Change Aspects of Festival as the Promotive Strategies for the Regional Cultural Heritage : The Case of Jeongseon Arirang Festival

The purpose of this study is to identify various change aspects of the festival as the promotive strategies for the regional cultural heritage in the case of Jeongseun Arirang Festival. Jeongseun Arirang Festival is the operative mechanism of Jeongseun Arirang Festival for the promotion of cultural heritage and became the masterpiece of world intangible heritage, UNESCO. The approach of this study were used the longitudinal study in order to find the implications from chronological approach in the performance of festival since 1976.The results of this study are as follows: First, the competence of transmission for Jeongseun Arirang Festival was found through the channel of singing contest about Jeongseun Arirang Festival. Second, the event place of Jeongseun Arirang Festival was expanded from the elementary school playground to sports complex and theme parks. It means that small district festival was systemized and settled in Arari village. Thirdly, in the beginning of festival local governmental organizations had lead but changed to Jeongseun Arirang Festival council, governmental office, county office, citizen association, school and external cooperation institutions.In conclusion, the competence of transmission for the traditional culture takes the effects in the governance between internal institutions and external cooperation institutions because the heritage is the public goods from this generation to next generation.