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│참여연구진│ 본 『국제협력증진을 위한 외국인 특화 홍보콘텐츠 개발 연구』는 다음과 같은 연구진에 의하여 수행되었습니다. 총. 괄. 사업총괄. 정용상. 국립공원연구원. 원장. 연구총괄. 채희영. 국립공원연구원. 정책개발실장. 총괄책임. 심규원. 국립공원연구원. 정책연구부장. 연 구 진. 연구책임. 김현영. 국립공원연구원. 책임연구원. 배준호. 한라대학교. 교수. 문정호. 경희대학교. 박사과정. 참여연구진.



│연구요약│ 1. 연구개요. 연구배경 . 국제사회(외국인, 외국공원청, 국제기구 등) 대상 한국의 국립공원을 알리는 체계화된 홍보 콘텐츠 개발의 필요성이 제기됨. 연구목적 . 국립공원을 대표할만한 상징성을 가진 홍보콘텐츠 개발(국립공원 명소 100선 일러스트 지도 및 설악산국립공원 명소 안내소책자 제작) → 외국인 탐방객 대상 국립공원 홍보 및 관광목적지로서의 매력 증진에 기여하고자 함. 2. 연구방법 및 절차. 연구방법 및 절차 예비후보 명소. 정량평가. 추천·취합 ∙ 22개 국립공원 (한라산 포함) 30개 사무소 추천 → 200개소 취합. →. ∙ 개발된 지표(7개 항목 13문항) 활용한 정량평가 ∙ 선정위원: 내부(2명),. 정성평가 →. ∙ 1, 2차 내부 정성평가 → 100선 선정. 외부(3명). [국립공원 명소 100선 선정 및 홍보콘텐츠 제작 절차]. 홍보콘텐츠 제작 → ∙ 일러스트 지도 제작 ∙ 설악산 명소 11선 안내소책자 제작.

3. 주요 연구결과. 국립공원 명소 100선 . 선정된 명소로는 가야산의 해인사(팔만대장경), 경주의 불국사, 계룡산의 동학사 등과 같이 한국의 불교문화를 느낄 수 있는 사찰뿐 아니라 무등산의 입석대 ·서석대 , 변산반도의 채석강, 태안해안의 할미 할아비바위 등 자연적 가치가 뛰어난 곳들이 선정됨. 또한 국립 공원 대표 탐방명소인 북한산의 백운대와 둘레길, 설악산의 대청봉과 공룡능선, 지리산 천왕봉, 치악산 비로봉 등이 선정됨. 국립공원 명소 100선 일러스트 지도. [국립공원 명소 100선 일러스트 지도(전면/후면)].

설악산국립공원 명소 11선 안내소책자 . 국립공원 명소 100선 중 설악산국립공원의 명소 11선에 대한 안내소책자를 제작. [설악산국립공원 명소 11선 안내소책자(전면/후면)]. 4 . 활용계획 국립공원 명소 홍보 ­온라인 홍보(국내 및 영문일간지 언론 홍보, 외국인 커뮤니티 등) ­ MOU체결 외국공원청, 국제기구, 외국인 관련 공공기관 등 지도 배포 및 홍보 ­유관기관(한국관광공사 등)과 협업하여 국내·외 홍보 ­탐방안내소 등 외국인 탐방객 대상 홍보. . 국립공원 명소 100선 지도를 활용한 다양한 탐방프로그램 개발 및 홍보 ­명소 100선 탐방 챌린지 개발 및 스탬프 투어와 연계 ­명소 100선 콘텐츠 관련 기념품 제작(예 : 마그네틱, 스티커, 키링, 배지 등).



│목차│ Ⅰ. 연구개요 1. 연구배경 및 목적 ··············································································································3 2. 연구방법 및 수행절차 ·······································································································5 3. 연구범위 및 방법 ··············································································································8. Ⅱ. 여건분석 1. 국립공원 외국인 탐방현황 분석 ·····················································································11 가. 국립공원 외래관광객 실태조사 ································································································11. 2. 관광트렌드 분석 ··············································································································13 가. 코로나19 이후 관광트렌드 변화 ·····························································································13 나. 한류 관련 관광정책 ··················································································································16. Ⅲ. 국립공원 명소 1. 명소 및 명소화의 개념 ···································································································21 가. 명소의 정의 ······························································································································21. 2. 국립공원 명소의 정의 및 범위 ····················································································24 가. 국립공원 명소의 정의 ··············································································································24 나. 국립공원 명소의 범위 ··············································································································24. Ⅳ. 관광명소화 사례 1. 국외사례 ··························································································································29 가. 일본 체험 100선(100 EXPERIENCES in JAPAN) ····························································29 나. 중국 국가5A급 여유경구(國家5A级旅遊景区) ········································································33. 2. 국내사례 ························································································································38 가. 국립공원 100경 ·······················································································································38 나. 한국관광공사 관광 100선 ·······································································································41.

