A Study of the Relationship between City Branding and Event Content

Haewen Lim(임혜원) 한국콘텐츠학회 2021 한국콘텐츠학회논문지 Vol.21 No.7

글로벌 경쟁 시대에 도시 브랜드는 도시의 경쟁력을 확립하는데 중요한 요소이다. 도시 브랜딩은 도시의 콘텐츠에 대한 이야기를 만드는 과정이다. 이 연구는 도시를 차별화하는 다양한 콘텐츠 중에서 도시 마케팅과 이벤트 관광 문헌을 바탕으로 도시 브랜딩 과정에서 이벤트와 도시 브랜드의 역할에 대해서 논의하고자 한다. 이 연구는 지난 20년 동안 하이 서울 페스티벌과 하이 서울 브랜드의 변화를 탐구하면서 서울을 조사하기 위해 근거 이론 방법과 사례 연구를 사용하고, 질적 연구에는 국내외 사례 연구 및 축제 관련 2차 데이터 분석이 포함된다. 연구 분석 결과는 불일치, 정체성 결여, 정치적 영향력이라는 세 가지 한계로 결론지어진다. 본 연구는 이 한계점을 바탕으로 도시 정체성과 이벤트 콘텐츠의 연관성에 대해 논의하여 안정적인 서울시 브랜드 전략으로 나아가는 데 시사점을 제시한다. In the age of global competition, city brand is a significant element for establishing a citys competitiveness. City branding is the process of building a storytelling about cities’ content. Among the various contents that differentiate cities, this study seeks to discuss the role of an event and a city brand in the process of city branding based on the city marketing and event tourism literatures. This research uses grounded theory and a case study to examine Seoul exploring the changes in the Hi Seoul Festival and the Hi Seoul city brand over the last two decades. The qualitative research includes a secondary data analysis based on case studies from domestic and foreign regions and their festivals. The analytical results indicted three limitations: inconsistency, a lack of identity, and political leverage. Based on the limitations, this study discusses the importance of the connection between city identity and event content, suggesting implications for moving forward toward a stable Seoul city branding strategy for the Seoul Metropolitan Government.

도시 브랜드의 전략적 활용을 위한 빅데이터 분석 : 서울시 도시 브랜드 “I SEOUL U” 사례

임혜원(Haewen Lim) 한국콘텐츠학회 2022 한국콘텐츠학회논문지 Vol.22 No.1

본 연구에서는 서울시 도시 브랜드 I SEOUL U에 대한 인식과 평가를 분석하기 위하여 온라인 빅데이터를 대상으로 한 텍스트마이닝 분석을 수행하였다. 이를 위하여 데이터 수집 및 분석을 위한 처리 프로그램인 텍스톰(Textom)을 사용하였고 ‘I SEOUL U’ 키워드를 분석키워드로 선정하였다. 키워드 분석 결과 I SEOUL U와 관련된 키워드는 첫째, 비즈니스와 마케팅 관련 용어로서 팝업 스토어, 갤러리, 공동 브랜드, (축제 등) 개최, 상품, 민간기업, 온라인 등이다. 둘째, 이벤트 관련 용어로서 한강, 식목일, 나무 심기, 홍대, 크리스마스, 마포구, 중구, 세종대, 축제거리 등이다. 셋째는 홍보 관련 용어로서 로봇공학박사 데니스 홍, Government, 조형물, Korea 등이었다. N gram 분석 결과에서는 서울시 브랜드로서 공익적 성격의 도시 브랜드인 I SEOUL U의 경우에도 민간 기업의 상업 활동에 많은 기여를 하는 것으로 밝혀졌다. 연결 중심성 분석에서는 비즈니스 및 마케팅, 이벤트, 홍보 등의 범주가 도출되었다. 매트릭스 분석에서는 제품 판매와 관련하여 주로 팝업 스토어의 아이템들이 많고 공동 브랜드 형태의 제품들이 개발되는 것으로 나타났다. 토픽 모델링에서는 총 10개의 토픽이 추출되었고 상업적 활용과 이벤트 축제에 관한 정보 니즈가 많은 것으로 나타났다. In this study, text mining analysis was performed on online big data for recognition and assessment of urban brand I Seoul U. To this end, TEXTOM, a processing program for data acquisition and analysis was used, and the ‘I SEOUL U’ keyword was selected as an analysis keyword. Keyword analysis shows the keywords associated with I Seoul U to be as follows: First, as a business and marketing term, keywords include pop-up store, gallery, co-branding, (festival, etc.), commodities, private companies and online. Second, as an event-related term, keywords include Han River, tree-planting day, tree planting, Hongdae, Christmas, Mapo, Jung-gu, Sejong University, and festival. Third, as a promotional term, keywords include robotics engineer Dr. Dennis Hong, Government, Art and Korea. In the N Gram analysis, as the city brand of Seoul, I Seoul U, in the public interest, was found to contribute to the commercial activities of private companies. In connection-oriented analysis, business and marketing, events, and promotions have been derived as categories. In matrix analysis, it was found that the products of the pop-up store are mainly developed, and products in the form of co-branding were being developed. In the topic modeling, a total of 10 topics were extracted and needs for commercial utilization and information for event festivals were mostly found.

