한국 거주 외국인 교사들이 지각하는 서울 이미지: 어떻게 서울을 인지하고 있는가? = The Image Foreign Teachers Have of Seoul: How is Seoul Being Perceived?

다국어 초록 (Multilingual Abstract)

This paper researched the perception ten foreigners had of Seoul using mental maps, and how their perceptions corresponded to the image the Seoul City government is promoting through their Hi Seoul branding campaign. The Seoul City Government has been promoting three sub-slogans in the Hi Seoulcampaign since 2003: first, Lovely Seoul, which promotes the feeling of Seoul as a hometown through equal development between regions and harmony of citizens second, Friendly Seoul which is to promote an open, welcoming city and third, High Seoul which is to develop Seoul into a top city of the world in consideration of the transportation and administration systems. Results from this research indicate that: 1) foreigners recognize more physical and artificial elements north of the Han river than south of the Han river 2) the adjective of friendly does not correspond to foreigners perception of Seoul and 3) the Han river and Nam mountain are the most recognized elements in Seoul. Implications from the results are discussed in consideration of the effectiveness of the Hi Seoul campaign on foreign residents.