The Korea Local Administration Review

 
The purpose of this study is to search the influence of place attachment on urban brand formation and to use it as a basis for judging the policy. To accomplish this goal, this study examined the theoretical basis of place attachment and urban brand, and set observation variables and research hypotheses necessary for the survey. The statistical data constructed by the survey was used as a structural equation model to verify the research hypothesis. The research subjects are residents and visitors of Hampyeong area, which is considered as the Butterfly festival and succeeded in marketing urban brand and urban marketing.
As a result of study, place attachment was positively influenced by urban brand recognition, attitude, and behavior. Especially, place affection had a great influence on tourism image and residence image, but had a relatively low influence on investment image. Place attachment has a positive effect on city brand attitude and loyalty. In this case, it is proved that the influence on city brand loyalty is great.
The policy implications of this study are as follows. The local government should provide and manage the local facilities from a long-term point of view in order to increase place attachment of the local residents and visitors, as well as publicity and marketing necessary for urban brand. In addition, the local government should prepare and operate various projects and programs for residents and visitors to increase place attachment.
 
□ Keywords: place attachment, urban brand image, urban brand attitude, urban brand loyalty, SEM