관광지 장소성의 커뮤니케이션 전략에 관한 연구

A Study on the Communication Strategy of Placeness for Tourist Place - The Case of TtangKeut Village -

In an effort to integrate the concept of ‘placeness’ in the field of tourism planning and ‘place marketing’ in the socioeconomic field, this study investigates empirically a series of questions of what makes the placeness. The results, drived from the questionaire survey data from TtangKeut Village in Haenam, are as follows ; Firstly, factor analysis shows that ‘landscape resources’ and ‘invisible support’ and ‘visible support’ constitute the factors of the tourist site placeness. Secondly, regression analysis shows that these factors of the placeness influence positively tourist’s overall satisfactions. Finally, It requires to integrate these factors to the communication concept in order to establish place marketing communication strategy.