(The) place wears Prada : examining the dialectical constructs of place branding and urban regeneration in Western Visayas, Philippines

국문 초록 (Abstract)

장소 브랜딩은 도시 재생 전략에서 떠오르는 개념이다. 현재까지, 장소 브랜딩과 도시 재생 간의 연관성에 관한 사례 연구는 모호한 용어와 정의를 활용했으며, 종종 경험적이고 이론적 인 근거가 부족하다. 도시 재생에서 장소 브랜딩 이니셔티브의 지속 가능성을 보장하려면 지역 개발 이해 관계자와의 협력이 필요하다. 따라서, 이 연구는 혼합 방법 연구 접근 방식을 사용하여 주요 행위자의 변증법 프로세스 내에 브랜딩 및 도시 재생을 배치한다. 그 결과로 슬로건과 로고에 중점을 둔 장소 브랜딩에 대한 산발적이지만 실용적인 인식을 확인할 수 있다. 장소 홍보와 문화 및 역사적 보존의 공통점은 장소 브랜딩과 도시 재생 간의 연관성을 시사한다. 특히 플래그십 구성이 가장 선호되는 장소 브랜딩 전략이다. 따라서 이 연구의 결과는 장소 브랜드 정책에 대한 토대가 될 수 있다.

다국어 초록 (Multilingual Abstract)

Place branding has been an emerging concept in urban regeneration strategies. To date, case studies on the link between place branding and urban regeneration have utilized ambiguous terminology and definitions, and often lack empirical and theoretical grounding. In order to ensure the sustainability of place branding initiatives in urban regeneration, it will be necessary to engage local development stakeholders. Hence, this study frames place branding and urban regeneration within a dialectic process of key actors, using a mixed method research approach. The results indicate a sporadic, but pragmatic perception of place branding that is highly focused on slogans and logos. The commonality between place promotion and cultural and historical preservation suggests a connection between place branding and urban regeneration. Specifically, flagship construction is the most favored place branding strategy. The results of this study can serve as a groundwork on policies for place branding and urban regeneration strategies to mainstream in local development planning, with a focus on strengthening a place’s identity and establish sustainable regeneration strategies.

목차 (Table of Contents)

• Chapter 1. Introduction 1
• 1.1 Background of the Study 6
• 1.1.1 Place Branding and Urban Regeneration in Local Planning 7
• 1.1.2 Dialectics in Place Branding and Urban Regeneration 8
• 1.2 Purpose of the Study 9
• 1.3 Research Questions 10
• 1.4 Outline of the Paper 11
• Chapter II. Review of Related Literature 12
• 2.1 Context of Place Branding 12
• 2.2 Place Branding as a Strategy 13
• 2.3 Intersection of Place Branding and Urban Regeneration 17
• 2.4 Public Art as Place Branding and Urban Regeneration Strategies 19
• 2.5 Place Branding and Urban Regeneration as Drivers of Gentrification 22
• 2.6 Gaps in Place Branding and Urban Regeneration Studies 29
• Chapter III. Methodology 32
• 3.1 Research Design 32
• 3.2 Area of the Study 33
• 3.3 Participants and selection process 35
• 3.4 Data Collection and Description of Instruments 36
• 3.5 Procedure for Data Analysis 38
• Chapter IV. Results and Discussion 41
• 4.1 Heuristic Analysis 43
• 4.1.1. Association of place branding with urban regeneration 43
• 4.1.2 Association by the level of importance of place branding strategies and their intersection with urban regeneration 50
• 4.1.3 Instrument Reliability 54
• 4.2 Establishing criteria in selecting place branding strategies through AHP 54
• 4.3 Building the dialectics framework 60
• Chapter V. Conclusion and Policy Implications 62
• References 68
• Appendix I Heuristic Analysis Survey for Local Government 74
• Appendix II Heuristic Analysis Survey for National Government 80
• Appendix III AHP Survey 86
• 국문초록 91