Place Marketing as a New Strategy of Rural Development and Local Finance

本研究以全南咸平郡为对象，旨在阐明地方营销战略作为一种新的区域发展方案，在1997年经济危机后经历了极其迅速的变化的韩国农村的效果。场所营销的目的是创造一种新的形象，并将这种形象作为一种当地资源进行营销，目的是帮助增加区域经济。从当前的社会需求出发，发展区域的商业形象，销售这种形象，而不是当地的农产品，实现了这一目标。咸平郡蝴蝶节的成功主要归功于当地政府根据当前生态旅游的社会趋势，在短时间内创造和营销了一个全新的地方。咸平郡蝴蝶节是地方营销的一个重要例子，因为在它开始之前，这个地区与蝴蝶没有任何关系。对汉普平县蝴蝶节的案例研究支持了这样一种推测，即地方性是一个特定地方的感知特征，并且能够被有意地修改和/或创造以满足当时的社会需求。与韩国的案例一样，在日本的丰田卡镇，东方白鹳也被成功地重新引入了野外。为了促进这一点，当地农民正在慢慢地恢复他们的农业实践，采用更环保的方法，当地政府也在努力恢复自然栖息地。本研究还从环境史的角度探讨了东方白鹳与人类的关系，澄清了东洋地区对环境和农业的扭曲态度。最后，从区域发展战略和地方财政的角度对两个案例进行了比较。

This research aims to clarify the effects of place marketing strategy as a new regional development scheme in rural Korea, which has experienced extremely fast changes since the Economic Crisis in 1997, looking specifically at Hampyong County in South-Cholla Province.The purpose of place marketing is the creation of a new image and marketing this image as a local resource, with the aim of helping to increase the regional economy. Developing the image of the region as a commercial good, based upon the current social demands, and selling this image, rather than local produce, achieves this.The success of the Hampyong county Butterfly Festival was mainly attributed to the local government's creation and marketing of an entirely new placeness within a short time, based on the current social trend of eco-tourism. The Hampyong County Butterfly Festival is an important example of place marketing simply for the fact that prior to its inception the area had no relationship to butterflies. This case study of the Hampyong County Butterfly Festival supports the speculation that placeness is a perceived characteristic of a certain place and is capable of being intentionally modified and/or created to fill the social requirements at that time.Along with the South Korean case, in Toyooka town, Japan, the Oriental White Stork has been successfully reintroduced to the wild. To facilitate this, the local farmers have slowly been restoring their agricultural practices to more environmentally friendly methods and the local government has worked towards restoring the natural habitat. This research also addressed the relationship between the Oriental White Stork and humans from the viewpoint of environmental history, and clarified the twisted attitudes toward environment and agriculture in the Toyooka region. Finally, the two cases were compared from the viewpoint of regional development strategy as well as local finance.