는 예술 축제 등으로 구분함

가. 구주지역의 축제

• 구주지역의 축제는 12세기부터 개최되어온 축제가 있을 정도로 그

역사적 전통이 매우 깊으며, 현대적으로 계승되어 세계적으로 명성이

높은 축제들이 가장 많음

• 종교적 전통이 기반이 된 프랑스의 니스카니발, 독일의 5번째 계절,

이탈리아의 비아레조 카니발 등은 퍼레이드의 형태로 계승되어 현대인

들에게 전해오고 있음. 이러한 퍼레이드를 중심으로 다양한 프로그램이

기획되어 거리예술, 난장의 형태를 띠는 등 새로운 형태로 진화하고

있음

• 또한 오랜 역사와 전통을 바탕으로 한 예술 축제들이 주를 이루고 있음.

아비뇽 페스티벌, 바그너 음악제, 베를린 영화제, 에든버러 축제 등 공

연중심의 축제로 세계인들의 이목을 집중시키고 있음


19

• 대부분의 구주지역의 축제들의 축제조직위원회는 기획 및 행정으로 철

저하게 이원화되어 운영되고 있으며, 부문별 각 분야의 전문가들로 역

할분담이 명확히 설정되어 있음

유형 페스티벌 명칭

시작년도

개최시기및기간

개최국가 및

도시

인구(만명)

주요행사

운영조직

종교 니스카니발 중세시대 매년 2월, 17일간프랑스니스

34 퍼레이드 시

산업 망통레몬축제 1895년 매년 2월프랑스망통

3 관광전시 시

예술 아비뇽페스티벌1947년

9월

매년 7월중순~8월

중순

프랑스아비뇽

9 공연비영리

법인

종교 카니발 19세기매년 1월초~3월

초프랑스

덩케르트- 퍼레이드

비영리법인

산업 에어쇼 1909년 홀수해 6월 프랑스파리

969 관광전시영리법인

산업 보졸레축제1951년

11월13일

매년 11월 셋째주 목요일

프랑스보졸레

20 산업비영리법인

시민 불꽃축제 중세시대매년 3월

12일~19일스페인

발렌시아73 거리예술 주민

종교 산페르민축제 12세기경매년 7월 6일부터

1주일스페인

팜플로나20 난장

비영리법인

종교 토마토축제 1940년대매년 8월

마지막주 수요일스페인뷰놀

0.9 난장 시

종교 다섯번째 계절 1823년매년 11월 11일 오전11시 11분에 시작 (3개월간)

독일쾰른

96 퍼레이드비영리

법인

산업 옥토버페스트 1810년

매년 9월 셋째주 토요일~ 10월 첫째 일요일

(16일간)

독일뮌헨

119 산업 시

예술 바그너 음악제 1876년 매년 7~8월에 독일

바이로이트7 관광전시 민간조직

시민 러브퍼레이드 1989년매년 7월 둘째주

토요일 하루독일

베를린339 난장

영리

법인

예술 베를린영화제 1951년매년 2월 중순에

약 10일간 독일

베를린339 경쟁

영리법인

시민 베니스가면축제 16세기 경매년 2월

중순~3월 초이탈리아베니스

27 거리예술 시

종교 비아레조카니발 1873년매년 1월 말~2월

중순이탈리아

로마338 퍼레이드 민간조직

예술 에든버러축제 1947년매년 8월

마지막주~ 9월 첫째주

영국에딘버러

44 공연비영리

법인

전통 메이페스트 -매년 5월 1일~24일

영국글래스고우

62 거리예술 시

시민 거리축제 1965년 매년 8월 마지막

월요일영국

런던노팅힐822 퍼레이드

비영리

법인

시민 바이킹축제1814년

5월 17일매년 5월 7일

노르웨이오슬로

50 퍼레이드비영리

법인

예술 잘츠부르크 음악제 1922년매년7월~8월

(5주간)

