[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.9708/jksci.2022.27.08.233

An Empirical Study on the Specialization Policy of Tourism Resources through the Brand Strategy of Traditional Markets - A Case on Anyang Central Market -

Choi, Rack-In (Dept. of Tourism Development, Sungkyul University)

Publication Information

Journal of the Korea Society of Computer and Information / v.27, no.8, 2022 , pp. 233-240 More about this Journal

Abstract

In this paper, we propose a marketing strategy for traditional markets that lays the foundation for regional economic development by developing traditional markets as regionally specialized tourism resources. This study conducted a survey of local residents and tourists, who are market users, and conducted a factor analysis to establish a market brand strategy using SPSS 25 and a reliability analysis to verify internal consistency. In addition, correlation analysis was performed to verify the significance to confirm the relevance. The analysis results of Anyang Central Market brand tourism products for traditional market marketing strategies are as follows. First, it is necessary to establish a brand identity that activates brand elements and brand criteria and brand positioning. Second, it is required to improve brand awareness, which can elicit brand awareness and brand information and brand memory. Third, it is necessary to improve the brand image that can increase brand association and brand loyalty. Fourth, it is necessary to make efforts to improve brand equity, which can improve brand value, brand concern, and brand life. By developing and proposing marketing policies for traditional markets by utilizing market brand strategies, it can be expected to revitalize traditional markets and local economies as specialized local tourism resources.

Keywords

Traditional markets; Brand strategy; Marketing; Local economies; Tourism resources;

Citations & Related Records

Reference

1	HtLim, "Tourism & Hotel Marketing," pp.160-172. 2020.
2	YSung, "Food Tourism Globalization of the Wellness Era - Focusing of Motivation and Decision -," Korean Journal of Tourism Research, Vol.30, No.15, pp.141-162, Feb. 2015.
3	Keller, Kevin Lane, "Strategic Brand Management: Building, Measuring and Managing Brand Equity," Prentice Hall, NJ. pp.14-175. 2003.
4	Small Business Market Promotion Foundation/Traditional Market Tong/Traditional Market Finding, https://www.sbiz.or.kr/sijangtong/nation/sijang/readSijangList. do?menu_id=010100
5	Anyang City Hall, https://www.anyang.go.kr/main/contents.do?key=345
6	Kotler, P.R. and K.L. Keller, "Marketing Management," 12e. Prentice Hall, New Jersey. pp.144-282. 2006.
7	Rosetti, A., "SABMILLER Branding. Presentation at Sales Academy," Johannesburg, 21 May. 2005.
8	JhLee, YKim, KhKim, "Analysis of the Influence of Traditional Market Vitalization of Facility Modernization Project on Traditional Markets -Focused on Jung-ang Yudeung Market in Jinju-," Journal of The Korean Regional Development Association, Vol.25, No.1, pp.233-250, 2013.
9	HsKang, JiMoon, "The Effect of Physical Environment on Customer Satisfaction and Revisit Intention in Guesthouses :the Moderating Effect of Customer Value," Korean Journal of Tourism Research, Vol.33, No.5, pp.237-256, Aug. 2014.
10	DwCho, SkLee, "A Study on the Influence of Modernization of Traditional Market on Visitor Behavior," Korea Real Estate Academy Review, Vol.78, pp.37-51, Aug. 2019. DOI
11	XyWang, and BmPark, "Research on the Regeneration of the Traditional Market for the Urban Revitalization -A Case Study on the Busan International Market-," Journal of Digital Interaction Design, Vol.17 No.3, pp.31-43. Sept. 2018.
12	Kotler, P. and Gertner, D., "Country as a Brand, Product, and Beyond: A Place Marketing and Brand Management," Journal of Brand Management," Vol.2, No.9, pp.4-5, pp.249-261. 2002. DOI
13	RiChoi, "A study on the development of specialized luxury food brands to establish the basis for traditional market activation policy: Focused on the Traditional Anyang Central Market," Journal of Tourism Enhancement, Vol.9, No.1, pp.135-154, Feb. 2021.
14	YsKIM, KiKim, "Image Research of Traditional Market by Culture Tourism Market Promotion Business -A Design System Proposal for Image Integration of Dongrae Market-," The Korean Society of Illustration Research, Vol.45, pp.93-102, Dec. 2015.
15	EyCho, "A Case Study of SNS Application on Revitalization Traditional Market through Culture, Munjeongsungsi Project," Journal of Arts and Cultural Management, Vol.5, No.1, pp.117-134, 2012.