| abstract |
| Background Specialized streets, which are part of urban development, not only combine culture and commerce, but also serve as an important means of increasing the value of local brands that reflect regional characteristics. However, after the development of specialized streets, the function and role of specialized streets are lost due to conflicts due to rent increases and content development without differentiation strategies, and a vicious cycle is being repeated in which the commercial district is unable to escape the recession. To solve this problem, it is necessary to move away from uniform streets, maintain the unique values of specialized streets, and develop diverse cultural contents that reflect the street identity, leading to this study.
Methods Domestic case studies were studied through prior research, literature, and policy data, and specialized streets with similar characteristics were extracted for case analysis. The scope of the study was investigated by accumulating theoretical background and using desk research methods through comprehensive analysis and environmental analysis. Based on previous research, regional brands and specialized streets were classified into physical and non-physical, the analysis framework for building specialized street brands was reconstructed and studied in detail, and future implications were presented.
Result Specialized domestic streets are strong in terms of visual, cultural, and exchange, and lack of theme, environment, and naturality. On the other hand, foreign cases have stronger visual and cultural characteristics and excellent storytelling and theme, so communication and accessibility are high. However, environmental and naturality were evaluated at a level similar to that of Korea. Overall, in Korea, cultural exchange and regional connection are strong, but visual effects and theme setting are conservative. Visual and cultural characteristics should be maintained, theme and exchange should be strengthened, and environmental and naturality should be improved
Conclusion The conclusions of this study are as follows. First, it is a participatory content model that reflects the unique history and culture of specialized streets to create a new brand for specialized streets. Second, it is a visual element model that utilizes cultural resources centered on the unique history and cultural tradition of each street. Third, a model is needed to commercialize products and environmental resources that can become unique assets of specialized streets. Above all, the ‘street-like’ content that can be felt on the street must be highlighted in order to serve as a means of close communication between consumers and local residents. The purpose of this study was to develop various cultural contents reflecting the identity of the street beyond the concept of a uniform distance. As a result of the study, the visual, cultural, and exchange of specialized streets were positively evaluated, but the theme, environment, and naturality were found to be insufficient. However, the regrettable point is that there was no idea way to highlight "distance," and the failure to develop various specialized street brand construction models suggests that follow-up studies are needed. |
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| Key Words |
| 특화거리, 지역브랜드, 문화콘텐츠, Specialized streets, Local brands, Cultural contents |
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