공공 서비스 혁신의 관점에서 본 서울시 관광 스토리텔링 사례: 문화기술(CT)을 활용한 도시마케팅 전략을 중심으로

초록

The purpose of this case study is to enhance the practical understanding of culture marketing of Seoul, to support the tourism storytelling culture contents development based on culture technology(CT) which is suitable for the current brand image of Seoul, and to suggest future culture strategy on the interactive communication with tourists. This study also examines the public service innovation of Seoul, and emerging views on what constitutes a “innovation” for service organizations. To accomplish the research objectives, First, the concept, conceptualization and the current environmental situation of city marketing utilizing storytelling strategy are suggested. Second, various cases of tourism storytelling are analyzed. This study selected six culture technology based tourism storytelling development cases, such as 1)Hangang, 2)Hanyang Doseong, 3)Dongdaemun, 4)Sejongdaero, 5)Hanseong Baekje. Third, suggestions and recommendations were discussed for the culture marketing strategy and further research.

키워드