장소 마케팅과 부산 APEC의 도시이미지 제고효과

Abstract

The purpose of this study is to review the 2005 APEC(Asia-Pacific Economic Cooperation) held in Busan in place marketing perspective. Many provincial governments trying to raise their brand awareness to attract tourists, investment to improve economic status. But there are few who meet the expected result and Busan could not be an exception. Why is this happen? We argue there's a fundamental misunderstanding and mis-adapting in place marketing concept at least on two points. First, as known to all, the original concept of marketing is pretty much supply oriented but place marketing is quite reverse, that is, truly demand market than any other else. Second, it's very difficult to adapt the marketing concept to place as it does to product or service. And this is more serious in Asia where they put more value and meaning than just geographical land. In Asia, place should be replaced by placeness of which composed of the 'spirit of place' and 'sense of place'. In this paper, we suggest place marketing that implies the implication mentioned above. From this place marketing, we reviewed the 2005 APEC in Busan empirically in 3 areas 1) The provincial government as an organizer residents' identity and role, relation between the central and local government, 2) Place as a marketing mix placeness adoption, multi dimensional approach, 3) Customer for targeting who should be the customer? In conclusion, we suggest that the place marketing should be extended to the concept which containing the philosophy of placeness rather than just a physical land with purely customer oriented approach. Finally we propose an Institute or Program, so called 'Place Marketing Audit' in Busan. The PMA would evaluate and supervise dozens of local events from the place marketing PR perspective.