욕지도의 장소마케팅 전략 탐구

Abstract

This study explores strategies of place marketing for Yokjido of Tongyeong city, where place marketing has not yet been introduced. After ascertaining the place assets, we tried to activate the economic situation for this region. The following managerial implications were suggested from the research results. Firstly as a place marketing strategy, place marketing vision and objectives based upon community identity, efforts to develop new place assets and unique regional image, branding of products and acting of story-telling marketing are needed. Also, a continuous development of experiential tour products, upgrade and differentiation of tour products and services which go beyond the tourists' expectation are required to meet the tourists' satisfaction. It is also necessary to enhance the quality of tour products through bench marking favorite tour sites for tourists and investing in inviting efforts in order to develop tour infrastructure. Secondly, partnership between a definite professional planner from the public side and enterprising flexible, creative one from the private side needs to be constructed for the success of place marketing. It is also recommended to construct good communication among the subjects and to build a system in order to maintain mutual information exchange and operational cooperation. Thirdly, in order to popularize the regions and sell place assets, festival events are required on top of advertisement and publicity. Events that cover place preparation such as cultural streets and special district, or transforming the place as a communication channel by utilizing cyber homepage and media PPL are recommended for constructing tour infrastructure. It is also necessary to introduce regional mix and arrange place marketing jointly with neighboring regions. Such plans need long term strategic approaches, and should be implemented step by step under the cooperative system which cover local government, enterprises, inhabitants and private organizations. In conclusion these plans could result in the enhancement of regional external recognition and activation of the local economy.