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http://dx.doi.org/10.5392/JKCA.2021.21.07.328

A Study of the Relationship between City Branding and Event Content  

Lim, Haewen (건국대학교 도시재생학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.7, 2021 , pp. 328-339 More about this Journal
Abstract
In the age of global competition, city brand is a significant element for establishing a city's competitiveness. City branding is the process of building a storytelling about cities' content. Among the various contents that differentiate cities, this study seeks to discuss the role of an event and a city brand in the process of city branding based on the city marketing and event tourism literatures. This research uses grounded theory and a case study to examine Seoul exploring the changes in the Hi Seoul Festival and the Hi Seoul city brand over the last two decades. The qualitative research includes a secondary data analysis based on case studies from domestic and foreign regions and their festivals. The analytical results indicted three limitations: inconsistency, a lack of identity, and political leverage. Based on the limitations, this study discusses the importance of the connection between city identity and event content, suggesting implications for moving forward toward a stable Seoul city branding strategy for the Seoul Metropolitan Government.
Keywords
City Branding; Event Content; Brand Elements; City Identity; City Brand;
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