A Study on Measures to Enhance City Brand Value in Ansan:Focusing on Transportation and Tourism Policies

Lim,Haewen 한국상품학회 2021 商品學硏究 Vol.39 No.5

This study has been conducted focusing on transportation and tourism policies to explore ways to enhance the city brand value of Ansan City. In order to achieve the purpose of this study, rather than discussing the future vision or grand policies according to the city brand value enhancement plan of Ansan City, it was done in the form of analyzing current policies and finding and describing viable alternatives. The result is as follows. First, in terms of transportation, while Ansan City is still building a wide-area transportation network, new transportation methods such as monorails, amphibious buses, and urban railroads must be introduced. Second, in terms of tourism, in order to meet the increasing demand for marine leisure tourism in Ansan, the city of Ansan will create an infrastructure for marine leisure tourism and include marine healing, marina, underwater leisure, etc. It is suggested that the core new industry of marine tourism should be fostered, and the urban regeneration project currently being promoted should be reborn as a city that harmonizes with culture and history, strengthening the image of Ansan city and revitalizing urban tourism business.

A Study on the Perception and Value Evaluation of Regional Tourism Brands Using Big Data

Lim,Haewen,Lim,Hyojin 한국상품학회 2021 商品學硏究 Vol.39 No.6

In this study, big data on text containing tourism brands were collected and analyzed targeting comments and web pages that were actually searched on various online media such as portals, SNS and YouTube using tourism brands as search terms. To this end, text mining analysis was performed on online big data for the Boryeong Mud Festival. Textom, a processing program for big data collection and analysis, was used as the analysis tool. In the analysis results, keywords related to the Boryeong Mud Festival shown in big data were mainly terms related to global and tourism products. Therefore, in the case of the Boryeong Mud Festival as a tourism brand, its value as an ecotourism and stay-type tourism brand was found to be very large in terms of experiential tourism resources. Matrix analysis shows that the Boryeong Mud Festival has high tourism brand value as an online festival, international forum and international marine city in Asia. In the results of the topic modelling analysis, topics related to the use of ecotourism resources such as air bounce, large mud bath and experience were extracted as keywords related to the event of the Boryeong Mud Festival. In addition, topics related to economic value as residence-type tourism resources were extracted in terms of foreigners entry and stay. Topics related to the use of ecological tourism resources at the Boryeong Mud Festival were extracted as well. This shows that the Boryeong Mud Festival can generate profits through effective online marketing because the product value of the brand of ecotourism resources is very large. These results will provide an opportunity to understand the structure of the product value of tourism brands and users perceptions of them through keyword analysis of text mining and to develop them as tourism resources using major topics.

A Study on Strategic City Brand Policy: Based on the comparative analysis of city brand slogans in Seoul and overseas case studies

임혜원,Lim, Haewen The Society of Digital Policy and Management 2021 디지털융복합연구 Vol.19 No.7

모든 도시들은 글로벌 무대에서 경쟁력을 강화하기 위해서 도시 브랜딩을 전략적으로 구축해왔다. 서울시는 2003년부터 정책 차원에서 도시 브랜드를 출범시켜서 현재까지 도시 브랜딩을 활용하기 위해 노력하고 있다. 이 연구는 그러한 노력에 대한 미래 방향을 제시하기 위해서 서울의 도시 브랜드의 변화를 탐구한다. 이 연구는 도시 마케팅 도시 브랜딩 그리고 도시 브랜드 슬로건과 관련된 이전의 연구에서 고려된 다양한 이론과 국내외 사례 연구에 기초한다. 관련 데이터를 수집하고 분석한 결과, 불확실한 도시 브랜드는 이해 관계자 간의 전략적인 거버넌스와 시민적 합의가 필요하다는 것을 알 수 있다. All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul's city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus.