도시 브랜드 가치 향상을 위한 미술관 클러스터 사례 연구 - 독일어권 도시의 미술관 클러스터를 중심으로 -

Abstract

One of the ways of increasing the number of tourists is to enhance the resort characteristics by developing attrac tive natural environment, and another way is to enhance cultural characteristics by developing quality cultural infr astructure. In case of Korea with 4 seasons, the nation ha s less attractive resort characteristics than South East A sia nations with constant warm temperature throughout the year. Accordingly, it is more effective to enhance a city’s brand value by developing its cultural infrastructur e. For such a process, the cities in German can be studie d for benchmarking. If you exclude the region with natur al environment of the Alps, these cities are inferior in nat ural assets for developing resorts compared to cities in th e Southern Europe. However, these cities have enhanced their brand values through developing their cultural infra structure, which led to increase in the number of tourists. This study focuses on the art museums, which is more conveniently accessible by the public compared to concer ts and festivals. The art museum clusters in the subject cities had 4 major contribution factors in enhancing the brand values of their respective city. First, the museums were well categorized for a visitor to find and the exhibiti ons in each museum did not overlap in terms of period or genre. Second, the museums were designed by famous architect, which also highlighted the fame of the museu m. Third, affordable access to multiple museums was pro vided through programs such as the Museum Pass. Fourt h, the museums were used as the resting space for the public.