오스트리아

잘츠부르크14 공연

비영리

법인

구주지역의 축제


20

나. 미주지역의 축제

• 미주지역의 축제는 역사적으로 그 전통이 짧아 역사성을 가진 전통

축제가 없는 대신 명절적 성격의 축제, 각종 현대적인 행사로써 퍼레

이드, 연주회, 박람회 등이 다양하게 개최되며 특히 기독교 문화와

관련된 역사적 사건이나 인물들과 관련한 축제가 많음

• 특히 미국지역의 경우 콘서트와 음악 페스티벌이 전국각지에서 개최되고

있음. 중ㆍ소도시 할 것 없이 모든 도시가 교향악단을 가지고 있어 연중

연주회가 끊이지 않을 만큼 프로그램이 많으며, 대부분 야외연주회를

하는 것이 특이점임

• 행사나 축제가 한 지역단위로 개최되고 있어 주최자는 대부분 관련기관,

단체 등으로 그 지역주민과 직접 관련이 있는 경우가 대부분임. 또한

행사 대부분이 특정 장소(공원, 특수행사장)에서 진행되므로 입장료나

행사 참가비가 있어 경제적 효과가 높은 편임

유형 페스티벌 명칭시작년도


개최국가 및

도시

인구(만명)

주요행사

운영조직

예술

캐나다 몬트리올 국제 재즈 페스티벌

1980년 7월4일

매년 6월 마지막 주 목요일부터

11일간

캐나다몬트리올

101 공연비영리법인

스포츠캐나다 캘거리

스탬피드1912년

매년 7월 첫째 주 금요일부터

10일간

캐나다캘거리

76 경쟁비영리법인

특산물테이스트 오프

시카고1980년 7월4일

매년 6월말~7월초

미국시카고

289 관광전시 시

예술셰익스피어 페스티벌

1935년 매년 6월~9월미국

오리곤2 공연

비영리법인

관광꽃송이세기

축제-

매년 2월말~3월초,

7~8일간

미국빅토리아

7 난장비영리법인

종교 삼바축제 20세기 초매년

2월말~3월초 4일간

브라질리우

585 퍼레이드비영리법인

미주지역의 축제


21

다. 대양주지역의 축제

• 세계적으로 잘 알려진 대양주 지역의 축제유형은 시민축제와 예술축제로

대별됨. 대부분 근대에 들어 축제 개최를 통한 긍정적 파급효과를 위한

특정목적을 가지고 기획되어 현대로 이어진 축제들이 주를 이룸

• 뭄바페스티벌이나 마디그라축제의 경우 특정지역의 지역주민이나 특정

집단이 단순히 즐기기 위한 축제에서 출발하여, 정부와 기업의 참여로

산업적 성격의 축제로 변모하고 있음



개최국가 및

도시

인구(만명)

주요행사

운영조직

예술 프린지페스티벌매년

9월말~10월초호주

멜버른332 거리예술

비영리법인

시민 뭄바페스티벌 1955년 매년 3월 초,

3일간호주

멜버른332 거리예술 시

시민 마디그라 축제 1978년 매년 2월, 3주간호주

시드니393 퍼레이드 시

대양주지역의 축제

라. 아주지역의 축제

• 아주지역의 축제는 대부분 종교적인 성격의 전통축제가 주를 이루고

있음. 근래에 들어 고유의 전통성 보다는 국가적 차원의 관광산업

행사의 일환으로 변모하고 있는 추세임

• 일본의 경우 일천여년의 오랜 전통을 가진 제의성에 기반을 둔 마츠리가

전국 각지에서 연중 열리며, 계절이 꽃에 맞추어 각지에서 마츠리와

같은 행사가 벌어짐. 대부분이 축제는 지역주민의 단합으로 개최되고

있으며, 각 축제마다의 주체의식이 뚜렷함

• 홍콩의 경우 대부분의 축제들이 관광협회에 의해 개최되어 축제 고유의

의미와 기능보다는 관광객 유치를 위한 관광상품화의 일환으로 개최되며,


22

축제를 대부분 패키지 상품화하여 다양한 마케팅 활동을 통해 홍보하고

있음

• 태국의 경우 불교 및 종교적적인 의례에 기반을 둔 행사가 주를 이루며,

타이완의 경우 농경문화에 바탕을 둔 전통축제 및 명절행사의 성격을

띤 축제들이 주를 이루고 있음. 또한 다양한 민족종교를 가지고 있어

축제의 프로그램이 매우 다양한 편임



개최국가 및

도시

인구(만명)

