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題名 文化園區創新、地區行銷與文化政策－三個韓國首爾文化園區的比較研究
Cultural district innovation, place marketing and cultural policy-comparative studies of three cultural districts in Seoul, Korea
作者 朴鍾恩
貢獻者 許牧彥
朴鍾恩
關鍵詞 文化特區
地區行銷
文化政策
首爾
地方形象
cultural distric
managerial innovation
place marketing
cultural policy
place image
Seoul
日期 2011
上傳時間 30-Oct-2012 10:40:38 (UTC+8)
摘要 近年來，透過地區行銷以及文化政策的地區創新已經超越了保護主義，並且帶來了地區發展，也影響了行政特區以及地方政府。

本研究主要的目的是探討什麼是影響地區行銷成功的因素？並且探討這些因素是如何被應用在文化特區？本研究透過這些成功的因素建立了一個基本的架構並且分析地區行銷策略。本論文的研究主軸主要是地區行銷的行銷創新。

本研究會從學術角度開始探討文化特區並且為韓國的文化特區下一個定義，並且根據研究的主軸做修正。研究的重心主要是韓國文化特區的比較研究。根據觀察，文化特區的形成有很多的因素及策略。不同的因素與策略會形成不同文化特區獨有的特色。本研究主要的目的是探討造成這種現象的成功因素與策略。

本研究關於地區行銷以及韓國文化政策的主要理論來自於創新理論、地區發展以及非營利機構。本研究使用理論建構、個案比較研究。本論文根據理論架構研究韓國文化特區的成功經驗，研究個案包括仁寺洞、大學路以及三清洞。研究時間自2011年10月到2012年六月。


關鍵字：文化特區、地區行銷、文化政策、仁寺洞、大學路、三清洞、首爾、韓國、地方認同、地方形象
These days, district innovation through place marketing and cultural policy exceeds limitations stemming from the preservation of regional unique features and helps foster regional development, exerting great influence in special districts and local governments.
The aim of the present study is to determine which are the most critical success factors in place marketing, and how these factors could be utilized in cultural districts. The study builds a framework and analyzes place marketing strategy from the perspective of the process and success factors. The main research focus is on marketing innovation aspects in place marketing.
I will examine the academic definition of a cultural district and set a definition for Korean cultural districts, adjusting to the course and purpose of the intended study. Moreover, I have tried to comprehend the comparative research of Korean cultural districts. It was observed that there are many factors and strategies that lead the cultural district. Each guideline invents identities suited for each environment and provides help to strategies on forming cultural districts. And realistically, this study was done to know what successful factors and strategies actually lead that phenomenon.
The primary theoretical background and concepts in place marketing and Korean cultural policy for this study consist of innovation theory, place development, and non-profit organizations (NGO). This study uses a theory building, comparative case research agenda with embedded, longitudinal and multiple case researches. The study applies the theoretical framework of successful cultural districts based on empirical research with the case studies of Insadong, Daehakro and Samcheongdong regions. The field research was carried out between October 2011 and June 2012.

Key words: cultural district, managerial innovation, place marketing, cultural policy, Insadong, Daehakro, Samcheongdong, Seoul, Korea, place identity, place image.
參考文獻 1. Ashworth, G. (2001). Heritage, Tourism and Cities: A Review of Where We Are. In G. Wall, Contemporary Perspectives on Tourism (pp. 143-180). Waterloo: Department of Geography, University of Waterloo.

2. Ashworth, G. J., & Tunbridge, J. E. (2000). The tourist-historic city : retrospect and prospect of managing the heritage city. Amsterdam ; New York: Pergamon .

3. Ashworth, G.J. & Voogd, H. (1994). Marketing and Place Promotion, in Gold, J.R. & Ward,
S.W. (Eds). Place Promotion, the Use of Publicity and Marketing to Sell Towns and Regions,
John Wiley & Sons, Chichester, pp. 39-52.

