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 - 政大學術集成

全文

(1)Cultural District Innovation, Place Marketing and Cultural Policy -Comparative Studies of Three Cultural Districts in Seoul, Korea. 立. 政治大. ‧ 國. 學. by Jongeun Park. ‧. n. er. io. sit. y. Nat. al. Ch. eAnthesis gchi. i n U. v. presented to the National University of Chengchi in fulfillment of the thesis requirement for the degree of Master of Technological Innovation and Management. Taipei, Taiwan, 2012 © Jongeun Park 2012 i.

(2) Abstract 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. 政治大. 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. 立. factors and strategies that lead the cultural district. Each guideline invents identities suited for each. ‧ 國. 學. 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. sit. y. Nat. 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. io. n. al. er. based on empirical research with the case studies of Insadong, Daehakro and Samcheongdong. i n U. v. regions. The field research was carried out between October 2011 and June 2012.. Ch. engchi. Key words: cultural district, managerial innovation, place marketing, cultural policy, Insadong, Daehakro, Samcheongdong, Seoul, Korea, place identity, place image. ii.

(3) 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。. 政治大. 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. 立. 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. ‧ 國. 學. 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。. y. Nat. sit. 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. n. al. er. io. 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，. Ch. i n U. v. 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。. engchi. 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 iii.

(4) Acknowledgements I would like to extend my gratitude to many people, who have offered their support, encouragement and assistance throughout the process of my thesis topic formulation, field research and thesis writing. Without their help and cooperation, this research would not have been possible. I would first like to express my gratitude to my supervisor, Dr. Xu, for his consistent support, encouragement and insightful advice. From the very beginning of my thesis topic selection and formulation, throughout the on-site field work to the final writing up of the thesis, Dr. Xu offered me his insightful advice which enlightened me through the whole process. His quick response anytime when I. 政治大. was puzzled enabled me to move forward. I also would like to thank professors, Dr. Chang and Dr. Wang for providing helpful comments and participation in the thesis defence.. 立. ‧ 國. 學. My appreciation goes to all people who have participated in the interviews in Korea. Without their consideration and help my field research would not have been successful.. ‧. Finally, my deepest gratitude goes to my family: my parents, my brother, Jongmin PARK for their support and persistent love throughout my life. Their love, company, understanding and encouragement. sit. y. Nat. is more appreciated than words can describe. In addition, I also would like to thank all my dearest friends, Yikang, Jason, Daniel and Soonjong, who have kindly offered me their support. Their. io. n. al. er. encouragement and inspiration gave me strength to undertake the work.. Ch. engchi. iv. i n U. v.

(5) 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. 立. 政治大. Purpose…………………………………………………………………………………...5. 1-2-2.. Questions to be answered………………………………………………………………..5. ‧ 國. 學. 1-2-1.. ‧. CHAPTER 2 LITERATURE REVIEW ……………………………………………………………………6. y. Nat. 2-1. Cultural District…………………………………………………………………………………………..6. io. sit. 2-1-1. Definition of Cultural District……………..…………………………………………………6. n. al. er. 2-1-2. The Types of Cultural Districts………………………………………………………………7. i n U. v. 2-1-3. The Type of Cultural district in Seoul…………………………………………………………9. Ch. engchi. 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 v.

(6) 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. 政治大. 3-3. Introduction to the study area…………………………………………………………………………37. 立. 3-4. Research Method………………………………………………………………………………………...39 Interviews………………………………………………………………………………..39. ‧ 國. 學. 3-4-1.. 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 Survey…………………………………………………………………………………..42. y. Nat. 3-4-2.. sit. 3-4-3. Comparative analysis…………………………………………………………..42. n. al. er. io. 3-4-4. Other methods……………………………………………………………………43. i n U. v. 3-5.. Questionnaire………………………………………………………………………………………44. 3-6.. Research Procedure……………………………………………………………………………45. Ch. engchi. 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 vi.

(7) 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. 政治大. 4-2-4-2. Attraction factor………………………………………………………………65. 立. 4-2-4-3. Place identity & place image……………………………………………….66. ‧ 國. 4-3.. 學. 4-2-4-4. Public-Private Partnership………………………………………………….67 Daehakro……………………………………………………………………………………………67 4-3-1. Introduction………………………………………………………………………………….67. ‧. 4-3-2. The history of Daehak.St……………………………………………………………………..68. y. Nat. 4-3-3. Place marketing of Daehak.St………………………………………………………………72. sit. 4-3-3-1. Planning group…………………………………………………………………72. n. al. er. io. 4-3-3-1-1. Government……………………………………………………….72. i n U. v. 4-3-3-1-2. Private Group……………………………………………………..72. Ch. engchi. 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 vii.

(8) 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. 政治大. 5-4-1.. Place image comparison based on cultural policy……………….…………………86. 5-4-2.. Comparison based on Place Marketing……………………………………………..87. 立. ‧ 國. 學. 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 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. n. al. er. io. sit. y. Nat. 5-5-1.. Ch. engchi. i n U. v. 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 viii.

(9) 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. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. ix. i n U. v.

(10) List of Tables Table 2.1 The Types of Innovation…………………………………………………………………………11 Table 2.2 European Country of Origin Images………………………………………………………………22 Table 2.3 Place Marketing Attraction Factors…………………………………………………………………26 Table 2.4 History of the District Unit Plan Zone……………………………………………………………….33 Table 3.1 The analysis framework of Place marketing and cultural district policy……………………..36 Table 3.2 The list of Cultural District in Seoul…………………………………………………………………36 Table 3.3 Chracteristic type of cultural district……………………………………………………………..36 Table 3.4 The framework of Cultural Districts…………………………………………………………………37 Table 3.5 Details on the government officials’ interviews…………………………………………………40. 政治大. Table 3.6 Details on NGO interviews ……………………………………………………………………..41. 立. Table 3.7 Details Interviews with the Vendors……………………………………………………………..42. ‧ 國. 學. Table 3.8 The analysis framework of Cultural Districts……………………………………………………43 Table 4.1 The division of Insadong Cultural District ………………………………………………………..50 Table 4.2 the performance of planning group in Insadong………………………………………………51. ‧. Table 4.3 the attraction factors of Insadong cultural district…………………………………………….51. y. Nat. Table 4.4 The list of heritage in Insadong …………………………………………………………………….53. sit. Table 4.5 The Identity of Insadong …………………………………………………………………………..53. n. al. er. io. Table 4.6 Perception on Insadong …………………………………………………………………………53. i n U. v. Table 4.7 The event in Insadong cultural district ………………………………………………………….54. Ch. engchi. Table 4.8 the program schedule of Insadong Traditional Culture Festival ……………………………...55 Table 4.9 History of plan related to Bukchon ………………………………………………………………..65 Table 4.10 The performance of planning group in Samcheongdong ……………………………..65 Table 4.11 The attraction factors of Samcheongdong district …………………………………………...66 Table 4.12 The Identity of Samcheongdong …………………………………………………………………66 Table 4.13 Perception of Samcheongdong ………………………………………………………………67 Table 4.14 The events in Samcheongdong cultural district …………………………………………….68 Table 4.15 Building Uses in the Daehakro Area …………………………………………………………72 Table 4.16 The division of Daehakro Cultural district ……………………………………………………73 Table 4.17 the performance of planning group in Daehakro …………………………………………….74 Table 4.18 The attraction factors of Daehakro cultural district ………………………………………….75 x.

