In terms of coastal and marine tourism, Busan’s Haeundae had the nation’s representativeness, and is pushing for many kinds of related policies to revitalize the special tourism zone. Due to a drop in the number of beach users, it is inevitable for the Haeundae Special Tourist Zone to face active responses to new trends emerging in the global tourism market. Therefore, the purpose of this study is to present a tourism strategy for making the Suyeong River as a more competitive ourist resource along the zone. First, a language network analysis is conducted through interviews to understand the ideas of interest groups for the river cruise activation project. Second, the frame structure of stakeholders is used to analyze solutions by comparing the similarities and differences in recognition frames of interest groups. Third, we intend to analyze the detailed frame types of stakeholders and present new alternatives based on the structure of relationships between types.

Abstract
Ⅰ. 서 론
Ⅱ. 이론적 배경
    1. 관광특구에 대한 문헌연구
    2. 프레임 분석
    3. 가치 프레임 분석 선행연구
Ⅲ. 연구방법
    1. 프레임 분석의 측정 프레임 분류
    2. 자료수집
    3. 프레임 분석 방법
Ⅵ. 실증 분석
    1. 분석 결과
Ⅴ. 결 론
REFERENCES

• 조시영(한국관광공사) | Si-Young Cho (Korea Tourism Organization Namhae Urban Regeneration Center) Corresponding author
• 이광국(동명대학교 건축학과) | Kwang-Kug Lee (Department of Architecture, Dong-Myong University)
• 전재균(부경대학교 경영학부) | Jae-Kyoon Jun (Department of Business Administration, Pukyong National University)
• 양위주(부경대학교 경영학부) | Wii-Joo Yhang (Department of Business Administration, Pukyong National University)