지역 관광 활성화를 위한 로컬 브랜드 아이덴티티 LBI 시스템 개발 -로컬 관광 브랜드 개발 중심으로-

Abstract

(Background and Purpose) The unprecedented pandemic has created a new lifestyle for mankind. . Due to the restrictions on forced movement, the issue of globalization drew attention to the local area, and a new phenomenon called glocalization, the combination of the words 'global' and 'local', occurred. The necessity of local branding has become more important as people visit local instead of overseas, and this is an opportunity to increase the economic effect of the local through revitalization of local tourism. As part of local branding, the importance of design in the field of local brand identity has also risen. Therefore, I plan to study on the development of a local brand identity LBI system with a local focus. (Method) In order to develop a local brand identity design, I conducted a theoretical study on local branding from the point of view of place branding and the revitalization of local tourism that occurs due to the branding effect. Based on theoretical considerations, the characteristics and insights of local branding are derived through the analysis on the examples of four domestic and foreign regions mentioned as representative examples of brand identity design. Based on this, the local brand identity design to revitalize tourism in Hadong, Gyeongsangnam-do was developed. (Results) Strategy, slogan, and signature image were established to form a local brand differentiated from other regions by researching and analyzing items representing the local region, such as local natural and environmental factors, historical and cultural factors, and special products. By creating design motifs reflecting local elements, I developed symbol design, package design, signage, sign design, and tourist map design. I present a model of proper local brand identity development by focusing on the design process that consistently applies the brand strategy, which is the most important methodological characteristic of brand design that differentiates it from design in other fields. (Conclusions) While the term local branding is being used interchangeably, it was defined as local branding from the point of view of the place brand. The development of the local brand identity LBI design gives the local an attractive image, which improves brand awareness and revitalizes local tourism and as a result, enhances local brand power. As a result, local income increases, the local economy is activated, and a virtuous cycle structure that improves the economic stability and identity of local people is formed, creating an important effect of more self-sustaining local development. Local branding and local brand identity design play an important role in improving local awareness through this virtuous cycle structure.