Objective Evaluation of the 'Mokpo Literature Expo'... Promoting Mokpo and Revitalizing the Region

Direct Economic Effect of 4 Billion KRW, Increased Mokpo Awareness and Favorability

The expo held from October 7 to 10 attracted attention from various groups including citizens, students, tourists, and foreigners, concluding with a total of approximately 130,000 participants both online and offline?about 50,000 on-site and 80,000 online. Photo by Mokpo City

[Asia Economy Honam Reporting Headquarters Reporter Jeong Seunghyun] The '2021 Mokpo Literature Expo,' the first literature-themed event held nationwide, has received positive evaluations in terms of economic effects and satisfaction in Mokpo City, Jeollanam-do.

On the 1st, according to the city, the (Corporation) Namdo Tourism Policy Research Institute was commissioned to conduct the '2021 Mokpo Literature Expo Evaluation and Analysis Research Service' to assess the expo.

The research conducted surveys and interviews with 533 on-site visitors to the expo, with respondents indicating effects such as 'increased awareness and favorability of Mokpo City' (93%) and 'contribution to the development of Mokpo's cultural arts industry and tourism industry' (92%).

The average score for overall event performance items also exceeded 90 points, showing generally high satisfaction.

The direct economic effect calculated based on the Ministry of Culture, Sports and Tourism's cultural tourism festival self-performance evaluation guidelines was analyzed at approximately 3.95 billion KRW, including 1.5 billion KRW from Mokpo resident visitors and 2.45 billion KRW from non-local visitors. The average expenditure per visitor was 55,510 KRW for Mokpo visitors and 98,910 KRW for non-local visitors.

Local residents and non-local visitors accounted for 52% and 48%, respectively, with a particularly high number of family visitors accompanied by children and visitors in their 20s and 30s. Due to the opportunity for on-site experiential learning, student participation was high, and among occupations, office workers and professionals were prominent.

The satisfaction survey showed an overwhelmingly high satisfaction rate of 91.5%. Programs such as various exhibition halls, literature-related performances, and the wellness therapy zone received very high satisfaction ratings.

This also led to high expectations for the next expo, with 89.1% expressing a strong intention to revisit. Regarding recommending the event to others, 89.7% responded affirmatively.

Mayor Kim Jongsik of Mokpo City stated, “The satisfaction with the Literature Expo was very high, consistent with the public sentiment felt at the expo site, as shown in the evaluation analysis results,” and added, “There were many requests to extend the expo period, and based on this evaluation analysis, we will prepare the next expo focusing on more organized event management and substantial programs.”

Meanwhile, the city plans to operate the Literature Expo theme hall as a permanent exhibition hall starting December 7, after facility maintenance and improvements.