장소판촉적지역발전을위한 장소자산형성에관한연구

Abstract

By dint of Globalization, the mobility of economic activities are becoming more foot-loose. On the contrary, the place have, relatively, no autonomy in pinning down the economic activities. So, the connection of places and economic activities is becoming instant and the economic future of the places is uncertain. In this situation, the competition of places for the economic activities is strengthening. Globalization has driven a number of places to adopt place marketing for their economic survival and development. Place marketing consists of two parts, place assets making and place promotion. Place assets making is the process which makes the place-specific advantage or attractiveness and the place promotion is the process which makes notice of it. The place marketing debates and strategies, however, is confined to partial place marketing, the search for the tactical method of place promotion. This study examines the characteristics of full place marketing focused on the place making such as the background, concept, category, participants, and principles of place (assets) making. This study finds out that the originality, specificity, and indispensibility of place assets is the source of competitive advantage. Three-way partnership, place audit, assets development is important. The principles of place assets making are participation, learning and experience, and leadership and networks among actors. The policy implication of this study is that it is most important for the success of place marketing to make competitive assets.