드라마를 활용한 공단 브랜드 인지도 개선 및 미래 전략 방안 연구

│참여연구진│ 본 『드라마를 활용한 공단 브랜드 인지도 개선 및 미래 전략 방안 연구』는 다음과 같은 연구진에 의하여 수행되었습니다. 연 구 진 연구책임. 남승민. 국립공원연구원. 계장. 권헌교. 국립공원연구원. 선임연구위원. 권욱영. 홍보실/드라마제작지원단TF. 이윤수. 드라마제작지원단TF. 과장. 금지윤. 드라마제작지원단TF. 주임. 이무형. 경주국립공원사무소 토함산분소. 배준호. 한라대학교. 교수. 왕새롬. 동의대학교. 교수. 민하나. 한국관광공사. 전문위원. 김현영. 한라대학교. 전임강사. 윤예진. 세종대학교. 박사수료. 실장/단장. 분소장. 참여연구진. 연 구 지 원 최승운. 국립공원연구원. 원장. 채희영. 국립공원연구원 정책개발실. 실장. 허학영. 국립공원연구원 정책연구부. 부장.



│목차│. Ⅰ. 연구개요 1. 연구배경 및 목적 ··································································································3 2. 연구방법 ·················································································································4 3. 연구내용 ·················································································································5 4. 연구범위 ·················································································································6. Ⅱ. 국내·외 드라마 세트장 현황 분석 1. 국내 사례 ···············································································································9 2. 국외 사례 ············································································································33 3. 사례 분석을 통한 시사점 도출 ··········································································43. Ⅲ. 인식 조사 분석 결과 1. 탐방객 설문조사 ··································································································49 2. 드라마 세트장 키워드 분석 ················································································62.

│목차│. Ⅳ. 드라마 ‘지리산’ 야외 세트장 사후 활용 방안 1. 컨셉 및 공간 구성 ······························································································69 2. 세부 프로그램 ·····································································································74 3. 홍보 마케팅 ·········································································································88. Ⅴ. 공단 브랜드 인지도 개선 및 미래 전략 방안 1. 드라마를 통한 브랜딩 이론 및 사례 ·································································95 2. 국내·외 자연공원 체험 프로그램 ·····································································105 3. 국립공원 레인저 직업 및 공단 브랜딩 전략 ···················································116 4. 미래 전략 방안 ·································································································133. Ⅵ. 결론 및 시사점 ···························································································139. Ⅶ. 부록 ·············································································································145.

│표목차│ [표 2-1] 파주 캠프그리브스 대표프로그램 ·······························································································26 [표 3-1] 탐방객 성별 ································································································································50 [표 3-2] 탐방객 나이 ································································································································50 [표 3-3] 탐방객 직업 ································································································································51 [표 3-4] 탐방객 거주지 ·····························································································································52 [표 3-5] 드라마 ‘지리산’ 시청여부 ··········································································································52 [표 3-6] 드라마 ‘지리산’ 시청 후 공단 인지도 ······················································································53 [표 3-7] 드라마세트장 명소화 사업 진행 시 방문의사 ···········································································54 [표 3-8] 드라마세트장 방문 시 원하는 체험프로그램 (모두선택) ··························································55 [표 3-9] 드라마세트장 명소화 사업 진행 시 방문의사 ···········································································55 [표 3-10] 레인저 직업체험프로그램 운영 시 참여하고 싶은 프로그램 (모두선택) ·······························56 [표 3-11] 레인저 직업체험프로그램 하나 당 적절한 소요시간 ····························································57 [표 3-12] 레인저 테마파크 내 굿즈판매소에서 구매하고 싶은 제품 (중복응답) ···································57 [표 3-13] 굿즈판매소 내 ‘키오스크’를 이용한 무인서비스 실시에 대한 의견 ······································58 [표 3-14] 레인저 테마파크 방문을 유도하는 매력적인 요소 (중복응답) ···············································59 [표 3-15] 레인저 테마파크 방문 시 원하는 동행인 ·············································································59 [표 4-1] 드라마 주요 촬영 장면 ··············································································································72 [표 4-2] 회차별 드라마 주요 노출 키워드 ······························································································73 [표 4-3] “HELP! Ranger Program” 진행 공간별 프로그램 개요 ·······················································76 [표 5-1] 국내 드라마 직업/조직 브랜딩 사례 ·························································································98 [표 5-2] SNS 페이지 리스트(예시) ·······································································································129 [표 5-3] 온라인매체 광고(예시) ·············································································································131.

