유휴 전통가옥 재생을 통한 복합문화공간의 운영 전략 연구- 3917마중·양참사댁 사례를 중심으로

Abstract

This study aims to identify the strategic resources that contribute to competitive advantage of cultural complexes regenerated from idle traditional house. Employing the VRIO (Value, Rarity, Inimitability, Organization) framework, it analyzes two cases in South Korea: 3917 Majung in Naju and Yangchamsaーdaek in Hwasun. The findings indicate that spatial historicity and the operator’s philosophical vision fulfill all four VRIO conditions, securing a sustained competitive advantage. In contrast, official certifications and professional human resources, despite their inherent value and rarity, are considered underutilized due to insufficient organizational integration. Regionally linked content and diversified revenue models are assessed as offering only temporary or parity-level advantages. These results highlight that sustainable competitiveness in cultural space regeneration depends not merely on the possession of valuable resources but on their strategic interpretation, planning, and implementation. This study offers both theoretical and practical implications for cultural policy design and sustainable reuse models of idle heritage spaces.