Evaluating a Regional Festival on the Basis of Communicative Action Theory: A Case of Bucheon World Intangible Cultural Heritage Expo

This article analysed different points of view on a regional festival among officers, citizens and relative members in the perspective of communicative action theory, focusing on Bucheon World Intangible Cultural Heritage Expo . To do so, the authors both surveyed citizen visitors, and interviewed city officers, visitors, and staffs of some arts and culture organizations on three aspects of festival - physical, contents and operational dimension. Besides, this article explored communication mechanisms and discourse situations as the reasons of these differences, and also searched implications for revising a festival. Finally, through these analyses, it discussed the importance of collective identity via communicative rationality among related others in a complicated and individualized society, and put a stress on cultural governance system for a successful festival.