| Title |
Development of an Evaluation Index for Cultural City Branding : A Case Study of the Seoul Metropolitan Government |
| Authors |
양수진(Yang, soojin) ; 이건원(Lee, Gunwon) |
| DOI |
https://doi.org/10.38195/judik.2024.02.25.1.91 |
| Keywords |
문화도시; 도시브랜드; 도시 정체성; 브랜드 아이덴티티; 평가 지표; 서울시 Culture City; City Brand; City Identity; Brand Identity; Assessment Tools; Seoul City |
| Abstract |
The purpose of this study is to develop an evaluation index for cultural city brands based on the main factors that constitute city identity. In addition, to examine the feasibility of the proposed cultural city brand evaluation index, a case study was conducted on the case of ‘I SEOUL U’ of Seoul Metropolitan Government. To achieve this goal, this study reviewed previous studies on the types of cultural city projects and the components of city brands, and conducted a factor-by-factor importance analysis with experts. Based on the results of the importance analysis, this study presented factor-by-factor scores to serve as evaluation indicators for city brands. The result of the analysis shows that the development of the city’s external and distinctive image as well as the discovery and reinterpretation of the city’s objective and tangible added value factors emerge as highly significant factors among the city brand factors. In the evaluation of the Seoul Metropolitan Government’s case, the result finds excellence in the evaluation of cultural factors and commercialization factors. Specifically, institutional and policy aspects to support businesses promoting the city brand receive high marks, alongside the provision of a variety of cultural and artistic spaces and facilities for visitors to Seoul. The city brand evaluation index proposed in this study, composed of city identity factors, can be applied to various contexts in the future and stands as a valuable tool for predicting the performance of city brands when developing new city brands. |