지자체 슬로건의 평가와 관광홍보수단으로서의 기대효과 - Colorful DAEGU 사례
Evaluation of a Travel Destination's Slogan and Its Expected Effects As a Tourism Promotion Tool: The Case of Colorful DAEGU
This paper is to evaluate Colorful DAEGU, one of travel destination's slogans, and to examine its expected effects as a tourism promotion tool. Focus Group Interview(FGI) was used to collect data. Main questions regarding awareness, image, and symbolic meaning of the slogan, and its expected effects on tourism promotion were raised. Answers of three focus groups were audio-taped and recorded and eventually they were contrasted and compared. The results indicate that the current slogan seems not to fit with already established Daegu image. However, the slogan itself was found favorable to the respondents. Depending on the development of infrastructure and unique travel resources, the slogan's impact on travel promotion would be positive. Noteworthy implications were suggested by authors.
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