언어 네트워크 분석 기법을 활용한 장소마케팅 관련 국내 연구 동향 분석

초록

This study aims to empirically analyze the conceptual structure of place marketing discourse in South Korea by extracting key words from prior domestic research and applying language network analysis and CONCOR analysis. The results show that key words such as “place marketing”, “place”, and “culture” occupy central positions in the network, indicating high levels of connectivity and centrality. The CONCOR analysis identified four major conceptual clusters: ① theoretical foundations of place marketing, ② regional branding and design strategies, ③ consumers’ place experiences, and ④ emotional responses to places. These findings suggest that certain core concepts have played a central role in shaping domestic place marketing discourse, which has developed into a multidimensional and interdisciplinary structure. This study contributes to the literature by quantitatively identifying the conceptual structure of place marketing and offering foundational insights for future theoretical integration and practical strategy development.

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