제1장 서 론 ··············································································· 1
1. 연구배경 및 목적 ··································································· 1
2. 연구범위 및 방법 ··································································· 2
제2장 도시건축투어 관광상품화 관련 현황 및 사례 ········ 5
1. 부산 도시건축투어 관련 현황 ·············································· 5
1) 도시건축투어 기반 조성 ·················································· 5
2) 건축문화해설사 양성 ························································ 8
3) 도시건축 시민투어 ························································· 9
4) 부산시티투어(BUTI) ······················································· 11
5) 부산 원도심 스토리투어 ················································ 14
2. 도시건축투어 국·내외 사례 ················································· 16
1) 서울시 건축문화투어 ····················································· 16
2) 대구 근대골목투어 ························································· 21
3) 군산 시티 투어 ······························································· 24
4) 미국 시카고 건축투어(Architecture Tour) ·············· 27
5) 시사점 ·············································································· 30
제3장 설문조사 분석 ····························································· 31
1. 조사 개요 ·············································································· 31
1) 조사 목적 ········································································ 31
2) 조사 설계 ········································································ 31
2. 응답자 일반 특성 ································································· 32
3. 조사 결과 ·············································································· 33
1) 도시건축 자산의 관광상품으로서의 경쟁력 ················ 33
2) 부산 도시건축의 관광상품으로서의 인지도 ················ 41
3) 도시건축 자산의 관광상품화 방안 ······························· 47
4) 의견 종합 ········································································ 59
제4장 도시건축투어 관광상품화 방안 ······························· 63
1. 관광상품화 발전·특화 전략 ··············································· 63
1) 단계별 준비를 통한 경쟁력 제고 ································· 63
2) 투어 프로그램의 체계화·다양화 ··································· 67
3) 기존 관광상품과의 연계 방안 마련 ····························· 68
4) 관광객(이용자) 편의 최적화 및 접근성 강화 ············· 70
2. 홍보·마케팅 전략 ·································································· 72
1) 다각적 미디어 채널 활용 ·············································· 72
2) 오프라인(대상별) 홍보 ················································· 74
3) 한류관광마케팅 추진 ····················································· 76
3. 지원체계 마련 ······································································· 77
1) 법적·제도적 지원체계 마련 ··········································· 77
2) 추진조직 구성 ································································· 78
제5장 결론 및 정책제언 ······················································· 83
참고문헌 ·················································································· 88
부록 ·························································································· 90
<표 Ⅱ-1> 부산건축가이드북 코스 ·················································· 6
<표 Ⅱ-2> 2015 부산도시건축시민투어 일정 ······························· 10
<표 Ⅱ-3> 부산시티투어 투어코스 ················································ 11
<표 Ⅱ-4> 부산 원도심 스토리투어 코스 ····································· 14
