도시브랜딩 방향성 일고찰

A Study on City Branding Direction: Focused on Tongyeong

South Korea’s municipalities are engaged in city branding that symbolizes regional images as a tool for revitalizing local economies. Because they want to be used as a means of promoting tourism, which will contribute to the revitalization of the tourism industry by informing the local area and attracting potential demand outside The purpose of this paper is as follows. The city branding factor of Tongyeong is divided into the probability and non-probability, NGOs and the government office. The reason for looking at Tongyeong as an example is that it balances the four factors. Each factors are the Tongyeong International Music Festival, which started with honor of Yun Isang, Festival for the Battle of Hansan Island and the Navy Headquaters for three administrative province, which show the history of Tongyeong, Hallyesudo, which is outstanding natural scenery and Dongpirang Gravity, which is the mural town. The mayor saids, Tongyeong s branding direction is a nature, a history, a art and people. However, a nature and a history are difficult to differentiate from other regions. That s why Tongyeong have to focus on the direction of branding with art and people.