도시의 미적 요소가 도시 브랜드 이미지에 미치는 영향

Impacts of Aesthetic Factors on Brand Image of a City

This study examined the impacts of a city's aesthetic factors on its brand image. Based on a review of related literature, six aesthetic factors of a city(traditional, architectural, scenic, artistic, display, and environmental) and three factors of a city brand image(clean, dynamic, unique) were developed. A total of 582 samples was collected from foreigners who have visited Seoul. Results showed that three aesthetic factors of the city of Seoul(i..e, architectural, scenic, and display) had significant influences on the clean image of the city. Results also illustrated that five aesthetic factors of Seoul(ie., traditional, scenic, artistic, display, and environmental) had significant impacts on the dynamic image of the city. However, only two aesthetic factors of the city of Seoul(i.e., architectural, artistic) made significant influences on the unique image of the city. Results of this study suggest that marketers should more concentrate on developing the uniqueness of Seoul for a better brand image of Seoul.