울산고래축제의 러브마크화 전략에 관한 고찰

Ulsan whale festival is well-known for an unique regional festival in S. Korea as using the history of whaling in Jangsaengpo where was the center of whaling industry prohibited nowadays. However the festival is not vitalizing as much as we expected, and has pointed out the identity of festival unfortunately. Therefore, the purpose of this study is to suggest the lovemarks strategies for Ulsan whale festival to be better and more successful. To achieve the goal, the case studies of lovemarks festivals in S. Korea, Boryeong mud festival and Hwacheon sancheoneo ice festival, were conducted to draw the strategic implications that could be applied to Ulsan whale festival. First of all, this research examined the theories, festival brand and lovemarks, and did the case study of festivals, chosen as good examples, based on the theories. According to investigations, some catches that need to be upgraded were found for Ulsan whale festival. First, the festival has to improve programs according to sensuality and intimacy for lovemarks′ high love. Second, the festival must have a killer content to fulfil the high love and high respect that reach your heart as well as your mind. Third, this study suggests brand concepts that are the 4W(With, Wave, World, Water), and recommends the 'With' as a main concept which means communion and symbiosis that exist between humans and whales. The managerial implications for the festival are discussed. And the directions for further research and the limit of this study are mentioned as well.