도시문화전략으로서의 장소 마케팅과 삶의 질 = Place Marketing as an urban Cultural Strategy and Quality of Life

다국어 초록 (Multilingual Abstract)

As the urban governance has been changed from managerialism to entrepreneurialism, placemarketing has been risen to the surface as a new urban cultural strategy since 1980s. The aim of place marketingis to strengthen the capacity of communities and regions to adapt to the changing marketplace, seizeopportunities, and sustain their vitality. Place marketing as an urban cultural strategy can be expressed by variousmodes of urban intervention, such as integration model, cultural industries model, and promotion or consumeristmodel. The effect of place marketing on peoples quality of life works differently according to class, ethnicity, andgender because places do not have single, unique identities. Thus, their quality of life is forced to depend on the 'politics of place'.

국문 초록 (Abstract)

선진자본주의국가들의 도시전략이 점차 관리주의에서 기업가주의로 이행하면서, 장소 마케팅이 새로운 도시문화전략으로 각광을 받고 있다. 장소 마케팅은 지역경제를 활성화하고 지역 이미지를 제고하기 위한일련의 노력들을 의미한다. 새로운 도시문화전략으로서의 장소 마케팅은 도시에 따라 통합 모델, 문화산업 모델, 판촉 모델 등 다양한 양상을 보인다. 이와 같은 장소 마케팅을 통하여 주민의 삶의 질은 전반적으로 향상될 수 있으나, 장소 마케팅의 효과는 사회집단에 따라 차별적으로 작용하여 특정한 계급, 인종, 성이 배제되는결과를 낳을 수 있다. 결국 장소 마케팅은 장소를 둘러싼 정치이며, ‘삶의 질’의 문제는‘장소의 정치’의 결 과에 따라 좌우된다.

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