방송영상의 간접광고(PPL)를 활용한 장소마케팅 효과 연구 : 친 환경테마파크 "남이섬" 사례 중심으로
(A) Study on the Effect of Place Marketing Using Product Placement(PPL) : Focused on the Case of Eco-Friendly Theme Park - "Nami Island"
벤처기술경영학과 문화·벤처 경영학 전공
방송영상 간접광고 PPL 장소마케팅;
- 원문 URL
The introduction of the local autonomous system, a shift from centralization to decentralization, had a lot of local autonomous governments make their best efforts to encourage tourists or foreigners to visit and settle in their regions. Attracting tourists or foreigners should be a top priority of policies for local autonomies in terms of activating their economy. Still, while trying to carry out place-marketing strategies to represent the identity and creativity of their own, they are often faced with limits for various conditional reasons. Therefore, based on the case of Nami Island that has succeed in place marketing by using product placement (PPL), this paper intended to study how local communities could attract tourists and activate their economy by employing PPL. The effect of Nami Island's PPL could be explained by the fact that it increased the number of tourist visits and created a good image that helped identify the region's peculiar identity with the positive image of TV drama "Winter Sonata." Accordingly, the effect of place marketing with PPL had a decisive impact on causing economic effects. Aside from this effect, it seems possible due to the influence of PPL to have a positive influence of setting up the region's essential identity, induce another broadcasting case with the identity fit for the region and establish its characteristic culture. The purpose of this paper is to suggest that the goal of an effective place marketing by government or local autonomies is not to attract broadcasting, but to help their regions make and cultivate their own identity to represent it creatively in advance, then step up publicity activities on the regions, and use PPL to show a positive effect of place marketing. It is hoped that in this era of decentralization, many regions with their own identity will appear and the whole country will consist of competitive cultural autonomies including their own peculiarity and creativity.