│목차│ Ⅴ. 국립공원 명소 100선 선정 1. 국립공원 명소 선정지표 개발 과정 ···············································································49 가. 국립공원 100경 및 한국관광 100선 선정기준 분석 ·····························································49 나. 정량평가 선정지표 개발 ···········································································································49. 2. 국립공원 명소 100선 예비후보 선정 ············································································51 가. 국립공원 100경 등 기존 탐방 명소 DB 검토 ······································································51 나. 예비후보지 선정 ·······················································································································51. 3. 정량평가 ··························································································································51 가. 정량평가 목적 ···························································································································51 나. 정량평가 방법 ···························································································································52. 4. 정성평가 ··························································································································52 가. 정성평가 목적 ···························································································································52 나. 1차 정성 평가 ··························································································································52 다. 2차 정성 평가 ··························································································································53. 5. 국립공원 명소 100선 선정 결과 ···················································································54 6. 국립공원 명소 100선 일러스트 지도 ············································································56 7. 설악산국립공원 명소 11선 안내소책자 ·········································································58. Ⅵ. 활용계획 및 기대효과 1. 활용계획 ··························································································································63 2. 기대효과 ··························································································································64. 부록 ····································································································································67 1. [기초조사] 전문가 대상 중요도 조사 설문지 ···································································67 2. [본조사] 선정평가지 ··········································································································70. 참고문헌 ·····························································································································71.

│표목차│ [표 2-1] 2017~2021년 국립공원 외국인 및 전체 탐방객 수 ··································································11 [표 2-2] 2020~2021년 외국인 탐방객 수 상위 4개 국립공원 ································································12 [표 3-1] 명소화의 개념 ································································································································22 [표 3-2] 명소화의 기능 ································································································································22 [표 3-3] 명소화의 요소 ································································································································23 [표 3-4] 관광자원의 분류 기준 ···················································································································24 [표 3-5] 관광자원의 이용편리성 분류(3분류 체계) ····················································································25 [표 3-6] 국립공원 명소의 구분 ···················································································································26 [표 4-1] 일본 체험 100선 선정절차 ···········································································································30 [표 4-2] 2021년 일본 체험 100선 선정기준 ····························································································31 [표 4-3] 중국 국가5A급 여유경구 선정 서비스품질 및 환경품질평가 세부수칙 ······································34 [표 4-4] 중국 국가5A급 여유경구 선정 관광품질 세부수칙 ······································································35 [표 4-5] 중국 국가5A급 여유경구 선정 관광객 의견평가 세부수칙 ·························································35 [표 4-6] 국립공원 100경 선정절차 ·············································································································38 [표 4-7] 국립공원 100경 평가 세부내용 ····································································································39 [표 4-8] 국립공원 경관자원 100경 ·············································································································40 [표 4-9] 한국관광 100선 평가체계 ·············································································································42 [표 4-10] 2021~2022 한국관광 100선 선정방법 ····················································································43 [표 4-11] 2021~2022 한국관광 100선 ····································································································44 [표 5-1] 1차 선정지표 선정 ························································································································49 [표 5-2] 정량평가 최종선정평가 항목 및 세부문항 ····················································································50 [표 5-3] 국립공원 명소 100선(Top100 Korea National Park Attractions) ·······································54.

│그림목차│ [그림 1-1] 해외여행객 입국 현황 ··················································································································4 [그림 1-2] 연구 수행 절차 ···························································································································7 [그림 2-1] 코로나 이후 여행패턴 조사 ·······································································································14 [그림 2-2] 캐나다 및 캐나다 거주 외국인의 여행 목적조사 ·····································································14 [그림 2-3] 중국인 대상 다음 휴가에 관심 있는 여행테마 조사 ································································15 [그림 4-1] 한국관광 100선 선정절차 ·········································································································42 [그림 4-2] 2021~2022 한국관광 100선 일러스트 지도 ··········································································45 [그림 5-1] 2차 정성평가 모습 ·····················································································································53 [그림 5-2] 국립공원 명소 100선 일러스트 지도(전면) ··············································································56 [그림 5-3] 국립공원 명소 100선 일러스트 지도(후면) ··············································································57 [그림 5-4] 설악산국립공원 11선 안내소책자 표지(전면/후면) ··································································58 [그림 5-5] 설악산국립공원 11선 안내소책자 中 ‘울산바위·흔들바위’ 내지 ·············································59 [그림 6-1] 세계 유명관광지 기념품 개발 사례 ··························································································63 [그림 6-2] 국립공원 명소 100선을 통한 기대효과 ····················································································64.

