Cultural resources are very difficult to establish a market, and especially if they are intangible cultural resources such as stories, art, and music, it is more difficult to measure their value in the market. Therefore, it is not easy to measure the ...
Cultural resources are very difficult to establish a market, and especially if they are intangible cultural resources such as stories, art, and music, it is more difficult to measure their value in the market. Therefore, it is not easy to measure the economic value that a user who pays value to a cultural resource in any form or the utility experienced in the process of enjoying or consuming these resources (Kim Sa-heon 2008)
Therefore, through this study, it is intended to present economic value as an objective value for the attractiveness of each type of intangible cultural resource. Furthermore, the existence of intangible cultural resources in cultural resources is not only the basis and root of tangible cultural resources, but is also a fundamental asset that integrates knowledge information, lifestyles, customs, and is one of the main resources that can be derived as tourism resources. Interest in the use of policymakers and operators in the policy use of intangible cultural resources has increased, but this study has been proposed because there is a lack of concrete methodology and basic research for practical application of value-measurable utilization models.
The economic value of tangible or intangible resources such as cultural resources useful for this is explored through conditional value estimation among statement preference techniques that estimate economic methods through consumer surveys. This study is a study on intangible cultural resources, and targets the evaluation of intangible cultural resources that are easy to move places. Arirang was used (as content of story, art, and music) as the evaluation target for easy location movement. This is a representative tangible resource with high recognition representing Korean characteristics and identity. After a preliminary survey on the amount of willingness to pay respondents to estimate the value of Arirang by type (CVM), a virtual situation questionnaire was prepared to estimate the resource value by deriving the respondent's willingness to pay and demand curve from it.
Arirang's willingness to pay as music, art performance, and story content was prepared by applying the Conditional Value Evaluation Act (CVM) for adults aged 19 or older. Basic demographic and social items were placed at the beginning, the degree of awareness of the respondents' resources was identified, and their intention to pay was questioned. The questionnaire was divided into five prices based on the average price of popular concerts between 2019 and 2022, VIP 140,000 won, R 120,000 won, R 80,000 won, and S 40,000 won, among the average price of popular concerts in Korea. In addition, five prices were divided into 11,000 won, 7,700 won, 5,500 won, 2,750 won, and 1,540 won, which are rental prices for seven days, referring to mobile and cable TV service fees so that COVID-19 can be used even in daily life. In this study, the proposed amount was used to estimate the willingness to pay using double-quantum selective CVM as a means of evaluating the value of use as content in Arirang's performance musical goods and mobile TV
As a result of the analysis, among the variables that affect Arirang's value evaluation, it was found that 'Arirang's historical symbolism', 'Arirang's cultural communication', and 'national empathy and unity' all had a significant effect, and 'ethnic identity' was also significant. In order to estimate the value under the Conditional Value Assessment Act (CVM), the intention to pay KRW 45,337 when producing Arirang's musical or performance content using the double-quantum selection method was KRW 5,750 for mobile and cable TV service fees. This study differentiated itself from previous studies by quantitatively estimating the value of Arirang's cultural products by form when it was visualized as a cultural product by becoming Arirang's musical, performance, and mobile TV content by understanding the perception and intention of using Arirang. In particular, the attempt to estimate the economic value of goods by setting the situation as a virtual situation when "Arirang Intangible Cultural Property" was commercialized in accordance with the present era can be presented as basic data and theoretical basis for the activation of Arirang's unique literary cultural property commercialization using the context.
Through the results of the study, it was possible to obtain figures that could present the economic value of individual markets by type suitable for the trend of intangible cultural resources of Arirang as objective figures. Only by quantifying and quantifying in this way can it be the basis for creating a budget and manpower organization to promote projects and policies, and can make appropriate decisions through comparison of values with expected costs in the management and planning process. As a cultural content product of mobile TV and cable contents with high mobility among the intangible cultural resources of Arirang, it provides a basis for making efficient decisions by comparing the value of resource management, restoration, and utilization in the cultural tourism industry