Title The Study on Place Marketing as a Strategic Methodology of Community Development
Authors Yi June-Seong ; Nam Soo-Hyoun ; Jang Mi-Hyun
Page pp.241-249
ISSN 12269093
Keywords Place Marketing ; Tourism Product ; Spatial Division ; Regional Identity ; Community Development Strategy
Abstract This study investigates the concept and type of place marketing, and characteristics of place marketing in Korea. Place Marketing is defined as 'Series of activities controlling a place for promotion', thus resulting on positive image of place. Applying this marketing strategy as regional development strategy of Uljin County of Kyungsang Northern Province, a plan to develop a drama studio set of 'Into the Storm' in accordance with Jukbyun Harbor is presented. Crucial element of development plan is that it should respect existing infrastructure of local business. Thus, Jukbyun Harbor's active role of fishing port should not be undermined, simultaneously combining the function of tourism harbor. The concluding tourist model should not be limited to viewing scenery, but 'participation and experience' oriented one. Place marketing of Jukbyun county should define the identity of local character, thereby creating new public business opportunities for local people for their welfare.