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A Study on Region Food Culture Branding Components through PR Content Analysis: Analysis of the Official Websites in Korea, China, and Japan, including Jeonju, Chengdu, and Kyoto
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홍보콘텐츠 분석을 통한 지역의 음식문화브랜딩 구성요소 연구 - 전주시, 청두시, 교토시 등 한⋅중⋅일 3개 지역의 공식 웹사이트 분석을 중심으로

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Type
Academic journal
Author
Chae Ji-Seon (인하대학교) JEON Hyeong-Yeon (건국대학교)
Journal
Korea Association for Semiotic Studies 기호학 연구 기호학 연구 제59권 KCI Accredited Journals
Published
2019.1
Pages
207 - 246 (40page)

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A Study on Region Food Culture Branding Components through PR Content Analysis: Analysis of the Official Websites in Korea, China, and Japan, including Jeonju, Chengdu, and Kyoto
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Domestic and overseas governments recognize regional food, as a key factor in the selection of tourist attractions and are actively promoting them. Indeed, food culture can be a means of revitalizing regional tourism as well as a key and attractive regional cultural brand communication tool that reveals the region’s brand identity. What components should be included in the region to express the regional food culture in terms of region’s cultural branding? The purpose of this study is to identify the key components of food culture brand as a part of regions’ cultural branding through the structure and content analysis of food culture related contents in the official web sites of Jeonju, Chengdu and Kyoto. In this study, it was confirmed that the three cities categorized the core components of the food culture brand into eight categories as “food ingredients”, “food”, “events”, “food spaces”, “cultural facilities”, “recipe”, “communication” and “regional product”. In addition, this study attempted to summarize the core values of the eight regional food culture components while considering the food culture brand as a core element of regional culture branding. This study was able to derive the octagonal key components structure of regional food culture brand. This study confirms that the food ingredient and food are consistent with the oriented values of the “Project” domain, the events and food spaces are consistent with the oriented values of the “Euphory” domain, cultural facilities and recipe are consistent with the oriented value of the “Information” domain, and the communication and regional products were found to be consistent with the oriented values of the “Vision” area.
#음식문화 #음식문화브랜드 #지역문화브랜딩 #브랜드 구성요소 #브랜드 정체성 #웹사이트

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