Ⅰ. 연구개요 1. 연구배경 및 목적 2. 연구방법 및 수행절차 3. 연구범위 및 방법.



Ⅰ. 연구 개요 1. 연구배경 및 목적. Ⅰ. 연구개요 1. 연구배경 및 목적. 1) 연구배경 . 세계적으로 한류열풍이 증가함에 따라 자연스럽게 한국의 자연(국립공원 등)에 대한 관심도 증가 ­서울관광재단이 2022년 한국 방문을 희망하는 외국인 1092명을 대상으로 서울 등산 관광 의향을 조사한 결과, ‘있음’이 82.3%로 나타났으며, 특히 MZ세대라고 할 수 있는 20~30대에서 참여 의향이 두드러짐1) ­한국문화관광연구원의 ‘2020 외래관광객 실태조사 ’에 따르면 한국을 찾는 외국인 관광객들은 한국 방문 선택 시 고려 요인으로 ‘자연 풍경 감상’이 전체의 36%를 차지 함2) ⇒ 외국인 특화 홍보자료 제공 필요. . 관광트렌드 변화(자연 풍경 감상, 치유와 휴양 목적의 탐방 선호) ­포춘지(Fortune)는 2022년 여행 트렌드 키워드로 ‘자연으로의 회귀’를, 미국 유력 관 광 매체인 트레블 앤 레져(Travel & Leisure)지는 2022년 여행 트렌드 전망을 ‘자신 만의 치유 관광’, ‘마음을 추스르는 휴가’ 등을 발표함3) ­미국 컨설팅 회사인 딜로이트의 설문조사에 의하면 2021년 여름에 여행을 계획하는 미국인의 60%는 해변, 국립 또는 주립공원, 대자연으로 향할 예정이라고 답변함. . 코로나19로 급감했던 외국인 관광객 수 및 국립공원 탐방객 수가 점차 회복될 것으로 기대 ­ [그림 1-1]의 해외여행객 입국현황 통계 자료를 살펴보면, 사회적 거리두기 조치가 해제된 2022년 4월을 기점으로 해외여행객 입국자 수가 점차 회복되어, 2022년 5월 의 경우 전년 동월대비 136.3%상승하였으며, 매달 꾸준한 상승세를 보이다 9월에는 276%까지 상승함4). 1) 매일경제(2022.11.19.). “강남·광화문보다 여기”...韓관광 원하는 외국인이 입모아 가고 싶다는 곳 [스물스물], https://www.mk.co.kr/news/politics/10537146. 2) 한국문화관광연구원(2020). 2020 외래관광객 실태조사 3) TRAVEL & LEISURE(2022). 2022년 세계 관광 여행시장 전망. 4) 관광지식정보시스템. https://know.tour.go.kr/. │국제협력증진을 위한 외국인 특화 홍보콘텐츠 개발 연구│3.

자료출처 : 관광지식정보시스템, https://know.tour.go.kr/. [그림 1-1] 해외여행객 입국 현황. ­국립공원 탐방객 수 분석 결과에 따르면, 2022년 10월 국립공원 탐방객은 5,254,122 명으로 전년 동월대비 16.4%(739,662명) 증가하였으며, 외국인 탐방객 수의 경우 2021년 대비 217.4% 증가(2021년 10월 기준 39,415명 → 2022년 10월 기준 125,109명)5)하여 점차 회복될 것으로 기대됨 . 반면 , 국제사회 (외국인 , 외국공원청 , 국제기구 등 ) 대상 한국의 국립공원 알리는 체계화 된 홍보콘텐츠 개발이 필요함. 2) 연구목적 . 국립공원을 대표할만한 상징성을 가진 홍보콘텐츠 개발을 통해 국제사회 (외국인, 외국 공원청, 국제기구 등) 대상 우리 국립공원을 홍보하고자 함 ­외국인에게 추천하고 싶은 국립공원 명소 100선 선정 ­국립공원 명소 100선 일러스트 지도 제작 ­외국인 탐방객이 많은 설악산국립공원 명소 안내소책자 제작. 5) 국립공원공단 탐방정책부(2022.11.). 2022년 10월 국립공원 탐방객 수 분석 결과.. 4│국립공원공단│국립공원연구원│.

