문화예술의 공간조성을 통한 장소마케팅 특성 연구 : 국내 문학촌을 중심으로

초록

This paper discusses the possibility of developing literary villages and book towns by examining the feasibility of place marketing for culture and art spaces from multiple perspectives. The aim is to point out the practicability of literary villages, moving away from building halls of fame for individual writers and artists and toward creating whole villages functioning as the centers of their local cultural scene, as well as suggest ways for contributing to regional revitalization and development of culture and art programs. To this end, “Kim Yujeong Literature Village,” “Lee Hyo-seok Culture and Art Village,” and “Hwang Soon-Won Sonagi Village” were selected; based on these, case studies were conducted and their actual operational status was explored. As a result, it was discovered that literary villages would function well as the centers of their local community if meaningful and interesting content is continuously developed with quality enhancement. This suggests a positive impact of place marketing, and to achieve this, it is necessary to open a new paradigm of local culture by differentiating from other cultural industries and securing a position as a new industrial sector. To this end, the paper suggests approaches such as small local literary groups with direct or indirect links to the literary village, or application of space and related works in the literary village with local education.

키워드