The Hampyeong Butterfly Festival is currently one of the most successful national festivals in Korea. In 2008, the festival celebrated its 10th anniversary and entered the international venue by hosting the Hampyeong Butterfly and Insect Expo. Naturally this brought focus from many researchers, and the festival also came up with many researched articles with results regarding its "success factors."
However, I think that most of the previous researches on this festival are restricted and one-dimensional perspective. They tend to be too micro-focusing on one theme such as the program of the festival or the tour aspect.
In order to make up for this, this article views the festival from 1)an administrative view, 2)as a regional development policy, 3)a marketing perspective of each policy. Also to get a more steric conformation, the festival was divided by 'human infrastructure construction stage' 'festival opening stage' 'festival evolution stage', and analyzed the marketing characteristics of each stage.
The factors dealt with in this article include 1)administrative service, 2)participation of citizen, 3)tourist incoming, 4)sales of industrial products for tourism, RIS.