방문자 이용만족도에 영향을 미치는 도시마케팅 영향요인 분석

An Analysis of City Marketing Influence Factors for Affecting Visitors Utilization satisfaction by Dongdaemun Design Plaza

This study has developed the strategies and measures for urban marketing to maximize the factors causing positive impacts and mitigate the negative factors impacting on existed cities. The study is performed by identifying the positive and negative factors influencing the urban marketing through deriving and analyzing the influence factors. According to the results, we plan to provide the results based on basic data by seeking for the political importance and implications for future city marketing. We were subject to research Dongdaemun Design Plaza which has some negative perception even though it contributes the positive impact on activating the cities and regions. Based on the result of the analysis, we drew the implications as followed. First, the negative perception of the preservation of existing historical sites should be mitigated by utilizing the historical and cultural assets and place characteristics of Dongdaemun Design Plaza. Second, suitable programs and events for the developing purpose of Dongdaemun Design Plaza should be progressed by maintaining and complementing them. Third, a network system should be established to connect the Dongdaemun Design Plaza with the neighboring tourist attractions in Seoul. Fourth, the systematical promotion should be performed to attract the potential customers through the social network activities. Fifth, the uncomfortable walking lines and poor guidance system should be improved.