4. Ashworth, G.J. & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector
Urban Planning. Belhaven Press, London.

5. Bae, Y., & Jung, J. (2001). A Study on the process of small shop restoratio campaign at Insadong to reinforce its unique Identity. Local comunity development Institute , 37-60.

6. Choi, J., & Kim, E. (2009). Learing how to make a town from Insadong. Seoul: Read & Change.

7. Chung, Y. S. (2005). Seoul, Korea: Its Concept of Culture. International Studies of Heritage Studies , 95-111.

8. Cultural Informaiton Network of Seoul: Metropolitan Government. Retrieved July 17, 2010, from Seoul Metropolitan Government: http://www.Seoul.go.kr

9. Gren, J. (1992). Place Marketing in Europe: a manual. Institut d´Etudes Politiques, Grenoble.
10. Kearns, G. & Philo, C. (Ed.) (1993). Selling Places. The city as cultural capital, past and
present. Pergamon Press Ltd, Oxford.

11. Kim, W. B., & Yoo, J. Y. (2002). A Voice for Place in Contraditions between Commerce and Culture: A Case study of Cultural Districts in Seoul. Anyang: Korea Research Institute for Humman Settlements.

12. Kotler, P. & Asplund, C. & Rein, I. & Haider, D. (1999). Marketing Places Europe. Pearson
Education Ltd, London.

13. Kotler, P. (1982). Marketing for Non-profit Organisations. Prentice Hall, New Jersey

14. Kotler, P. (2003). Marketing Management. International Edition.Eleventh Edition. Pearson
Education Upper Saddle River, New Jersey.

15. Kwon, Young-Sang․Um, Woon-Jin․Kim, Hye-Yeol, A Design Guidelines for
`NEO-Hanok Maeul (Korean Traditional Style Village),` Journal of Architectural Institutof Korea, Vol.27, No.3, pp.39～50, 2011.

16. Lee, M.-H. (2002). The study on the Tourist`s Motives of Insa-Dong Traditional Cultural Street. 139-157.

17. Ministry of Culture, Sports, and Tourism of Republic of Korea. (1996). Retrieved July 5, 2010, from The street of cultural and art: Planning and Reality:
http://www.mcst.go.kr/english/index.jsp

18. Ministry of Culture&Tourism, Strategic Study for the Sustainable development of
Historic Cultural Landscape, 2005.

19. Porter, M. (1998). Clusters and the new economics of competition. Harvard Business Review , 77-90.

20. Seoul Development Institute (SDI), Preliminary Policy Guidelines for the Urban
Landscape Management System of Seoul, 1993.

21. Seoul Development Institute (SDI), Proposed Master Plan for the Urban Landscape
Management of Seoul, 1994.

22. Seoul Development Institute (SDI), Proposed Policies for Urban Landscape Management
System of Seoul, 1997.

23. Seoul Development Institute (SDI), An interim appraisal of the Bukchon Preservation Plan, 2005.

24. Seoul Metropolitan, The Central Seoul Fundamental Planning Scheme, 2000.

25. Seoul Metropolitan, Insadong District Unit Plan, 2002.

26. Seoul Metropolitan, Insadong District Unit Plan, 2010.

27. Seoul Metropolitan, Bukchon District Unit Plan, 2010.

28. Seoul Metropolitan, Donhwamunno District Unit Plan, 2010.

29. Seoul Metropolitan, Seoul Metropolitan Historic Cultural Landscape Plan, 2010.

30. Seoul Metropolitan, Evaluation and Reestablishment of District Unit Plan System, 2010.

31. Ward, S.V. (1998). Selling Places. The Marketing and Promotion of Towns and Cities, 1850-2000. Routledge, New York.
描述 碩士
國立政治大學
科技管理研究所
98359037
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0983590371
資料類型 thesis
dc.contributor.advisor 許牧彥zh_TW
dc.contributor.author (Authors) 朴鍾恩zh_TW
dc.creator (作者) 朴鍾恩zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:40:38 (UTC+8)-
dc.date.available 30-Oct-2012 10:40:38 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:40:38 (UTC+8)-
dc.identifier (Other Identifiers) G0983590371en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54297-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理研究所zh_TW
dc.description (描述) 98359037zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 近年來，透過地區行銷以及文化政策的地區創新已經超越了保護主義，並且帶來了地區發展，也影響了行政特區以及地方政府。

