CRI

 [ABSTRACT]

Night tourism is attracting attention as an important policy tool for revitalizing tourist destinations and cities. This is because night tourism helps revitalize the local economy by promoting consumption expenditure while extending the inflow and stay time of visitors. In particular, night tourism is usefully introduced to the original downtown area because it can act as a driving force for revitalizing the original downtown, such as converting idle resources into tourism resources and inducing local community participation through night tourism. This study was conducted with the aim of presenting policy directions for revitalizing night tourism in the area around the provincial government, which is considered one of the representative original city centers of Chungcheongbuk-do. For the study, a framework for the study was prepared based on theoretical discussions on the concepts of the regeneration of the original city center, tourism, and night tourism, and the policy direction was discussed after conducting a case study and analyzing the conditions of the study target site.

First, through a theoretical discussion on night tourism in the original city center, implications were drawn that it is necessary to derive a complex direction with the urban part for the connection of local commercial areas and the use of vacant spaces in addition to various tourism elements. In addition, for the analysis of the night tourism conditions in the original city center, elements such as general conditions and infrastructure, tourism resources, night tourism contents and programs, and human resources were derived to prepare a framework for analysis. In the case analysis, implications such as the resource use of the original city center as a resource for night tourism, the reinforcement of the use of vacant shopping malls, and the need to develop night-specific landscapes and contents were derived. In the analysis of conditions through literature and field surveys, implications such as the need to improve the accommodation posture, such as night operation of food and beverage facilities and maintenance of accommodation facilities, the creation of a cultural space on Dangsan Tunnel, Dangsan Park, and Daeseong-ro 122, which are important policy projects in Chungcheongbuk-do, and the need to establish governance to revitalize night tourism were presented.

As a result of the study, three directions were suggested to revitalize night tourism in the original city area: 'Development of Night Tourism Contents in the original city', 'promotion and marketing of night tourism specialized in the original city', and 'Creating a foundation for revitalizing night tourism'. In detail, in relation to the development of night tourism contents in the original city, the creation of an attractive space using vacant shopping malls in Seongan-gil, the development of night festivals and events, and the introduction of night tourism programs linked to Musimcheon Stream were discussed. As a promotion and marketing plan for night tourism specialized in the original city, the development of night tourism brands, promotion and marketing by market and target, and the strengthening of word of mouth marketing were suggested. In addition, in order to create the foundation for revitalizing night tourism, measures such as establishing an institutional basis for night tourism, creating nightscapes, and establishing a night tourism acceptance posture were discussed. The derived direction of revitalization of the original city center was presented by dividing it into short-term projects and mid- to long-term projects.

Finally, a proposal was made on the operation plan of the Cheongju Urban Revitalization Administrative Consultative Body in which the public and private sectors participate to promote the dual administrative and financial factors of Chungcheongbuk-do and Cheongju-si in the original downtown area around the provincial government. In addition, the necessity of in-depth follow-up research using surveys and interviews for related parties that were not conducted in this study was discussed.