자연자원 기반 문화공간의 장소마케팅 담론 변화 분석: 양양 서피비치 사례의 텍스트마이닝 분석을 활용하여 = A Discursive Analysis of Place Marketing in a Natural Resource-Based Cultural Space

다국어 초록 (Multilingual Abstract)

This study examines changes in place marketing discourse surrounding a natural resource-based cultural space, focusing on Surfyy Beach in Yangyang, South Korea. Using text mining techniques, online news articles published between 2015 and 2024 were analyzed to identify temporal and seasonal patterns in media discourse. Rather than assessing policy outcomes, the study explores how a cultural space based on natural resources has been socially constructed and represented through media narratives.
The findings show that Surfyy Beach has developed into a symbolic cultural and tourism space through the combination of Korea’s first surfing-only beach, private-led creative initiatives, and local natural assets. Discourses evolved from early emphasis on novelty and infrastructure, to outdoor leisure and experiential tourism during the COVID-19 period, and further toward brand collaboration and pop-up events in the post-COVID-19 era. Seasonal analysis reveals contrasts between consumption-oriented peak-season discourse and locality-focused off-season discourse. These results suggest that place images of natural resource-based cultural spaces are continuously reconstructed through discourse, reflecting changes in social context and operational strategies.