│그림목차│ [그림 1-1] 연구 수행 프로세스 ··················································································································5 [그림 2-1] 제빵왕 김탁구 촬영지 볼거리 ······························································································10 [그림 2-2] ‘수암골 봄 스케치’ 행사 ······································································································11 [그림 2-3] 택시운전사 촬영지 및 ‘광주로 갑시다’ 운영 포스터 ····························································14 [그림 2-4] 합천 영상테마파크 볼거리 및 운영프로그램 포스터 ·····························································17 [그림 2-5] 제주도 파크써던랜드 ···············································································································20 [그림 2-6] 태양의후예 태백세트장 ···········································································································22 [그림 2-7] 삼탄아트마인 시설소개 ···········································································································23 [그림 2-8] 삼탄아트센터(본관)의 체험프로그램 및 볼거리 ·····································································25 [그림 2-9] '태양의후예' 속 캠프그리브스 프로그램 ·················································································26 [그림 2-10] 통리탄탄파크 ·························································································································30 [그림 2-11] 오로라파크 ····························································································································30 [그림 2-12] <꽃이 피는 첫걸음> 애니메이션 속 장면과 배경이 된 실제장소 ·······································34 [그림 2-13] 애니메이션 속 ‘본보리 마츠리’와 실제 ‘유와쿠 본보리 마츠리’ 축제 ····························35 [그림 2-14] 반지의 제왕 촬영지 ············································································································38 [그림 2-15] 유니버셜 스튜디오 할리우드 볼거리 및 체험 ·····································································40 [그림 2-16] 유니버셜 시티워크의 식당 및 쇼핑 ·····················································································41 [그림 2-17] 드라마 세트장 사례 분석 결과 ····························································································45 [그림 3-1] 데이터 마이닝 분석 방법 ·······································································································62 [그림 3-2] 드라마 촬영지 주요 키워드 분석 결과 ··················································································63 [그림 3-3] 드라마 촬영지 워드클라우드 분석 결과 ················································································64 [그림 3-4] 드라마 촬영지 연관어 네트워크 분석 결과 ···········································································65 [그림 4-1] 레인저 테마파크 컨셉 ·············································································································70 [그림 4-2] 레인저 테마파크 주요공간 구성 ·····························································································71 [그림 4-3] “HELP! Ranger Program” 프로그램 구성 ·········································································74.

│그림목차│ [그림 4-4] HELP! Ranger 영상물 시청 ·································································································77 [그림 4-5] 멸종위기동물 모니터링, 생태계 복원 업무 ① ······································································78 [그림 4-6] 멸종위기동물 모니터링, 생태계 복원 업무 ② ······································································78 [그림 4-7] 재난종합상활실 세트장 예시 ··································································································79 [그림 4-8] 드라마 ‘태양의 후예’ 크로마키 기념촬영 ··············································································80 [그림 4-9] 산악재난구조 체험 예시 ·········································································································81 [그림 4-10] 드라마 기획전시 예시 ① ·····································································································82 [그림 4-11] 드라마 기획전시 예시 ② ·····································································································83 [그림 4-12] 드라마 ‘지리산’ 속 반달이 굿즈 ··························································································84 [그림 4-13] 사방댐 하부천 ·······················································································································85 [그림 4-14] 오토캠핑장 부지 ···················································································································86 [그림 4-15] 부산 경찰 및 한국민속촌 예시 ····························································································89 [그림 5-1] Kapferer(2004)의 브랜드 트라이 앵글 이론 ·······································································95 [그림 5-2] 장소의 관계 네트워크 브랜드 (Hankinson,2004) ·······························································96 [그림 5-3] 드라마를 통한 신협 브랜딩 ① ····························································································103 [그림 5-4] 드라마를 통한 신협 브랜딩 ② ····························································································104 [그림 5-5] 미국 NPS 주니어 레인저 워크북 ························································································107 [그림 5-6] Designing Art at Jells Parks 미술활동 예시 ································································109 [그림 5-7] All Fired Up! 활동 예시 ····································································································110 [그림 5-8] Flora Explorer! 활동 예시 ·································································································110 [그림 5-9] The Jells Play scape Treasure Hunt 활동 예시 ························································111 [그림 5-10] 숲인성교육센터 탐방프로그램 예시 ···················································································114 [그림 5-11] 한국잡월드(직업체험관) 내부 ·····························································································115 [그림 5-12] 의미 전이 모델(Meaning Transfer Model)(McCracken, 1989) ································117 [그림 5-13] 정보원 신뢰도 및 매력도 모델 적용 ·················································································118.

