도시평판 결정요인이 도시평판, 지역공동체 의식, 거주만족, 충성도에 미치는 영향

Abstract

I have tried to recognize the importance of city reputation as city marketing means and to figure out the factors that decide city reputation from local residents' perspective. I have investigated the relationship between city reputation and Sense of Local Community, and verify the relationship of Sense of Local Community, on residential satisfaction and loyalty through positive analysis. I have conducted the literary and positive study in order to verify the influence relationship between main concepts. First of all, the theory of main concepts is established focusing on literary study; to investigate the influence relationship between them, a hypothesis is set and a research model is suggested. I have conducted a survey by visit or e-mail for residents in Jeju, Chuncheon and Seoul, form October 4 to October 24, 2010. Among the collected survey answers, except for the inadequate ones, 265 copies from Jeju, 128 copies from Chuncheon and 133 from Seoul were analyzed by using SPSS 15.0 and AMOS 7.0. The results of analysis are as follows: 1. The decision factors of city reputation are classified as administrative service, natural factor, city infrastructure, cultural factor, administrator's leadership, city management capacity, communication ability and social responsibility, and Sense of Local Community is classified as the sense of satisfaction and bond, and the sense of attachment and unity. 2. Among the decision factors of city reputation, it is found that administrative service, natural factor, city infrastructure, cultural factor, administrator leadership, social responsibility have meaningful influences on the city reputation. Jeju is most influenced by communication ability and natural factor, Chuncheon is by natural factor, and Seoul is by social responsibility. 3. City reputation is found to have a meaningful influence on the local community spirit such as the sense of satisfaction and bond, and the sense of belonging and unity. Overall, its influence on the satisfaction is found to be biggest: it is most essential in Jeju and Chuncheon. On the other hand, the sense of belonging is important in Seoul. 4. On the local community spirit, the sense of satisfaction and the sense of belonging and unity are found to have meaningful influences on residential satisfaction, and especially the sense of unity is found to have the greatest influence on the residential satisfaction. The senses of satisfaction and belonging are found to have the strongest influence on residential satisfaction respectively in Jeju and Seoul. 5. The senses of satisfaction and unity are found to have meaningful influences on loyalty, and especially the sense of satisfaction has the biggest influence on loyalty. The sense of belonging is influential in Jeju and Chuncheon; the sense of satisfaction are found to be most effective.. 6. In all three cities, the residential satisfaction is found to have the meaningful influence on loyalty.

Based on the analysis result, the following points can be suggested: 1. City reputation serves as a means to distinguish different cities, so it is necessary to figure out the factors which lead to positive city reputation. Among the factors that decide city reputation, the external aspects like city management ability, administrator's leadership and communication, are important, but most of all, the management of internal aspects related to real life of local residents is more important. Specifically, residents needs to enjoy and relax, and the protection of natural environment are necessary. Also, it is required to improve local image, promote local pride and search for cultural assets that can attract visitors and the subsequent preservation policy. It is also necessary to expand welfare facility, pleasant education environment and administrative service that meet people's demand. 2. The local community identity is closely related to local residents' life quality, so it is essential to have diverse programs and improve system to increase the community identity of local residents. Specifically, the local government needs to develop policies that includes the city philosophy and vision that can communicate and harmonize with residents. Besides, the open administration and leadership are required to help local residents understand and actively participate in main issues of the community. 3. Since each resident's purpose of residence is different, it is important to create an environment which can meet his/her needs. I have suggested several useful points, but there are several limits to generalize the outcome. I want to suggest my further direction of research as follows: 1. This study is an initial research to extract items that consist of city reputation; however, it is limited to measure the standardized city reputation. Therefore, we need to conduct a study of measuring city reputation which could be applied to both domestic and international cities. 2, The samples of the current survey to measure city reputation came from current residents, but visitors and investors must be also included for further studies. 3, Diverse researches must be followed in the future, developing various factors that enhance city reputation.