本研究主要的目的是探討什麼是影響地區行銷成功的因素？並且探討這些因素是如何被應用在文化特區？本研究透過這些成功的因素建立了一個基本的架構並且分析地區行銷策略。本論文的研究主軸主要是地區行銷的行銷創新。

本研究會從學術角度開始探討文化特區並且為韓國的文化特區下一個定義，並且根據研究的主軸做修正。研究的重心主要是韓國文化特區的比較研究。根據觀察，文化特區的形成有很多的因素及策略。不同的因素與策略會形成不同文化特區獨有的特色。本研究主要的目的是探討造成這種現象的成功因素與策略。

本研究關於地區行銷以及韓國文化政策的主要理論來自於創新理論、地區發展以及非營利機構。本研究使用理論建構、個案比較研究。本論文根據理論架構研究韓國文化特區的成功經驗，研究個案包括仁寺洞、大學路以及三清洞。研究時間自2011年10月到2012年六月。


關鍵字：文化特區、地區行銷、文化政策、仁寺洞、大學路、三清洞、首爾、韓國、地方認同、地方形象		zh_TW
dc.description.abstract (摘要) These days, district innovation through place marketing and cultural policy exceeds limitations stemming from the preservation of regional unique features and helps foster regional development, exerting great influence in special districts and local governments.
The aim of the present study is to determine which are the most critical success factors in place marketing, and how these factors could be utilized in cultural districts. The study builds a framework and analyzes place marketing strategy from the perspective of the process and success factors. The main research focus is on marketing innovation aspects in place marketing.
I will examine the academic definition of a cultural district and set a definition for Korean cultural districts, adjusting to the course and purpose of the intended study. Moreover, I have tried to comprehend the comparative research of Korean cultural districts. It was observed that there are many factors and strategies that lead the cultural district. Each guideline invents identities suited for each environment and provides help to strategies on forming cultural districts. And realistically, this study was done to know what successful factors and strategies actually lead that phenomenon.
The primary theoretical background and concepts in place marketing and Korean cultural policy for this study consist of innovation theory, place development, and non-profit organizations (NGO). This study uses a theory building, comparative case research agenda with embedded, longitudinal and multiple case researches. The study applies the theoretical framework of successful cultural districts based on empirical research with the case studies of Insadong, Daehakro and Samcheongdong regions. The field research was carried out between October 2011 and June 2012.

Key words: cultural district, managerial innovation, place marketing, cultural policy, Insadong, Daehakro, Samcheongdong, Seoul, Korea, place identity, place image.		en_US
dc.description.tableofcontents Table of Contents
Abstract ……………………………………………………..…………………………………………………..ⅱ
Acknowledgements………………………...………………………………………………………………….ⅳ
List of Tables…………………………………………………………………………………………………….ⅹ
List of Figures……………………………………………………...………………………………………..ⅹⅱ

CHAPTER 1 INTRODUCTION …………………………………………………………………………….1

1-1. Research background and motivation…………………………………………………………….2
1-2. Research purpose and question………………………………………………………………….5
1-2-1. Purpose…………………………………………………………………………………...5
1-2-2. Questions to be answered………………………………………………………………..5

