스토리텔링을 활용한 장소마케팅에 관한 탐색적 연구

The Place Marketing using Storytelling: An Exploratory Research

This paper is to understand the place marketing in perspective of storytelling. Hardware-oriented destination development strategy arguably did not satisfy people concerned In this paper authors argues that place is the result of meaning construction process. The process of meaning construction about the place consists of the following three stage: developing the place assets, making the sense of place, and the place marketing. On the other hand, storytelling is made of story, tell(presence), ing(interactivity). In the storytelling's view, place marketing is composed of experiencing the story, sharing the story. Experiencing the story goes through listing stories, searching the representative story, making the thematic story. Finally, Sharing the story is made of community.