<표 Ⅱ-5> 2015 건축 문화 투어 ·················································· 17
<표 Ⅱ-6> 대구 근대골목투어 코스 ·············································· 21
<표 Ⅱ-7> 군산시티투어 코스 ······················································· 24
<표 Ⅱ-8> 군산 동행투어 코스 ····················································· 26
<표 Ⅲ-1> 응답자 특성 ·································································· 32
<표 Ⅲ-2> 도시건축물을 보기 위한 여행경험 여부 ····················· 33
<표 Ⅲ-3> 연령별 도시건축물을 보기 위한 여행경험 여부 ········ 34
<표 Ⅲ-4> 연령별 도시건축물을 보기 위해 방문한 도시 ············ 34
<표 Ⅲ-5> 여행상품으로서 건축물이 지니는 비중 ······················· 35
<표 Ⅲ-6> 연령별 여행상품으로 건축물이 지니는 비중 ·············· 35
<표 Ⅲ-7> 부산 건축물이 관광상품으로서 가지는 경쟁력 ·········· 36
<표 Ⅲ-8> 연령별 부산건축물이 관광상품으로서 가지는 경쟁력 37
<표 Ⅲ-9> 부산의 건축자산이 외국인들에게 경쟁력 있는 관광상품이
될 수 있는지에 대한 의견 ········································· 38
<표 Ⅲ-10> 연령별 부산 건축자산이 외국인들에게 경쟁력 있는 관광
상품이 될 수 있는지에 대한 의견 ···························· 38
<표 Ⅲ-11> 관광상품으로서 건축물과 다른 요소의 복합에 대한 의견
···················································································· 40
<표 Ⅲ-12> 연령별 관광상품으로서 건축물과 다른 요소의 복합에 대
한 의견 ······································································· 41
<표 Ⅲ-13> 부산 도시건축시민투어에 대한 인지정도 ················· 42
<표 Ⅲ-14> 연령별 부산 도시건축시민투어에 대한 인지정도 ···· 43
<표 Ⅲ-15> 부산 원도심 스토리투어에 대한 인지정도 ··············· 44
<표 Ⅲ-16> 연령별 부산 원도심 스토리투어에 대한 인지정도 ··· 44
<표 Ⅲ-17> 관광상품으로 경쟁력이 있다고 생각하는 코스 ········ 45
<표 Ⅲ-18> 관광상품으로 경쟁력이 있다고 생각하는 건축물 상위 20
개소 ············································································ 47
<표 Ⅲ-19> 도시건축투어 운영형태에 대한 응답 ························ 49
<표 Ⅲ-20> 연령별 도시건축투어 운영형태에 대한 응답 ············ 49
<표 Ⅲ-21> 보다 높은 경쟁력을 갖기 위한 필요사항에 대한 응답
···················································································· 51
<표 Ⅲ-22> 연령별 보다 높은 경쟁력을 갖기 위한 필요사항에 대한
응답 ············································································ 52
<표 Ⅲ-23> 홍보 및 마케팅 우선순위 ·········································· 53
<표 Ⅲ-24> 연령별 홍보 및 마케팅 우선순위 ····························· 54
<표 Ⅲ-25> 관광상품화 전략 우선순위 ········································ 55
<표 Ⅲ-26> 연령별 관광상품화 전략 우선순위 ···························· 56
<표 Ⅲ-27> 경쟁력 낮은 코스의 활성화 방안 ····························· 57
<표 Ⅲ-28> 연령별 경쟁력 낮은 코스의 활성화 방안 ················· 58
<표 Ⅲ-29> 도시건축투어 관광상품화 시 운영주체 ····················· 59
<표 Ⅲ-30> 연령별 도시건축투어 관광상품화 시 운영주체 ········ 59
<그림 Ⅰ-1> 연구의 흐름도 ···························································· 3
<그림 Ⅱ-1> 부산건축가이드북 ····················································· 7
<그림 Ⅱ-2> 부산 도시건축시민투어 현장 사진 ·························· 10
<그림 Ⅱ-3> 부산시티투어 안내책자 ············································ 12
<그림 Ⅱ-4> 부산 원도심 스토리투어 ·········································· 15
<그림 Ⅱ-5> 2015 서울건축문화제 건축문화투어 브로셔 ··········· 18
<그림 Ⅱ-6> 서울 건축가이드북 전통 건축부문 ·························· 19
<그림 Ⅱ-7> 서울 건축문화지도 근대건축답사코스 ····················· 20
<그림 Ⅱ-8> 대구 중구 골목투어 리플릿 지도 ···························· 22
<그림 Ⅱ-9> 군산 스탬프투어 안내지도 ······································· 25
<그림 Ⅱ-10> 시카고건축협회 홈페이지 ······································· 27
<그림 Ⅱ-11> 시카고 건축 투어 사진 ·········································· 28
<그림 Ⅱ-12> 시카고건축협회 홈페이지 투어 찾기 서비스 ········ 29
<그림 Ⅳ-1> 시카고 건축투어 홈페이지 사례 ······························ 73
<그림 Ⅳ-2> 도시건축투어 추진체계 및 조직구성(안) ················· 79
<그림 Ⅳ-3> 부산 도시건축투어 추진위원회 구성(안) ················· 80
