The document outlines six priority strategies for promoting culture and the arts in Korea: 1) effective support of cultural activities, 2) enhancing human resources in culture and arts, 3) improving promotion targeting children and youth, 4) passing culture to future generations, 5) using culture to promote regional communities and industries, and 6) enhancing cultural communication and international exchanges. It then describes a three-step model for developing a cultural tourism product: 1) identifying cultural purposes for travel, 2) creating attractions and services tailored to cultural tourists, and 3) promoting the product through relevant communication channels.

1. PEGASO UNIVERSITY
INNOVATION ON THE
PROMOTION OF LOCAL
ECONOMY
THROUGH CULTURAL
TOURISM

2. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
Six priority strategies for building a
“Nation based on Culture and the Arts”

3. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
Priority strategy 1 : Effective support of
cultural and artistic activities
◆ Introducing new supportive systems toward
cultural and artistic organizations
◆ Expanding and improving support to the bases of
culture and the arts that form the core of regional
communities
◆ Studying the development of legal foundations
for theaters, concert halls and others

4. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
◆Introducing governmental compensation systems
for damage caused to works of art and appropriate
operation of the systems

5. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
Priority strategy 2 : Enhancing the human
resources who creates and support culture
and arts
◆Support systems for nurturing young and
upcoming artists
◆Expanding the support systems for cultivating
and utilizing the expert human resources who
support cultural and artistic activities and the
operation of facilities

6. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
Priority strategy 3 : Improving promotional
measures for culture and the arts aimed at
children and young people
◆Expanding opportunities for appreciating works
of arts and becoming familiar with traditional
culture and cultural property
◆Improving art education in schools including
communication education

7. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
Priority strategy 4 : Passing down culture
and the arts to the next generation
◆Conserving and passing down cultural property
through planned measures for repair and disaster
prevention
◆Increasing opportunities for people to familiarize
themselves with cultural property through public
display and utilization in a more positive way
◆Broadening the bases for protecting cultural
property through comprehensive preservation

8. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
Priority strategy 5 : Use of culture and the
arts for promoting regional communities,
tourism, and industry
◆Utilizing tangible and intangible resources of
culture and the arts for promoting regional
communities, tourism, and industry
◆Supporting the formation of new bases for
creativity and encouraging the promotion of
regional culture
◆Promotion of the actual culture for living,
including the culture related to food and residences

9. PRIORITY MEASURES RELATED TO
THE PROMOTION OF CULTURE AND
THE ARTS
Priority strategy 6 : Enhancing cultural
communication and international cultural
exchanges
◆ Enhancing the activities and content at historic
museums and art museums as bases for cultural
communication and exchange
◆Expanding and promoting international
cooperation and cultural exchange in areas related
to cultural property

10. A CULTURAL PRODUCT
A model for a cultural product

11. A CULTURAL PRODUCT
A model for a cultural product
Step 1:
Detecting reasons behind a cultural travel
(art and history, cultural heritage, religion,
cultural events etc.)
Cultural purposes

12. A CULTURAL PRODUCT
A model for a cultural product
Step 2:
Building a well-organised system of
attractions and services tailored on cultural
tourist needs and expectations for a high level of
satisfaction
Product

13. A CULTURAL PRODUCT
A model for a cultural product
Step 3:
Implementing a model of promoting a ompetitive
and sustainable product by using the most
valuable communication channels definitely
influencing cultural tourist choices (e.g. Internet,
word-of-mouth, etc.)
Promotion

14. STEP 1: CULTURAL PURPOSES
 Visit unknown places
 Local craftsmanship
 Cultural events
 Local traditions
 Shopping
 Food and wine
 Folklore events
 Spiritual route
 Music and art route

15. STEP 2: CREATE A PRODUCT
To create a successful product, tourist needs
have to be constantly monitored as to involve
tourist in activities and opportunities within
destinations (food and wine, accommodation, fun
and entertainment, shopping).
Then, destinations have to specialize in those
products well-connected with their identity
and resources as well as lying behind cultural
purposes of tourists.

16. STEP 2: CREATE A PRODUCT
 Promote a inner way of travelling
 Implement a route courtesy-point
 Explore and taste local wine and food
 Travel across local traditions and cultural
 heritage
 Respect quality standard of service
 Improvement of quality among operators
 Safeguard of tourists
 Create a Network of SMEs at national and
international level

17. STEP 3: PROMOTION
Detect the most valuable communication
channels definitely influencing cultural tourist
choices (e.g. Internet, word-of-mouth, etc.)
A proper model of promotion has to be “market and
target-oriented” as to reach potential tourists
before, during and after their experience using
innovative and sustainable tools and patterns.