도시마케팅의 구성요인이 도시이미지 및 정체성과 삶의질에 미치는 영향

Abstract

The 21 century is the global competition era so the world is integrated into the one. Because transportation and communication system are developed rapidly, it is easy to move people and capital. In this situation, inter vs intra cities' fierce international competition has keener than before. The City authorities concentrate their efforts on enhancing cities' competitiveness and equity value. Accordingly, the present study focused on exploratory study that was dealt with the definition and characteristics of city marketing, the perspective of city culture and successful cases to city marketing regarding general direction or outline the general level. However there is rarely empirical study and classification to components of city marketing. Particularly, the citizen who give attention to city's problem and tend to participate committee actively is willing to enjoy best quality of life. Therefore, this research was conducted to measure the influence of city marketing's 4 components- festival component, tangible infra component, intangible infra component and education infra component- on city image, identity and quality of life focusing on moderating effect of civil participation. To reach the research objective, questionnaires were conducted with people who have experience to participate city's activities. A total of 229 questionnaires were used in the analysis utilizing the SPSS 15.0 and LISREL 8.80 statistic program. The findings of the study are as follow: Firstly, it represented that festival factor, tangible infra factor, and education infra factor of city marketing components influenced on city image, but not intangible infra component. It can be said that people may not recognize intangible infra factor as a useful resource because it exist on ritual aspect in life. Especially tangible infra factor had the biggest influence on city image. It is considered that tangible infra factor such as legacy, resort complex and specialty was the most significant influence factor. Secondly, all of city marketing components except for festival factor positively affected identity. It indicate that most city governments held festivals with similar programs. In these festival, it was hard to detect own characteristics of city. Therefore it is necessary to establish identity of the city using the uniqueness of local region. Thirdly, modernization dimension and stability dimension of city image and identity significantly influenced quality of life. Among them, modernization dimension brought the most significant effect. The result showed that modernization dimension(i. e. economy standard, the level of medical treatment) contribute to the improvement the level of wealth and the life quality of citizen. Lastly, civil participation was a moderating effect on city image and identity. Particularly festival factor had no effect on identity but with moderating participation level, festival factor led to a significant influence on identity. The result suggested that more participate festivals actively, more strengthen community spirit. In order to prevent absence of identity, it is imperative that city authorities develope experience aspects of festival. In conclusion, every provincial or municipal government utilize empirical studies like this research and create a variety of characteristics and then make citizens enjoy their lives in the city.