A Study on the marketing strategy of Kimchifestival in Kwangju

광주 김치축제의 마케팅전략에 관한 연구 (방한 일본인 여행객을 중심으로)

This is a study on the ways of improving the current Kwangju Kimch Festival. The Festival has many resources for attracting visitors. 'nevertheless. it has been criticized for marketing tools. including lack of publicity, institutional inertia. etc. A new approach for improving Kwangju Kimch Festival is needed to satisfy the needs not only for residents but also for visitors. especially japan tourists. the best way of improving the current Kwangju Kimch Festival might be the development of the product(for exemple, effective linkage system with tourist attractions) and promotion(advertising. publicity).