CVM을 이용한 디지털 공공디자인의 경제적 가상가치측정 분석

Abstract

(Background and Purpose) The “Act on the Promotion of Public Design,” enacted in February 2016, provided an opportunity to promote the meaning of urban life from the perspective of emphasizing the physical infrastructure of cities and the beauty of the formative urban landscape. Therefore, this study used a virtual value research model of digital public design that reflects contemporary thought as a conditional value measurement method and estimated the economic value of public design to present meaningful implications for urban planning-related policies and strategies in the near future. (Method) The research scope was as follows: First, we conducted a literature review of previous research to examine the status of XR public design by examining the meaning of domestic public design and the 1st and 2nd public design promotion comprehensive plans. Second, to apply the virtual valuation method used for public services or public-interest projects for which there is no accurate market price for public design, videos of public design content were created and used in surveys. Third, the WTP was set and analyzed by applying a valuation model that estimated the economic value of public design through a CVM scenario. An internet survey was conducted, as part of which a video of public design content was watched for approximately 40 seconds to improve understanding of the questionnaire. (Results) First, the greater the awareness of the virtual economic value of public design, the higher the willingness to pay; socio-statistical variables were significant at approximately the 1% level. Second, the respondents who accepted or rejected the first offer price had lower willingness to pay as the price increased. In most previous studies using CVM, the amount presented and willingness to pay were inversely proportional; the current results may be understood in a similar context. Third, interest in digital city-related services has expanded as XR technology has expanded exponentially in the public design field. (Conclusions) First, considering the development of domestic public design, the current status of XR public design was presented. Second, a survey was conducted with actual users to analyze the virtual economic value of public design, and objective indicators of public design were presented. Third, a meaningful perspective was confirmed as an economic indicator of willingness to pay in the field of public design. Fourth, the economic value of digital public design was evaluated in terms of publicness, aesthetics, culture, and information.