유명예술인의 문화 콘텐츠를 활용한 도시 이미지 발전방향에 관한 연구

Abstract

This study was conducted to establish the direction of developing local human resources into cultural contents to improve the city’s brand image. Through the direct analysis of the cultural contents of Mozart and Yi Sang Yun, we analyzed the impact on the city brand image. City brand management has become an essential element for regional development, and it is becoming increasingly difficult to build a distinctive city image. We explored how to utilize local representative figures as cultural contents by transforming intangible products such as fame and achievements into tangible products. When people think of Mozart, they immediately think of Salzburg, creating a powerful city brand. Despite the fact that there is a chance of failure due to lifetime bias, Tongyeong City boldly selected Yun Yi-sang, a world-renowned composer, and built a successful city brand with human cultural content. It can be seen that portrait cultural content can be utilized as an intangible brand asset when the three factors of the creator’s efforts, the public’s favorability, and the consumption time of the cultural content are in place.