• Journal of the Korean Geographical Society
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• v.35 no.2
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• pp.365-372
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• 2000

관광지리 연구는 다른 학문에 비하면 그 연구가 미약하여 아직도 학문적 개척 여지가 많다. 선진국에 비하면 미개척 분야에 속한다고 볼 수도 있겠으나, 80년대 이후 상당수의 논문이 발표된 바 있어 이를 기초로 관광지리학 연구가 활발히 진행되고 있다. 최근 국정지표의 하나인 문화관광진흥에 의하여 국가의 전략사업으로 관광사업이 비약적으로 발전함에 따라, 관광에서의 지리학 역할이 큰 비중을 차지하게 되었다. 이에 따라 응용 학문적 시각에서 관광지리 연구가 활발히 진행되고 있는 경향으로 변하고 있다. 종래의 관광지 및 관광형태의 관한 개별적 지역연구에서 관광현상의 모태가 되는, 관광입지론적 연구가 활발해 졌다. 급전하는 세계화 속에서 시대에 부응하는 학문적 가치를 창출해 내기 위해서라도, 신속하고 정확한 관광환경에 대한 연구를 수행해야 한다. 관광지리학은 실증적 지역연구의 일환으로 그 방법론적 접근이 체계적으로 모색되어야 한다. 본 연구에서는 관광분야에서의 지리학 역할의 중요성을 강조하고, 체계적 접근방법에 따른 관광연구 방법론을 제사하였으며, 장소 마케팅으로서의 지리학 연구방법도 제시하였다.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.494-506
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• 2013

Media like TV programs and movies has deeply rooted in the public and it can supply affluent informations on special tourist attractions during short time relatively. Media can make the image of special objects and destinations recreated and viewers induced to the special places. Because of these positive effects, many countries and self governing bodies having tried place marketing through media have done their best to raise the image of their tourist attractions and induce a visit. So, most of studies about the effect relations between media and tourist attractions have been done about the confirmation of the impact relation between media and the image raising of tourist attractions and between media and the tourists's visit inducement. This study reconfirms the results of the existing studies and confirms whether the difference of media program genre causes that of the impact relation between media and the image raising of tourist attractions and between media and the tourists's visit inducement. In order to confirm these purposes, 3 assumptions are established and are proved through statistical analyses based on a questionnaire. According to the results of these analyses, all of 3 established assumptions : assumption 1, the impact relation between media program genres and the image of tourist attraction, assumption 2, the impact relation between the image of tourist attractions and behavior intention, and assumption 3, the impact relation between media program genres and behavior intention, are partly accepted.

• Review of Korea Contents Association
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• v.11 no.3
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• pp.20-29
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• 2013

• Proceedings of the KGS Conference
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• 2004.11a
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• pp.31-31
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• 2004

• International Commerce and Information Review
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• v.16 no.4
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• pp.103-123
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• 2014

Export performance has been a core topic in export marketing research. This study aims to investigate the relationship between adaptation/standardization strategies and export performance obtained after implementing each of these strategies to marketing mix variables. It is expected that the study results will help companies better understand an efficient marketing mix and applicability of adaptation/standardization approaches in their export ventures. New Zealand exporting firms which actively seek for export markets in Korea are selected for empirical analysis of this study. Adaptation and standardization are concepts that signify the level of intensity in each strategy; both have advantages and weaknesses. In the case of adaptation approach, it is shown that the difference in export performance between satisfactory and non satisfactory export ventures is statistically significant in marketing mix variables such as price, place and promotion. However, product variables affect statistical significance on export performance between satisfactory and non satisfactory export ventures in standardization approach. This study implies that when a company exports its product overseas, standardization effort is more important for product variables whereas much effort needed in adapting marketing variables such as price, place, and promotion to get satisfactory export performance.

• Journal of the Korean Geographical Society
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• v.43 no.6
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• pp.951-960
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• 2008

This paper examines how Tsushima has used the Arirang festival as a place marketing apparently targeting at Korean tourists, which has been historically achieved at the Arirang festival though public-private activities. Tsushima has tried to advertise Tsushima city to Korean tourists, with methods including the 'Chosen Agency Parade' and the title of the Arirang festival, but due to the Dokdo problem, the people of Tsushima objected to holding the Arirang festival. Therefore, Tsushima city had a meeting to solve it, and it was agreed that they need not stop the festival nor change of the title of the Arirang festival for the regional development, but instead they decided that the title of Arirang festival is to be used as a subtitle from 2007. By deciding this, The residents of Tsushima are sometimes against the opinion of Tsushima government, but they have eagerly participated in everything from the operation of the festival to the performances themselves. In this sense, it is thought that the Arirang festival is utilized as a local identity and also a place marketing, and the process for the regional development strategy is organized by public-private actors together.