CHAPTER 2 LITERATURE REVIEW ……………………………………………………………………6

2-1. Cultural District…………………………………………………………………………………………..6
2-1-1. Definition of Cultural District……………..…………………………………………………6
2-1-2. The Types of Cultural Districts………………………………………………………………7
2-1-3. The Type of Cultural district in Seoul…………………………………………………………9
2-2. District Innovation as a kind of Managerial innovation …………………………………………….11
2-2-1. Sources of Managerial Innovations……………………………………………12
2-2-2. Four Perspectives on Managerial Innovation……………………………….12
2-3. Marketing Innovation of Cultural District and innovation……………………………………………14
Place Marketing……………………………………………………………………..15
2-3-1. Place Marketing Process………………………..…………………………………………16
2-3-2. Place Branding……………………………….…………………………………………...20
2-3-3. Success Factors of Place marketing…………………………………………………..23
2-3-3-1. Planning Group…………………………………………………………………..23
2-3-3-2. Vision and Strategic Analysis…………………………………………..24
2-3-3-3. Place Identity and Place Image……………….……………………….26
2-3-3-4. Public-Private Partnerships……………………….………………………..28
2-4. Cultural policy……………………………………………………………………………………………29
2-4-1. Definition of Cultural Policy……………………………………………………………….29
2-4-2. The cultural policy in Seoul………………………………………………………………29
2-4-2-1. The definition of designated “Culture District”………………………………29
2-4-2-2. The definition of “District Unit Plan Zone”…………………………………..31

CHAPTER 3 RESEARCH METHOD …………………………………………………………………………35

3-1. Research framework…………………………………………………………………………………..35
3-2. Selection of Cases……………………………………………………………………………………….36
3-3. Introduction to the study area…………………………………………………………………………37
3-4. Research Method………………………………………………………………………………………...39
3-4-1. Interviews………………………………………………………………………………..39
3-4-1-1. Interviews with government officials……………………………………40
3-4-1-2. Interview with NGO……………………………………………………………41
3-4-1-3. Interviews with vendors…………………………………………………..41
3-4-2. Survey…………………………………………………………………………………..42
3-4-3. Comparative analysis…………………………………………………………..42
3-4-4. Other methods……………………………………………………………………43
3-5. Questionnaire………………………………………………………………………………………44
3-6. Research Procedure……………………………………………………………………………45

CHAPTER 4 CASE STUDIES ..…………………………………………………………………………47

4-1. Insadong……………………………………………………………………………………………………..47
4-1-1. Introduction…………………………………………………………………….47
4-1-2. The history of Insadong……………………………………………………………….47
4-1-3. Place marketing of Insadong………………………………………………………….49
4-1-3-1. Planning group………………………………………………………………..49
4-1-3-1-1. Government………………………………………………………49
4-1-3-1-2. Private Group……………………………………………………50
4-1-3-2. Attraction factor……………………………………………………………..51
4-1-3-3. Place identity & place image……………………………………………..53
4-1-3-4. Public-Private Partnership…………………………………………………….54
4-2. Samcheongdong……………………………………………………………………………………………
4-2-1. Introduction……………………………………………………………………………….55
4-2-2. Regulation of Samcheongdong District………………………………………………57
4-2-3. The history of Samcheongdong.St………………………………………………………61
4-2-3-1. The formation & change of Samcheongdong………………………………61
4-2-3-2. Samcheongdong during the Joseon Dynasty……………………………..62
4-2-4. Place marketing of Samcheongdong.St………………………………………………64
4-2-4-1. Planning group………………………………………………………………..64
4-2-4-2. Attraction factor………………………………………………………………65
4-2-4-3. Place identity & place image……………………………………………….66
4-2-4-4. Public-Private Partnership………………………………………………….67
4-3. Daehakro……………………………………………………………………………………………67
4-3-1. Introduction………………………………………………………………………………….67
4-3-2. The history of Daehak.St……………………………………………………………………..68
4-3-3. Place marketing of Daehak.St………………………………………………………………72
4-3-3-1. Planning group…………………………………………………………………72
4-3-3-1-1. Government……………………………………………………….72
4-3-3-1-2. Private Group……………………………………………………..72
4-3-3-2. Attraction factor………………………………………………………………...74
4-3-3-3. Place identity & place image………………………………………………….75
4-3-3-4. Public-Private Partnership…………………………………………………….75
4-4. Cultural policy in Seoul…………………………………………………………………………..76
4-4-1. The designation of “Cultural District” ………………………………………………..76
4-4-2. The designation of “district unit plan” …………………………………………………79

