관광도시 평가 요소가 도시이미지 만족도에 미치는 영향 -장가계를 중심으로-

초록

With the growth of the tourism industry, some tourist cities in China did not sufficiently reflect the public’s demands during the image formation process, and a problem was found that the image between cities was homogenized. In particular, the tourist city logo is a visual element that conveys the city image, but empirical studies on its effect are insufficient. Urban image satisfaction can reflect the degree of effectiveness of this city image delivery. Therefore, this study focuses on the effect of the evaluation factors of the tourist city logo on the city image satisfaction. According to previous studies, the relevant elements of logo evaluation consist of five dimensions: aesthetics, identification, memory, uniqueness, and purposefulness. The case targets Zhangjiye, a UNESCO World Natural Heritage city, and the current status of logo design was investigated. This study conducts an online survey of general adults in China and empirically analyzes the effect of each evaluation factor on the city image satisfaction based on the collected data. As a result, the remaining four factors excluding memory had a statistically significant positive (+) effect. The order of highest influence was identification (β=0.208) > uniqueness (β=.0171) > aesthetics (β=.0142) > purposefulness (β =.0129). This study is meaningful for empirical verification of the logo evaluation structure of tourist cities and can be used as a reference for establishing brand strategies for similar tourist cities in the future.

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