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The Strategy of City Brand Activation by Confusion Content - Case Study of Andong City and Qufu City

유교문화 콘텐츠를 활용한 도시브랜드 활성화 방안 연구 - 안동시와 중국 곡부시 사례를 중심으로

  • Ha, Kyu-Soo (Graduate School of Venture, Hoseo University) ;
  • Moon, Ji-Eun (Graduate School of Venture, Hoseo University)
  • 하규수 (호서대학교 벤처전문대학원) ;
  • 문지은 (호서대학교 벤처전문대학원)
  • Received : 2015.09.07
  • Accepted : 2016.01.05
  • Published : 2016.01.31

Abstract

This study considered the factors of city brand reinforcement and city revitalization through a case study of two cities that were successful in revitalizing using a brand strategy. World leading cities are securing city competitiveness through the culture resources, particularly traditional culture, as a key asset to highlight the cities' uniqueness in increasing their value. The Confucianism influence on Korean traditional culture has a valuable content like etiquette, ritual ceremony, food, education, etc. as well as culture heritage in historical architecture. Therefore, it can be used as the city's assets to promote it worldwide. On the other hand, there is difficulty in preserving most Confucianism culture content and the intangible cultural properties have been neglected. This needs to be applied actively to be used on a city brand strategy. This study reviewed the successful case of Andong city in Korea and Qufu city in Sandong, China and suggests ways of raising the cities' brand power.

본 논문에서 유교문화콘텐츠를 기반으로 도시 브랜드화 전략을 통해 도시가 활성화된 사례를 분석하고 도시 브랜드의 가치 향상과 도시의 활성화 요인을 고찰하고자 한다. 유수의 도시들이 문화자원을 통해 경쟁력을 확보하고 있으며 특히 전통문화는 차별성을 확보해주는 중요한 자산으로 그 가치가 더욱 부각되고 있다. 우리나라 문화 전반에 흐르고 있는 유교는 건축학적인 문화유산 뿐 만 아니라 예법, 문묘제례, 교육, 음식 등의 다양한 콘텐츠를 담고 있어 활용가치가 높은 문화자원이다. 그러나 대다수의 유교문화자원은 보존 및 운영에 어려움을 겪고 있으며, 무형의 자산 또한 활성화되지 못하고 방치되고 있는 실정에 있어 이를 지역의 특색에 맞게 특성화하여 도시의 브랜드화 전략에 적극적인 활용이 필요하다. 이를 위해 대표적인 유교문화도시인 안동시와 중국 산동 곡부시의 사례를 살펴봄으로서 유교문화콘텐츠를 활용한 도시브랜드 활성화 방안을 도출하고자 한다.

Keywords

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