[논문]도시 브랜딩과 이벤트 콘텐츠의 관계에 대한 연구

임혜원

doi:10.5392/jkca.2021.21.07.328

도시 브랜딩과 이벤트 콘텐츠의 관계에 대한 연구
A Study of the Relationship between City Branding and Event Content 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.21 no.7, 2021년, pp.328 - 339

임혜원 (건국대학교 도시재생학과)

초록
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글로벌 경쟁 시대에 도시 브랜드는 도시의 경쟁력을 확립하는데 중요한 요소이다. 도시 브랜딩은 도시의 콘텐츠에 대한 이야기를 만드는 과정이다. 이 연구는 도시를 차별화하는 다양한 콘텐츠 중에서 도시 마케팅과 이벤트 관광 문헌을 바탕으로 도시 브랜딩 과정에서 이벤트와 도시 브랜드의 역할에 대해서 논의하고자 한다. 이 연구는 지난 20년 동안 하이 서울 페스티벌과 하이 서울 브랜드의 변화를 탐구하면서 서울을 조사하기 위해 근거 이론 방법과 사례 연구를 사용하고, 질적 연구에는 국내외 사례 연구 및 축제 관련 2차 데이터 분석이 포함된다. 연구 분석 결과는 불일치, 정체성 결여, 정치적 영향력이라는 세 가지 한계로 결론지어진다. 본 연구는 이 한계점을 바탕으로 도시 정체성과 이벤트 콘텐츠의 연관성에 대해 논의하여 안정적인 서울시 브랜드 전략으로 나아가는 데 시사점을 제시한다.

Abstract ▼ AI-Helper

In the age of global competition, city brand is a significant element for establishing a city's competitiveness. City branding is the process of building a storytelling about cities' content. Among the various contents that differentiate cities, this study seeks to discuss the role of an event and a city brand in the process of city branding based on the city marketing and event tourism literatures. This research uses grounded theory and a case study to examine Seoul exploring the changes in the Hi Seoul Festival and the Hi Seoul city brand over the last two decades. The qualitative research includes a secondary data analysis based on case studies from domestic and foreign regions and their festivals. The analytical results indicted three limitations: inconsistency, a lack of identity, and political leverage. Based on the limitations, this study discusses the importance of the connection between city identity and event content, suggesting implications for moving forward toward a stable Seoul city branding strategy for the Seoul Metropolitan Government.

주제어

표/그림 (4)

표 Table 1. List of interviewees[33]
표 Table 2. List of Local cities and their representation [31]
표 Table 3. List of 2020-2021 representative festivals in South Korea[32]
표 Table 4. Famous festivals around the world.

AI 본문요약
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문제 정의

These phenomena led to choosing Seoul and its Hi Seoul Festival to serve as a case study to discuss the interrelationship between event and city branding. Thus, this paper aims to compare Seoul with other domestic and foreign cities to demonstrate the significance of the event in city branding.

제안 방법

The data corresponding to this research objective were collected comprehensively from recent news articles to the academic journals. Furthermore, this study focused on the narrative representing cultural events in Seoul and purposefully sought to figure out the role of the event in city branding. These data analysis results are expected to assist city policy and planning, suggesting insights to Seoul and its festival organization for the future direction.
They were considered as those who can provide an in-depth insight in terms of city brand and festivals officially. The interview data collection was also utilized to understand the consequence of the inter-relationship between the cultural event and the city, based on secondary data analysis. The findings were compared to other secondary data collected, such as other domestic and foreign case studies from previous literature.

참고문헌 (36)

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상세보기
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상세보기
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