한국문헌정보학회지 (Journal of the Korean Society for Library and Information Science)

한국문헌정보학회 (Korean Society For Library And Information Science)
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공공도서관을 위한 장소브랜딩모형의 설계와 브랜드이미지의 창조

The Design of a Place Branding Model for Public Libraries and Its Application to Creating a Public Library Brand Image

  • 강유정 (연세대학교 대학원 문헌정보학과)
  • Yu Jeong Kang
  • 투고 : 2024.07.26
  • 심사 : 2024.08.15
  • 발행 : 2024.08.31
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초록

본 연구에서는 Cai(2002)의 장소브랜딩모형을 수정 및 확장하여 공공도서관의 방문활성화를 위한 장소브랜딩모형을 설계하였다. 그리고 이모형을 적용하여 공공도서관의 브랜드이미지 창조사례를 제시하고 본 사례가 브랜드이미지로 적합함을 검증하였다. 이를 위하여 장소브랜딩모형과 브랜드마케팅에 관한 문헌연구를 수행하였고 공공도서관의 장소브랜딩모형에 적합한 마케팅의 유형과 내용을 반영하였다. 그리고 이모형을 적용하여 창조된 공공도서관의 브랜드이미지 사례가 브랜드이미지로서 적합함을 확인하기 위하여, 이모형을 적용한 도서관의 브랜드이미지와 브랜드정체성에 대한 이용자인식조사를 실시하였고 조사결과를 이 두 변인의 상관분석과 단순회귀분석에 활용하였다. 이렇게 본 연구는 공공도서관의 장소브랜딩을 구체화시키는 개념모형의 설계와 적용을 통해 공공도서관의 방문활성화를 위한 장소브랜딩의 실현과 그 가능성을 높이는데 의의가 있다.

In this study, a place branding model for public library was designed to revitalize public libraries' user visits by modifying and extending the Cai(2002)'s Place Branding Model. By applying this model, an example of creating a brand image of a public library was presented, and it was verified that this example is suitable as a brand image. To this end, literature research on the place branding models and brand marketing was conducted, and the types and contents of marketing suitable for the place branding model of public library were founded. And to verify that the example of the public library's brand image created by applying this model is suitable as a brand image, A survey of user perception was conducted on the brand image and brand identity of the applied library for this model, and the results of the survey were used to analyze the correlation and simple regression between these two variables. In this way, this study is meaningful in increasing the realization and real potential of place branding for promoting public libraries' user visits through the design and application of a conceptual model that embodies the place branding of public library.

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