도시마케팅 유형이 시민 참여의도에 미치는 영향에 관한 연구 - 운영주체 결합방식의 조절적 역할 -

The study influence of city marketing type on participation intention: the moderating role of combination way in operation subjects.

The city marketing in Korea has been driven by the local government. The budget disuse with display-oriented administration and bureaucracy make citizens mistrust about local government. Nowadays the local government established the department of marketing but is worried about the lack of participation. This article is to study on the study influence of city marketing type on participation intention: the moderating role of combination way in operation subjects. The results show that the type of public-oriented marketing is superior to the type of entertainment-oriented marketing in regard to citizen participation. Also, the participation intention of the partnership with local government and private sector is higher than the local government or a private sector alone. The fact finds that the entertainment-oriented marketing is even more effective in the partnership with local government and private sector.