도시 마케팅을 통한 마포구 관광진흥 방안

서지정보

ㆍ발행기관 : 한국관광서비스학회 ㆍ수록지정보 : 관광서비스연구 / 11권 / 1호
ㆍ저자명 : 박정화

목차

I. 서론
II. 도시마케팅의 개념과 선행 연구 검토
1. 도시 마케팅의 개념
2. 전략적 도시마케팅 구성 요소
3. 도시 마케팅 전략의 추진단계
4. 도시마케팅 선행연구
III. 마포구의 도시관광 현황 분석
1. 마포구의 도시관광 현황
2. 마포구의 SWOT 분석
IV. 마포구 관광활성화를 위한 도시 마케팅 믹스 전략
1. 마포구 장소 마케팅의 기본 방향
2. 마포구 관광활성화를 위한 마케팅 믹스
V. 결론
참고문헌
ABSTRACT

영어 초록

The advent of the era of local autonomy altered the main players of the competition from nations to local governments, resulting in the transformation of regions into corporate-centered governments which assume responsibilities for the management and their outcome. This research proposes the introduction of the concept of place marketing as a plan to promote tourism in Mapo-gu. The concept of place marketing for promoting tourism in the Mapogu area is to redefine a cultural city in which modern features blend in harmoniously with traditions. The following are policies for the promotion of tourism in the Mapogu area: first, analyze its strengths, weaknesses, opportunities and threats, propose the strategic direction regarding tourism policies according to priorities, and emphasize the differentiation from other local governments by establishing the representative tourism commodities second, utilize image improvement marketing by providing background locations for TV dramas and music videos, and
communicating with citizens through the internet; third, emphasize Mapo-gu as a festival zone.In order for the festivals to contribute in improving the quality of people’ lives, residents of Mapo-gu have to play the principal agents to this place marketing fourth, emerge as the hub of conventions by constructing a digital media center to become the business center of the Northeast Asia fifth, expand its city tour program by utilizing the local bus sixth, develop a unique brand representing the image of Mapo-gu; seventh, strengthen the vitalizations of public relations

참고 자료

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