CHAPTER 5 COMPARISON AND DISCUSSION ………………………………………………………81

Comparative analysis of Seoul Cultural Districts……………………………..………………..…………81
5-1. Comparison between designated C.D and non-designated C.D ………………………...…………81
5-1-1. Planning group………………………………….………………………………………..81
5-1-2. Place Identity………………………………………………………………………………82
5-1-3. Public-Private Partnership………………………………….………………………….82
5-2. Comparison between High P.M and Low P.M……………………………...………………………..83
5-2-1. Planning group…………………………………..………………………………………..83
5-2-2. Place Identity……………………………………………….……………………………84
5-2-3. Public-Private Partnership……………………………………..……………………….84
5-3. An explanation of the comparative analysis…………………………..…………………………….85
5-3-1. Cultural Policy……………………………………………..…………………………….85
5-3-2. Place Marketing……………………………..…………………………………………86
5-4. The results of this study………………………………………………..………………………………86
5-4-1. Place image comparison based on cultural policy……………….…………………86
5-4-2. Comparison based on Place Marketing……………………………………………..87
5-4-2-1. Attractive factors…………………………….……………………………….87
5-4-2-2. The top 10 places for tourists to visit………………………………………88
Discussion………………………………………………………………………………………………………88
5-5. The The meaning of comparative analysis on district innovation …………………...……………88
5-5-1. Centralized and decentralized planning groups…….…………………….……..…..88
5-5-2. Relation with place image and identity……………….………………..….…………..89
5-5-3. Strong ties of public-private partnership………….………………………………..89
5-5-4. Similarity and differentiation………………..…………………………………………..90
5-6. The implications of comparative analysis…………………………..…………………………………91
5-6-1. The implications of cultural policy in cultural districts………………………………..91
5-6-2. The implication of place marketing in cultural districts…………….………………91
5-7. Two key issues………………………………………………………………………………………...92
5-7-1. A vehicle-free street program- Place Marketing…………………………………………92
5-7-2. The “Twelve small shop restoration campaign” cultural policy…………………….95

CHAPTER 6 CONCLUSION …………………………………………………………………………….100

6-1. Questioned answers……………………………………………………………………………………100
6-2. Conclusion………………………………………………………………………………………………103
6-3.Research contribution and limitation…………………………………………………………………104
6-3-1. Contribution………………………………………………………………………….…104
6-3-2. Limitation………………………………………………………………………………105
6-4. Suggestion………………………………………………………………………………………………105
6-4-1. Policy implication……………………………………………………………………….105
6-4-2. Practical implications…………………………………………………………………….106

References………………………………………………………………………………………………………107
Appendix A: Interview questions (English Version)……………………………………………………….110
Appendix B: Survey Questionnaire in Seoul (English Version)………………………………………..112		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0983590371en_US
dc.subject (關鍵詞) 文化特區zh_TW
dc.subject (關鍵詞) 地區行銷zh_TW
dc.subject (關鍵詞) 文化政策zh_TW
dc.subject (關鍵詞) 首爾zh_TW
dc.subject (關鍵詞) 地方形象zh_TW
dc.subject (關鍵詞) cultural districen_US
dc.subject (關鍵詞) managerial innovationen_US
dc.subject (關鍵詞) place marketingen_US
dc.subject (關鍵詞) cultural policyen_US
dc.subject (關鍵詞) place imageen_US
dc.subject (關鍵詞) Seoulen_US
dc.title (題名) 文化園區創新、地區行銷與文化政策－三個韓國首爾文化園區的比較研究zh_TW
dc.title (題名) Cultural district innovation, place marketing and cultural policy-comparative studies of three cultural districts in Seoul, Koreaen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Ashworth, G. (2001). Heritage, Tourism and Cities: A Review of Where We Are. In G. Wall, Contemporary Perspectives on Tourism (pp. 143-180). Waterloo: Department of Geography, University of Waterloo.

2. Ashworth, G. J., & Tunbridge, J. E. (2000). The tourist-historic city : retrospect and prospect of managing the heritage city. Amsterdam ; New York: Pergamon .

