스포츠도시 개념의 재고찰: 스포츠와 도시마케팅의 관계성과 시너지 = Reconsideration of the Concept of Sports City: the Relationship and Synergy between Sport and City Marketing

국문 초록 (Abstract)

본 연구의 목적은 한국 내 스포츠-시티노믹스에 대한 민·관 레짐의 급격한 붕괴가 예상되는 상황인식과 함께 기존문헌고찰과 스포츠도시화 사례에 대한 이해를 바탕으로 스포츠도시의 개념과 유형 및 전형을 파악하고 스포츠와 도시경영·마케팅의 시너지를 재고함으로써 스포츠 테마가 시티노믹스에서 가지는 의의와 스포츠도시화 경영전략을 재조명하고자하는 것이다. 이를 위해 본문의 1장과 2장에서는 도시경영·마케팅으로서의 스포츠-시티노믹스의 함의를 살펴보고, 스포츠-시티노믹스의 적용에 있어 도시정부의 도시경영 및 마케팅 역량의 중요성을 주요 해외사례들을 통해 짚어보았다. 특히 여러 문헌의 도시마케팅의 정의를 토대로 스포츠-도시마케팅의 개념을 제시하였으며, 해당 개념을 중심으로 스포츠-도시마케팅의 고객, 상품, 경쟁시장의 특성들을 사례와 함께 살펴보았다. 3장에서는 스포츠산업경영의 관점에서 ‘스포츠도시’와 ‘지속가능한 스포츠도시화’의 정의 및 그에 따른 함의를 제시하고 성공적인 해외 스포츠도시의 유형을 (1)도시경제재건형 (2)도시공동화대응형 (3)세계도시브랜드확장형의 세 가지 유형으로 정리하였다. 4장에서는 스포츠도시화 경영전략의 의의와 가치를 재조명하고자 도시경제재건을 위한 도시경영에서의 스포츠의 역할과 기능을 밝힌 기존의 문헌들을 고찰해 보았다. 마지막으로 본문의 각 장과 관련지어 도출된 결론과 제언이 제시되었다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to review the literatures related to city``s economic regeneration through sport and identify the types of sport cities. Also this paper includes the case studies of successful sport cities in order to reconsider the relationships and the synergies between sport and city marketing. To this end, Sport-Citinomics as a city management and marketing strategy and its implications were explored. The criticality of the city government’s organizing capacity to achieve successful sport city development was explained through various case studies. The concept of sport-city marketing was developed and utilized to understand the customer, product and market of the sport centered city marketing. The definition of sports city and its implication were proposed. Three types of sports city were identified thorough literature review. Lastly, Synergies between sports and city marketing were reviewed.

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