학술논문
측정요소의 가중치 적용을 통한 도시브랜드가치 측정 기법의 개발과 활용
Development and Application of City Brand Value Measurement Techniques Based on the Relative Weight of Evaluation Criteria
Development and Application of City Brand Value Measurement Techniques Based on the Relative Weight of Evaluation Criteria
Document Type
Article
Source
경영컨설팅연구, 23(3), 80, pp.1-19 Jun, 2023
Subject
Language
한국어
ISSN
1598-172X
Abstract
본 연구에서는 도시브랜드가치의 수준을 측정하는 기법을 개발하고 적용하는 방법을 제시하였다. 우선 도시브랜드가치 수준을 측정하는 평가요소는 선행연구를 바탕으로 도시브랜드가치의 다양한 구성요소들을 도출한 뒤에 전문가 회의를 통해서 중복되거나 적합하지 않은 요소들을 제외하였다. 그리고 요인분석과 신뢰도분석, 회귀분석을 통해서 최종적인 도시브랜드가치 평가요소를 도출하였다. 구체적으로 도시브랜드가치의 주거 요소의 하위 평가요소인 거주환경, 교육환경, 교통환경을 측정할 수 있는 6개의 측정항목과 도시브랜드가치의 관광 요소의 하위 평가요소인 즐길거리, 문화유산, 숙박 및 휴양시설을 측정할 수 있는 6개의 측정항목, 마지막으로 도시브랜드가치의 투자 요소의 하위 평가요소인 일자리, 투자지원, 산업인프라를 측정할 수 있는 6개의 측정항목이 개발되었다. 그리고 도시브랜드가치 수준을 측정하고 하나의 종합적인 지수를 제시하기 위해서 각 평가요소들의 상대적 가중치를 AHP 분석을 통해서 도출하였다. 마지막으로 부산, 울산, 경주를 사례도시로 선정하여 개발된 측정기법의 적용과정을 설명하였으며 의미 있는 시사점을 제시하였다.
The purpose of this study was to develop the measurement technique of city brand value and suggest its application process. This study first identified the items determining city brand value based on literature review, and the items duplicated or unsuitable were eliminated based on experts interviews. The final city brand value measurement items were developed using factor analysis, credibility analysis and regression analysis. As a result, the city value measurement items were divided into a residential, tourism and investment elements, and each element has six measurement items. A residential element includes residential environment, educational environment, and transportation environment. Tourism elements includes tourist attractions, cultural heritage and recreational facilities. Investment elements include employment, investment support and industrial infrastructure. Moreover. this study applied AHP analysis to provide a comprehensive index of city brand value based on the relative weights of the three elements. This study then selected Busan, Ulsan and Kyeongju as sample cities and described the process of applying the developed measurement technique, which provides significant practical and theoretical implementation.
The purpose of this study was to develop the measurement technique of city brand value and suggest its application process. This study first identified the items determining city brand value based on literature review, and the items duplicated or unsuitable were eliminated based on experts interviews. The final city brand value measurement items were developed using factor analysis, credibility analysis and regression analysis. As a result, the city value measurement items were divided into a residential, tourism and investment elements, and each element has six measurement items. A residential element includes residential environment, educational environment, and transportation environment. Tourism elements includes tourist attractions, cultural heritage and recreational facilities. Investment elements include employment, investment support and industrial infrastructure. Moreover. this study applied AHP analysis to provide a comprehensive index of city brand value based on the relative weights of the three elements. This study then selected Busan, Ulsan and Kyeongju as sample cities and described the process of applying the developed measurement technique, which provides significant practical and theoretical implementation.