제1장 서 론 1 제1절 연구의 배경과 목적 ········································································3 제2절 연구의 범위와 방법 ········································································6 제2장 골목상권과 로컬브랜딩 9 제1절 용어의 개념 정립 ·········································································11 1. 상권과 골목상권 ···········································································11 2. 로컬과 로컬브랜딩 ·······································································29 제2절 장소의 의미 탐색 ·········································································36 1. 장소정체성과 장소성 ····································································36 2. 장소성과 장소감 ···········································································37 3. 장소감과 장소애착 ·······································································39 4. 통칭의 의미로서 장소성의 구조 ···················································41 제3장 골목상권 육성 관련 정책의 검토 43 제1절 지역상권 관련 정책 추진 동향 ·····················································45 제2절 중앙정부의 정책 ···········································································49 1. 골목상권 활성화 관련 법률 ··························································49 2. 골목상권 활성화 관련 계획 ··························································54 3. 상권 활성화 관련 시책 ································································59 제3절 지방자치단체의 시책 ····································································69 1. 서울특별시 ···················································································69 2. 부산광역시 ···················································································78 3. 경기도 ··························································································82 제4절 요약 및 소결 ················································································89 목 차 제4장 골목상권 사례 분석 91 제1절 사례지역의 이해 ···········································································93 1. 강원도 강릉시 명주동(명리단길) ··················································93 2. 경상북도 경주시 황남동(황리단길) ·············································101 제2절 실증 분석 ···················································································110 1. 분석의 개요 ················································································110 2. 설문조사 개요 ············································································116 3. 장소감의 인식 ············································································120 4. 구조방정식모형 분석 ··································································137 제5장 골목상권 활성화 방안 143 제1절 골목상권 활성화의 접근과 방향 ··················································145 1. 골목상권 활성화의 접근 ·····························································145 2. 골목상권 활성화의 기본방향 ······················································146 제2절 로컬브랜딩 계획을 통한 지역 이미지 개선 ·································148 1. 주민이 주도하는 마스터플랜의 수립 ···········································148 2. 로컬브랜딩 탐색지표를 통한 지역자원의 발굴 ····························151 3. 단계별 접근 계획에 의한 사업의 추진 ·······································153 제3절 장소성을 살린 골목상권의 조성 ·················································155 1. 로컬의 가치 창출을 통한 골목상권 육성 ····································155 2. 장소의 정체성을 반영한 공간 설계 및 인프라 구축 ···················156 3. 골목상권 여건을 고려한 차별화 전략 ·········································157 제4절 지속가능한 골목산업 생태계의 구축 ···········································159 1. 골목 장인 양성 프로그램의 개발 및 운영 ··································159 2. 창조적 지역 환경 조성을 위한 로컬 크리에이터 육성 ················160 3. 협력하는 골목 공동체 문화 형성을 위한 노력 ···························161 참고문헌 165 부록: 로컬브랜딩을 활용한 골목상권 육성방안 설문 조사 174 Abstract 179
