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According to globalization, the mobility of economic activities is becoming more and more foot-loose. Yet, the places which are relatively fixed cannot prosper without pinning down the economic activities. In this situation, the competition of places or regions is growing fiercely. One of the alternatives for the survival of place is “place marketing.” Place marketing is a strategy which pursues the competitive advantages by commodifying place. Place marketing makes use of locally dependent assets as competition tools. The purpose of this study is to identify the decent logic and mechanism of place marketing based on that, and to analyse the on-going Korean experiences of place marketing. This paper reveals that the economic autonomies of the places are increasing and the local governments are becoming entrepreneurs. Despite the local governments' usage of place assets as competition tools, the Korean experiences of place marketing are far from originality and specificity.