Abstract

This study is a qualitative case study conducted through interviews with the school librarian, subject teachers, and students to identify examples of marketing strategies applied by the school librarian to revitalize the S Tourism High School library in Seoul. As a result of the study, there was a difference in multidimensional perception of the role of the school library. While librarian teachers recognized the library as a problem-solving-oriented learning space that fosters core competencies in the information age, students recognized it as a familiar community and rest space where they could interact with and enjoy comfortably with friends. The key success factors in revitalizing the library were the strategic leadership of librarian teachers and active practice centered on human relations. Major marketing strategies were implemented in accordance with the characteristics of the user group. For teachers, indirect marketing was effective in positioning the library as an assistant/guide to increase the diversity of education by inducing cooperative classes linked to their concerns, class, and performance evaluation. For students, participation was induced by linking records of life records, providing snacks, and cultural gift certificates, and the threshold for library use was lowered through olfactory marketing such as baking sweet potatoes and strict deregulation. As a result of these marketing activities, teachers recognized the effectiveness of cooperative classes, students recognized the library as a comfortable and free space, and the frequency of visits increased. In the future, a common requirement was drawn that it is necessary to improve a comfortable space where rest and learning coexist and to develop a professional promotion strategy using SNS and posters.