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이 논문의 연구 히스토리 (4)
2023
도시브랜드의 플렉서블 아이덴티티 특성이 도시브랜드 개성과 관광지 이미지, 관광객 행동에 미치는 영향에 관한 연구 - 부산도시브랜드를 중심으로-
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수단-목적 사슬 이론을 적용한 도시재생 관광지 방문자 가치체계 연구: 부산광역시 도시재생 관광지를 대상으로
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MICE관광연구
2023.05
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도시브랜드의 플렉서블 아이덴티티 특성이 도시브랜드 개성, 관광목적지 이미지, 행동의도에 미치는 영향 : 부산 도시브랜드를 중심으로
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호텔·관광·외식경영학과
2023.01
학위논문
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세계 주요 도시들은 각 도시의 고유한 정체성을 담아낸 슬로건과 브랜드를 통해 도시의 인지도를 견인하고 관광목적지로서의 경쟁력 제고를 위해 차별화된 브랜드 비주얼 아이덴티티를 적용하고 있다.
본 연구는 최근 도시브랜드 비주얼 아이덴티티의 새로운 트렌드로 떠오른 플렉서블 아이덴티티의 특성이 도시브랜드의 개성과 관광목적지 이미지, 행동의도에 미치는 영향을 실증적으로 검증하기 위한 연구이다.
이를 위해 먼저 플렉서블 아이덴티티의 특성과 도시브랜드의 개성에 대한 차원 구조를 파악하고, 이 차원들이 관광목적지 이미지를 매개로 하여 관광객의 행동의도에 미치는 영향 관계를 규명함으로써 지속가능한 도시브랜딩과 도시관광 마케팅 전략 수립에 기여하고자 수행되었다.
실증분석을 위하여 핵심 변수인 플렉서블 아이덴티티 특성과 도시브랜드 개성, 관광목적지 이미지, 행동의도에 대한 측정항목을 선행연구 및 전문가 사전 조사를 통해 개발하였다. 이를 바탕으로 본조사를 위한 설문지를 작성하여 부산을 관광목적지로서 방문한 경험이 있는 전국 거주자를 대상으로 설문조사를 실시하고 유효표본을 확보하여 실증분석에 활용하였다.
연구의 결과는 다음과 같다.
첫째, 도시브랜드의 플렉서블 아이덴티티 특성은 다양성, 확장성, 유연성, 연계성 등의 측정항목이‘가변성’으로 추출되었으며 주체성, 고유성, 의미성 등의 측정항목이‘본질성’으로 도출되어 2개의 차원으로 확인되었다.
둘째, 도시브랜드 개성은 활기차고 열정적인, 생동감 있는 등의 개성을 의미하는‘역동성’과 미래지향적, 혁신적 등의 의미를 내포하는‘선도성’, 신뢰할 수 있는, 정직한 등을 의미하는‘신뢰성’의 3개 차원이 도출되었다.
셋째, 플렉서블 아이덴티티와 도시브랜드 개성 간의 영향 관계에서 가변성과 본질성의 2개 차원이 역동성과 선도성, 신뢰성의 3개 차원에 모두 유의한 정(+)의 영향을 미치는 것으로 나타났다.
넷째, 도시브랜드 개성과 관광목적지 이미지의 영향 관계에 대해 분석한 결과, 역동성과 선도성, 신뢰성 3개의 차원 모두 인지적 이미지에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 한편 정서적 이미지에 미치는 영향에 대해서는 역동성과 신뢰성, 2개 차원만이 유의한 정(+)의 영향을 보였고 선도성 차원은 정서적 이미지에 유의한 영향을 미치지 않는 것으로 나타났다. 이는 혁신적이고 미래지향적인 도시라는 의미를 포함하고 있는 선도성은 관광객에게 감정적인 측면에서 영향을 주지 않는 결과로 보인다.
다섯째, 관광목적지 이미지와 행동의도의 관계에 대해 분석한 결과로 인지적·정서적 이미지와 행동의도의 관계에서 관련 변수 간 모두 정(+)의 영향을 미치는 것으로 나타났다.