3. Ashworth, G.J. & Voogd, H. (1994). Marketing and Place Promotion, in Gold, J.R. & Ward,
S.W. (Eds). Place Promotion, the Use of Publicity and Marketing to Sell Towns and Regions,
John Wiley & Sons, Chichester, pp. 39-52.

4. Ashworth, G.J. & Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector
Urban Planning. Belhaven Press, London.

5. Bae, Y., & Jung, J. (2001). A Study on the process of small shop restoratio campaign at Insadong to reinforce its unique Identity. Local comunity development Institute , 37-60.

6. Choi, J., & Kim, E. (2009). Learing how to make a town from Insadong. Seoul: Read & Change.

7. Chung, Y. S. (2005). Seoul, Korea: Its Concept of Culture. International Studies of Heritage Studies , 95-111.

8. Cultural Informaiton Network of Seoul: Metropolitan Government. Retrieved July 17, 2010, from Seoul Metropolitan Government: http://www.Seoul.go.kr

9. Gren, J. (1992). Place Marketing in Europe: a manual. Institut d´Etudes Politiques, Grenoble.
10. Kearns, G. & Philo, C. (Ed.) (1993). Selling Places. The city as cultural capital, past and
present. Pergamon Press Ltd, Oxford.

11. Kim, W. B., & Yoo, J. Y. (2002). A Voice for Place in Contraditions between Commerce and Culture: A Case study of Cultural Districts in Seoul. Anyang: Korea Research Institute for Humman Settlements.

12. Kotler, P. & Asplund, C. & Rein, I. & Haider, D. (1999). Marketing Places Europe. Pearson
Education Ltd, London.

13. Kotler, P. (1982). Marketing for Non-profit Organisations. Prentice Hall, New Jersey

14. Kotler, P. (2003). Marketing Management. International Edition.Eleventh Edition. Pearson
Education Upper Saddle River, New Jersey.

15. Kwon, Young-Sang․Um, Woon-Jin․Kim, Hye-Yeol, A Design Guidelines for
`NEO-Hanok Maeul (Korean Traditional Style Village),` Journal of Architectural Institutof Korea, Vol.27, No.3, pp.39～50, 2011.

16. Lee, M.-H. (2002). The study on the Tourist`s Motives of Insa-Dong Traditional Cultural Street. 139-157.

17. Ministry of Culture, Sports, and Tourism of Republic of Korea. (1996). Retrieved July 5, 2010, from The street of cultural and art: Planning and Reality:
http://www.mcst.go.kr/english/index.jsp

18. Ministry of Culture&Tourism, Strategic Study for the Sustainable development of
Historic Cultural Landscape, 2005.

19. Porter, M. (1998). Clusters and the new economics of competition. Harvard Business Review , 77-90.

20. Seoul Development Institute (SDI), Preliminary Policy Guidelines for the Urban
Landscape Management System of Seoul, 1993.

21. Seoul Development Institute (SDI), Proposed Master Plan for the Urban Landscape
Management of Seoul, 1994.

22. Seoul Development Institute (SDI), Proposed Policies for Urban Landscape Management
System of Seoul, 1997.

23. Seoul Development Institute (SDI), An interim appraisal of the Bukchon Preservation Plan, 2005.

24. Seoul Metropolitan, The Central Seoul Fundamental Planning Scheme, 2000.

25. Seoul Metropolitan, Insadong District Unit Plan, 2002.

26. Seoul Metropolitan, Insadong District Unit Plan, 2010.

27. Seoul Metropolitan, Bukchon District Unit Plan, 2010.

28. Seoul Metropolitan, Donhwamunno District Unit Plan, 2010.

29. Seoul Metropolitan, Seoul Metropolitan Historic Cultural Landscape Plan, 2010.

30. Seoul Metropolitan, Evaluation and Reestablishment of District Unit Plan System, 2010.

31. Ward, S.V. (1998). Selling Places. The Marketing and Promotion of Towns and Cities, 1850-2000. Routledge, New York.		zh_TW