도시이미지 결정요인과 도시규모별 이미지 결정요인 비교 = City Image Determinants and Comparison of Image Determinants by City Size

다국어 초록 (Multilingual Abstract)

The importance of city image increases as regional governments competition becomes fierce. As a result, many regional governments have adopted city marketing strategy. The purpose of this study is to derive the determinants of city image and suggests strategic directions of city marketing. In study 1, we derived relevant variables of city image and identified 8 image factors by literature review and group discussion of city marketing specialists. In study 2, we compared main determinants of city image between big city(Seoul, Daegu) and small city(Jecheon, Youngcheon). By multivariate analysis, we focused 8 determinants of city image; live convenience, citizen consciousness, history · culture, development capability, nature environment, relax. medical treatment, conservatism, economic standard. We found that big citys` image is mainly influenced by development capability, economic standard factors while small city image is determined by citizen consciousness, history · culture, conservatism. The implications of this result for city marketer and researchers are discussed.