축제 이해관계자들의 역할 연구를 통한 서울시 도시 브랜딩 전략
Seoul City Branding Strategy through Study of the Roles of Festival Stakeholders
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
본 연구는 서울의 두 주요 축제인 '하이서울페스티벌'과 '서울세계불꽃축제'를 중심으로 축제와 도시 브랜딩 간의 관계를 탐구하고, 이해관계자 역할의 중요성을 분석하는 것을 목적으로 한다. 특히 공공 주도와 민간 주도 축제의 특성, 정부의 역할과 규제가 축제에 미치는 영향, 그리고 축제가 서울의 도시 브랜딩에 기여하는 방식을 중점적으로 살펴보았다. 연구 방법으로는 질적 연구 접근법을 채택하여 46명의 축제 관계자 및 참가자들과의 심층 인터뷰를 실시하였으며, 수집된 데이터는 주제 분석방법을 통해 분석되었다. 연구 결과, 첫째, 축제의 소유권과 운영 방식이 축제의 성격과 도시 브랜딩에 미치는 영향이 큰 것으로 나타났다. 둘째, 정부의 역할과 규제 수준이 축제의 창의성, 자율성, 공공성에 영향을 미치는 것으로 확인되었다. 셋째, 축제는 서울의 도시 브랜드 강화에 기여하고 있으나, 정치적 변화에 따른 도시 브랜드 슬로건의 잦은 변경이 일관성 있는 브랜드 구축을 저해하는 요인으로 작용하고 있었다. 넷째, 축제의 문화적 콘텐츠가 도시 브랜드 정체성 형성에 중요한 역할을 하는 것으로 나타났다. 다섯째, 이해관계자들 간의 협력이 축제의 성공과 도시 브랜딩에 핵심적인 요소임이 드러났다. 연구의 결과는 축제와 도시 브랜딩의 관계에 대한 심층적인 이해를 제공하고, 효과적인 도시 브랜딩을 위한 축제 활용 전략 수립에 실질적인 시사점을 제시한다. 특히 이해관계자들의 역할과 협력 방안을 분석함으로써, 축제의 성공적인 운영과 도시 브랜드 강화를 위한 통합적 접근 방식을 제안한다.
Abstract
This study aims to explore the relationship between festivals and city branding, focusing on two major festivals in Seoul: 'Hi Seoul Festival' and 'Seoul World Fireworks Festival'. It analyzes the importance of stakeholder roles, particularly examining the characteristics of public-led and private-led festivals, the impact of government roles and regulations on festivals, and how festivals contribute to Seoul's city branding. The research method adopted a qualitative approach, conducting in-depth interviews with 46 festival stakeholders and participants. The collected data was analyzed using thematic analysis. The research findings are as follows. First, the ownership and operation method of festivals significantly influence the nature of the festival and city branding. Second, the government's role and level of regulation affect the creativity, autonomy, and public nature of festivals. Third, while festivals contribute to strengthening Seoul's city brand, frequent changes in city brand slogans due to political changes hinder the construction of a consistent brand. Fourth, the cultural content of festivals plays an important role in forming the city's brand identity. Fifth, cooperation among stakeholders was revealed to be a key factor in the success of festivals and city branding. The results of this study provide an in-depth understanding of the relationship between festivals and city branding, and offer practical implications for developing strategies to utilize festivals for effective city branding. In particular, by analyzing the roles of stakeholders and cooperation methods, it proposes an integrated approach for successful festival operation and city brand enhancement.
