2009 Volume 64 Issue 2 Pages 63-77
This paper aims to examine the transformation of the 'Gangneung Dano Festival (GDF)' and its relations with the local community, as it is utilized as a regional development strategy. The GDF had been handed down, preserved from the past until 1995, when the self-governing system started. But since then it has been used as a representative image for advertising Gangneung city. The movement to utilize the GDF in terms of place-marketing of Gangneung city has become more active after it was registered by UNESCO, and the organization was changed to be a private one. Local people did not, however, participate actively in the performances, so the commission has attempted to make the festival more popular. For this purpose, they made a new organization system of programs and entrusted them to local social clubs, and also made new events such as the 'rice dedication event' and 'deity welcoming parade'. As a result, the participation of local residents became rather high, especially after the GDF was registered by UNESCO. Meanwhile there has been high participation by local residents in the operation of stalls, however there have also been many problems such as disorder and pollution. The commission has tried to solve these problems, and although it has not yet been successful, efforts are ongoing. Based on this, it is clear that the original role of the GDF was to enhance local community welfare and unity, but now it has been transformed into a commercial project for regional development. In this process, the GDF becoming popular with overseas and out of area, it is thought that local people become to cooperate to the GDE.
