문화 활용에 의한 지역 명소화 전략 - 장소마케팅을 중심으로

• 영문명: The Strategy for the Reginal Famous Destination Utilizing a Culture: Place Marketing
• 발행기관: 한국마케팅과학회
• 저자명: 노영성(Rho Yong Sung)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 133~142쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  Region development begins with a creation of region-specific value and transferring it to a development of famous destination. In order to proceed with a famous destination development, its strategy has to be planned in the aspect of place marketing. First, the over-all framework of famous destination strategy should be based on the regions" specifics and assets. Second, the region"s image-making and brand-creation that involves the destination"s location and authenticity are organized into three processes. Third, the strategy utilizing the regions" culture is categorized as follows: cultural production, cultural code creation, cultural product merchandising, cultural style creation, cultural design development. Forth, the process of region development is divided into 3 phases: introduction-elevation -expansion, each phase presenting ten crucial agendas, each agenda carrying seven place marketing strategies.

목차

Ⅰ. 문제제기와 연구목적
Ⅱ. 지역 명소(명품)화(창조)전략의 과제
Ⅲ. 지역 문화 활용의 명소화와 장소 마케팅
Ⅳ. 문화를 활용한 지역 명소화 전략의 사례
Ⅴ. 토의 및 연구한계
참고 문헌