earticle

영어

This This aim of this study is to examine the causal relationship between the place marketing strategies and the business result and place attachment by using the structural equation model analysis. This research also used the case study of Beakhyeon Cafe Street in Seongnam City. The research frame is designed by literature reviews in terms of the place marketing, business result and place attachment. Also, 96 Questionnaires for the local traders were collected as an empirical data. Specifically, the questionnaires were planned based on three items of place marketing satisfaction, business result and place attachment, as well as 10 contents. The analysis for the questionnaires applied the confirmatory factor analysis and AMOS modeling analysis. The results are as follows. first, the important factor of the place marketing satisfaction is satisfaction of promotion and the important factors of business result and the placement attachment are the increase of sales and the desire of continuous business. Second, satisfaction for the place marketing strategies (e.g. product items, management methods, place and price items) are connected to the increase of business result such as the numbers of customers, profits and customer retention times. Third, the rise of the business result affects the place attachment. Last, the satisfaction for the place marketing strategies can positively impact the place attachment and rise of the place marketing satisfaction led the increase of ‘the will for continuous sale’, idea for the local changing attractions’ and ‘the understanding for the vitalizations of merchant community activities’.

한국어

본 연구는 성남시 백현동 카페거리의 상인을 대상으로 장소마케팅 전략요소가 사업성과 및 장소애착에 미치는 영향에 대한 인과관계를 구조방정식을 활용하여 분석하였다. 첫째, 상인들은 장소마케팅 전략요소와 사업성과, 장소애착에 미치는 영향요소를 분석하여 제시하였다. 둘째 잠재변수사이의 인과관계에서 장소마케팅전략요소에 대한 만족도는 사업성과에 긍정적 영향을 미치고 사업성과는 장소애착에 긍정적 영향을 미쳤으며, 장소마케팅 전략요소는 장소애착에 긍정적 영향을 미칠 뿐만 아니라 사업성과의 매개효과가 있다는 것을 알 수 있다.