논문

According to globalization, the mobility of economic activities is becoming more
and more foot-loose. Yet, the places which are relatively fixed cannot prosper
without pinning down the economic activities. In this situation, the competition of
places or regions is growing fiercely. One of the alternatives for the survival of
place is “place marketing.”

Place marketing is a strategy which pursues the competitive advantages by
commodifying place. Place marketing makes use of locally dependent assets as
competition tools. The purpose of this study is to identify the decent logic and
mechanism of place marketing based on that, and to analyse the on-going
Korean experiences of place marketing. This paper reveals that the economic
autonomies of the places are increasing and the local governments are becoming
entrepreneurs. Despite the local governments' usage of place assets as
competition tools, the Korean experiences of place marketing are far from
originality and specificity.