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The Diffusion and Institutionalization of Commercialized Regional Festivals in Korea, 1991~2009

Authors
정동일
Issue Date
Jun-2011
Publisher
한국사회학회
Keywords
commercialization of regional festivals; heterogeneous diffusion model; festival formation; institutionalization; institutional logic
Citation
한국사회학, v.45, no.3, pp.73 - 99
Journal Title
한국사회학
Volume
45
Number
3
Start Page
73
End Page
99
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/12948
ISSN
1225-0120
Abstract
As part of the larger research project that investigates the evolution of regional festivals in Korea, the paper examines the diffusion and institutionalization of commercialized form of regional festivals from 1991 to 2009. When such form of festivals emerged in the early 1990s, it was seen as a doubtful and illegitimate practice due to its weak institutional status relative to the conventional model of festivals. However, the commercialized form of festivals took off in the mid 1990s, rapidly grew afterwards, and now are embraced, even enthusiastically welcomed as an important policy tool for regional development. Drawing on the theory of adoption and diffusion of innovations, the paper examines intra- and inter-regional influence on the formation of commercialized regional festivals. It appears that a financially weak region is more susceptible to mimetic pressures from other regions, and that a region with high tax growth rate is more influential to the subsequent festival formation in other regions. Consistent with social comparison theory and network theory, the findings show that influence is stronger between financially similar regions than between financially different regions, indicating that decision-makers in a region often look to other similar regions (or ‘diffuse’ competitors) to find cues to possible legitimate solutions to local problems. Implications and suggestions for future research are discussed.
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경상대학 (경영학부)
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