지역 메타버스를 이용한 로컬 브랜딩 전략 기반 특성 사례 분석 연구

Abstract

(Background and Purpose) The globalized world has become a market where nations compete with each other and regions compete with each other. Local branding through the metaverse integrates discursive and narrative elements into a symbolic and multifaceted composition to form a distinct identity for a territory in a virtual space. South Korea is facing a crisis of local extinction due to its rapidly aging society and the concentration of its young population in the metropolitan area. The goal is to expand the spatial and experiential characteristics of local branding and enhance the city's international status by improving strategic analysis methods that incorporate the characteristics of the technological environment through an understanding approach that overlaps with the real world, thereby enhancing the utility value of more effective local branding in the future. (Method) By utilizing the metaverse, the characteristics of the city image that is the target of local branding are utilized and applied in establishing actual social standards as requirements that meet the standards of local branding. The current situation analyzed by extracting keywords from the local community background and the relevant region, the core values ​​and vision, the promotion system for building and strengthening the image of local branding, the subject and organization of local branding, and the general evaluation of the local branding strategy were analyzed by inputting the criteria for producing elements of the value evaluation of local branding implemented in the relevant metaverse implemented in the local community of the virtual space. (Results) Through this, we analyzed cases that have been applied and utilized in strategic characteristics through the metaverse in terms of the approach of hard branding for physical and environmental strategic aspects based on the characteristics of natural landscapes for actual implementation of local branding, branding for content software strategic aspects from the perspective of regional cultural heritage, producing comprehensive standard indicators, ways to activate offline linked local resident participation through SNS promotion on the metaverse, and ways to promote guidance for the metaverse industry, and derived results for each plan. (Conclusions) When analyzing the cases based on local branding strategies of the regional metaverses currently being operated by local governments and which were the subjects of this study, it was concluded that there is a need to expand the demand for technological approaches through local branding of the metaverse environment by combining the demand for various additional contents of the metaverse user class, the addition of user-friendly digital contents according to the demand of the metaverse user class, and the use of digital platforms of heterogeneous access devices.