• Archives of design research
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• v.17 no.1
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• pp.5-14
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• 2004

The study addressed a direction that environmental facilities along avenues will make a progress via urban environment as well as location marketing. The space is specified the campus avenue, which is located in Jongro-gu at Seoul. With the emergence of digital information era, both people' life style and behaviors have been changing in many different ways. As the first approach to the direction, the historical study of the avenue is examined by focusing on the change. All possible related status such as location marketing strategy and various spatial characteristics, environment of the avenue and its facilities are investigated and users' characteristics are analyzed. Through these processes, a new direction and role of design are proposed and are believed to improve the avenue' image and to rediscover its own identity and to make the avenue alive as it used to be. The new proposed direction showed how to approach to design as well as to system of environmental facilities along avenues and in addition to highlighting continuous and synthetic plan. Furthermore, It is expected that both the efforts to improve the avenue' image based on its own cultural characteristic and to foster the cultural-commercialized facilities will contribute to the local residents' life standard and its economic status.

• 지역과문화
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• v.8 no.2
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• pp.21-48
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• 2021

This paper discusses the possibility of developing literary villages and book towns by examining the feasibility of place marketing for culture and art spaces from multiple perspectives. The aim is to point out the practicability of literary villages, moving away from building halls of fame for individual writers and artists and toward creating whole villages functioning as the centers of their local cultural scene, as well as suggest ways for contributing to regional revitalization and development of culture and art programs. To this end, "Kim Yujeong Literature Village," "Lee Hyo-seok Culture and Art Village," and "Hwang Soon-Won Sonagi Village" were selected; based on these, case studies were conducted and their actual operational status was explored. As a result, it was discovered that literary villages would function well as the centers of their local community if meaningful and interesting content is continuously developed with quality enhancement. This suggests a positive impact of place marketing, and to achieve this, it is necessary to open a new paradigm of local culture by differentiating from other cultural industries and securing a position as a new industrial sector. To this end, the paper suggests approaches such as small local literary groups with direct or indirect links to the literary village, or application of space and related works in the literary village with local education.

• 한국체육학회지인문사회과학편
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• v.51 no.3
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• pp.171-181
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• 2012

The purpose of this study was to analyze the influence of the marketing strategy at golf courses in Jeonnam area on perceived values and customers' behaviors. To make this goal, the study was selected it as the population to customers who were the member of 10 golf courses run by membership and public system. The study, then, selects 366 by convenience sampling. The study was analyzed the data by frequency analysis, reliability analysis, factor analysis, and simple and multiple regression analysis. The results are as follows. First, it has a meaningful influence on perceived value to the factors of product, price and place which are the component of marketing strategy in golf courses. Second, it has a meaningful influence on revisiting intention, one of the customers' behaviors, to the factors of product, price and promotion which are the component of marketing strategy in golf courses; but the factor of place has no influence on it. Third, the factors of product and price, the component of marketing strategy have a meaningful influence on the intention of recommending others which is one of customers' behaviors while the factors of promotion and place don't have. Finally, the factor of perceived value has a meaningful influence on both of the intention of revisit and recommendation to others which are customers' behaviors.

• Proceedings of the KAIS Fall Conference
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• 2009.12a
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• pp.118-121
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• 2009

제주지역의 대표적인 공립예술단이라고 할 수 있는 제주특별자치도립예술단 소속 교향악단과 합창단을 중심으로, 지역 공립예술단을 활성화하기 위한 체계적인 마케팅 기법 도입방안을 제시하고자 한다. 더 나아가서 향후 다른 장르의 공연예술 분야에도 적용할 수 있는 마케팅 전략의 이론적 틀을 제공하는데 연구의 목적이 있다. 본 연구에서는 공연 관람객을 대상으로 설문조사와 면접을 실시하고 공연 마케팅의 5대 요인(제품전략, 가격전략, 장소전략, 촉진전략, 고객전략)과 공연 관람객이 인식하는 공연 활성화 요인(공연 만족도, 타인 추천의향, 재관람 의향)과의 상관관계를 살펴봄으로써 마케팅 전략적 측면에서 제주공연예술단의 활성활 방안을 모색하기 위한 이론적 근거를 제시해보고자 하였다. 본 연구의 가설검증 결과를 요약하면 공연 활성화에 영향을 끼치는 마케팅 전략 요인은 제품전략과 가격전략, 그리고 고객전략이었다. 제품전략과 관련해서는 '공연작품 및 작가', '공연단체 및 출연진의 유명도' 그리고 '공연의 예술성과 흥행성'을 고려해야 하는 것으로 나타났다. 가격전략에서는 관객들이 입장료 '할인혜택'과 '적정한 가격이라는 느낌'을 갖도록 하는 것이 중요하며, 고객전략에서는 공연 이외에도 꾸준한 '고객관리'와 '공연정보 제공' 그리고 '공연체험', '공연시간 준수' 등이 주요 고려사항이었다.