• Journal of Sport and Applied Science
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• v.6 no.2
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• pp.9-18
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• 2022

Purpose: This research aims to analyze the relationship marketing between football club organizations, players, and the fans club community. Research design, data, and methodology: An ethnographic approach was used to observe for eight months in the community, interviews, and documents analysis in Bonek Mania community fans club and Persebaya, a football club management in Surabaya, Indonesia. Results: The results show that the management of the football club has maintained the football high-end brand image in the national league. Stakeholders have endeavored to build the values and shared meaning with the public and cohesively with Bonek Mania. The struggles and achievements are intended to maintain the local collective memory of Surabaya's patriotism as the "city of heroes." Sustainable relationships were built by professional football club managers, players, and the fans club to foster the spirit, economic resources, and sustainable development. Conclusions: This research implies that it can provide direction for the management of football clubs by paying attention to relationship marketing, developing unique local values to build the customers' loyalty. Further implications were discussed.

• International Journal of Contents
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• v.5 no.3
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• pp.57-64
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• 2009

Korea has relied on top down development method, in which companies, research and education institutions move into the industrial complexes established by the government. However, to improve local competitiveness, the paradigm is shifting from the government initiated industrial complex to the clusters based on the cooperative network of the region. Representative case is 'Samcheok-si Fire & Emergency industry cluster construction project' that begun in 2007. AHP technique analysis results on first-stage showed that priority was on policy and network elements, and the results of second-stage analysis show that priority was on Policy incentives to internationalize the cluster and strengthen link,. Cluster branding, Sharing of organizational culture to cope with changes in environment, Creation of group learning culture. The subject of this research is limited to Samcheok-si's the Fire and Emergency Industry cluster formation project. Therefore, the research area and standard should be expanded to increase generality in further researches.

• Korean Journal of Organic Agriculture
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• v.29 no.4
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• pp.523-538
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• 2021

The purpose of this paper is to analyze the difference of the value in main production areas affected through the hedonic price model and the conjoint analysis. In addition, the partial value of each attribute level, and the consumers' willingness to pay(WTP) for change in each attribute level are analyzed. For this, we compared the value of apple determined in Garak market with the value that consumers' WTP. The result showed that there is a gap between the market value and the consumers' preferences on apple. It means that it is necessary for the local branding to be more developed to receive higher sales. Furthermore, understanding the consumers' preferences on the apple attributes can enhance the consumer utility and the competitivity. As a result, this study provides an apple marketing direction for main production areas that has been changing due to climate change.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.497-502
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• 2024

Local culture plays a role in enhancing the cultural competence of citizens by approaching branding from the perspective of brandization by implying value amid changes in local traditions and modern times. Therefore, this study established a research model with brand loyalty, brand recognition, perceived quality, and brand image as dependent variables in order to analyze the impact of local cultural characteristics on cultural brand asset components. We tested the research hypothesis and analyzed it, As local cultural characteristics affect cultural brand asset components, it was found that it is necessary to change the perception of local culture and promote traditional culture. In addition, Yeoju City needs to plan a festival that combines tradition and local culture through the convergence of content and cultural policy for the recognition and brand image of the Yeoju Yeongneung, a World Heritage Site, and it is urgent to change the direction of citizens. In addition, it was found that it is desirable to expand research on the formation of cultural brand assets according to local cultural affinity.

• Journal of the Korean Institute of Landscape Architecture
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• v.35 no.4
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• pp.81-89
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• 2007

Urban landscape represents a city's internal identity as well as external form. Therefore, urban landscape and image planning has to involve marketing strategies to deliver the economic growth and regional revitalization through recreating the environmental and cultural value of the city. This study intends to develop practical city image management programs as city marketing tools which consider opinions of local authorities, related experts, and residents. To achieve this purpose conjoint analysis was applied on three components which symbolically reflects features of assets and resources in Anseong. This study can be summarized as follows: 1. The first consideration for Lake Geumgwang is to develop farm experience Programs on waterside fields. 2. The rot consideration for Bauduki Festival is to make efforts for public relations(PR) to be able to merchandise festival-related goods and develop unique products. 3. The first consideration for Anseong Grapes is to build leisure-oriented theme parks for local farm products. This study is meaningful to develop the efficient and quantitative management method of city image for marketing. The integrated approach to the management programs to reflect opinions of local policies, experts and citizens is expected to become a useful foundation in studying city images and marketing.

• Korean Journal of Human Ecology
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• v.15 no.2
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• pp.327-339
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• 2006

We have investigated the distribution of major local foods cultivated in Gwangju City and Jeollanam-Do in order to understand the food culture of Honam region. The local foods were divided into 4 classes: agricultural, aquatic, animal and other products. 124 species of local foods, including 51 agricultural products, 50 aquatic products, 6 animal products and 17 others, were identified from this region. In Jeollanam-Do area, the agricultural products have a variety of fruits and vegetables, and aquatic products have fishes. In particular, rice, cucumber, pear, anchovy, oyster, laver, oyster mushroom, shiitake mushroom, and honey were determined as major local foods in Jeollanam-Do area. Note that Mudeungsan watermelon is cultivated in Gwangju, and sweet smelt and cat fish caught only in Sumjin river and Tamjin river area. In recent years, pumpkin (Cucurbita maxima Duchesne), paprika, kiwi and melon were determined as major local foods in Jeollanam-Do. Furthermore, branding strategy of agricultural and animal products can be said to improve. Wild types of aquatic productions, mushrooms and wild edible greens have been decreasing, whereas cultivated production increasing. The kinds of special local foods in Gwangju City and Jeollanamdo area were influenced by geographical, religious and social factors.