Ⅰ. 연구 개요 2. 연구방법 및 수행절차. 2. 연구방법 및 수행절차. 1) 국립공원 탐방자원 기초자료 수집 및 검토 . 국립공원 100경 및 한국관광 100선 등 기존의 관광·탐방 명소 관련 DB를 수집·검토. 2) 국립공원 명소 100선 심사·선정 가) 명소 평가지표 개발 . 관련 선행연구 및 전문가 의견조사를 바탕으로 대표성, 차별성, 매력성, 심미성, 지역성, 성장가능성, 교육적 가치 등을 포함한 7개 항목(총 13문항)의 평가지표 개발. 나) 예비후보 명소 추천·취합 . 22개 국립공원(한라산 포함) 추천 후보 명소 취합 ­사무소별(최대 10개 이내) 외국인에게 추천하고 싶은 인기명소 자료 제출 요청 → 200개소 취합. 다) 정량평가 . 내·외부 선정평가위원 정량평가. . 선정일 : 2022년 7월 21일. . 선정위원 구성 : 내부 2명, 외부 3명(학계, 인바운드 전문 여행사, 한국관광공사). . 평가방법 ­개발된 평가지표를 활용한 정량(서면)평가 실시 ­ 7개 항목(대표성, 차별성, 매력성, 심미성, 지역성, 성장가능성, 교육적 가치) 총 13문항 으로 구성하여 각 항목별 평균값 도출 ­평가척도 및 점수도출 : 7점 리커트 척도 (7개 항목 × 7점 = 49점 만점). 라) 1차 정성평가 . 내부 선정평가위원 정성평가 ­국립공원에 대한 이해도가 높은 내부 위원의 정성평가를 통해 외국인에게 추천하고 싶은. │국제협력증진을 위한 외국인 특화 홍보콘텐츠 개발 연구│5.

명소 선정 . 선정일 : 2022년 8월 22일. . 선정위원 구성 : 권역별 10년 이상의 현장 경험을 가진 국립공원 내부 전문가 6명. . 선정방법 ­ 정량평가 점수를 토대로 정성평가 및 의견조사 실시 ­ 200개소 → 104개소. 마) 2차 정성평가 . 100선 최종 선정을 위한 내부 선정평가위원 정성평가. . 선정일 : 2022년 9월 7일. . 선정위원 구성 : 권역별 10년 이상의 현장 경험을 가진 국립공원 내부 전문가 9명. 바) 국립공원 명소 100선(Top100 Korea National Park Attractions) 최종 선정. 3) 홍보콘텐츠 제작 . 국립공원 명소 100선 일러스트 지도 제작. . 설악산국립공원 명소 안내소책자 제작. 4) 홍보 및 활용 . 국립공원 명소 홍보 ­온라인 홍보(국내 및 영문일간지 언론 홍보, 외국인 커뮤니티 등) ­ MOU체결 외국공원청, 국제기구, 외국인 관련 공공기관 등 지도 배포 및 홍보 ­유관기관(한국관광공사 등)과 협업하여 국내·외 홍보 ­탐방안내소 등 외국인 탐방객 대상 홍보. . 국립공원 명소 100선 지도를 활용한 다양한 탐방프로그램 개발 및 홍보 ­명소 100선 탐방 챌린지 개발 및 스탬프 투어와 연계 ­명소 100선 콘텐츠 관련 기념품 제작(예 : 마그네틱, 스티커, 키링, 배지 등). 6│국립공원공단│국립공원연구원│.

