지방정부의 문화마케팅: 담당 공무원의 인식을 중심으로

Abstract

This study explores culture marketing, which has recently been considered a challenge or experiment for local government to pursue regional development. Culture marketing refers to a series of activities which produce culture goods that are related to a region's heritage, tradition, and customs, and sell them in the marketplace. In the past few decades, the administration of culture has tended to maintain historical sites or buildings, as well as other cultural objects, and provide residents with a chance to enjoy cultural services. However, culture marketing, which is accepted as a new way to view culture, is the development and sales of culture goods as commercial products that are traded in the marketplace. The concept of such marketing has been developed in the last few years. Thus, there are many different and sometimes conflicting views about it. In this respect, this study provides an exploratory discussion, while attempting to construct an integrated understanding of culture marketing by examining various definitions, views, and strategies suggested by scholars and practitioners of culture marketing. In addition, this study reports the results of a survey on attitudes and perceptions of public officials in order to identify their readiness for culture marketing. It was concluded that more study is needed to respond to the increasing demand for and potential of culture marketing.