지역 개발을 위한 장소마케팅 전략 탐구 –경남 거제 지심도 중심으로-

Abstract

In order to develop the local area, it is essential to establish and implement the marketing strategy of the place using the local property of the area. Though Jisim-do has a lot of suitable property assets, it has not been systematically implemented in the past since the ownership was transferred from the Ministry of National Defense to Geoje City. The purpose of this study is to find out the direction of location-based marketing strategy for regional development through systematic analysis for identification of place's property assets and application of location-based marketing strategy. In order to successfully perform location-based marketing, we proposed a systematic approach such as context analysis, mission, target group selection, place branding strategy and preparation of marketing communication program. It can be distinguished by emphasizing that it is an island with good preservation in ecology and historical aspects. To support this, ecological disturbance plants are removed to protect ecological resources and create ecotourism resources. We suggest creating and installing an ecological map that introduces the abundant ecological environment of Jisim-do. We can enhance the convenience of tourism through the renovation of historical and cultural resources and the remodeling of the National Defense Science Institute for the understanding of history. Develop a story about the main places of Jisim-do so that we can strengthen the location value of Jisim-do. If we increase the awareness and preference of potential visitors through the operation of the 'Jisim-do Visiting Month' and the 'Camellia Island' campaign, Jisim-do can be the mainstay of regional development. For this purpose, it is essential that the local government and the residents should cooperate and establish strategies and systematically perform them.