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농촌계획 : 韓國農村計劃學會誌, v.25 no.2, 2019년, pp.119 - 130
박지환 (목포대학교 조경학과) , 김태구 (한국농어촌공사) , 오창송 (영남대학교 산림자원 및 조경학과)
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In a situation in which rural areas are declining, local governments are seeking to revitalize areas by place marketing. Place marketing, defined by various efforts to promote the image of a place, has been used as an economic tool. As a result, the image has been over-promoted and marketing has bee...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 논문에서 화양읍을 연구 대상지로 선정한 이유는? | 화양읍은 청도읍성이 위치한 청도의 중심지였지만 청도읍으로 중심생활권이 이동하면서, 기초 서비스의 위축, 정주환경의 노후화 및 생활서비스 수용 충족이미비한 실정이다. 그럼에도 불구하고 화양읍은 다양한문화재 밀집에 따른 관광자원화사업으로 외지인의 방문이 어느 정도 유지되고 있는 실정이다. | |
| 마케팅이란 무엇인가? | 마케팅(marketing)이란 시장에서 이루어지는 거래 행위이자 전략적 판매활동을 위한 새로운 경영기법을 지칭한다. 마케팅의 개념은 초기 생산지향, 제품지향, 판매지향(1900~1950년)에서 출발하였고 소비자 욕구만족(1960년)을 거쳐, 1970년 이후부터 사회지향 개념으로 자리를 잡았다. | |
| 농촌을 대상으로 한 장소마케팅은 무엇이 문제가 되었는가? | 그러나농촌을 대상으로 한 장소마케팅은 여러 문제점을 노출하였다. 내부 이해관계의 분화와 정체성에 대한 도전집단I.의 형성에 의한 불안정(Jung, 1998), 지방자치단체의 체계적 연구 부제와 무분별한 진행(Sung and Lim, 2008),개인의 의미와 삶의 경험을 무시하고 전략적으로 주민을지나치게 이용하였다(Parker, et al., 2015). |
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