│그림목차│ [그림 5-14] 조화가설모델(Match-up hypothesis) 적용 ····································································119 [그림 5-15] 따뜻함: 등산객을 위해 다방면으로 기꺼이 돕는 레인저들의 모습 ··································122 [그림 5-16] 용감함: 낙뢰구간을 지나며 과감하게 본인들의 스틱을 빼는 레인저들의 모습 ··············122 [그림 5-17] 대표 컨텐츠 카드뉴스 템플릿화 ························································································128 [그림 5-18] 연계 이벤트 ························································································································130 [그림 5-19] 드라마 컨텐츠 디지털 활용 광고 매체 집행 ····································································132 [그림 5-20] 미래 전략 방안 연구 흐름도 ·····························································································134 [그림 5-21] 드라마 ‘지리산’을 활용한 K-Ranger 브랜딩 통합 홍보 마케팅 방안 ···························136.

│연구요약│ 1. 연구개요. 드라마 ‘지리산’ 방영에 따른 드라마 야외 세트장 활용 방안 구상 포스트 코로나 시대 야외활동 욕구 증가 및 가족중심 여가 행태로 다양한 탐방 인프라· 프로그램 수요 증가 드라마 전시관, 레인저 직업체험관, 인공 암벽장, 특산물 판매소, 기념품샵, 오토캠핑장, 숲체험길 등을 추가 설치하여 탐방 자원화 도모 국립공원 저지대 탐방 인프라와 연결 프로그램 개발·확대 본 연구의 목적은 국내·외 드라마 세트장 운영현황 및 드라마 브랜딩 사례 조사를 진행하 고 시사점 도출을 통해 국립공원 직업체험프로그램을 활용한 드라마 세트장 직업 체험프로 그램을 발굴하고자 함. 국내·외 유사사례 조사를 통해 드라마 세트장 공간구상을 하고 실제적으로 활용할 수 있는 프로그램을 제시 특히 탐방객 의견조사 등을 통해 수요자 중심의 프로그램 기획, 브랜딩 이론을 적용하 여 드라마 ‘지리산’ 브랜딩 전략 방안 수립 홍보실을 주축으로 한 통합 홍보 마케팅 방안 제시 및 공원 내·외·지역사회·유관기관 연계를 통한 세부 홍보 방안 제시. 2. 연구범위 및 연구방법. 시간적 범위 과업기간 : 2021년 4월 ~ 2021년 12월 (9개월) 공간적 범위 전북 남원시 소재 드라마 ‘지리산’ 야외 세트장.

내용적 범위 국내·외 드라마 세트장, 자연공원 체험프로그램, 직업 브랜딩 드라마 등 사례 조사 드라마 ‘지리산’ 야외 세트장 사후 활용 방안 수립 K-Ranger 브랜등을 위한 포지셔닝 키워드 및 전략 도출 공단 브랜드 인지도 개선 방안, 통합 홍보 전략 등 미래 전략 방안 수립 연구방법 첫째, 국내외 드라마 세트장의 운영현황, 프로그램, 홍보방안 등 제반여건 및 문제점 파악 둘째, 국내 직업 드라마 브랜딩 사례, 자연공원 탐방프로그램 사례 및 운영 전략 검토 셋째, 드라마 ‘지리산’ 세트장 사후 활용을 위한 국립공원 직업체험프로그램 적용 방안 을 제안함 넷째, 드라마를 활용한 공단 브랜드 인지도 개선 및 미래 전략 방안을 구상하고자 함. 3. 주요 연구결과. 착수보고회를 통해 연구 설계 및 방향을 설정하고 중간·최종보고회를 통해 체계적으로 연구 결과를 도출하였음. 국내외 드라마 세트장의 운영현황, 프로그램, 홍보방안 등 제반여건 및 문제점 파악, 국내 드라마 브랜딩 사례, 자연공원 탐방프로그램 사례, 드라마 ‘지리산’ 세트 장 사후 활용 방안, 공단 브랜드 인지도 개선 및 미래 전략 방안, 종합결론 순으로 도출함 프로그램 테마는 ‘HELP! Rager Program’으로써 드라마 속 레인저에 대한 이해도 및 공단 친숙도. 향상,. 긍정적. 이미지. 유발. 효과. 등이. 있으며. 주요. 키워드는. ‘Healing’,. ‘Eco-experience’, ‘Learning’, ‘Play’ 임. 시설 별 세부 프로그램은 다음과 같음.