Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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A Revitalize Rural Hub Project in Hwayang-eup by Introducing the Concept of Place Marketing

장소마케팅 개념을 도입한 화양읍 농촌중심지 활성화 사업 계획

  • Park, ji-Hwan (Dept. of Landscape Architecture, Mokpo University) ;
  • Kim, Tae-Gu (Korea Rural Community Corporation) ;
  • Oh, Chang-Song (Dept. of Forest Resources and Landscape Architecture, Yeungnam University)
  • 박지환 (목포대학교 조경학과) ;
  • 김태구 (한국농어촌공사) ;
  • 오창송 (영남대학교 산림자원 및 조경학과)
  • Received : 2019.04.04
  • Accepted : 2019.05.27
  • Published : 2019.05.31
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Abstract

In a situation in which rural areas are declining, local governments are seeking to revitalize areas by place marketing. Place marketing, defined by various efforts to promote the image of a place, has been used as an economic tool. As a result, the image has been over-promoted and marketing has been driven in a perfunctory manner, so individual residents' lives and experiences have been ignored. Thus, in addition to the traditional types of cultural place marketing and economic place marketing, this study established a 'project for rural revitalization of Hwayang-eup' so that it could be applied to political place marketing aimed at inducing internal investment and improving the welfare of local residents. To implement this project, the concept was set up as building network organization, sustainable development and symbiotic relationship, and various H/W and S/W plans were developed. First of all, in terms of political place marketing, the Hwaeyang Oulim Center was constructed to strengthen the capacity of local autonomous organizations. In terms of cultural place marketing, we explored cultural resources at the village level and created a small community space. In terms of economic place marketing, the landscape around the main street and the township was reorganized to create a cultural business space for urban and rural exchanges. The reinterpretation of place marketing seen through this project was first, it was more process-oriented than results, second, it was important to induce the community-participating village-making project, and finally, the role of experts was important to expand the community movement.

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References

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