주요행사

운영조직

예술 홍콩아트페스티벌 1973년매년

2월초~3월초중국홍콩


전통 용선축제춘추전국

시대 매년 음력 5월

5일중국홍콩

663 경쟁 시

시민 삿포로눈축제 1950년 매년 2월일본

삿포로181 관광전시

비영리법인

시민 기온야마카사 13세기매년 7월 1~15일

일본하카타

135 경쟁 시

예술 동경영화제 1985년 매년 10월일본동경


예술 세계의 맛 - 매년 12월 초베트남호찌민


예술 세계빛축제 -매년

12월말~2월말베트남호찌민


산업 봄꽃축제 - 매년 2월베트남호찌민

301 시장비영리법인

전통 등불축제 고대매년

정월대보름부터 2주간

타이완자이현

54 관광전시 시

전통 송크란축제 -매년 태국력

새해태국방콕

633 기타 시

아주지역의 축제


23

2. 구주지역의 축제

가. 프랑스

▌니스카니발

❶ 축제개요

• 13세기말 앙쥬 공작인 샤를르 2세가 사육제 기간을 보내려고 니스에

체류하게 되면서 번성하기 시작한 니스카니발은 매년 2월, 17일 동안

개최됨

• 꽃마차 경연 대회(꽃들의 전쟁), 야간마차퍼레이드, 기마행진, 가장행렬,

색종이 뿌리기, 밀가루 전쟁 등이 펼쳐지며 마지막 '참회의 화요일' 밤이

진행됨. 전통에 따라 해변에서 '카니발황제'의 화형식이 거행되고 마지

막으로 형형색색의 화려하고 성대한 불꽃놀이로 축제의 막을 내림

• 민속축제로서의 니스카니발이 세계카니발로 자리 잡게 된 것은 1873년

‘축제위원회’가 설립되면서 부터임. 축제위원회는 축제의 기획을 담당하며

‘카르나발리에(carnavalier)라고 불리는 150여명의 준비위원들은 이 축제기

획단계에서 경쟁 입찰 방식으로 선출되어 구체적인 행사내용을 기획하기

시작함

• 준비위원들은 처음에는 수십개의 동호회 형식으로 조직운영 되다가,

최근에 4개의 협회로 재구성됨. 1995년부터는 현대적인 요구에 발맞추어

‘축제위원회’가 해체되고, 니스시 의회와 관광사무국이 축제를 주관,

평가하고 있음

❷ 축제의 성과

• 전세계 언론의 높은 관심으로 인해 외국 언론의 참여율이 45%에 달하며,

이를통한 수익은 2001년의 경우 1,380,000유로(약 16억원)로 나타남


24

• 2002년 카니발의 경우 140,620매의 입장권이 팔려, 입장권판매수익은

1,735,000유로(약 20억원)로 추산됨. 카니발 기간 동안 총 120만명의

관광객들이 니스를 방문하였으며, 호텔, 레스토랑을 포함한 전체관광

수입은 40,000,000유로(약 46억원)에 달함

❸ 축제의 성공요인

• 니스카니발을 상징하는 꽃마차 퍼레이드를 비롯하여 오랜 전통을 바탕

으로 한 독자적 프로그램 개발을 주요 성공요인으로 꼽을 수 있음. 또한

니스의 민속 문화가 고스란히 반영된 니스의 정신, 예술성 등이 축제의

성공에 기여한 것으로 분석됨

• 1984년 니스시는 ‘카니발과 커뮤니케이션’이라는 국제학술대회 개최하여

카니발을 학술연구의 대상으로 함. 이는 니스카니발 축제에 크게 기여

