• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.23-33
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• 2018

As there have been many cases where successful regional festivals acts as the promotion of regional brand images and as the driving force of regional economic development, changes in awareness that significantly accepts external promotion effects and the commercial value of regional festivals are greatly expanding. When seen from this perspective, the regional festival, which has Tojeong Lee Ji-Ham, a scholar in the Joseon Dynasty period in the 16th century and Geolincheong as subject matter, is expected to contribute greatly to the establishment of Chungnam Asan region's identity and to the vitalization of the regional economy. He is one of the all-time eccentrics and at the same time he is an intellectual who practiced innovative spirit of the times and a sense of economy for the relief and self-support of common people and the balanced development of the nation during his life. In this sense, the regional festival that is based on Lee Ji-Ham's Geolincheong has meaning and values as a cultural content from and device, which realizes and continues the spirit of the times and the thoughts that he pursued, in the modern context in time and space.