Ⅰ. 연구 개요 2. 연구방법 및 수행절차. 국립공원 탐방자원 기초자료 수집 및 검토. 자료수집 및 검토. - 국립공원 100경, 한국관광 100선 등 국립공원 탐방자원 자료 및 관광 명소관련 자료 수집·검토. ▼ - 선행연구 및 전문가 의견조사 등을 바탕으로 선정 정량평가지표 명소 평가지표 개발. 개발 - 대표성, 차별성, 매력성, 심미성, 지역성, 성장가능성, 교육적 가치 등 (7개 항목, 총 13문항). ▼ 예비후보 명소 사무소추천 및 취합. - 사무소별(최대 10개 이내) 외국인에게 추천하고 싶은 인기명소 를(한라산 포함 30개 사무소) 추천받아 200개 예비후보지를 선정. ▼ 국립공원 명소 100선 심사·선정. 정량평가 (서면평가). - 7개 항목, 총 13문항으로 구성하여 각 항목별 평균값 도출 ※ 평가위원단 : 내부직원 2명, 외부전문가 3명(학계, 인바운드 전문 여행사, 한국관광공사). ▼ - 국립공원 내부 직원 대상 정성평가 실시 → 104개소 선정 정성평가 (1, 2차 내부평가)를 통한 최종 선정. ※ 평가위원단 구성 : 권역별 10년 이상의 현장 경험이 있는 내부 직원으로 구성 - (1차) 6명 / (2차) 9명 ※ 정량평가 결과를 토대로 실제 명소화 가능성 및 잠재력 등을 고려해 정성평가 진행 → 최종 100선 선정. 홍보콘텐츠 제작. 홍보 및 활용. ▼ 일러스트 지도 및 설악산 안내소책자 제작 ▼ 연계한 탐방프로그램 → 개발 및 홍보(안) 제시. - 일러스트 지도 제작 - 설악산국립공원 명소 안내소책자 제작. - 외국인 관련 공공기관 및 유관기관과 협업하여 국내·외 홍보 - 지도를 활용한 다양한 탐방프로그램 개발 및 홍보 - 언론 홍보. [그림 1-2] 연구 수행 절차. │국제협력증진을 위한 외국인 특화 홍보콘텐츠 개발 연구│7.

3. 연구범위 및 방법. 1) 시간적 범위 과업기간 : 2022년 4월 ~ 2022년 11월 (8개월). 2) 공간적 범위 국내 22개(한라산 포함) 국립공원 내 위치한 명소. 3) 내용적 범위 . 국립공원 기존 탐방 명소 현황 조사. . 국내·외 관광 명소 선정 사례 검토. . 국립공원 명소 100선 선정 → 일러스트 지도 및 설악산국립공원 명소 안내소책자 제작. . 홍보 및 활용방안 제시. 8│국립공원공단│국립공원연구원│.

Ⅰ. 연구 개요 2. 연구방법 및 수행절차. Ⅱ. 여건분석 1. 국립공원 외국인 탐방현황 분석 2. 관광트렌드 분석. │국제협력증진을 위한 외국인 특화 홍보콘텐츠 개발 연구│9.



Ⅱ. 여건분석 1. 국립공원 외국인 탐방현황 분석. Ⅱ. 여건분석 1. 국립공원 외국인 탐방현황 분석. 가. 국립공원 외국인 탐방객 실태조사 . 코로나19 장기화로 인한 외국인 탐방객 큰 폭 감소 ­코로나19 이전(2017~2019년)의 전체 탐방객 평균은 44,762천여 명에 비해 코로나 19 기간 중(2020년~2021년) 평균 탐방객 수가 35,590천여 명으로 그쳐 20.5% 가량 감소한 것으로 조사됨6). ­외국인 탐방객 수는 코로나 19 이전 기간 (2017~2019년 ) 평균은 664천 명이나 , 코로나19 기간 중(2020~2021년) 평균은 81천명으로 87%가량 감소한 것으로 나타나 외국인 탐방객 감소폭이 큼 [표 2-1] 2017~2021년 국립공원 외국인 및 전체 탐방객 수 (단위: 천명). 구 분. 2017년. 2018년. 2019년. 2020년. 2021년. 외국인 탐방객수. 733(1.6%*). 638(1.5%). 622(1.4%). 114(0.3%). 49(0.1%). 전체 탐방객수. 47,278. 43,824. 43,184. 35,278. 35,902. * 전체 탐방객수 대비 외국인 탐방객수 비율(%). . 외국인이 많이 찾는 상위 4개 국립공원 ­ 2020~2021년 외국인 탐방객 수 상위 4개 국립공원을 조사한 결과7), 2020년 조사 기준 외국인이 가장 많이 찾은 국립공원은 경주 > 한라산 > 설악산 > 북한산국립공원 순으로 나타났음. 2021년 조사 기준으로는 북한산 > 설악산 > 경주 > 한려해상국립공원 순으로 나타났음. 6) 국립공원공단 탐방복지처(2022), 국민여가 트렌드 변화에 따른 국립공원 외국인 탐방문화개선 기본계획. 7) 국립공원공단 탐방복지처(2022), 국민여가 트렌드 변화에 따른 국립공원 외국인 탐방문화개선 기본계획.. │국제협력증진을 위한 외국인 특화 홍보콘텐츠 개발 연구│11.