지역기반 프로젝트 학습(PBL)을 통한 로컬 브랜딩 교육효과 분석

초록

[Purpose] This study aimed to design and implement a Project-Based Learning(PBL) program utilizing local brands from the Jinju region to address regional decline and economic stagnation. It sought to investigate the potential of local context-based problem-solving learning in enhancing learners' understanding, attitudes, and practical competencies regarding regional assets and identities. [Methodology] The study was conducted with university students enrolled in a local brand course using a five-step PBL process that included site exploration, stakeholder interaction, and strategy development. To evaluate the educational outcomes, pre- and post-surveys were administered to measure changes in key variables, including local brand concept comprehension, regional identity and attachment, local branding self-efficacy, and entrepreneurial intentions tied to the region. [Findings] The empirical analysis revealed statistically significant improvements across all measured variables following the PBL program. Beyond enhancing conceptual understanding, the program strengthened students' regional attachment and identity, while substantially boosting their local branding self-efficacy and entrepreneurial intentions. [Implications] The findings highlight the efficacy of field-oriented, experiential learning in university education, demonstrating that integrating regional context into problem-solving curricula effectively fosters practical competencies and community engagement. Furthermore, the results emphasize the critical role of higher education institutions as catalysts for regional innovation and sustainable development.

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