도시이미지 구축전략으로서 대표축제의 이미지 포지셔닝

초록

This study intended to position the festival image as a city image strategy focused on Kangnung city and Kangnung Danoje using MDS(multidimentional scaling) and semantic differential scale. The researchers selected the 4 physical image factors of Kangnung and the 6 paired image adjectives by reviewing related literatures, and performed questionnaire survey during the Kangnung Danoje period with 665 visitors(331 residents and 334 external tourists). The main results of this study could be summarized as follows: The overall city images of Kangnung are 'austere' and 'old', but the image of Danoje are 'old', 'changed', and 'cultural'. In addition, there are some differences between residents and visitors. Finally, the images of Kangnung city did not accord with the Kangnung's representative festival image at the image positioning results. It was suggested that further research should be carried out to develop more appropriate adjectives about analysis of non-physical image factors and to develop another visualization positioning methods besides MDS.

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