| Title |
An Analysis of the Heo-bei Spirit Oil Leakage Accident to Influence on Taean City Image |
| Keywords |
기름유출사고 ; 태안 ; 도시이미지 ; 도시마케팅 ; 영향력 Oil Leakage Accident ; Taean ; City Image ; City and Place Marketing ; Influence |
| Abstract |
The primary purpose of this research is to analyze the impact of Heo-bei Spirit oil leakage accident in 2008 on the image and elements of Taean city, in order to identify strategic directions for establishment of positive city image. The research has revealed that the oil leakage accident had made a greater impact on non-residents than on residents of Taean. Upon completion of evaluating the impact of the accident, city image elements have been classified into three different categories according to the degree of attractiveness and uniqueness. Anmyeondo Flower Expo, Yukjjok garlic and Anmyeondo fall into the first category of elements with the highest degree of attractiveness and uniqueness while seafood, beaches, Manripo, West Sea, and the Mt. Baekhwa belong to the second, followed by the third category, which causes the oil leakage accident, which necessitates proper measures to fix the negative image caused by it and to further refurbish the city image of Taean. This study is intended to retrieve the objective outcome with respect to how the oil leakage accident has changed the city image and elements of Taean region. I would like to mention the urban design and marketing strategies that can turn the negative city image tainted with the oil accident into a positive one as topics for further research later on. |