향토자원의 장소마케팅에 대한 소비자 수요결정요인 분석

An Empirical Research on Place Customers Revealed Preferences in Rural Place Marketing Utilizing the Value of Ethnic Place Assets

The study aims to evaluate which are the most critical revealed preference factors to urban consumers in rural place marketing, and how these factors could be utilized in place development for the folk village complex producing items of seasoning spices made by the technique inherited it form Korean convention in Sunchang region. The study applies the theoretical framework of consumer perceptions of service quality to an empirical research in the case locations of Sunchang region where is a typical rural area. The field interview with questionnaires was carried out from August to September in 2005 and the 197 respondents was collected for the use of an empirical analysis. The main research focus of this study is placed on marketing management aspects in rural place marketing. The study draws a conclusion that the place customers at the Sunchang folk village complex showed rather higher perceived service quality experienced from the image mix such as ethnic place assets, place identity, attachment of rurality and scene of place in the process of marketing than the purchase of Korean conventional seasoning spices as the quality of a tangible commodity.