참고문헌 (45)
- "2024년 지역축제 현황 및 성과분석에 따른 성과관리 제도개선 방향성 제언" (2024)[URL]
- "1 million people watched the 20th Seoul International Fireworks Festival" (2024)[URL]
- 2018년 문화관광축제 종합평가 보고서, "문화체육부", 문화체육부, ~ (2018)
- 서울시 축제의 질적 관리방안, "백선혜", 서울시정개발 연구원, 1~288, pp.서울시정개발 연구원 정책과제연구보고서 제2020권 64호 (2010)
- "서울의 밤을 물들이는 불꽃과 빛의 향연" (2024)[URL]
- "빅데이터로 본 2024년 관광시장 현황-여행 욕구는 있지만 지갑 열기는 힘들었다 … ‘긴축 여행’ 뚜렷" (2024)[URL]
- "지역축제 방문객, 팬데믹 이전보다 확 늘었다" (2023)[URL]
- Anholt, S, "Competitive Identity", pp.1~23 (2007), Palgrave Macmillan UK
- Arcodia, C., "Festival attendance and the development of social capital", Journal of convention & event tourism, 8(2), pp.1~18 (2007)
- Ave, G, "Marketing Urbano International Conference", pp.126~159 (1994), Edizioni Torino Incontra
- Batt, P. J., "Managing collaboration within networks and relationships", Industrial marketing management, 33(3), pp.169~174 (2004)
- Boisen, M., "Reframing place promotion, place marketing, and place branding-moving beyond conceptual confusion", Cities, 80, pp.4~11 (2018)
- Bowdin, A. J., "Event Management" (2011), Elsevier
- Braun, V., "Using thematic analysis in psychology", Qualitative research in psychology, 3(2), pp.77~101 (2006)
- Choi, S. H., "Negotiating with authenticity to ensure sustainability of traditional cultural festivals: Residents’ perspectives about Macao’s drunken dragon festival", Sustainability, 12(3), pp.885~ (2020)
- Crompton, J. L., "Motives of visitors attending festival events", Annals of Tourism Research, 24, pp.425~439 (1997)
- Davies, K, "Festivals post COVID-19", Leisure Sciences, 43(1-2), pp.184~189 (2021)
- Dooley, G., "Place brand architecture:Strategic management of the brand portfolio", Place Branding and Public Diplomacy, 1(4), pp.402~419 (2005)
- Felsenstein, D., "Local festivals and tourism promotion: The role of public assistance and visitor expenditure", Journal of Travel Research, 41(4), pp.385~392 (2003)
- Finkel, R., "Cultural festivals and the city", Geography Compass, 14(9), pp.e12498~ (2020)
- Freeman, R. E, "Strategic management: A stakeholder approach" (1984), Cambridge University Press
- Frost, N, "Anthropology and festivals: festival ecologies", Ethnos, 81(4), pp.569~583 (2016)
- Gelder, S. V, "City Branding. Theory and Cases", pp.37~38 (2011), Palgrave Macmillan
- Getz, D, "Event management and event tourism", pp.1997~ (1997), Cognizant Communication Corp
- Getz, D, "Policy for sustainable and responsible festivals and events: institutionalization of a new paradigm", Journal of Policy Research in Tourism, Leisure and Events, 1(1), pp.61~78 (2009)
- Getz, D, "Event Studies: Theory, Research and Policy for Planned Events" (2007), Elsevier
- Gibson, C., "Cultural festivals and economic development in nonmetropolitan Australia", Journal of Planning education and Research, 29(3), pp.280~293 (2010)
- Goldblatt, J., "Dollars and Events: How to Succeed in the Special Events Business" (1999), Wiley Press
- Houghton, J. P., "City branding", pp.45~53 (2011), Palgrave Macmillan UK
- Kavaratzis, M, "From city marketing to city branding:Towards a theoretical framework for developing city brands", Place Branding and Public Diplomacy, 1(1), pp.58~73 (2004)
- Kavaratzis, M., "City branding: An effective assertion of identity or a transitory marketing trick?", Place branding and public diplomacy, 2(3), pp.183~194 (2006)
- Kavaratzis, M., "Partners in coffeeshops, canals and commerce: Marketing the city of Amsterdam", Cities, 24(1), pp.16~25 (2007)
- Ma, W., "Economic city branding and stakeholder involvement in China: Attempt of a medium-sized city to trigger industrial transformation", Cities, 105, pp.102754~ (2020)
- Ma, W., "From city promotion via city marketing to city branding:Examining urban strategies in 23 Chinese cities", Cities, 116, pp.103269~ (2021)
- Parkerson, B., "City branding: Can goods and services branding models be used to brand cities?", Place branding, 1, pp.242~264 (2005)
- Quinn, B, "Problematising ‘festival tourism’: Arts festivals and sustainable development in Ireland", Journal of sustainable tourism, 14(3), pp.288~306 (2006)
- Quinn, B, "Culture and the City" (2013), Routledge
- Quinn, B., "Culture-led urban regeneration" (2020), Routledge
- Robinson, C, "Real World Research" (2002), Blackwell
- Rowley, J, "Managing branding and corporate image for library and information services", Library Review, 46(4), pp.244~250 (1997)
- Saunders, M., "Research Method for business students" (2012), Pearson Education Limited
- Suomi, K., "Ironic festival brand co-creation", Journal of Business Research, 106, pp.211~220 (2020)
- Van Niekerk, M, "Contemporary issues in events, festivals and destination management", International Journal of Contemporary Hospitality Management, 29(3), pp.842~847 (2017)
- Vanolo, A, "The image of the creative city: Some reflections on urban branding in Turin", Cities, 25(6), pp.370~382 (2008)
- Zou, Y., "Evaluating sustainability of cultural festival tourism: From the perspective of ecological niche", Journal of Hospitality and Tourism Management, 48, pp.191~199 (2021)