지역개발 전략으로서 박물관 클러스터-비엔나 박물관지구 사례연구
Museum Clusters as a Strategy for Regional Development: The Case of MuseumsQuartier, Vienna
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초록
박물관 클러스터는 오늘날 지역개발 전략으로 활발히 실행되고 있는 문화클러스터의 한 유형으로서, 현대 박물관의 광범위한 사회적 기여 가능성으로 인해 전세계적으로 주목받고 있다. 본 논문은 성공사례로 평가되는 비엔나 박물관지구의 형성과 발전과정, 효과와 한계, 주요 성공 요인을 검토하고, 이를 바탕으로 박물관 클러스터의 효과적인 조성과 운영을 위한 시사점을 제시하고자 한다. 비엔나의 박물관지구는 관광산업 육성과 지역의 창조적 역량 향상을 위해 오스트리아 연방정부와 비엔나 시정부에서 추진한 프로젝트로서, 다양한 시대와 장르의 문화예술을 대중 친화적인 방법으로 전달하여 도시재생의 주요 기반이 되고 있다. 비엔나 박물관지구의 사례분석을 통해 얻을 수 있는 시사점은 다음과 같다. 우선, 클러스터의 시너지 창출을 위해서는 협업 촉진 제도와 인센티브 구조가 마련되어야 한다. 둘째, 클러스터의 입지 조건으로는 문화적 자원의 보유여부와 더불어 확장성 및 접근성이 주요하게 고려되어야 한다. 셋째, 포괄적 지역재생을 위해서는 클러스터를 우선 문화적 생활공간으로 자리잡게 하는 전략이 유효하다. 넷째, 클러스터 조성을 위해서는 콘텐츠 준비가 선행되어야 한다. 다섯째, 중앙관리기구의 역할이 해당 클러스터의 취지와 속성에 맞게 설계되어야 한다. 마지막으로, 박물관 클러스터가 지역경제의 육성전략으로 추진될 때, 지역에 대한 통합적인 개발을 병행하는 것이 바람직하다.
Abstract
With the global rise of culture-led regional development, cultural clusters have been used as a strategy to increase regional competitiveness through its effect of enforcing regional identity and attractiveness. Museum clusters, a sub-category of cultural clusters, have been particularly effective in promoting comprehensive regional growth. The purpose of this study is to identify implications for the effective creation and management of museum clusters based on the in-depth analysis of MuseumsQuartier, Vienna. MuseumsQuartier was initiated by the Austrian federal government and the City of Vienna to expand tourism by renewing Vienna’s image and to promote the growth of creative industries in the city. MuseumsQuartier opened in 2001 as a cultural cluster featuring diverse forms of contemporary art and culture. Since then MuseumsQuartier has effectively contributed to the economic and cultural regeneration of Vienna. Based on this analysis, this study has the following implications for future museum clusters. First, for synergy within the cluster to take place, formal mechanism and incentive structures for collaboration are required. Second, when considering the location of a new cluster, realistic assessment should be made regarding the possibility of attracting a qualified workforce to the region. Third, it is strategic for museum clusters to first establish itself as a “living space.” Fourth, planning on the content and programming of the museum cluster should be made before planning for the physical construction. Fifth, the structure and role of the cluster management organization need to be devised according to the nature and purpose of the specific cluster. Finally, when museum clusters are created for the purpose of economic growth, investment should be made towards overall development and diversification of the region’s economy.
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