Analysis of Current State of Beijing’s Destination Branding
- 주제(키워드) Analysis of Current State of Beijing’s Destination Branding
- 발행기관 고려대학교 정책대학원
- 지도교수 최영준
- 발행년도 2012
- 학위수여년월 2012. 8
- 학위구분 석사
- 학과 정책대학원 도시및지방행정학과
- 원문페이지 85 p
- 실제URI http://www.dcollection.net/handler/korea/000000035366
- 본문언어 영어
- 제출원본 000045717597
초록/요약
The thesis aims to evaluate and analyze the current state of Beijing's destination branding. Based on the existing theoretical contributions on destination branding, this study designs the conceptual model for measuring the current state of destination branding. The measurements are utilized to design a survey so as to evaluate the current state of Beijing branding, the capital city of China. On the basis of the analysis of the municipal branding strategies and the general findings of the survey, the paper reveals the current strong points and weak points of Beijing branding from the perspectives of the domestic and foreign visitors and describes Seoul experiences on the livability improvement. It is concluded that the attractiveness and culture and heritage of Beijing are acknowledged by the visitors, while the livability of the city is the relatively negative aspect of Beijing branding. The theoretical implications for the research of destination branding and the practical implications for the destination branding of Beijing are also offered by the thesis.
more목차
Chapter 1 Introduction
1. Problem Justification 1
2. Research Question and Structure 3
Chapter 2 Literature Review
1. Definition of Destination Branding 5
2. Stakeholders of Destination Branding 6
3. Existing Measurements of Destination Branding 9
Chapter 3 Research Methodology
1. Conceptual Model 18
2. Instruments 21
3. Data Collection 24
Chapter 4 Overview of Beijing’s Branding Strategy
1. Profile of Beijing 27
2. Urban Planning of Beijing 30
3. Branding Strategies of Beijing 34
(1) Branding through Attractiveness Promotion 34
(2) Branding through Livability Improvement 36
(3) Branding through the Appreciation and Protection of Culture and Heritage 38
Chapter 5 Evaluation of Beijing Branding 40
1. General Findings of the Survey 42
2. Implications of Beijing Branding 47
Chapter 6 Seoul’s Experiences on the Livability Improvement 55
1. Selection of Seoul 55
(1) Introduction 55
(2) Livability Improvement Strategy 57
(3) Transportation 57
(4) Environment 59
(5) City Inclusion 60
2. Livability Improvement Policies and Practices of Seoul
(1) Transportation Improvement of Seoul 61
(2) Air Quality Improvement of Seoul 65
(3) City Inclusion of Seoul 66
3. Implications for Beijing 66
Chapter 7 Conclusion 69
Reference 72
