초록 열기/닫기 버튼
The purpose of this paper is to analyze how ‘Pyeong Chang Hyoseok Cultural Festival’ strategized on a place asset. First of all, through examining the relevant precedent researches, Hardware factors(a Natural asset, a Infra asset), Humanware factors(a system asset, a human asset) and Contents factors(a cultural asset, an artistic asset) were respectively deducted from properties in place asset of festival. Place marketing strategy of this study is consisted of four main factors what place asset, predominance in competition, development of place asset with festival, Space-Forming of attraction. This study with four main factors suggests process in the results of research to analysis process what goes finding of place asset → development of place asset → competitive advantage strategy → space-forming of attraction. The analysis in this case showed that the competitive place is attributed to Lee-Hyoseok(character), buck wheat(Natural), Bongseokoe(The organization participated in their own free will before the festival). This research shows the fact that forming a place on ordinary spaces, finding differentiation of festivals, and developing hardware/software should be progressed based on not only the uniqueness of places but also the formation of artificial places for the place marketing strategies.
키워드열기/닫기 버튼
local festival, place assets, place Marketing place making strategy
