로컬 거버넌스 구성요인이 도시창조성과 도시브랜드에 미치는 영향

Abstract

The research examined effects of local governance factors on city creativeness and brand as in Busan Metropolitan City. In order to identify the relationship among local governance, city creativeness and city brand, this study established three hypotheses and 15 sub-hypotheses Accordingly, this study undertook an empirical analysis on the influence of local governance, city creativeness and city brand based on the literature review. Prior to demonstrating the empirical analysis, it is imperative to define concepts of local governance, city creativeness and city brand(hereinafter three main factors) and to identify effects among the three main factors and sub-factors of local governance and city brand, which include participation, partnership and resource capability as sub-factors of local governance and tourism resources, foundations of economy and local products as sub-factors of city brand. Identifying the impacts is vital in this research to the extent that it can provide grounds of how to establish a model for city branding governance based on the structural relationship among those factors. In order to do so, this research undertook a survey, subjects of which are city officials, specialists on city branding policies and citizens who are interested in city branding. Subsequently, by processing the survey data based on the structural equational model, this research examined whether the hypotheses arising from the research model can be adopted. As a result, it has been discovered that local governance affects city creativeness; and city creativeness also affects city brand; but no relationship is found between local governance and city brand. Moreover, it is also found out that the sub-factors of local governance, i.e. participation, partnership and resource capability, can influence the formation of city creativeness. Besides, the research also revealed that city creativeness can have a direct influence onto the sub-factors of city brand assets, i.e. tourism resources, economic foundation and local products, whereas the sub-factors of local governance have no direct effect on city brand. Therefore, the invigoration of local governance can lead to enhancing city creativeness, which again helps improving city brand. As distinct from the previous studies which placed emphasis on the governance formation and policy outcomes, by introducing city brands and city creativeness in the context of the local governance theory, this approach broadens the applicability of the local governance theory in reality from the interdisciplinary perspective. Lastly, this study suggests alternative policies with regards to city branding for the Busan city government as follows; it is imperative (ⅰ) to implement sustainable city branding policies rather than emphasizing on short-term outcomes; (ⅱ) to vitalize programs for citizens to participate in and to build a cooperative mechanism among stakeholders, such as citizens, experts, the Busan Metropolitan City government and research institutions; (ⅲ) to organize public groups open to specialists and citizens to discuss ideas with respect to city brand; (ⅳ) to create a knowledge network of specialists in city policies to bridge between citizens and the city government; and (ⅴ) to establish a system for sharing information on city brand policies with neighbour cities, such as Gyeongju and Kimhae, with the aim of enhancing resources capability. In conclusion, the Busan city government should take into consideration the local governance factors, city creativeness and city brand when drafting and implementing city brand policies. To further this research, variables of local governance, city creativeness and city brand could be introduced in order to examine the structural relationship among those three main factors in depth.