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A Study on place marketing by marketing mix strategy in Gwangju Biennale

  • Korean Society and Public Administration
  • Abbr : KSPA
  • 2011, 22(2), pp.119-147
  • Publisher : Seoul Association For Public Administration
  • Research Area : Social Science > Public Administration

김지현 1 Seo Sun-Bok 2

1경북대학교
2조선대학교

Accredited

ABSTRACT

The 21st century is a time of culture, and the pertinence of culture is reflected in regional culture and art festivities and biennales. However some biennales have been discontinued despite being located in famous cities. In contrast, a number of biennales have survived through maintaining a regional focus, while others have attempted to improve their status through the manufacturing of culture. Identity as a strategy of differentiation is effective if local residents feel a sense of ownership. The Gwangju biennale is representative of Korea and can be considered as one of the best biennales in Asia in terms of identity awareness. This study concerns the mix of marketing strategies which enable biennales to both retain public affection and maintain awareness of local identity.

Citation status

* References for papers published after 2023 are currently being built.