| Title |
Multi-layered Structure of Spatial Storytelling in Place Marketing : With Case Study on Solvang, U.S.A and Jecheon-si, Korea |
| Authors |
김지나(Kim, Ji-Na) ; 한소영(Han, So-Young) ; 조경진(Zoh, Kyung-Jin) |
| Keywords |
장소마케팅 ; 고유성 ; 지역 관광 ; 솔뱅 ; 제천 Place Marketing ; Authenticity ; Local Tour ; Solvang ; Jaechun |
| Abstract |
The aim of this paper is to suggest an alternative to current phenomenon, which a local area is divided into a tourist spot and a non-tourist spot due to a spatial storytelling strategy in place marketing that focuses on the development of tourist attractions. Based on Dean MacCannell’s frontstage and backstage theory which explains a multi-layered social structure of local area, we identified the possible existence of buffer zones between the tourist spot and non-tourist spot. According to this idea, we suggested a multi-layered structure for spatial storytelling strategy. We examined Solvang, U.S.A. and Jecheon-si, Korea in order to verify the applicability of the multi-layered structure. The result showed that the frontstage has a value in promoting story of the area, while the backstage has a value as the origin of the story. Furthermore, the paper proposes that tourists visiting only the frontstage and the local peoople staying in the backstage can interact each other and share stories of the area in “decorated frontstage” and “cleaned backstage.” To develop these places, the strategy for improving the sustainability of the tourist spot and promoting the ordinary space is required, which can also offer an alternative to the current spatial storytelling strategy. |