도시의 브랜드 이미지가 도시 테마성에 미치는 영향

• 영문명: Effect of the Brand Image of a City on the Theme of the City
• 발행기관: 한국관광학회
• 저자명: 김홍범 김지숙
• 간행물 정보: 『관광학연구』제35권 제7호, 231~250쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.09.30

영문 초록

This study examined the effects of the brand image of a city on the theme of the city. Based on a review of related literature, the hypothetical causal relationship between the city's brand image and theme was developed. Data were collected from 305 participants of COEX convention and exhibition participants who had been abroad within the last 3 years. Results of a factor analysis delineated five factors of city brand image(i.e. historical/cultural image, social/environmental image, active/dynamic image, convenience/ leisure image, and beauty image). It also delineated three factors of the theme of a city(i.e. uniqueness, symbolic, and story-telling). Results of regression analysis showed that among the five city brand images, historical and cultural image. was most likely to be associated with the storytelling theme for the city. Results of this study suggest that if a city develops a historical and cultural image based on long established histories of the city, it will be able to project a theme with full of stories into the memories of visitors.

목차

I. 서론

II. 이론적 배경

III. 연구조사 설계

IV. 분석결과 및 시사점

V. 결론

참고문헌

키워드

도시 브랜드 브랜드 이미지 테마성 City brand Brand image Theme