from these festivals to spread to others.
Second, considering the budget limitations in most local communities that organize festivals, the central and provincial governments financially support the festivals. In 1966, US$470,000 were provided by the central government and US$2,400,000 by provicial governments. Sponsorships from the private sectors are also actively sought. In 1996, US$1,500,000 were provided to support festivals by the private sectors.
Third, rather than simply follow tradition, various marketing measures are utilized to enhance the attractiveness of festivals. Existing cultural festivals which have been basically concerned with the conservation of tradition are modified to appeal to visitors. However, great efforts are made to keep the major theme of those cultures. Several new interesting programs associated with the main theme of the festival are created to make the festivals more attractive. Symbols and catch-phrases are developed to promote festivals. To raise funds ensuring the sustainability of festivals, profitable businesses are created along with the festivals. To evaluate the festivals, systematic visitor surveys are taken and the results are used in making new plans.
Fourth, great effort was made to promote the festivals. Diverse promotion measures are utilized considering the characteristics of festivals. The promotion work is done at least 6 months prior to the festival so travel agencies or potential visitors can make plans to visit festivals in advance. To promote festivals, NTO's promotional brochures and existing networks are utilized. In addition, to extend media coverage, fam tours are provided for tourism professionals in the media from major potential countries.
Fifth, strong coordination among sectors relevant to festivals such as local residents, local governments, central government, NTO, cultural organizations and private companies is emphasized to create synergy effects. Hosting communities play a major role in the festivals. However, the role of the central government and NTO is also important. The central government helps festivals by giving them professional advice and endorsing the importance of festivals. NTO helps festivals by utilizing existing promotion tools and networks.
?. Kumsan Ginseng Festival
1. General Description
Kumsan is located in Chung-nam Province which is 200 km from Seoul to the south. Kumsan is the home of Korean ginseng. Kumsan is Korea's largest ginseng-growing district, responsible for 95% of Korean ginseng products. Known as the matrix of ginseng in Korea from the sixth century, Kumsan has become the world's largest ginseng and medicinal herb market.
The history of Kumsan Ginseng is as follows. About 1,500 years ago, a scholar named Kang, who was nursing his sick mother, had a dream that a mountain deity told him, "A plant with three red berries grows on the rock face of Kwanumbong Peak. Boil it with its root and offer it to your mother. " When he did this, she recovered completely. From that time on, the farmers of Kaean Village have grown this plant of miraculous efficacy.
The Kumsan Ginseng Festival derives from the ceremony that ginseng growers held annually to celebrate the start of ginseng cultivation and to pray at the Kaesamgak Shrine for a bumper harvest. In 1966, Kumsan held its 16th ginseng festival; this was the first festival where new strategies were applied. The official festival organizer was the Kumsan Ginseng Promotion Committee. However, the festival was sponsored by the Ministry of Culture and Sports, Chung-nam Province, County of Kumsan, Korea National Tourism Organization. The Kumsan Ginseng Festival is held from September 19 to 23 at Kumsan-up, Chungnam-Province, Korea.
2. Major Events
1) Miss Ginseng Festival
Among many beautiful applicants, Miss Ginseng is selected based on who best represents the flavor and image of ginseng. The event is designed to promote ginseng's strong efficacy on beauty. Selected Miss Ginsengs work as delegates of Kumsan Ginseng, promoting it not only in Korea but all over the world.
2) Parade
A parade which celebrates the opening of Kumsan Ginseng Festival is held. In addition, parades are performed twice per day. Major features in the parade include a flower car with Miss Ginseng, a huge scale ginseng model, a costume procession by local residents, and other cultural and historical assets associated with Kumsan. During the festival period, festival streets are designated in major business districts, and the parades make their way along the designated streets.
3) Ginseng Culinary Festival
Kumsan is not only popular for medicinal care. Various ginseng dishes also bring joy to gourmets. The culinary festival introduces special ginseng dishes of unique flavor and healthy ingredients. The dishes in the culinary festival include: boiled chicken with sticky rice and ginseng, ginseng and rice porridge, fried ginseng, ginseng and fish porridge, ginseng slices, ginseng and fruit punch, ginseng tea, and ginseng kimchi. The 50 ginseng dishes corner offers special ginseng dishes from culinary experts in this field. The Ginseng and Health Food Exhibition offers ginseng products at a 30% discount.
4) Festival of Longevity
Scientists have discovered many medicinal benefits from Korean Panax ginseng. It stimulates the heart, central nervous system, and physical and mental efficiency; prevents cancer, high-blood pressure, diabetes, and other disorders; has an anti-aging vertue; and relieves stress and
