셀럽 마케팅 전후 전통시장 활성화에 미치는 영향에 대한 기초연구: 충남 예산상설시장을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to empirically analyze the impact of the celebrity marketing strategy implemented in the budget standing market located in Yesan, Chungcheongnam-do on the revitalization of the traditional market.
To this end, along with theoretical research on revitalizing traditional markets and celebrity marketing, spatial characteristics, number of industries, and sales data by industry were analyzed before and after marketing, and a satisfaction survey was conducted on 92 visitors to the Yesan traditional market, and the results derived are as follows.
First, the spatial characteristics of the target site, the traditional market, changed due to celebrity marketing, and the commercial districts of the target site and surrounding areas were activated. Second, since its first opening in January 2023, the 2nd and 3rd additional start-ups, environmental improvement projects, and local events have become more active. Third, it was found that celebrity marketing, such as the continuous increase in the number of visitors, the revitalization of local commercial areas, and the change of location, had a positive effect on the revitalization of traditional markets.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 고찰 및 선행연구 검토
• 3. 분석의 틀 설정
• 4. 실증분석
• 5. 결론
• 참고문헌