• The Journal of the Korea Contents Association
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• v.13 no.10
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• pp.480-494
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• 2013

Globally branded culture festival in the region as a key component to the originality and distinction and with local residents and visitors to share experience and has succeeded in branding through Mind. Than mimics festivals in competitive and differentiated cultures containing festivals create a unique festival brand, and through the cultural and economic competitiveness, as well as the phase of the World Festival and preserve local culture and identity. Developing The best areas will be an asset. In order to build this world-class festival brand differentiation strategy above all, must be a top priority, Discrimination discovery and development of the local culture and sensibility in the age of the most powerful marketing tool that is being presented through storytelling brand assets to be passed on to visitors should. Thus the creation of storytelling festivals. Sensitivity of the festival right direction and in an era of paradigm key drivers of the local economy, such as image enhancement, and building long-term regional development and differentiation based on quality of life by creating a local culture can improve will Region's cultural and economic areas, the most important resource for the success of the festival is uniformly short-term planning and configuration, tube-driven operating as a one-sided non-participation. Sharing. Communication with an emphasis on the application of storytelling that is essential is considered.

• Korean Institute of Interior Design Journal
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• v.25 no.1
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• pp.47-55
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• 2016

This article explores an extended sense of autonomy in contemporary architecture activated through the practice of fashion, by taking architect Rem Koolhaas' work Prada Epicenter in New York as a case. In doing so, it argues that throughout the work Koolhaas sets up a world in which the corporate and the individual are entangled together in complex ways. Instead of considering Prada Epicenter to be the exemplar illustrating that the global company-Prada-institutionalizes the designed commercial space in a top-down manner, this article claims that such a space imbricates a multiplicity of meaning that is generated at the intersections of the local and the global, the ordinary and the spectacular, and the individual and the institutional. In this respect French philosopher Gilles Lipovetsky's fashion theory works as a critical point: his claim that the ambivalence of fashion-both as corporate power and individual freedom-is a threshold encouraging us to better understand the operativity of late capitalism in daily life is extended to Koolhaas' case. In other words, Koolhaas' Prada Epicenter brings forth possibilities that the ostensibly technocratic and institutionalized space in fact works as a resillient field where senses of individual autonomy arise in the aid of corporative practice of branding.

• Journal of the East Asian Society of Dietary Life
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• v.18 no.2
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• pp.165-171
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• 2008

The purpose of this study was to measure tourists' preference for alternative restaurants with different combinations of attribute levels: grown area logo, origin description, traditional food, fusion food, national food, and price. A total of 210 questionnaires were completed. A conjoint experimental method was used to develop hypothetical restaurants, and an ordinal probit model was used to measure the effects of the attribute levels on tourists' preference. The ordinal probit model analysis results for the data indicated an excellent model fit. The effects of the attribute levels on tourists' preferences were statistically significant. As expected, estimates of the marginal willingness to pay were statistically significant Moreover, the tourists were more willing to pay for grown area logo as compared to the other attribute levels. The tourists also considered the grown area logo as a very important attribute. Withe regard to developing and testing conjoint models in the design of choice experiments involving multifactor alternatives, this study may approach a deeper understanding of the conjoint experiment. Greater understanding of the conjoint experiment can improve the managerial diagnoses of the problems as well as the opportunities for different marketing strategies including local branding programs and menu development and marketing communications.

• International journal of advanced smart convergence
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• v.13 no.2
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• pp.166-171
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• 2024

Recently, there has been an increasing trend in the role of social media in tourism marketing. We analyze changes in tourism marketing trends using tourism marketing keywords through social media networks. The aim is to understand marketing trends based on the analyzed data and effectively create, maintain, and manage customers, as well as efficiently supply tourism products. Data was collected using web data from platforms such as Naver, Google, and Daum through TexTom. The data collection period was set for one year, from December 1, 2022, to December 1, 2023. The collected data, after undergoing refinement, was analyzed as keyword networks based on frequency analysis results. Network visualization and CONCOR analysis were conducted using the Ucinet program. The top words in frequency were 'tourists,' 'promotion,' 'travel,' and 'research.' Clusters were categorized into four: tourism field, tourism products, marketing, and motivation for visits. Through this, it was confirmed that tourism marketing is being conducted in various tourism sectors such as MICE, medical tourism, and conventions. Utilizing digital marketing via online platforms, tourism products are promoted to tourists, and unique tourism products are developed to increase city branding and tourism demand through integrated tourism content. We identify trends in tourism marketing, providing tourists with a positive image and contributing to the activation of local tourism.