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This study aims to explain how the growing competition among places has influenced the emergence of place marketing in the process of globalization and localization and how local governments can take stock of place marketing strategies for regional development. The regional museums in Yeongwol County are analyzed with special reference to the practical aspects of place marketing.
Place marketing strategies consist of two parts: place strategy and marketing strategy. Therefore, the afore-mentioned analysis is based on the understanding and evaluation of place assets, regional museums for marketing as place strategy, followed by an analysis of concrete marketing strategy for realizing the place marketing.
The results show that there are some problems both with place strategy and with marketing strategy. In place strategy, regional museums have low name recognition, lack of tourist attractions, and long movement distance between museums, which needs to balance between centralization and decentralization. In marketing strategy, they have seasonal tourists, limited target market, insufficient cooperating system between the main groups, weakening of competitiveness of contents, and lack of communications diversity.
Therefore, as a developmental alternative plan for activating place marketing of local government which has regional museums as place assets, it is important to reestablish community identity, improve community image, and make artificial place assets in an aspect of place strategy and it is also important to segment target market, construct cooperative governance, set up an specialized department, strengthen the competitiveness of contents, and diversify communications media in an aspect of marketing strategy.
