지역경제 활성화를 위한 장소마케팅 전략 탐구 - 여수시 초도 · 손죽도를 중심으로 -

Abstract

Place marketing is a comprehensive, systematic regional development strategy. It pursues the growth of cultural economic and societal development by setting up visions and a goal for marketing. Based upon marketing techniques it also offers a place for origin products to relate with inhabitants, tourists and enterprises . This study explores the introduction strategy of place marketing for Chodo and Sonjukdo of Yeosu city, where place marketing has not yet been introduced, and tries to activate the economic situation for the regions after ascertaining the place assets. As to its results, the following managerial implications are suggested; firstly, a place marketing vision and goal based upon community identity is needed. Efforts to develop new place assets and its regional image, along with the branding of products and the act of story-telling marketing, will be required. Moreover, the continuous development of experiential tour products, high grading and differentiation of tour products and services beyond the tourists' expectation are needed in order to meet the tourists' satisfaction. It is necessary to enhance the quality of tour products by bench marking favorite tour sites for the tourists, and investing on invitation to develop tour infrastructure. Secondly, the partnership between a definite professional planner (public side) and a flexible, creative private side must be constructed for the success of place marketing. It is also recommended to construct a good communication system among the subjects and to make mutual information interchange possible. Moreover it is essential to have operational cooperation. Thirdly, as a means to introduce the regions and to sell the place assets, not only by advertising and publicity, but also through festival events, place preparation is required. Place preparation will involve cultural streets, special districts and also the utilization of a cyber homepage and media PPL. This will make it possible for place to be used as a communication channel for the making of recommended tour infrastructure measures . It is also necessary to introduce a regional mix as to propel place marketing jointly with neighboring regions. Also, utilizing the 2012 Yeosu World Expo will be useful in many ways as a means of getting opportunities to enhance the places' external recognition. These measures for regional development need be carried out by long term strategies rather than short-term. The measures are to be implemented step by step based on the cooperative system among local government, enterprises, inhabitants and private organizations. This would eventually result in the enhancement of regional external recognition and the activation of local economy.