Relationship between Natural Equity Recognition and Place Attachment in Mountainous Areas

As the Co-Creation perspective is introduced into place branding theory, researches that focus on the relationship between people and places has come to be seen. Place attachment is drawing attention as a concept to grasp the psychological connection between people and places. A previous study, the " Place brand equities and values evaluation model " has been examining the value of people to the region. However, there is not enough discussion on the relationship between this model and place attachments. This study measured place brand equities and valuation in a mountainous area, and verifi ed the relationship with place attachment. As a result, it revealed that the place brand equities factor and the value factor were interrelated, and all factors were related to the place attachment. Also, unlike the previous research, which involved place brand equities to place brand value, they were involved in each other. This suggests that local resident's assessment of place brand equities and values may interact in a two-way manner with respect to place attachments. And then the effect of personal attributes on the evaluation of place equities was suggested. On the other hand, the impact of place attachments from natural equities is low in this survey, and verifi cation in similar regions will be necessary to clarify the reason.