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Korea Society of IT Services (한국IT서비스학회)
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A Study on City Brand Evaluation Method Using Text Mining : Focused on News Media

텍스트 마이닝 기법을 활용한 도시 브랜드 평가방법론 연구 : 뉴스미디어를 중심으로

  • 윤승식 (아주대학교 e-비즈니스 학과) ;
  • 신민철 (아주대학교 경영정보학과) ;
  • 강주영 (아주대학교 경영대학 e-비즈니스 학과)
  • Received : 2018.10.31
  • Accepted : 2019.03.22
  • Published : 2019.03.31
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Abstract

Competition among cities has become fierce with decentralization and globalization, and each city tries to establish a brand image of the city to build its competitiveness and implement its policies based on it. At this time, surveys, expert interviews, etc. are commonly used to establish city brands. These methods are difficult to establish as sampling methods an empirical component, the biggest component of a city brand. In this paper, therefore, based on the precedent research's urban brand measurement and components, the words representing each city image property were extracted and relocated to five indicators to form the evaluation index. The constructed indicators have been validated through the review of three experts. Through the index, we analyzed the brands of four cities, Ulsan, Incheon, Yeosu, and Gyeongju, and identified the factors by using Topic Modeling and Word Cloud. This methodology is expected to reduce costs and monitor timely in identifying and analyzing urban brand images in the future.

Keywords

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Example of Wordcloud

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Research Framework

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Spider Graph for the City Brand Analysis

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International, Economic, Tourism, Environmental and Social indexes Comparing by City

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Comparison of Each index by City Using Bar Graph

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Result of Wordcloud in Ulsan

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Result of Wordcloud in Yeosu

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Result of Wordcloud in Incheon

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Result of Wordcloud in Gyungju

City Brand Assets Measurement Survey (Koo and Lee, 2008)

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City Brand Factors(Hwang and Song, 2010)

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City Brand Measurement Ekements and Detail Factors(Merrilees et al., 2013)

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City Brand Index Elements And Definition(Anholt, 2006)

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An Integrated Framework of City Branding (Mihalis Kavaratzis, 2009)

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Integrated City Brand Index

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The Frequency of the Articles by Year in the Last Collected Data

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City Brand Assessment Results

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GRDP(unit : million)

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Results of Topic Modeling in Ulsan

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GRDP per Person(unit : million)

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Results of Topic Modeling in Incheon

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Results of Topic Modeling in Yeosu

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Results of Topic Modeling in Gyeongju

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