도시의 미적 요소가 도시 브랜드 이미지에 미치는 영향

• 영문명: Impacts of Aesthetic Factors on Brand Image of a City
• 발행기관: 한국관광학회
• 저자명: 김홍범 이재상 이정원
• 간행물 정보: 『관광학연구』제35권 제6호, 35~58쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.08.31

영문 초록

This study examined the impacts of a city's aesthetic factors on its brand image. Based on a review of related literature, six aesthetic factors of a city(traditional, architectural, scenic, artistic, display, and environmental) and three factors of a city brand image(clean, dynamic, unique) were developed. A total of 582 samples was collected from foreigners who have visited Seoul. Results showed that three aesthetic factors of the city of Seoul(i..e, architectural, scenic, and display) had significant influences on the clean image of the city. Results also illustrated that five aesthetic factors of Seoul(ie., traditional, scenic, artistic, display, and environmental) had significant impacts on the dynamic image of the city. However, only two aesthetic factors of the city of Seoul(i.e., architectural, artistic) made significant influences on the unique image of the city. Results of this study suggest that marketers should more concentrate on developing the uniqueness of Seoul for a better brand image of Seoul.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구조사설계

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

미적요인 브랜드이미지 도시 마케팅 Aesthetic factor Brand image City marketing