향토자원의 장소마케팅에 대한 소비자 수요결정요인 분석

• 영문명: An Empirical Research on Place Customers Revealed Preferences in Rural Place Marketing Utilizing the Value of Ethnic Place Assets
• 발행기관: 한국농식품정책학회
• 저자명: 양병우
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 34권 1호, 22~40쪽, 전체 19쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2007.03.31

영문 초록

The study aims to evaluate which are the most critical revealed preference factors to urban consumers in rural place marketing, and how these factors could be utilized in place development for the folk village complex producing items of seasoning spices made by the technique inherited it form Korean convention in Sunchang region. The study applies the theoretical framework of consumer perceptions of service quality to an empirical research in the case locations of Sunchang region where is a typical rural area. The field interview with questionnaires was carried out from August to September in 2005 and the 197 respondents was collected for the use of an empirical analysis. The main research focus of this study is placed on marketing management aspects in rural place marketing. The study draws a conclusion that the place customers at the Sunchang folk village complex showed rather higher perceived service quality experienced from the image mix such as ethnic place assets, place identity, attachment of rurality and scene of place in the process of marketing than the purchase of Korean conventional seasoning spices as the quality of a tangible commodity.

목차

Abstract

I. 서론

II. 향토자원의 산업화와 장소마케팅 전략

III. 순창의 전통장류산업과 전통고추장 민속마을

IV. 「순창전통고추장민속마을」 수요자 선호분석을 위한 자료

V. 순창 전통고추장 마을 방문자들의 수요결정요인 분석

VI. 결론 및 시사점

참고문헌

키워드

Place Marketing Ethnic Place Assets Service Quality Preferences