하게 됨

• 1996년 니스카니발 조직을 개편하면서, 시의회는 시민들이 자발적으로

참여해 사육제다운 축제분위기를 만들고자 목표를 설정함. 이후 시의

상인들, 숙박업자, 식당종사자들이 친목회 형식으로 모여 가장행렬을

준비하고, 상가와 집을 장식하게 됨. 즉 지역주민들이 축제의 주인공이

되어 방문객들에게 풍성한 볼거리와 먹거리를 제공하게 되면서, 축제

본연의 의미획득과 함께 문화상품으로써의 현대적 의미 획득하게 됨

[그림 5] 니스카니발


25

▌망똥레몬축제

❶ 축제개요

• 1895년부터 시작된 망똥레몬축제는 매년 2월, 17일간 개최됨. 숙박업계

종사자들이 비수기 타계책으로 가장행렬을 제안한 것이 시초가 되어,

1929년 리비에라 호텔에서 꽃과 레몬전시회를 성황리에 개최하게 됨

• 이에 아이디어를 얻은 망똥시 의회는 관광산업을 발전시키고자 전통축

제인 카니발에 지역특색을 가미하여 1934년 레몬축제를 개최하게 됨

• 망똥레몬축제는 레몬과 동화 등 작가들의 작품이 축제의 소재가 됨.

축제프로그램으로는 금빛 과일행렬이라 불리는 레몬퍼레이드(수십개의

팀이 2시간 30분동안 바닷가의 산책로라 불리는 도로를 따라 행진, 일

요일 2시~4시반, 목요일 밤에 두차례 열림), 불꽃놀이(퍼레이드가 끝난

밤10시 이후), 비오베스 공원에 레몬과 오렌지로 만든 대형구조물 전시

등이 있음. 또한 지역특산물인 꽃을 상징하기 위해, 동서양 희귀한 난

초를 모아 ‘난초축제’를 개최함

• 축제는 망똥시 관광사무국이 주관하며, 각 세부행사는 시의 각 부서와

긴밀한 협조 아래 조직됨. 최근까지 기획에서 평가까지 시 자체의 역

량에 의존하였으나, 최근 파리의 디즈니랜드 등의 전문가들을 위촉해

행사 내용의 질을 전문화시키고 있음

❷ 축제의 성과

• 2001년 축제기간 관광객 수는 40만 명으로 추산되며, 이 중 20만 명은

유료입장객으로, 입장료 수입이 천만프랑(약 17억원)에 이름. 최근에는

망똥레몬축제는 전세계 6,000개 이상의 관광안내책자에 소개될 정도로

유명세를 타게 되었음

• 축제를 계기로 ‘레몬의 도시’로써의 지역정체성을 전세계에 알리게 되

었음. 모든 공문서와 공공건물에 레몬마크를 새겨 넣고, ‘망똥산 레몬’

의 지리적 표시제를 추진 중에 있음


26

❸ 축제의 성공요인

• 아가씨선발대회와 특산물판매라는 천편일률적 양상에서 벗어나, 과일

과 동화라는 새로운 테마로 이야기가 있는 축제의 이미지를 만듦

• 망똥시는 니스, 칸느, 모나코에 인접한 휴양지인 지중해 연안에 위치한

지정학적으로 유리함. 이에 비슷한 기간에 열리는 주위 도시의 국제규

모의 축제와 연계되어 관광객들의 관심을 끌어들이기 용이하였음

[그림 6] 망똥레�

Documents

Hi Seoul 페스티벌 발전방안 · 시정연 2007-PR-04 Hi Seoul 페스티벌 발전방안 백 선 혜 나 도 삼 2007.7 서울시정개발연구원 SeoulDevelopmentInstitute