지역이미지와 관광캐릭터의 관계 : 경주시 캐릭터의 지역상징에 대한 기호학적 접근 = (The) relation between local images and tourism characters : a semiotic approach of the local symbolism of Gyeongju city characters

다국어 초록 (Multilingual Abstract)

The Relation between Local Images and Tourism Characters
- A Semiotic Approach of the Local Symbolism
of Gyeongju City Characters -
Tak, Jeung-Eun
Department of Tourism Major
The Graduate School of Gyeongju University
(Supervised by Professor Kim, Kyu-Ho)
(Abstract)
The fever of local cultural tourism as an attempt to activate local economy and culture using local cultural elements has been led to the movement to increase the effects of advertisement using characters. The interest in culture and cultural contents is such high in present time. The motive of the study was the necessity to investigate the method to restore local tourism by advertising local images highlighting the characteristics and differentiation of local culture and the identity of the local area from a different aspect. Accordingly, in this study, it was attempted to investigate the issue from the aspect that in the use of characters to activate local tourism, there should be an understanding of characters that are visual language from fundamental aspects instead of blindly introducing characters 'just imitating others.'
The purpose of the study based on the recognition of the necessity is to investigate the relation between local images and tourism characters as an attempt to have profound understanding of cultural tourism software from the aspect of establishment of local identity and reconstruction of tradition.
To fulfill the purpose, 'Gwani and Geumi', the characters of Gyeongju City, a leading city with historical cultural relics in Korea, were selected for the study. The relation between the local image of Gyeongju City and the characters was analyzed with the combination of quantitative and qualitative methods. As a qualitative method, in particular, a semiotic method was adopted in profound discussion on the survey results and in the actual analysis of the meanings of tourism characters.
The study results showed that tourism characters symbolically reflect local images. Specific findings are as follows.
First, tourism characters are influenced by local image elements (symbolic elements, natural environmental elements, systemic and physical elements, and cultural elements.) Particularly, the Gyeongju City characters were influenced by 'high symbolic elements' the most among other image elements. The reason is speculated to be that tourism characters significantly convey their meanings using symbols as the media.
Second, after all, the symbols of tourism characters implicate the images of particular local culture, system, and residents. In other words, Gyeongju City characters 'Gwani and Geumi' symbolically implicate the cultural images of Gyeongju including the historical and cultural abundance of Gyeongju and the taste and art spirit of Silla people instead of directly listing these images.
The above stated findings show the symbolic relation between tourism characters and local images. In other words, a character lacking symbolism about a certain region is an unidentified character that is unable to display the image of the region resulting in losing its value.
The significances of the study investigating the relation between local images and tourism characters from the aspect of establishment of local identity and reconstruction of tradition are as follows.
First, the symbolism and representability of tangible and intangible materials of local areas can be enhanced with efforts in advertisement and processing. There is difference in the influence of symbolic elements representing local areas on tourism characters. Particularly, the understanding about the symbolism in 'high symbolic elements' was assessed to be high because the symbolic relation with the relevant regions were recognized thanks to the historical significance of the symbolized objects and artificial efforts of advertisement. From the findings, it is apparent that it is necessary to make advertisement and development of tangible and intangible assets that form local images.
Second, the values of tourism characters as cultural tourism software can be expanded to the extent of application. It is possibly because tourism characters can symbolically implicate local images. The values of tourism characters symbolically representing local images were assured by the fact that symbols are not apparent but implied yet they are a powerful means to expose actual objects in some cases and it is a good means to help concepts be concrete for actual objects.
Hence, in order to expand the values of tourism characters as cultural tourism software in today's consuming society of signs and images, efforts should be made to use tourism characters as something with vitality containing abundant local images or as the main characters creating meanings in the center of stories.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 제1절 문제 제기 1
• 제2절 연구 목적 4
• 제3절 연구 방법 및 범위 5
• 1. 연구 방법 5
• 2. 연구 범위 6
• Ⅱ. 이론적 배경 8
• 제1절 기호학적 관점의 이미지 8
• 1. 기호학의 개념 8
• 1) 기호의 역사와 개념 8
• 2) 기호의 구조와 의미 12
• 2. 기호학적 방법론과 이미지 19
• 1) 이미지와 기호 19
• 2) 도상, 지표 그리고 상징 22
• 3) 기호학적 방법론과 이미지 27
• 제2절 지역이미지와 관광캐릭터 28
• 1. 지역이미지의 개념 28
• 1) 지역이미지와 이미지 전략유형 28
• 2) 지역정체성과 지역이미지 31
• 1) 지역이미지와 이미지 전략유형 28
• 2) 지역정체성과 지역이미지 31
• 3) 지역이미지 구성요소와 이미지 추출을 위한 소재 34
• 2. 캐릭터의 개념 38
• 1) 캐릭터의 역사적 배경과 개념 38
• 2) 캐릭터의 분류 및 기능 40
• 3) 캐릭터의 구성요건 45
• 3. 지역이미지에 미치는 관광캐릭터의 시너지 효과 46
• 1) 관광캐릭터의 개념 및 특징 46
• 2) 지역이미지에 미치는 관광캐릭터의 시너지 효과 54
• Ⅲ. 연구의 설계 59
• 제1절 연구 설계 59
• 1. 조사의 목적 59
• 2. 조사 대상지의 개요 59
• 3. 변수의 조작적 정의 및 측정 60
• 1) 지역이미지의 정의 및 측정 62
• 2) 관광캐릭터의 정의 및 측정 63
• 4. 측정항목의 구성 64
• 제2절 자료수집 및 분석방법 66
• 1. 자료 수집 66
• 1. 자료 수집 66
• 2. 자료 분석 방법 66
• 3. 조사 자료의 개요 67
• Ⅳ. 지역이미지와 관광캐릭터의 관계 71
• 제1절 측정변수의 평가 및 분석결과 71
• 1. 측정변수의 평가 71
• 2. 요인분석 및 신뢰도 측정결과 72
• 3. 지역이미지가 관광캐릭터에 미치는 영향 분석 76
• 제2절 경주시 관광캐릭터에 대한 기호학적 분석 79
• 1. 기호학적 분석을 위한 전제 79
• 1) 캐릭터의 기호학적 분석의 의미 79
• 2) 기호학적 분석을 위한 두 가지 전제 80
• 2. 기호학적 분석의 실제 83
• 1) 경주시 관광캐릭터의 기능적 이미지 83
• 2) 경주시 관광캐릭터의 조형적 이미지 86
• 3) 경주시 관광캐릭터의 기호학적 분석 결과 89
• 3. 기호학적 분석의 한계 91
• 제3절 지역이미지와 관광캐릭터 관계 92
• 1. 지역이미지와 관광캐릭터 관계 도출 92
• 2. 관광캐릭터 활용 방안 95
• Ⅴ. 결론 및 시사점 98
• 제1절 연구결과의 요약 98
• 제2절 시사점 100
• 참 고 문 헌 104
• 부록<설문지> 114
• ABSTRACT 118