Global Busan City Brand Image Development Strategy: SWOT/AHP analysis

Purpose – An empirical analysis of various opinions of experts to build Busan s global city image. Based on this, we provide strategy establishment metrics using opportunities, strengths, and threats to build Busan s global city image. Research design, data and methodology – SWOT-AHP analysis are used in terms of methodology, and this study is based on experts’ reviews and answers. In addition, AHP analysis is performed based on SWOT analysis to derive the result values for important priority factors. Result – As a result of the prioritization of SWOT-AHP results, a matrix of strategic development directions for Busan city brand building can be presented. As a result of the composite weighting, the factors related to opportunity were ranked as important. In addition, matrices on SO strategy, ST strategy, WO strategy, and WT strategy were derived. Conclusion – This study is an interdisciplinary study from the economic aspect, international management and international marketing aspect, administrative aspect, and architectural engineering aspect. Through this, the image of a global city of Busan that can overcome COVID-19 and cope with the 4th industry in the future will be built, and Busan will be able to build a global international city image by commercially attracting the 2030 World Expo.