earticle

영어

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.