농촌계획 (Journal of Korean Society of Rural Planning)

  • 제25권2호
  • /
  • Pages.119-130
  • /
  • 2019
  • /
  • 1225-8857(pISSN)
  • /
  • 2288-9493(eISSN)
한국농촌계획학회 (Korean Society of Rural Planning)
권호 표지
DOI QR코드

DOI QR Code

장소마케팅 개념을 도입한 화양읍 농촌중심지 활성화 사업 계획

A Revitalize Rural Hub Project in Hwayang-eup by Introducing the Concept of Place Marketing

  • 박지환 (목포대학교 조경학과) ;
  • 김태구 (한국농어촌공사) ;
  • 오창송 (영남대학교 산림자원 및 조경학과)
  • Park, ji-Hwan (Dept. of Landscape Architecture, Mokpo University) ;
  • Kim, Tae-Gu (Korea Rural Community Corporation) ;
  • Oh, Chang-Song (Dept. of Forest Resources and Landscape Architecture, Yeungnam University)
  • 투고 : 2019.04.04
  • 심사 : 2019.05.27
  • 발행 : 2019.05.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

In a situation in which rural areas are declining, local governments are seeking to revitalize areas by place marketing. Place marketing, defined by various efforts to promote the image of a place, has been used as an economic tool. As a result, the image has been over-promoted and marketing has been driven in a perfunctory manner, so individual residents' lives and experiences have been ignored. Thus, in addition to the traditional types of cultural place marketing and economic place marketing, this study established a 'project for rural revitalization of Hwayang-eup' so that it could be applied to political place marketing aimed at inducing internal investment and improving the welfare of local residents. To implement this project, the concept was set up as building network organization, sustainable development and symbiotic relationship, and various H/W and S/W plans were developed. First of all, in terms of political place marketing, the Hwaeyang Oulim Center was constructed to strengthen the capacity of local autonomous organizations. In terms of cultural place marketing, we explored cultural resources at the village level and created a small community space. In terms of economic place marketing, the landscape around the main street and the township was reorganized to create a cultural business space for urban and rural exchanges. The reinterpretation of place marketing seen through this project was first, it was more process-oriented than results, second, it was important to induce the community-participating village-making project, and finally, the role of experts was important to expand the community movement.

키워드

참고문헌

  1. Aitken, R. and Campelo, A.(2011). The four Rs of place branding. Journal of Marketing Management 27(9-10): 913-933. https://doi.org/10.1080/0267257X.2011.560718
  2. Alves, H.B., Cerro, A.C., and Martins, A.F. (2010). Impacts of small tourism events on rural places. Journal of Place Management and Development 3(1): 22-37. https://doi.org/10.1108/17538331011030257
  3. Ashworth, G. and Kavaratzis, M.(2009). Beyond the logo: Brand management for cities. Journal of Brand Management 16(8): 520-531. https://doi.org/10.1057/palgrave.bm.2550133
  4. Berg, L., et al(2002) Sports and city marketing in European cities. New York: Routledge.
  5. Cho, A.N.(2010) A Study on local governance organization factors in the place marketing strategies of local festival: the cases of Hampyeong Butterfly Festival. Master's Thesis, Chonnam National University, Korea.
  6. Eimermann, M. et al.(2017) Rural place marketing and consumption-driven mobilities in Northern Sweden: challenges and opportunities for community sustainability. Journal of Rural and Community Development 2(3): 114-126.
  7. Gonzalez, L.P. and Lester, L.(2008) 'All for one, one for all': communicative processes of concreation of place brands through inclusive and horizontal stakeholder collaborative networks, Communication & Society 31(4): 59-78.
  8. Hankinson, G.(2007). The management of destination brands: Five guiding principles based on recent developments in corporate branding theory. Journal of Brand Management 14(3): 240-254. https://doi.org/10.1057/palgrave.bm.2550065
  9. Hanna, S. and Rowley, J.(2011). Towards a strategic place brand-management model. Journal of Marketing Management, 27(5-6): 458-476. https://doi.org/10.1080/02672571003683797
  10. Kang J.W.(2006) City image marketing for sustainable urban development. Journal of Korean Regional Development 6(1): 187-207.
  11. Kang, B.H.(2011) The effects of place marketing on place image, visitor's satisfaction and their revisit. Master's Thesis, Soongsil University, Korea.
  12. Kang, B.S. and Woo, S.Y.(2016) A study on the importance and satisfaction of visitors to the park image fpr the place marketing strategy of Daejeon Root Park. Journal of the Korean Urban Management Association 29(1): 63-92.
  13. Kavaratzis, M.(2009). Cities and their brands: Lessons from corporate branding. Place Branding and Public Diplomacy 5(1): 26-37. https://doi.org/10.1057/pb.2008.3
  14. Kerns, G. and Philo, C.(1993) Selling place: the city as cultural capital, past and present. New York: Pergamon Press.
  15. Kim, S.H.(2007) The theory and practice of local governance: the requirements for resolving local problems. National Association Korean Local Government Studies 9(2): 41-56.
  16. Lee, H.Y.(2016) A study on the revitalization plan of idle space from the viewpoint of place marketing: through the analysis of domestic and foreign cases. Master's Thesis, Chung-Ang University, Korea.
  17. Lee, M.Y.(2003) Place marketing. Seoul: Non-Hyoung.
  18. Lee, M.Y.(2006) A study on the cultural concept and methodology of the place marketing strategy. Journal of the Korean Geographical; Society 41(1): 39-57.
  19. Nho, J.M.(2008) A study on the concept of place marketing to revitalize the old-town in medium sized city: with focus on the Asan. Master's Thesis, Hanyang University, Korea.
  20. Niedomysl, T. and Jonasson, M.(2012). Towards a theory of place marketing. Journal of Place Management and Development 5(3): 223-230. https://doi.org/10.1108/17538331211269639
  21. Norberg-Schulz, C.(1971) Existence, space and architecture. New York: Praeger.
  22. Oh, H.E.(2015) Regeneration plan for small cities based on a sense of place-case on Wolcheon Old Downtown, Geochang, Journal of the Urban Design Institute of Korea 16(5): 139-160.
  23. Park, B.J. and Seo, S.Y.(2018) A study on the effect of local development using place marketing: focused on Incheon and Busan's Chinatown. Culture and Convergence 40(2): 167-198.
  24. Parker, C. et al.(2015) Back to basics in the marketing of place: the impact of litter upon place attitudes. Journal of Marketing Management 31: 1090-1112. https://doi.org/10.1080/0267257X.2015.1035307
  25. Sung, C.J. and Lim, I.S.(2008) A study on the region development, place marketing and region amenity. Journal of Photo Geography 18(3): 57-68.
  26. Kim, T.S.(1998) A study on the place marketing strategy: focus on the Tenant's strategy. Master's Thesis, Seoul National University, Korea.
  27. Relph, E.(1976) Place and placelessness London: Pion. 김덕형 외2 (역). 장소와 장소상실. 2005. (서울:논형)