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The Need for Place Marketing Based on Multi-Layered Place Identity of Myeong-dong after Hanhanryeong

  • Journal of the Association of Korean Geographers
  • Abbr : JAKG
  • 2017, 6(2), pp.255-274
  • DOI : 10.25202/JAKG.6.2.9
  • Publisher : Association of Korean Geographers
  • Research Area : Social Science > Geography
  • Received : July 13, 2017
  • Accepted : August 14, 2017

Hye-jin Sung 1

1고려대학교 지리학과

Accredited

ABSTRACT

As economic effects of tourism begin to be highlighted, interest in place marketing using place identity is increasing around historicity-based cities. Myeong-dong, a case study area of this study, is a place where various place identities show a multi-layered structure overlapped by historical background. However, in the 2000s, the influence of Hallyu (Korean Wave) was added to Myeong-dong, which was reduced to place identity as a Hallyu commodity consumption area focused on Chinese tourists. The recent impact of Hanhanryeong (Chinese Embago of Korean Products) by THAAD has greatly reduced the number of Chinese tourists, and as a result, the overall crisis of tourism is on the rise. At present, the consideration of the multi-layered place identity of historical context is excluded in Myeong-dong’s place marketing. For Myeong-dong’s sustainable tourism and urban development, Myeong-dong’s multi-layered place identity, which has developed its commercial based on cultural and artistic creative activities, should be restored. In the future, if we continue to study specific place marketing strategies and methods based on these ideas, we would be find a direction of sustainable urban development beyond the place as a tourist destination.

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