A Comparative Study on Classical Literary Tourism Strategies — Chunhyangjeon in Namwon and The Tale of Genji in Uji —

This study compares and analyzes the literary tourism strategies of Namwon in Korea and Uji in Japan, and the findings are as follows. First, in terms of spatial composition, Namwon has adopted a hub-intensive model, whereas Uji uses a landscape-continuous model that connects key literary tourism sites within walkable distance. Second, regarding narrative consumption, Namwon focuses on narrative-verifying tourism, where tourists confirm the events and characters of the novel. Conversely, Uji emphasizes place-embodying tourism, which enables visitors to internalize the work’s aesthetics through the city’s landscape and sensory experiences. Third, in terms of festival integration, Namwon has expanded classical literature into popular and global events. Uji fuses its literary atmosphere with the local landscape through programs such as walking tours, traditional cultural experiences, museum exhibitions, and media-linked events. This study reveals that the two regions employ distinct place-making strategies. Furthermore, by proposing an inter-circulatory hybrid model that integrates the tourism strategies of both regions, this study offers practical insights into classical literary tourism.