Methods for Evaluating International Expositions in Korea


Heungchong Kim et al.




Recently, interest in hosting international events has increased, particularly amongst local governments in Korea. Acknowledging that the era of local autonomy has arrived, and taking into consideration such factors as globalization of localities and government policies for balanced land/regional development, hosting of international events by local governments cannot be dismissed as being all negative. On the contrary, successful international events can contribute to rural development and modernization of the services sector. Yet it is important also to prevent waste of government resources by limiting extravagant international events.

Hence, the Korean central government has enacted “the rule on invitation and opening of international events” in order to minimize the drain on the national treasury from indiscriminate hosting of international events. An “international event” is defined as an international conference, sports event, exhibition/show, cultural event, tourist event, etc. involving at least 5% of foreign participants from 5 or more countries. According to this rule, all international events with a total operating expense over KRW 5 billion, of which more than KRW 1 billion in financial support is required from the central government, is subject to a mandatory feasibility study. A feasibility study is designed to verify the necessity of the applied international events and reasonableness of the total plan based on facts. As this feasibility study impacts the decision of the central government whether to give or deny support to the international event a local government applied for, it is vital to establish a valid and consistent methodology.

This research suggests rational and impartial methodologies to conduct the feasibility study on international events; methodologies that will contribute to the establishment of a general guideline for feasibility study for such events.

Chapter 2 discusses the base analysis in order to determine the feasibility of international events. This chapter states why and how to present the outline of an event, analysis on the base data of the event area, significance of hosting the event, domestic and foreign case analysis, and SWOT analysis. Chapter 3 covers the economic analysis of the international event. Particularly, cost-benefit analysis is introduced along with other various methods to estimate the benefits of a given international event. In addition, the contingent valuation method (CVM) is introduced with concrete examples. Chapter 4 deals the political analysis of the international event. If the international event is determined from an economic perspective only, it runs the risk of completely neglecting political necessity. Therefore, this chapter highlights the importance of considering the distinctiveness of each event. Chapter 5 looks at how the analytic hierarchy process (AHP) can be applied to the feasibility study of international events. This method will integrate experts’ opinions into the feasibility study in a most reasonable and quantitative way. Quantitative results will enable comparing events with greater certainty and to enhance efficiency in decision-making.

Feasibility study on international events is different from other general feasibility studies on public investment undertakings. Since many international events are intended as one-time events, quantifying its concrete long-term benefits is complicated. Thus it is important to supplement the economic evaluation with an appropriate political assessment. Amongst various methodologies, this research suggests the most relevant method for setting a general guideline in assessing the feasibility of different international events. Henceforth our main task is to develop a feasibility study methodology of international events for impartial assessment, by making improvements through a priori approach and by linking the process with post-evaluation systems.

국문요약

제1장 서론
1. 일반지침의 필요성
2. 연구방향 및 주요 연구내용

제2장 사업 개요 및 계획 분석
1. 사업의 개요
가. 사업의 배경 및 목적
나. 타당성조사 사업의 내용
2. 기초자료 분석
가. 지역특성 분석
나. 행사 관련 지역산업의 현황 분석
다. 행사 관련 상위계획 분석
라. SWOT 분석
3. 사업 개최 의의 및 국내외 사례 분석
가. 사업 개최의 의의
나. 국내외 사례 분석
4. 사업계획의 적정성 분석
가. 기본 계획
나. 행사장 조성 계획
다. 프로그램 연출 계획
라. 운영 계획
마. 홍보․유치 계획
바. 잔존시설물 사후 활용 계획

제3장 경제성 분석
1. 비용·편익 분석의 정의와 기초이론
가. 비용·편익 분석의 정의
나. 비용·편익 분석의 의사결정 기준
2. 편익 및 비용 측정방법
가. 소비자 잉여와 생산자 잉여
나. 시장가격 부재 시 비용과 편익 측정
다. 편익과 비용의 할인율 및 물가상승률
라. 민감도 분석
3. 국제행사 분야별 비용과 편익
가. 국제박람회 행사
나. 영화제 행사
다. 체육행사
4. 국제행사의 경제적 가치 측정: CVM
가. 사전 조사
나. WTP 추정
다. CVM의 한계 및 시사점

제4장 정책적 분석
1. 분석 항목
2. 행사개최의 필요성
3. 행사개최의 적정성
4. 사업특수 평가항목

제5장 종합평가
1. 분석적 계층화법(AHP)의 필요성
2. 국제행사 타당성조사의 AHP 분석 과정
가. AHP 개요
나. 국제행사 타당성조사의 AHP 분석 과정
3. AHP 해석 및 권고사항
제6장 결론

참고문헌

부록: 약식 타당성조사

Executive Summary