| Title |
AHP Analysis of City Brand Components and Incheon City’s Brand Performance |
| Authors |
양수진(Yang, soojin) ; 이건원(Lee, Gunwon) |
| DOI |
https://doi.org/10.38195/judik.2024.10.25.5.139 |
| Keywords |
도시브랜드; 평가지표; 평가요인; 구성요인; AHP 분석; 인천시 City Brand; Assessment Tools; Components; Evaluation Factors; AHP Analysis; Incheon City |
| Abstract |
This study is a preliminary investigation into the components essential for developing and evaluating city brands, with the aim of providing insights for future city brand evaluation indicators. Factors were identified through a literature review, followed by empirical analysis to validate the significance of each factor. The study also examined the practical application of the findings by interpreting the relevance of city brand components in specific case studies. Initially, a Delphi analysis was conducted to incorporate expert opinions on the factors extracted from the literature review, followed by an AHP analysis to assess the relative importance of each factor. The Delphi analysis identified five main categories and 24 subcategories, which include physical factors, city image factors, commercialization factors, governance factors, and smart city factors. The AHP analysis ranked the factors in order of importance as follows: city image, physical infrastructure, commercialization, governance, and smart city factors. Among the subcategories, the development of visual resources emerged as a key factor within the city image category. For physical factors, living infrastructure and cultural arts spaces and facilities were identified as crucial, while the development and industrialization of cultural tourism resources were highlighted under commercialization factors. Although smart city factors were considered less significant overall, cultural facilities infrastructure within this category was highly valued. In a case study of Incheon, a comprehensive evaluation of the key factors derived from the empirical analysis revealed that Incheon has established a unique image centered on its core value as an “always-open international city”, supported by its “all ways INCHEON” brand. The analysis confirmed that the city is growing into an international business hub through various initiatives. |