본 연구는 도시브랜드 비주얼 아이덴티티, 특히 플렉서블 아이덴티티와 관련하여 시스템 구축 방법론 연구 또는 사례분석 방법 등을 사용한 질적 연구가 대부분이었던 선행연구의 한계를 넘어, 수치화된 결과를 보여주는 양적 연구를 통해 플렉서블 아이덴티티와 도시브랜드 개성, 관광목적지 이미지, 행동의도의 관계를 검증하였다는 점에서 의의가 있다.
본 연구의 결과를 바탕으로 앞으로 각 지방자치단체가 추진하는 도시브랜드 디자인 개발에 있어 플렉서블 아이덴티티를 활용하여 일정한 형태성을 유지하며 다양한 표현기법으로 차별화된 변화를 시도한다면 각 도시만의 상징적 표현이 가능할 것이다.
또한 시민의 참여를 유도하고 관광객과의 소통을 통해 다양한 경험을 부여하여 각 도시만의 정체성을 표현할 수 있는 유연하고 확장적인 플렉서블 아이덴티티 시스템을 구축해야 할 필요성이 있다고 사료된다.
본 연구는 최근 도시브랜드 비주얼 아이덴티티의 새로운 트렌드로 떠오른 플렉서블 아이덴티티의 특성이 도시브랜드의 개성과 관광목적지 이미지, 행동의도에 미치는 영향을 실증적으로 검증하기 위한 연구이다.
이를 위해 먼저 플렉서블 아이덴티티의 특성과 도시브랜드의 개성에 대한 차원 구조를 파악하고, 이 차원들이 관광목적지 이미지를 매개로 하여 관광객의 행동의도에 미치는 영향 관계를 규명함으로써 지속가능한 도시브랜딩과 도시관광 마케팅 전략 수립에 기여하고자 수행되었다.
실증분석을 위하여 핵심 변수인 플렉서블 아이덴티티 특성과 도시브랜드 개성, 관광목적지 이미지, 행동의도에 대한 측정항목을 선행연구 및 전문가 사전 조사를 통해 개발하였다. 이를 바탕으로 본조사를 위한 설문지를 작성하여 부산을 관광목적지로서 방문한 경험이 있는 전국 거주자를 대상으로 설문조사를 실시하고 유효표본을 확보하여 실증분석에 활용하였다.
연구의 결과는 다음과 같다.
첫째, 도시브랜드의 플렉서블 아이덴티티 특성은 다양성, 확장성, 유연성, 연계성 등의 측정항목이‘가변성’으로 추출되었으며 주체성, 고유성, 의미성 등의 측정항목이‘본질성’으로 도출되어 2개의 차원으로 확인되었다.
둘째, 도시브랜드 개성은 활기차고 열정적인, 생동감 있는 등의 개성을 의미하는‘역동성’과 미래지향적, 혁신적 등의 의미를 내포하는‘선도성’, 신뢰할 수 있는, 정직한 등을 의미하는‘신뢰성’의 3개 차원이 도출되었다.
셋째, 플렉서블 아이덴티티와 도시브랜드 개성 간의 영향 관계에서 가변성과 본질성의 2개 차원이 역동성과 선도성, 신뢰성의 3개 차원에 모두 유의한 정(+)의 영향을 미치는 것으로 나타났다.
넷째, 도시브랜드 개성과 관광목적지 이미지의 영향 관계에 대해 분석한 결과, 역동성과 선도성, 신뢰성 3개의 차원 모두 인지적 이미지에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 한편 정서적 이미지에 미치는 영향에 대해서는 역동성과 신뢰성, 2개 차원만이 유의한 정(+)의 영향을 보였고 선도성 차원은 정서적 이미지에 유의한 영향을 미치지 않는 것으로 나타났다. 이는 혁신적이고 미래지향적인 도시라는 의미를 포함하고 있는 선도성은 관광객에게 감정적인 측면에서 영향을 주지 않는 결과로 보인다.
