지역 캐릭터의 활용 사례 연구 - 소셜 빅데이터 분석을 통하여 -

초록

This study examines local characters that contribute to forming a positive regional image and supporting the local economy. To investigate public expectations regarding the roles and applications of local characters, text mining was conducted on keywords related to local characters collected from online portals. The results of the CONCOR analysis revealed four distinct clusters: City Brand type, Local Event type, Leisure Life type, and Visit Experience type. The City Brand type indicates that local characters symbolize urban identity and image, influencing the sectors of culture, tourism, and industry. The local Event type is characterized by short-term, intensive utilization focused on public interest and community participation. The Leisure Life type demonstrates that local characters are naturally integrated into the daily consumption and experiences of both tourists and residents. The Visit Experience type emphasizes experiential and informational functions of local characters within specific spaces such as fairs, exhibitions, and programs. These results suggest that strategies for utilizing local characters should be differentiated according to their specific purposes. Furthermore, local governments and those responsible for planning local cultural contents should recognize local characters as long-term strategic content assets for building city brands and revitalizing local tourism.

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