고향사랑기부제 성과 요인에 관한 탐색적 연구: 기초자치단체의 제도운영전략을 중심으로

Abstract

While local governments have been making efforts to expand participation in the program, an examination of the donation performance in its inaugural year reveals disparities in outcomes across regions. Accordingly, this study empirically analyzes the differences in donation performance among local governments, focusing on institutional management strategies such as variations in administrative organization, promotional strategies, and the composition of return gifts. The analysis results indicate that the success of the Hometown Love Contribution System is influenced more by the institutional management strategies of local governments than by regional characteristics such as population size, financial status, or recognition as a tourist destination. Specifically, municipalities that established specialized organizations for the program exhibited higher donation performance. Moreover, a more diversified approach to promotional activities was associated with increased donation outcomes. On the other hand, while an increase in promotional budgets contributed to higher donation performance up to a certain threshold, its marginal impact diminished beyond that level, highlighting the need for efficient budget allocation. Finally, the diversity of return gifts provided by local governments was positively related with donation performance. These findings underscore the crucial role of local governments in the successful establishment and operation of new policy initiatives. They also suggest that continuous efforts to diversify operational strategies for the Hometown Love Contribution System are necessary to ensure its long-term success.