∣차 례∣

제1장 서 론 ··············································································································· 1
제1절 연구의 배경 및 목적 ············································································· 1
1. 연구의 배경 ······························································································ 1
2. 연구의 목적 ······························································································ 1
제2절 연구 범위 및 방법 ················································································ 2
1. 연구 범위 ································································································· 2
2. 연구 방법 ································································································ 2
3. 연구 수행 절차 ······················································································· 3

제2장 2016 수원화성 방문의 해 사업 개요 ····························································· 4
제1절 사업 추진 배경 및 목표 ········································································ 4
1. 사업 추진 배경 ························································································· 4
2. 사업 추진 목표 ························································································ 5
제2절 기획 및 운영 ·························································································· 6
1. 사업 개요 ·································································································· 6
2. 기획 및 운영 과정 ··················································································· 7
3. 조직 구성 ································································································· 9
4. 재정 규모 ······························································································· 13

제3장 지역 방문의 해 사업의 성과 및 한계 ·························································· 15
제1절 지역 방문의 해 개요 ············································································ 15
1. 지역 방문의 해 사업의 특징 ································································· 15
2. 지역별 방문의 해 추진 조직 및 사업비 규모 ······································ 16
제2절 지역 방문의 해 추진 사업 ··································································· 17
1. 지역 방문의 해 추진 사업의 특징 ························································ 17

2. 지역별 방문의 해 사업 특성 ································································· 18
제3절 지역 방문의 해 성과와 한계 ······························································· 27
1. 지역 방문의 해 사업의 주요 성과 ························································ 27
2. 지역 방문의 해 사업의 한계 ································································ 29

제4장 2016 수원화성 방문의 해 추진사업 ····························································· 31
제1절 사업 선정 ······························································································ 31
제2절 분야별 세부 사업 ················································································· 33
1. 수원 정체성 확립 ··················································································· 33
2. 관광수용태세 및 환대 체계 개선 ························································· 39
3. 관광인프라 확충 및 프로그램 운영 ······················································ 53
4. 수원화성 방문의 해 붐 조성 ································································ 62
5. 다양한 축제 및 이벤트 ·········································································· 72

제5장 2016 수원화성 방문의 해 방문객 조사 ······················································· 82
제1절 분석 개요 ······························································································ 82
제2절 수원화성 방문의 해 주요 행사 만족도 분석 ····································· 83
1. 조사개요 ································································································· 83
2. 응답자 특성 ··························································································· 84
3. 조사 결과 ······························································································· 86
제3절 수원화성 방문의 해 체험형 탈거리 만족도 분석 ····························· 108
1. 조사개요 ································································································ 108
2. 응답자 특성 ·························································································· 109
3. 조사 결과 ······························································································ 111
제4절 2016 수원 관광객 실태분석 ······························································ 122
1. 조사 개요 ······························································································ 122
2. 내국인 관광객 조사결과 ······································································ 125
3. 외국인 관광객 조사결과 ······································································ 156
4. 2016 수원 관광객 실태조사의 시사점 ················································ 182

제6장 2016 수원화성 방문의 해 홍보 성과 분석 ················································ 187
제1절 분석 개요 ···························································································· 187
제2절 언론보도자료 분석 ············································································· 188
1. 분석 기준 설정 ····················································································· 188
2. 보도 시기별 분류 ················································································· 189
3. 매체 유형별 분석 ················································································· 191
4. 월별 언론보도 실적 분석 ···································································· 195
제3절 수원화성 방문의 해 인지도 분석 ····················································· 207
1. 조사 개요 ····························································································· 207
2. 지역주민 조사결과 ··············································································· 208
3. 전 국민 조사결과 ················································································· 221
4. 수원화성 방문의 해 인지도 분석의 시사점 ······································· 243
제4절 소셜미디어 텍스트 분석 ···································································· 247
1. 개요 ······································································································ 247
2. 데이터 수집 절차 ················································································ 249
3. 분석결과 ······························································································· 250
4. 소셜미디어 텍스트 분석의 시사점 ······················································ 254

제7장 방문객 수 추정 및 경제적 파급효과 분석 ················································· 257
제1절 관광객 수 및 소비지출 비용 추정 ···················································· 257
1. 2016 수원화성 방문의 해 관광객 수 추정 ········································ 257
2. 2016 수원화성 방문의 해 관광비용 추정 ·········································· 261
제2절 분석의 전제 및 추정방법 ·································································· 264
1. 분석의 전제 ·························································································· 264
2. 분석방법 ······························································································· 265
3. 산업의 추출 및 승수 도출 ·································································· 268

제3절 경제적 파급효과 분석 ······································································· 272
1. 투자로 인한 파급효과 분석 ································································· 272
2. 방문객 소비지출로 인한 파급효과 분석 ············································· 276

제8장 2016 수원화성 방문의 해 사업 평가 ························································ 280
제1절 평가 방법 ··························································································· 280
1. 2016 수원화성 방문의 해 사업의 특성 ·············································· 280
2. 기존 사업 평가체계 검토 ···································································· 281
3. 수원화성 방문의 해 평가지표 ····························································· 286
제2절 사업 분야별 평가 ·············································································· 288
1. 수원 정체성 확립 ················································································· 288
2. 관광수용태세 및 환대체계 개선 ························································· 292
3. 관광인프라 확충 및 프로그램 운영 ···················································· 299
4. 수원화성 방문의 해 붐 조성 ······························································ 305
5. 다양한 축제 및 이벤트 개최 ······························································· 310
제3절 수원화성 방문의 해 추진 단계별 평가 ············································· 316
1. 준비 및 기획단계 ················································································· 316
2. 집행단계 ······························································································· 318
3. 성과단계 ······························································································· 319

제9장 결론 및 향후 과제 ······················································································ 324
제1절 2016 수원화성 방문의 해 성과 ························································ 324
1. 양적 성과 ····························································································· 324
2. 사회문화적 성과 ·················································································· 324
제2절 2016 수원화성 방문의 해 한계 ························································ 328
1. 준비과정 ······························································································· 328
2. 사업 추진 전략 ···················································································· 329

제3절 향후 과제 ··························································································· 330
1. 기본 방향 ····························································································· 330
2. 수원 관광의 종합적 진단 및 협력적 거버넌스 구축 ························· 331
3. 수원 관광수용태세 개선 ······································································ 332
4. 신규 관광목적지 활성화 및 관광프로그램 개발 ································ 336
5. 수원 문화관광축제 및 이벤트 활성화 ················································ 338
6. 수원 정체성 확립을 위한 기반 조성 ·················································· 340
7. 전략적 홍보 마케팅 추진 ···································································· 341

※ 별책 : 2016 수원 관광객 실태조사