세계화시대의 지역연구에서 장소마케팅의 의의와 활성화방안 = The meaning of place marketing and its vitalization for regional studies in the era of globalization

다국어 초록 (Multilingual Abstract)

This study aims to reveal, theoretically, the processes on the emergence of place marketing asglobalization and localization have influenced on the increasing competition among places, and to explain the role ofplace marketing as a strategy for urban and regional development. The overcoming of spatial distance by thedevelopment of information technology increases interconnections among places, but ironically the importance ofembeddedness of locational factors to place increases in this process. As a result, place is regarded not as a passivestage for economic change but as a real actor for economic development. Initial roles of place market allocated on therenewal of depressed city area, focusing on the promotion of physical facilities in the area. Increased recognition ondevelopment effects from place marketing. At the present, place marketing regarded as a marketing strategy through astrong partnership between the public and private sector. This study examined the patterns of marketing strategiesfrom successful place marketing cases, categorizing their patterns by purpose, actor, target, scale, strategy andproduct. This study discusses the meaningfulness of place marketing for regional studies in the era of globalization andplace marketing vitalization for regional mix.

국문 초록 (Abstract)

본 연구는 세계화와 지방화에 따른 장소들 간의 경쟁 심화가 어떻게 장소마케팅을 대두시켰으며, 장소마케팅이 도시 및 지역개발의 전략으로 어떻게 활용되는지 문헌을 통해 고찰하였다. 정보통신기술의 발달로 인한 거리의 극복은 장소들 간의 연결성을 증대시키는 가운데, 장소에 배태되는 입지요소의 중요성을 더욱 강화시키면서 장소의 중요성을 부각시키고 있다. 그 결과 장소는 경제변화의 수동적인 무대가 아니라 경제발전을 견인하는 주체로 인식되고 있다. 초기 장소마케팅의 역할은 쇠퇴하는 도시의 재활성화에 초점을 둔 물리적 시설의 개선에 초점이 두어졌다. 장소마케팅의 가치에 대한 인식이 확대되면서 지방정부와 개발업자들은 장소의 판매를 통한 효과를 추구하게 되었고, 현재는인 장소마케팅 사례들에 대한 마케팅의 목표, 주체, 대상, 스케일, 전략, 산출물을 기준으로 장소마케팅 추진 유형을 살펴보았다. 본 연구에서는 세계화시대의 지역연구에서 장소마케팅 의의를 논의한 후, 여러 지역이 함께 참여하는 혼합형 장소마케팅 활성화 방안을 모색하였다.

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