Strategies to Revitalize Local Tourism by Utilizing K-Contents: Focusing on the Case of Chuncheon

By focusing on the case of Chuncheon, this study explores the local governments' strategies to revitalize local tourism by utilizing K-contents. The study examines Chuncheon’s geographical characteristics, natural resources, cultural resources, and industrial assets within the broader context of K-contents which also includes local content. In-depth interviews with experts and focus group interviews with consumers were conducted. The analysis utilized the 'Local Content-Based Tourism Industry Competitiveness Evaluation Model' which focuses on four key elements: cultural tourism content resources, K-content-based tourism market, strategy and business implementation system, and supporting environment (i.e., infrastructure). The results revealed that while Chuncheon possesses diverse natural and cultural resources, there is a need for improvement in linking and utilizing these assets. The study highlights the necessity of developing and promoting contents that align with current tourism trends and the preferences of the MZ generation. Additionally, it calls for an enhancement of infrastructure, such as accommodation and transportation, to better connect major tourist spots within the city. To foster the cultural and tourism content industry, the study also emphasizes the urgent need to establish governance to systematically support development efforts. The research proposes a five-theme strategy to revitalize tourism in Chuncheon: regional characteristics, culture and festivals, filming location spots, leisure sports, and food. This approach provides practical implications by offering a comprehensive perspective on the current situation, challenges, and revitalization measures for Chuncheon tourism.