문화 활용에 의한 지역 명소화 전략 - 장소마케팅을 중심으로

The Strategy for the Reginal Famous Destination Utilizing a Culture: Place Marketing

  Region development begins with a creation of region-specific value and transferring it to a development of famous destination. In order to proceed with a famous destination development, its strategy has to be planned in the aspect of place marketing. First, the over-all framework of famous destination strategy should be based on the regions" specifics and assets. Second, the region"s image-making and brand-creation that involves the destination"s location and authenticity are organized into three processes. Third, the strategy utilizing the regions" culture is categorized as follows: cultural production, cultural code creation, cultural product merchandising, cultural style creation, cultural design development. Forth, the process of region development is divided into 3 phases: introduction-elevation -expansion, each phase presenting ten crucial agendas, each agenda carrying seven place marketing strategies.