(11) Table 4.19 The Identity of Daehakro …………………………………………………………………………..75 Table 4.20 Perception of Daehakro ………………………………………………………………………….76 Table 4.21 The events in Daehakro cultural district ………………………………………………………78 Table 4.22 The guidelines for Insadong cultural district planning and management ……………………80 Table 4.23 The tasks of the district unit plan and cultural district plan …………………………………81 Table 5.1 A comparison of planning groups between Insadong and Samcheongdong…………………82 Table 5.2 A comparison of place identity between Insadong and Samcheongdong …………………….82 Table 5.3 A comparison of the number of public‐private partnership activities between Insadong and Samcheongdong……………………………………………………83 Table 5.4 The comparison of planning group between Insadong and Daehakro………………………84 Table 5.5 A comparison of place identity between Insadong and Samcheongdong…………………84. 政治大. Table 5.6 A comparison of the number of public‐private partnership activities. 立. between Insadong and Samcheongdong…………………………………………………….85. ‧ 國. 學. Table 5.7 A comparison of place image between Insadong and Samcheongdong……………………87 Table 5.8 A comparison of place image between Insadong and Daehakro……………………………..87. ‧. Table 5.9 A comparison of attractive factors between Insadong and Daehakro………………………..87 Table 5.10 The top 10 places visited by tourists in Korea ………………………………………………88. n. er. io. sit. y. Nat. al. Ch. engchi. xi. i n U. v.

(12) List of Figures Figure 1.1 Cultural Industries in Korea and Seoul, 1996 & 2000…………………………………….3 Figure 1.2 The top 10 places visited by tourists in Korea……………………………………………….4 Figure 2.1 The Types of Cultural Districts……………………………………………………………………8 Figure 2.2 Place Marketing Target Markets…………………………………………………………………16 Figure 2.3 Elements in a Place Marketing Process………………………………………………………17 Figure 2.4 Major Actors in Place Marketing Process………………………………………………………19 Figure 2.5 Place Marketing Campaigns and Slogans…………………………………………………...21 Figure 2.6 Culture Districts in Seoul city ………………………………………………………………….31 Figure 2.7 District Unit Plan Zones of Seoul city…………………………………………………………32. 政治大. Figure 2.8 District Unit Plan Zones for the conservation of. 立. historic cultural characteristics of the district in Seoul city………………..…………………….33. ‧ 國. 學. Figure 3.1 Location of Seoul in Korea……………………………………………………………………..38 Figure 3.2 The location of Insadong, Daehakro, Samcheongdong……………………………………..38 Figure 3.3 Research structure ………………………………………………………………………………45. ‧. Figure 3.4 the procedure of research interview and survey …………………………………………46. y. Nat. Figure 4.1 1950s vs. early 2000s of Insadong …………………………………………………………….48. io. sit. Figure 4.2 The organization of Jongro‐Gu office………………………………………………………….49. n. al. er. Figure 4.3 The Korean traditional houses in Samcheongdong…………………………………………56. i n U. v. Figure 4.4 The road map in Samcheongdong ……………………………………………………………56. Ch. engchi. Figure 4.5 Historic cultural properties of Samcheongdong …………………………………………….58 Figure 4.6 Hanok distribution condition in Bukchon………………………………………………………59 Figure 4.7 The Traditional and modern environment of Bukchon District…………………………….63 Figure 4.8 The Korean traditional house street……………………………………………………………64 Figure 4.9 The Munye Theater ………………………………………………………………………………69 Figure 4.10 Fast food restaurants and cafes surrounding a small theater…………………………….70 Figure 4.11 The Assessment system of cultural district’s management and operation……………...79 Figure 5.1 A vehicle‐free street day…………………………………………………………………………93 Figure 5.2 Closed stores in Insadong………………………………………………………………………94 Figure 5.3 The site of the twelve small shops before reconstruction…………………………………….95 Figure 5.4 The inside of the new craft building built on the site of the twelve small shops………….97 xii.

(13) Figure 5.5 The outside of new craft building built on the site of the twelve small shops……………...98 Figure 5.6 Modified twelve small shops on the main street…………………………………………….99. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. xiii. i n U. v.

(14)