다섯째, 관광목적지 이미지와 행동의도의 관계에 대해 분석한 결과로 인지적·정서적 이미지와 행동의도의 관계에서 관련 변수 간 모두 정(+)의 영향을 미치는 것으로 나타났다.
본 연구는 도시브랜드 비주얼 아이덴티티, 특히 플렉서블 아이덴티티와 관련하여 시스템 구축 방법론 연구 또는 사례분석 방법 등을 사용한 질적 연구가 대부분이었던 선행연구의 한계를 넘어, 수치화된 결과를 보여주는 양적 연구를 통해 플렉서블 아이덴티티와 도시브랜드 개성, 관광목적지 이미지, 행동의도의 관계를 검증하였다는 점에서 의의가 있다.
본 연구의 결과를 바탕으로 앞으로 각 지방자치단체가 추진하는 도시브랜드 디자인 개발에 있어 플렉서블 아이덴티티를 활용하여 일정한 형태성을 유지하며 다양한 표현기법으로 차별화된 변화를 시도한다면 각 도시만의 상징적 표현이 가능할 것이다.
또한 시민의 참여를 유도하고 관광객과의 소통을 통해 다양한 경험을 부여하여 각 도시만의 정체성을 표현할 수 있는 유연하고 확장적인 플렉서블 아이덴티티 시스템을 구축해야 할 필요성이 있다고 사료된다.
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제 1 장 서론 ·············································································································1제 1 절 문제 제기와 연구 목적························································································1제 2 절 연구의 방법과 범위······························································································5제 2 장 이론적 배경········································································································7제 1 절 도시브랜드의 플렉서블 아이덴티티········································································71. 도시브랜드···················································································································72. 도시브랜드의 비주얼 아이덴티티 ····················································································93. 도시브랜드 비주얼 아이덴티티의 변화···········································································114. 플렉서블 아이덴티티···································································································151) 플렉서블 아이덴티티의 등장 배경················································································152) 플렉서블 아이덴티티의 개념·······················································································163) 도시브랜드 플렉서블 아이덴티티의 특성······································································20제 2 절 도시브랜드 개성·······························································································24제 3 절 관광목적지 이미지····························································································28제 4 절 행동의도 ·········································································································30제 3 장 연구의 설계 및 조사 방법 ················································································32제 1 절 연구모형 ·········································································································32제 2 절 연구가설 ·········································································································33제 3 절 변수의 조작적 정의··························································································351. 도시브랜드 플렉서블 아이덴티티의 특성·····································································352. 도시브랜드 개성······································································································353. 관광목적지 이미지···································································································354. 행동의도················································································································36제 4 절 측정항목의 구성·····························································································37제 5 절 설문 구성······································································································40제 6 절 조사 및 분석 방법··························································································411. 조사 방법 및 범위··································································································412. 분석 방법··············································································································41제 4 장 실증조사 결과분석··························································································43제 1 절 표본의 특성···································································································431. 인구통계학적 특성··································································································432. 표본의 관광행태 특성·····························································································45제 2 절 측정 도구의 신뢰도 및 타당성 검증·································································461. 구성요소의 탐색적 요인분석····················································································461) 플렉서블 아이덴티티의 탐색적 요인분석 및 신뢰도 분석············································462) 도시브랜드 개성의 탐색적 요인분석 및 신뢰도 분석··················································473) 관광목적지 이미지의 탐색적 요인분석 및 신뢰도 분석···············································484) 행동의도의 탐색적 요인분석 및 신뢰도 분석·····························································492. 구성요소의 확인적 요인분석····················································································503. 구성 요인의 판별 타당성 분석·················································································52제 3 절 연구모형 분석과 가설 검증··············································································541. 연구모형의 적합도 검증··························································································542. 연구의 가설 검증····································································································54제 5 장 결론··············································································································58제 1 절 연구의 요약····································································································58제 2 절 연구의 시사점································································································601. 학문적 시사점 ·······································································································602. 실무적 시사점 ·······································································································61제 3 절 연구의 한계점 및 향후 연구과제······································································63참고문헌····················································································································64설문조사 ····················································································································71Abstract···················································································································79
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